STRATEGI KOMUNIKASI RADIO ANAK MUDA DALAM MEMPERTAHANKAN EKSISTENSI PADA NEW MEDIA ERA (Studi pada Radio Elfara FM)

The development of technology and changes in consumer behavior have transformed the landscape of broadcasting media, forcing radio stations to adapt to the new digital era (media convergence). Radio Elfara FM, as one of the radio stations focusing on young audiences, faces challenges in maintaining its relevance and expanding its listener base amid increasingly fierce competition. Based on communication concepts such as audience understanding, market segmentation, and adaptive communication strategies, radio stations can strengthen their position in the new digital era. These theories underline the importance of deep understanding of audience needs and preferences, as well as the utilization of digital platforms as an integral part of communication strategies.

The aim of this research is to understand Radio Elfara FM's communication strategy in sustaining the existence of youth radio in the online media era. This research employs a qualitative approach by analyzing primary data obtained from observations and interviews with Radio Elfara FM. These data are utilized to gain insights into the communication strategies implemented by the radio station in facing the challenges of the new digital era. The results of the research indicate that the communication strategy of Radio Elfara FM for youth radio is conducted through deep audience understanding, appropriate market segmentation, utilization of digital platforms, and creativity in broadcast content. Through the integration of content between on-air broadcasts and online platforms, Elfara FM creates significant alignment in reaching listeners, reinforcing engagement, and enhancing interaction with its audience.