PRFM Radio: Challenges and Opportunitie

Abstract

This study aims to explore PRFM radio, a local media, in facing the digital era. This is based on the 
assumption that the existence of local media, in addition, have to deal with the challenges of digital 
technology, does not only change the consumption patterns of the public media but it must also respond 
to the changes of values in society that occur in the digital era. This study used a qualitative approach 
through in-depth interviews and observations of media content and the use of digital media by PRFM. 
This research found that there are opportunities in the digital era for PRFM to develop digital media-based 
citizen journalism and to gain an extended audience. The other digital era challenge is the emergence 
of new values related to the popularity and narcissistic character of the people where there are some 
people who send hoax or fake news through PRFM social media to be popular.  In addition, PRFM Radio's 
collaboration with the local government to disseminate public services demands a competent resource 
that is mastering the knowledge of the production and the distribution process of digital media content. 
Finally, it can be concluded that in the digital era the emergence of new values related to hoaxes or fake 
news requires the existence of PRFM reporters to be very important to check the truth of news from digital 
media to the field. In addition, PRFM must be able to make social media users also become listeners of 
PRFM Radio, not only PRFM followers.