Abstract. The political reformation in Indonesia in 1998 has resulted in extraordinary changes in the broadcasting system in Indonesia. The radio broadcasting industry has developed, including the private, public, community and subscription broadcasters. Coupled with the era of the rise of the internet and digital revolution, it results in a variety of significant changes in the radio broadcasting industry. For example, changes in broadcasting technology innovation, broadcasting regulation, globalization, listeners’ desires, and etc. At that time, the radio industry in Indonesia was developing and building itself into a media suitable and decent for listeners in the midst of the intense competition with television. When the radio industry was still developing and pushing themselves to exist, they were confronted with the presence of new media and the inevitable digitalization. In this case, the radio industry as a senior media has homework for its management organizations to prepare for these changes. One of the things that must be faced by the radio management is media convergence. It involves the convergence of technology, functions, and the industry structure itself. In Jakarta, there was a radio broadcasting media which strives to exist in the current era of convergence named Bravos Digital Radio Jakarta. In their broadcasting activities, they combined internet technology to broadcast their superior programs. They chose to continue to exist in the current digital era by performing specific strategies determined by their management. This study aims to explain the strategies performed by the management of Bravos Digital Radio in facing the convergence era. This study was done in a qualitative manner with a case study of Bravos Digital Radio which used a strategy to incorporate internet technology into their broadcast activities. Innovation diffusion theory were used to elaborate the case. The theory could help explaining the Bravos Digital Radio management's readiness in facing the digital era and the strategies taken by the radio management. The primary data was obtained through observation, in-depth interviews with the management of Bravos Digital Radio Jakarta, and related literature studies.

Keywords: Convergence; Innovation Diffusion; Digital Radio