STRATEGI DIGITALISASI RRI PRO 4 PALEMBANG DALAM MENINGKATKAN JUMLAH PENDENGAR

This study aims to determine the digitalization strategy implemented by RRI Pro 4
Palembang in an effort to increase the number of listeners in the new media era.
Digitalization is a crucial step for conventional media such as radio to remain existing and
competitive amidst technological developments and changes in people's consumption
patterns. This study uses a descriptive qualitative method with data collection techniques in
the form of observation, interviews, and documentation. The results show that RRI Pro 4
Palembang has utilized digital platforms such as the RRI Digital application, social media,
and streaming services to expand its audience reach, especially the younger generation.
However, challenges remain in terms of interactive content and a more personalized
communication approach to increase listener loyalty. This study concludes that the
digitalization strategy has great potential in rebuilding radio's appeal, provided it is
balanced with content innovation and active audience engagement.