RRI's Challenge as a Public Media Reinforcing Cultural Identity in the Digital Era of Convergent Media

Radio republik indonesia (rri) is known by the public as part of the public broadcasting institution under the auspices of the state. this rri is also one of the pioneers of digital radio, this happened because rri represented indonesia as a pioneer of dab plus by starting digital radio broadcasts, while demonstrating the country's commitment to openness through radio broadcast media. maintaining rri as a pioneer of digital radio is not easy because it requires an effective organizational work culture to deal with the current digital era. this research approach is qualitative with the type of case studies and subjects, namely employees who work at rri. in collecting data, this research conducted observations, interviews, and documentation. the method used to analyze the data is data reduction, data presentation, and conclusion drawing. to test the validity of the data using source triangulation. the results of this study were obtained from observations made and found that the work culture contained in rri is currently less representative of rri as a radio that pioneered digital radio. judging from the development of rri itself in the community, especially among teenagers who rarely listen to rri and judging from the age, the employees who work on rri are dominated by old age. the conclusion of this research is that rri still cannot strengthen its identity as lpp in this digital era because there are still many people who are less interested in listening to rri. therefore, it is expected that rri will further enhance the work culture and innovate more.