Digital Innovation of RRI Pekanbaru as an Effort to Sustain Digital Journalism in the Era of Media Convergence

Abstract

Radio broadcasting institutions have been faced with digital innovation as a significant requirement in view of the continued shrinkage of radio traffic and transformation in the information-consumption behaviors of people in the period of media convergence. This paper will look at the digital innovation policies by Radio Republik Indonesia (RRI) Pekanbaru in its quest to continue existing as a government-owned broadcasting station. The given study is based on descriptive qualitative approach and the collection method is in the form of in-depth interviews, observation and documentation. Data analysis was done through the application of the theory of Diffusion of Innovations developed by Everett Rogers to comprehend the process of innovation adoption that consists of characteristics of innovations, communication channels, time span and response of the audience. The findings indicate that RRI Pekanbaru introduces digital innovation in small steps based on the implementation of the RRI Digital application, creating multiplatform content, and using social media. These innovations are deemed to possess relative benefits and alignment with the needs of the audience, in such a way that they could be gradually accepted by the listeners. According to the analysis, digital innovation is not only a technological adaptation but also a communication approach that enhances the credibility and sustainability of the institution in the competition of the digital media.