Writer : AtThariq Okazaki Ichiro
Editor: Ririe Aiko
As information dissemination evolves in the digital age, radio must continually adapt. One radio station that has successfully proven its worth is PRFM Bandung. In interviews my colleagues and I conducted, PRFM shared its long journey, news presentation strategies, and various efforts to maintain listener trust amidst the competition in digital media.
PRFM was officially established in 2009, having previously been known as Radio Perempuan (radio for women) since the 1990s. This name and concept transformation was undertaken to be more relevant to the needs of Bandung residents, who are increasingly hungry for accurate and reliable information. This change signifies PRFM's commitment not only to survive but also to evolve with the changing times.
When we visited PRFM, we saw that the station has chosen a different path than most other radio stations, which tend to be dominated by music.
During our visit to PRFM, we also learned that the station's distinctive strength lies in its emphasis on news and information. Its vision and mission are clear: to become the number one radio station in Bandung by prioritizing quality and accuracy in all the information it delivers.
One of PRFM's main strengths is its speed in presenting information. The mechanism used is simple yet effective: news often originates from citizen reports and is immediately verified with authorities such as the police.
According to one reporter, this confirmation process only takes about five to ten minutes before finally being broadcast to the public via radio. In this way, PRFM is able to present reliable news while ensuring that the information received by listeners is not mere rumor or hoax.
We also asked about PRFM's biggest challenges as a radio station, and PRFM stated that maintaining relevance is one of them. However, PRFM sees this situation as an opportunity. By emphasizing speed and accuracy, PRFM is able to present information that is not only current but also credible. "We strive to remain relevant by delivering accurate and high-quality information to keep the public engaged," PRFM stated in the interview.
In addition to relying on professionalism in news presentation, PRFM's sustainability is also supported by financial assistance from government advertising. Funding through this collaboration allows PRFM to maintain its operations while improving the quality of its content production. Government advertising not only serves as a source of funding but also demonstrates PRFM's strategic position as an effective public communication channel for Bandung residents.
The combination of a commitment to quality information, speed of delivery, and government support has enabled PRFM to endure in the digital age. Despite the emergence of many new media outlets, PRFM retains a loyal audience who rely on it as their primary source of news, especially during important events or emergencies. With its long history, from the days of Radio Perempuan to the present, PRFM has demonstrated that radio is not merely a medium of the past. Instead, with innovation, speed, and accuracy, radio can thrive amidst changing times. PRFM is living proof that consistency and public trust are key assets for maintaining its existence. In Bandung, PRFM exists not only as a radio station but also as a reliable information partner for the community.
