TANTANGAN KONVERGENSI DI SUARA MERDEKA NETWORKS

Abstract

Suara Merdeka is a media brand in Central Java that has been able to survive since 1950. This printed mass media faces a swift flow of changes in the media market along with the development of information technology. The tagged media Adhesives Community of Central Java is aware of the importance of mediating morphosis to maintain existence. Convergence was chosen as the entrance strategy to maintain the print edition while developing new digital-based channels and platforms. This research uses the theory of innovation diffusion initiated by Everett M Rogers (1989) with a case study strategy. With this theory, the research identifies all phases of the convergence process, from the phases of knowledge, persuasion, decision making, implementation, to confirmation of the decision. Researchers collected data by interviewing policy makers and implementers at Suara Merdeka Networks, such as the director of Suara Merdeka Networks sales, editor in chief of Suara Merdeka print, Suaramerdeka.com, Daily Insights and Wawasan.co, head of the Digital Unit Suaramerdeka.news, bureau chief, and reporter. Besides doing field observations. This research found that the convergence in Suara Merdeka had been realized since the 1990s, then realized by creating online media. The process continued until faced with the phenomenon of the decline in print edition and advertising revenue. The year 2009 was used as a momentum for convergence. Until 2019, the convergence was realized with the birth of several online media and content distribution through multiplatform, but the process and output were not ideal. From this process, this research then identified the challenges of convergence in Suara Merdeka Networks, namely the convergence of newsrooms, newsgathering, and content, not yet running optimally. The carrying capacity of technology is lacking, online edition revenue is inadequate so convergence is not yet an entry point for the success of a sustainable media business. The convergence process is running inconsistent and potentially threatening the durability of Suara Merdeka Networks.