Institutional Repository UIN Sunan Kalijaga YogyakartaSTRATEGI DIGITALISASI PROGRAM “INSPIRASI SIANG” MQFM YOGYAKARTA DALAM MENGHADAPI FRAGMENTASI AUDIENSNIM.: 22102010013Dika Izki FadillahauthorDigital development in the era of media convergence has led to significant shifts in media distribution and consumption. This condition has given rise to audience fragmentation amid the rapid growth of various digital platforms, requiring communication media such as radio to adapt in order to remain relevant and sustainable. This situation is important to examine because a media outlet’s ability to respond to audience fragmentation determines its existence and competitiveness in the era of media convergence. This study aims to analyze the digitalization strategy of the “Inspirasi Siang” program at MQFM Jogja in addressing the phenomenon of audience fragmentation, using a descriptive qualitative research approach with data collection methods including in-depth interviews, observation, and documentation. The findings indicate that the “Inspirasi Siang” program of MQFM Yogyakarta has implemented digital broadcasting adaptations to respond to audience fragmentation. The digitalization strategies applied to address fragmentation based on platform, content preferences, time, and age include providing on-demand broadcasts, YouTube live streaming, the use of Instagram social media, repackaging content into short videos, maintaining consistent content uploads, and strengthening audience interaction through digital audience communities. Digital strategy has become a necessity for broadcasting media due to the emergence of various digital platforms. Media institutions must transform to remain relevant and competitive amid increasingly selective and dispersed audiences. Therefore, digital strategy is more than mere innovation; it is a planned effort to maintain existence and expand audience reach in the era of media convergence.297.6 Dakwah dan Penyiaran Islam2026-02-11UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS DAKWAH DAN KOMUNIKASIThesis

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