<![CDATA[This research examines the influence of media convergence on the existence of radio in the digital era, with a case study at K-Radio Jember. Media convergence, defined as the integration of multiple forms of media into one digital platform, has become an important phenomenon in the world of broadcasting. Radio, as a traditional media, faces big challenges in maintaining its relevance amidst the rise of new internet-based media. This research explores the transformation carried out by K-Radio, which seeks to combine audio and visual media through new platform to remain on the air and maintain its existence. This research uses a descriptive qualitative approach with a case study method to analyze the convergence strategy implemented by K-Radio Jember. Data was obtained through observation, in-depth interviews, and document analysis. The research results show that media convergence at K-Radio Jember has not been fully able to attract significant listeners. However, this transformation provides the potential to increase listener interaction and engagement through the integration of information and communication technologies. The conclusion of this research is that media convergence is an important step to maintain the existence of radio in the digital era, but there needs to be a more effective strategy to increase listener attraction and engagement. This research contributes to understanding the dynamics of media convergence and its implications for the broadcasting industry, as well as offering recommendations for other radio stations wishing to undertake a similar transformation.]]>
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