STRATEGI RRI SUMENEP DALAM MEMPERTAHANKAN EKSISTENSI RADIO DI ERA DIGITAL (STUDI KASUS PADA RRI SUMENEP)

The advancement of digital technology has significantly transformed media consumption patterns in society. The presence of the internet, social media, and various digital platforms has posed serious challenges for traditional media such as radio to maintain their existence and relevance. This study aims to analyze the strategies implemented by Radio Republik Indonesia (RRI) Sumenep in responding to digital transformation and sustaining its role as a public broadcasting institution in the digital broadcasting era.
This research employs a qualitative approach using a case study method. Data were collected through in-depth interviews with RRI Sumenep’s management and broadcasters, program observation, and documentation of archives. Data analysis was conducted using Niche Theory to examine media competitiveness and the SOSTAC model to describe communication strategy formulation.
The findings indicate that RRI Sumenep strives to maintain its existence by utilizing digital broadcasting and online platforms to compete with other media. Supported by government policies and community loyalty, RRI Sumenep enhances its competitive advantage through media convergence strategies. The institution integrates conventional radio broadcasting with digital platforms such as the RRI Play Go application, RRI Sumenep NET YouTube channel, and social media. Additionally, RRI Sumenep develops innovative programs such as Berita Rakyat Madura (BRAMA) and interactive shows on Pro 2 that successfully attract audience engagement.