THE CHALLENGE OF RADIO STATION FACING THE RISE OF SPOTIFY: ELFARA RADIO CASE STUDY

Abstract

In this sophisticated era, people use various media to get entertainment and find the latest information. Radio which has long been used by people until today still survives in the midst of a digitalization era. This study aims to uncover the motives of radio listeners who change their listening behavior to digital media platforms such as Spotify. Not only that, researchers also find out what kind of strategies that radio uses to maintain their existence and facing this digital era. Using qualitative research methods, the data of this study were collected from 11 informants who were Spotify users and Elfara radio listeners and one of Elfara radio’ employer. This research found that there was a shift in media usage. Not only that, from the radio that did not promote its own program so many young people did not know Elfara Radio and this made them move to Spotify and Spotify was an application that was in accordance with their desires.