PRFM Radio: Challenges and Opportunities of Local Media in Facing Digital Era

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.