Advertising During Sacred Hours: Radio’s Strategy in Leveraging Religious Rhythms for Commercial Opportunities

This study examines radio as a reminder for prayer time in Sharia-governed Aceh. Qualitative findings reveal that broadcasting the adhan is not merely a regulatory obligation but also a ritual practice that institutionalizes sacred time. Despite digital competition, radio remains relevant due to cultural familiarity and accessibility. Crucially, the adhan, especially during Ramadan, functions as a strategic temporal window. As a moment of focused attention and peak audience reach, it serves as commercial prime time where advertisements and government messages are synchronized with ritual boundaries. Radio in Aceh successfully navigates the intersection of religious devotion, regulation, and economic interests.