<![CDATA[Digital transformation has encouraged media organizations to adopt media convergence strategies to remain competitive and reach audiences who increasingly consume news through digital platforms. One of the most significant platforms is YouTube, which has evolved beyond a content distribution channel into an integral component of digital newsroom strategies. This study aims to analyze the media convergence strategy in managing Sindonews.com's YouTube platform and to examine the implementation of broadcasting media management functions in supporting digital content management. This research employed a qualitative approach using a case study method. The study was conducted in the Sindonews.com newsroom from January to March 2026. Data were collected through in-depth interviews with key informants involved in YouTube management, observation, and documentation. Data were analyzed using the interactive model of Miles, Huberman, and Saldaña, consisting of data condensation, data display, and conclusion drawing, while data validity was ensured through source and technique triangulation. The findings reveal that Sindonews.com implements media convergence through the integration of technology, organizational processes, and content within a digital newsroom system. YouTube management is supported by the implementation of broadcasting media management functions, including planning, organizing, actuating, and controlling, as well as the utilization of a Content Management System (CMS), Artificial Intelligence (AI), Search Engine Optimization (SEO), and YouTube Analytics throughout the processes of content production, distribution, and evaluation. The study concludes that YouTube has become a core component of the newsroom strategy, enabling editorial decision-making that is more adaptive, integrated, and data-driven.]]>
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