Prasetya, Agustinus Iryanto Bawa (2026) Strategi Manajemen Radio Star FM dalam Beradaptasi terhadap Konvergensi Media Digital. ASM Marsudirini Santa Maria, 29 (2). pp. 52-63. ISSN 1978 9750

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Abstract

The rapid pace of digital media convergence challenges radio stations to transform and remain relevant amid digital platform competition. This study aims to analyze the management strategies of Radio Star FM Jogja in adapting to digital media convergence, covering dimensions of policy, human resource management, equipment and technology upgrading, and broadcast programming, while also examining how these adaptations shape listener behavior and gratification. A descriptive qualitative method with a case study approach was employed. Data were collected through structured in-depth interviews with the Station Manager and Program Director, supported by documentation. The findings reveal that Radio Star FM implemented comprehensive adaptations, including dual-platform broadcasting (terrestrial and audio-video streaming), OBS-based visual radio concept, social media optimization, a radio buying mechanism, and continuous staff training through Google Initiative collaboration. Analyzed through Uses and Gratifications Theory, all five core assumptions are reflected in the interaction between management and listeners. Synergy with Bisnis Indonesia Group further strengthens the station's long-term adaptive capacity.

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