I Click, But I Don't Listen: Suggestions about University Radio Broadcast Streaming Model for Generation Z Via TURF Analysis

This study aims to present an original university radio broadcasting model, structured within the framework of social responsibility theory, for Generation Z university students who have turned away from traditional media. To determine and model the broadcasting flow strategy to be developed for an institutional university radio station, a web-based questionnaire was administered to the students of Eskişehir Technical University via institutional email. Approximately 4% of these interactive digital surveys were completed, and responses from 415 students were analyzed. In the study, TURF Analysis—defined as an optimization model—was employed to evaluate the students’ total daily radio listening hours, their focus duration on programs, and their preferences for music-oriented programming. This analysis enabled strategic planning aimed at increasing the listenership of the least preferred program type. Based on the research findings, two primary broadcasting strategies were proposed: (1) planning the broadcasting flow according to music genre preferences to optimize the less preferred broadcast segment, and (2) arranging the broadcasting flow based on the broadcast segment to optimize the less preferred music genre. By ensuring genre diversity within the developed broadcasting flow, the originality of the available options was preserved, thereby allowing listeners to maintain their freedom of choice. Consequently, this model, created through the integration of social responsibility theory and TURF Analysis, offers an effective response to Generation Z’s criticisms regarding a lack of diversity and originality. The model ultimately aims to enhance listener satisfaction and freedom of choice in university radio stations through innovative broadcasting strategies.