?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PEMANFAATAN+PLATFORM+DIGITAL+PADA+RRI+PROGRAMA+2+BANDAR+LAMPUNG+DALAM+MENGHADAPI+KOMPETISI+DI+ERA+DIGITAL&rft.creator=Muhamad+Chandra%2C+Irawan&rft.subject=300+Ilmu+sosial&rft.subject=384+Komunikasi%2C+telekomunikasi&rft.description=Industri+penyiaran+radio+menghadapi+tantangan+besar+akibat+digitalisasi+dan+perubahan+perilaku+konsumsi+media%2C+sehingga+menuntut+transformasi+dalam+penyajian+dan+distribusi+konten.+Pro2+RRI+Bandar+Lampung+sebagai+lembaga+penyiaran+publik+dituntut+untuk+memanfaatkan+berbagai+platform+digital+agar+tetap+relevan+dan+kompetitif.+Penelitian+ini+bertujuan+untuk+mendeskripsikan+pemanfaatan+platform+digital+oleh+Pro2+RRI+Bandar+Lampung+dalam+menghadapi+kompetisi+di+era+digital.+Penelitian+menggunakan+pendekatan+kualitatif+dengan+teknik+pengumpulan+data+melalui+wawancara%2C+observasi%2C+dan+dokumentasi.+Hasil+penelitian+menunjukkan+bahwa+Pro2+RRI+telah+memanfaatkan+lima+platform+digital+utama%2C+yaitu+situs+web%2C+media+sosial%2C+video+sharing%2C+layanan+streaming%2C+dan+podcasting+platform+sebagai+bentuk+transformasi+digital.+Kekuatan+utama+terletak+pada+keterlibatan+aktif+di+media+sosial%2C+kemudahan+akses+siaran+melalui+layanan+streaming%2C+serta+inisiasi+adaptasi+terhadap+konten+on-demand+melalui+podcast.+Meskipun+demikian%2C+masih+terdapat+kelemahan+pada+aspek+interaktivitas+situs+web%2C+diversifikasi+strategi+konten%2C+serta+konsistensi+inovasi+digital+yang+berdampak+terukur.+Sinergi+antara+aspek+manusia%2C+teknologi%2C+dan+bisnis+telah+mulai+terbentuk%2C+namun+masih+memerlukan+penguatan+pada+manajemen+digital+dan+strategi+pemasaran+konten+untuk+mencapai+efektivitas+jangka+panjang.+Transformasi+digital+yang+terencana+dan+berorientasi+pada+audiens+meningkatkan+daya+saing+lembaga+penyiaran+publik+di+tengah+kompetisi+media+digital+yang+semakin+dinamis.%0D%0A%0D%0AKata+Kunci%3A+Transformasi+Digital%2C+RRI%2C+Platform+digital%2C+Penyiaran+Publik%2C+Kompetisi.%0D%0A%0D%0A%0D%0A%0D%0A%0D%0A%0D%0A%0D%0A%0D%0A%0D%0A%0D%0A%0D%0A%0D%0AThe+radio+broadcasting+industry+is+facing+significant+challenges+due+to+digitalization+and+shifts+in+media+consumption+behavior%2C+necessitating+a+transformation+in+content+delivery+and+distribution.+As+a+public+broadcasting+institution%2C+Pro2+RRI+Bandar+Lampung+is+required+to+leverage+various+digital+platforms+to+remain+relevant+and+competitive.+This+study+aims+to+describe+the+utilization+of+digital+platforms+by+Pro2+RRI+Bandar+Lampung+in+responding+to+competition+in+the+digital+era.+A+qualitative+approach+was+employed%2C+using+data+collection+techniques+such+as+interviews%2C+observations%2C+and+documentation.+The+findings+indicate+that+Pro2+RRI+has+adopted+five+major+digital+platforms%E2%80%94website%2C+social+media%2C+video+sharing%2C+streaming+services%2C+and+podcasting%E2%80%94as+part+of+its+digital+transformation+efforts.+The+institution's+main+strengths+lie+in+its+active+engagement+on+social+media%2C+the+accessibility+of+live+broadcasts+through+streaming+services%2C+and+the+initial+adaptation+to+on-demand+content+via+podcasting.+However%2C+several+weaknesses+remain%2C+particularly+in+the+areas+of+website+interactivity%2C+content+strategy+diversification%2C+and+consistent%2C+measurable+digital+innovation.+Synergy+between+human%2C+technological%2C+and+business+aspects+has+begun+to+emerge%2C+though+further+reinforcement+is+required+in+digital+management+and+content+marketing+strategies+to+ensure+long-term+effectiveness.+A+well-planned%2C+audienceoriented+digital+transformation+enhances+the+competitiveness+of+public+broadcasting+institutions+amid+the+increasingly+dynamic+digital+media+landscape.%0D%0A%0D%0AKeywords%3A+Digital+Transformation%2C+RRI%2C+Digital+Platforms%2C+Public+Broadcasting%2C+Competition.&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK&rft.date=2025-05-26&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F89580%2F1%2FAbstrak%2520M%2520Chandra%2520Irawan_2016031064.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F89580%2F2%2FSkripsi%2520M%2520Chandra%2520Irawan_2016031064.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F89580%2F3%2FSkripsi%2520Tanpa%2520Pembahasan%2520M%2520Chandra%2520Irawan_2016031064.pdf&rft.identifier=++Muhamad+Chandra%2C+Irawan++(2025)+PEMANFAATAN+PLATFORM+DIGITAL+PADA+RRI+PROGRAMA+2+BANDAR+LAMPUNG+DALAM+MENGHADAPI+KOMPETISI+DI+ERA+DIGITAL.++FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F89580%2F