Abstract
This study analyze the media convergence strategy and challenges faced by Radio RDI 97.1 FM Jakarta in maintaining its existence in the digital era. The study employed a descriptive qualitative approach within a constructivist paradigm and utilized Grant and Wilkinson’s Media Convergence Theory as the analytical framework, consisting of producing content, disseminating content, interacting with audience, and managing organizations. Data were collected through observation, in-depth interviews with eight informants comprising a Program Director, producer, digital team member, broadcaster, active listeners, and non-listener respondents, as well as documentation. Data credibility was established through source triangulation. The findings indicate that RDI implements media convergence by transforming its studio into a multimedia production space, distributing broadcasts simultaneously through analog and digital channels, utilizing multiple digital platforms to expand audience reach, and strengthening personal interaction between broadcasters and listeners. Support from iNews Media Group also contributes to digital infrastructure, organizational coordination, and content distribution. However, the main challenges arise from limited human resources following staff reductions, which have resulted in increased workloads, overlapping responsibilities, limitations in content production, technical infrastructure constraints, and the absence of an optimal content planning system. RDI’s dangdut identity and intimate value remain important characteristics amid algorithmic demands and changing audience behavior. The study concludes that media convergence contributes to RDI’s continued existence through the continuity of analog-digital broadcasting and its expanded presence across digital platforms, although further strengthening of strategies to reach and convert new audiences remains necessary.