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