Strategi Radio Mandarin Station 98,3 FM Jakarta dalam Mempertahankan Eksistensi di Era Digital

The development of information technology has been moving rapidly and has impacted all aspects of life, including the mass media industry such as radio. Conventional radio needs to take various steps to maintain its existence in the digital era. This study aims to investigate the strategies employed by Mandarin Station 98.3 FM Jakarta to maintain its existence in the current digital era. The research method being used is descriptive with a qualitative approach. The research findings show that to maintain its existence in the digital era, Mandarin Station 98.3 FM Jakarta uses two strategic approaches. The first approach is integration strategy, which involves integrating conventional media and digital media. This strategy is developed through several ways, such as: (1) broadcasting radio digitally through radio streaming and collaborating with music player applications, (2) utilizing digital media for promotion and marketing, (3) creating hybrid media content that combines conventional and digital media. And then the second approach is the development strategy, which aims to improve the quality of programs and audio broadcasts. This strategy is implemented through various means, including: (1) improving the quality of radio audio, (2) Improving the quality of radio programs, (3) increasing creativity in presenting programs and content, (4) developing programs that are relevant to listener needs, (5) improving the quality of radio announcers, and (6) increasing interactivity with listeners. By employing integration and development strategies, Mandarin Station 98.3 FM Jakarta can maintain its existence in the digital era and remain relevant in the mass media industry.