Convergence of Radio Republik Indonesia (RRI) to Reach Millennial Generation

Abstract

Radio is a conventional mass media, which today is less familiar to the millennial generation. This is because millennials prefer digital devices. In order to attract millennials, RRI converged its media. RRI, which was originally only auditive, turned into a multimedia, multichannel, and multiplatform mass media. With multimedia, RRI broadcasts in the form of RRI Net, RRI Playgo, RRI Beyoung, and RRI co.id; with multichannel. RRI can broadcast audio, text, video, and graphic messages; multiplatform RRI broadcasts via YouTube, applications, websites, and streaming. With the variety of RRI broadcasts, there are many choices of access by the public, especially the millennial generation. Thus, the number of people who access RRI is increasing. Therefore, Law No. 32 of 2002 on Broadcasting has made RRI an independent, neutral, and non-commercial Public Broadcasting Organization. RRI's task is to provide information broadcast services, cultural preservation, education, entertainment and maintain a positive image of the nation in the international world. The target to be achieved by RRI is to become a radio that has the widest network, builds national character and is world-class.