Fluid Media Ecosystems: Reconceptualizing Radio Content Distribution in the Age of Digital Disruption

The digital transformation of broadcasting has transformed it from static terrestrial media into a dynamic media ecosystem. Previous research has primarily focused on the technological shift towards digitalization, but significant gaps remain in understanding how broadcast management should address platformization and algorithmic dependence. This study aimed to reconstruct broadcast content distribution strategies through a qualitative survey conducted at multiple locations in Indonesia. The research subjects included three different types of radio stations: Gen FM (urban and opinion leader-driven), Swaragama FM (data-driven), and Nebula FM (regional, hyperlocal, and resilient). Data collection methods included in-depth interviews with industry leaders and longitudinal analyses of digital performance indicators. The results indicate that the "renaissance of broadcasting" represents not only a platform shift but also a strategic restructuring of audience engagement and online interactions. The study identifies three emerging strategies: using algorithms to guide users to occupy visual platforms, challenging traditional rating systems through data-driven decoupling, and using hyperlocalization as a defense against the apathy of global streaming services. The study concludes that the survival of traditional media in the Global South depends on their ability to continue functioning as "everyday media" and to transform from frequency providers into influence management centers. Theoretically, this study provides a new framework for media resilience, pointing out that flexibility the ability to navigate ever-changing digital boundaries is the most important passport for modern broadcasting.

https://ijsrm.net/index.php/ijsrm/article/view/6989