PERAN KONVERGENSI MEDIA DALAM MEMPERTAHANKAN EKSISTENSI RADIO HARD ROCK FM SURABAYA

Abstract

Radio Hard Rock FM Surabaya is an information media intended for young people, especially in the city of Surabaya. In addition, Hard Rock FM Surabaya radio is also a container of information and entertainment needed by young people of Surabaya so that its existence must always be maintained. Creating innovation by leveraging the power of media convergence, Hard Rock FM Surabaya's efforts in maintaining the interest of its listeners. From the background of the authors do research on how the role of media convergence in maintaining the existence of Radio Hard Rock FM Surabaya. This study aims to determine how the role of media convergence in maintaining the existence of Radio Hard Rock FM Surabaya. As well as adding knowledge in the field of radio, as well as knowing the media used Hard Roch FM Radio Surabaya in maintaining its existence. This research is a qualitative-descriptive research, that is descriptive data obtained from some process of data collecting which writer do, with technique of collecting interview data, observation and documentation. The theory used is Media Convergence theory. The results showed that the role of media convergence in maintaining the existence of Hard Rock FM Radio Surabaya includes innovations and creative strategies conducted by Hard Rock FM Radio Surabaya by utilizing the power of Media Convergence to maintain its existence. And try every program can be accepted by the listener and actively participate in maintaining the quality broadcasts in providing information and entertainment. So that Hard Roch FM Surabaya radio can survive with the tight competition in the era of broadcast industry technology.