Media Transformation of Radio Romansa FM Ponorogo from Conventional to Digital Media to Maintain Listener Existence

Abstract

Radio as an auditive medium has experienced significant pressure due to the emergence of digital platforms that offer greater flexibility and interactivity. Radio Romansa FM Ponorogo as one of the local radio stations also faces this challenge, especially in maintaining the existence of its listeners. The urgency of this research lies in the importance of understanding how local media in non-metropolitan areas such as Ponorogo respond to the growing pressure of digitalization. The purpose of this study is to find out and analyze the media convergence strategies implemented as well as the usefulness of these strategies to the existence of listeners. This research used a qualitative approach with a descriptive method. Data were collected through in-depth interviews, field observations, and documentation, with the research subjects being the management of Romansa FM and active listeners. The results showed that Romansa FM adopted a media convergence strategy through a multimedia, multichannel and multiplatform approach. This effort allows the expansion of audience reach through social media and streaming applications. However, the implementation of the strategy has not been maximized due to limited resources and external obstacles such as the closure of the broadcast building. In terms of the usability of the strategy, it was found that digitalization provided easy access and increased listeners' engagement, especially the younger generation. Nonetheless, this transformation has not been able to fully sustain the existence of Romansa FM, which finally officially stopped broadcasting in mid2023.

Keywords: Convergence; Radio; Romansa FM; Existence.