Proses Produksi Program Hybrid Talkshow UMKM di Radio Mercury Dalam Perspektif Ekologi Media. (The Production Process of the Hybrid UMKM Talkshow Program on Radio Mercury from a Media Ecology Perspective).

Chanah, Miftah Prasetyowati (2025) Proses Produksi Program Hybrid Talkshow UMKM di Radio Mercury Dalam Perspektif Ekologi Media. (The Production Process of the Hybrid UMKM Talkshow Program on Radio Mercury from a Media Ecology Perspective). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The development of communication technology and digital media has pushed radio to adapt to remain relevant in the era of media convergence. Radio Mercury 96 FM Surabaya is one of the examples of local media that has succeeded in innovating through the Micro Small and Medium Enterprise Hybrid Talkshow program, which is a combination of conventional broadcasts with the utilisation of digital platforms such as YouTube, Instagram, and live streaming. This program not only functions as a means of business promotion, but also as an educational and empowerment media for MSMEs. This research uses qualitative methods to analyse the production process, technology adaptation strategies, and the impact of the program on MSMEs. Through the perspective of media ecology, this research becomes a dynamic, interactive media, and plays an important role in supporting the empowerment of the local economy in the digital era.

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