<![CDATA[This study emphasizes the importance of effective communication strategies in the radio industry, particularly at local stations such as Jam Gadang FM, to face the challenges of competition and technological change. This study is expected to provide insight for radio practitioners and academics on how broadcaster communication can be key in maintaining listener loyalty in the digital era. This study is a field research. This study uses a qualitative method. The approach uses descriptive, aimed at understanding and describing in depth the communication strategies of Radio Jam Gadang FM broadcasters in maintaining listener loyalty. Descriptive qualitative research emphasizes the depiction of phenomena in detail, systematically, and completely, without using numerical or statistical measurements. Based on the results of the study, it shows that the Broadcaster Communication Strategy in the Sikola Sore Radio Jam Gadang FM program plays an important role in maintaining listener loyalty. The implementation of appropriate communication strategies, focused on listener characteristics, and the management of ongoing interactions are the main factors in the success of the program. The results of this study also show that the broadcaster's consistency in delivering messages, the use of communicative and easy-to-understand language, and the ability to build closeness with listeners also strengthen the program's appeal. Obstacles faced in implementing the communication strategy. These obstacles include limited broadcast support facilities and infrastructure, technical problems which are sometimes difficult to reach or there is damage.]]>
