The Audience-Oriented Policy Responses for Radio Broadcasting Sustainability in Indonesia's Streaming and Digital Media Convergence Era

Mohamad Kusnaeni; Asep Soegiarto

doi:10.55681/seikat.v5i4.3275

Authors

Mohamad Kusnaeni Universitas Prof. Dr. Moestopo (Beragama)
Asep Soegiarto Universitas Negeri Jakarta

DOI:

https://doi.org/10.55681/seikat.v5i4.3275

Keywords:

Audience-Oriented Policy, Digital Media Convergence, Listener Engagement, Radio Broadcasting Sustainability, Streaming Platforms

Abstract

The rapid growth of streaming platforms and digital media convergence has transformed audio consumption patterns and created new challenges for the radio broadcasting industry in Indonesia. This study analyzes how audience-oriented organizational policy responses shape radio broadcasting sustainability in Indonesia's streaming and digital media convergence era by examining the relationship between digital audio preferences, listener engagement, and radio adaptation strategies. The research employed a mixed-methods explanatory sequential design. Quantitative data were collected through a survey of 200 respondents in Yogyakarta and Jakarta selected using purposive sampling and analyzed with descriptive and inferential statistics, while qualitative data were obtained through semi-structured interviews with 12 radio broadcasting managers and analyzed thematically. The quantitative findings revealed that 72.5% of respondents accessed streaming platforms more frequently than conventional radio, while 68.0% continued to consume radio content through applications, podcasts, or social media. The qualitative findings indicated that podcast integration, live streaming, social media engagement, and multiplatform content distribution function as audience-oriented policy responses to maintain listener loyalty, improve audience services, and expand market reach. The study concludes that radio broadcasting sustainability depends on the ability of radio institutions to formulate audience-oriented policies, integrate digital technologies, and develop multiplatform communication models aligned with changing audience behavior. This study contributes empirical insights into policy-based organizational adaptation and radio sustainability in Indonesia's evolving digital media ecosystem

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