<![CDATA[This study explores Generation Z’s preferences and expectations regarding the consumption of local mainstream media content. The evolution of digital platforms and media consumption patterns requires local media to understand the needs of this demographic cohort in order to remain relevant. This issue arises from the shifting media landscape, in which conventional formats increasingly encounter digital alternatives, creating uncertainty about how to effectively engage younger audiences. This study aims to identify the media consumption habits and media culture of Generation Z in relation to local media. A qualitative approach was employed by conducting interviews with 11 university students from three major cities in Indonesia: Semarang, Yogyakarta, and Bandung. The qualitative method was selected to provide a comprehensive understanding by exploring participants’ use of local media, as well as the motivations and reasons underlying their preferences. The findings indicate a preference among Generation Z for personalized content experiences and interactive content, along with a clear tendency to access local news through digital platforms. Furthermore, authenticity and relevance in content production emerged as important findings. The study also reveals that Generation Z prefers the use of language that is more closely aligned with everyday communication. These findings provide recommendations for local media organizations to adapt and develop within a digital media ecosystem that is increasingly oriented toward the needs and preferences of younger audiences.]]>
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