TRANSFORMASI BRAND RADIO BLAMBANGAN DI ERA DIGITAL: ANALISIS BRAND AWARENESS MELALUI KONTEN DIGITAL DAN NETWORKING

Abstract

The development of digital technology has significantly transformed patterns of media
consumption and directly affected the existence of radio as a broadcasting medium. The decline
in radio listenership from the early 2000s to the 2020s indicates a shift from analog media to
digital platforms. This study aims to analyze the brand transformation of Radio Blambangan
88.1 FM, a local government-owned radio station, in building brand awareness in the digital era
through
the
utilization
of
digital
content
and
networking.
This research employs a descriptive qualitative approach, with data collected through
semistructured interviews with internal radio stakeholders, digital content analysis, and
documentary observation of collaborative activities and networking partnerships. The findings
reveal that the brand transformation of Radio Blambangan extends beyond the digitalization of
broadcasting through streaming and social media to include changes in communication
strategies, the strengthening of its identity as a public radio station, and the enhancement of
emotional closeness with audiences through personalized announcer interactions.
Furthermore, networking with communities, institutions, and creative industry actors plays a crucial role in expanding reach and reinforcing the radio’s brand image. This transformation
has proven effective in maintaining relevance and increasing the brand awareness of Radio
Blambangan amid the dominance of digital media.