Radio Business Navigation in the Era of Talent Scarcity: Governance Strategies of Istara FM Surabaya

The radio broadcasting industry is currently facing dual challenges: aggressive digital media competition and a scarcity of human resources interested in pursuing broadcasting as a profession. As a youth-segmented radio in Surabaya, Istara FM is at a critical point where the regeneration of broadcasters clashes with the rapid growth of the digital creator economy. This study aims to analyze the business navigation and governance strategies implemented by Istara FM Surabaya to maintain operational sustainability amidst talent limitations. The research method used is descriptive qualitative with a case study approach. Data were collected through observations of broadcasting activities and social media management, as well as documentation studies related to the station's business model. The results indicate that Istara FM utilizes three tactical pillars: shifting broadcasters into 'hybrid-talents' who manage the entire content lifecycle, optimizing automation to act as an operational shield, and pivoting from traditional advertising to 'consultative' local partnerships. The study concludes that the station’s survival isn't about technology alone, but about a radical restructuring of HR functions that prioritizes 'willpower' and adaptability over traditional job descriptions.

https://mryformosapublisher.org/index.php/fjss/article/view/829