Radio, after print media, is one of the most long-lived media of today, which is undergoing a period of transformation in an effort to survive on a changing media market. Unstoppable technology development causes major changes, both at the socio-economic level as well as in developments and transformations within the media industry. Technological achievements left their mark on the development of a media environment that breaks the boundaries between traditional media on one side and advanced telecommunications technology, information technology and audiovisual capabilities on the other. This development was primarily favoured by the diversity of media and the opportunities that convergence provides to the individual. The listener ceases to be a passive user of media content and his attention is increasingly dispersed. Radio listeners are looking for a quick, brief and reliable information, such as the ones available on digital platforms, especially on social networks the radio is successfully integrated with. On the other hand, listeners also want entertaining content, so it is important to ensure a balance between the different interests of different participants. Media convergence also seeks new ways to manage media content on the radio, as well as development of new strategies for attracting advertisers as well as audiences. New radio features and functions pose the question of the survival of the radio itself - how it will be, where and how much consumed or listened to on daily basis. In the media convergence era, it is also important to find out how will radio listeners refer to the radio program. Technological changes have been reflected on commercial radio stations as well as on the public services. whose Their program offerings adapted to the modern age, shifting from its recognizability and basic role. Convergence greatly increases the number of situations in which a radio program can be tracked, listened to or watched, during numerous activities people can perform while listening to the radio. Technological development will help the radio survive within the new media environment, as a relevant user companion through everyday life. Empirical part of the work was carried out through a survey, conducted from June to July 2018, via (method of) "face to face" thorough interviews. Radio expert public sample included editors in chief, radio programme anchors and marketing managers. A total of five interlocutors, members of four different radio stations performing their activities in the Republic of Croatia, gave their opinions in order to obtain answers related to this work.