PERAN PRODUSER DALAM PENERAPAN ADVERTISING VALUE EQUIVALENCY UNTUK MERANCANG PAKET SPONSOR PROGRAM RADIO “LAWANG PUSAKA”

ABSTRACT
The development of the broadcasting industry encourages radio programs to provide added value in order to attract audiences and create sponsorship opportunities. This requires producers to manage not only the production process but also the commercial aspects of a program. The author served as the producer of the Lawang Pusaka Visual Radio Air Magazine Program, which highlights the history and identity of Semarang. In designing the program, the Advertising Value Equivalency (AVE) method was applied to calculate the estimated economic value of sponsor exposure as the basis for developing sponsor packages. Data were collected through observation, questionnaires, literature review, and interviews. AVE calculations were based on exposure duration, frequency of appearance, and the Radio Gaul FM advertising rate card. The results provided an estimated economic value for each sponsor benefit, enabling the producer to prepare sponsor packages using a more measurable approach and clearly communicate the value of sponsor exposure to prospective sponsors.
Keywords: Producer, Advertising Value Equivalency, Sponsor Package, Visual Radio, Sponsor
ABSTRAK
Perkembangan industri penyiaran mendorong program radio untuk memiliki nilai tambah agar mampu menarik audiens sekaligus membuka peluang kerja sama dengan sponsor. Hal ini menempatkan produser tidak hanya bertanggung jawab terhadap proses produksi, tetapi juga dalam mengelola aspek komersial program. Penulis berperan sebagai produser Program Air Magazine Radio Visual Lawang Pusaka yang mengangkat sejarah dan identitas Kota Semarang. Dalam perancangan program, penulis menerapkan metode Advertising Value Equivalency (AVE) untuk menghitung estimasi nilai ekonomi dari setiap bentuk eksposur sponsor sebagai dasar penyusunan paket sponsor. Teknik pengumpulan data yang digunakan meliputi observasi, kuesioner, studi pustaka, dan wawancara. Perhitungan AVE dilakukan berdasarkan durasi eksposur, frekuensi kemunculan, serta tarif iklan (rate card) Radio Gaul FM. Hasil perhitungan AVE menghasilkan estimasi nilai ekonomi dari setiap benefit sponsor sehingga paket sponsor dapat disusun dengan dasar yang lebih terukur dan memudahkan produser dalam menjelaskan nilai eksposur kepada calon sponsor.
Kata Kunci: Produser, Advertising Value Equivalency, Paket Sponsor, Radio Visual, Sponsor