Approaches to Local Broadcasting: Insights from the Romanian Public Radio Experience and Policymaking
Approaches to Local Broadcasting: Insights from the Romanian Public Radio Experience and Policymaking

Summary/Abstract: The design, draft and implementation of a strategy for developing a regional station of the Romanian Radio Broadcasting Society require respecting and promoting the public radio character, the corporate mission and vision in full respect of professional ethics. It gives the public the most important regional news, pervasively combining the national and local features of the information. Regional public radio studios are clusters of interest that attract the loyalty of an audience eager to receive the regional specifics within the socioeconomic, political and cultural areas and the proximity information. General strategies of comfortable positioning in the competitive context of the regional market (outside perspective) can ensure the primacy of reception regarding programs and promotional activities. This plan of action is based on management strategy and aim at the enunciation and reification of immediate impact targets: information, attitudes, and behaviors. Target: Radio Romania Oltenia Craiova to be perceived as a brand in the region. The paper presents a comparative study between the current perception of Radio Romania Oltenia Craiova regional radio station (a diachronic map) and the strategies required by the regionalization context, the specific radio programs in accordance with the directions of regional development proposed by the public agenda. Radio Romania Oltenia Craiova is an independent functional unit without legal personality, within the Editorial Production Department and part of the Public Network of Regional Radio Stations in the Romanian Radio Broadcasting Society. In the regional media market, Radio Romania Oltenia Craiova: holds the position of information and image multiplier for the organization, it generates visibility, credibility and renown, becoming the support and vector of regional development.

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