This study aims to analyze the impact of radio broadcasting practicums on the public speaking abilities of Communication and Islamic Broadcasting students at the State Islamic University of North Sumatra. A qualitative approach was employed, involving observations and semi-structured interviews with five active participants in the broadcasting practicum. The findings reveal that radio broadcasting practicums significantly enhance students' speaking skills, through improved articulation, intonation, and effective listening abilities. Factors such as direct interaction with listeners and strong academic support were found to be crucial in facilitating these improvements. The study recommends enhancements to practicum facilities, integration of more effective feedback sessions, and emotional management training to support students in handling the pressures of live broadcasting.

This research aims to examine the strategies of commercial radio broadcasting in the digital age. Despite having a long history as one of the oldest mass media, radio remains relevant today. This research uses the literature study method. The findings show that the strategies of commercial radio broadcasting involve the use of digital platforms for streaming, content diversification including videos and podcasts, and the utilization of user data for personalization. The main challenges faced include retaining audience attention, improving content quality, cost-effectiveness, and maintaining privacy. However, the digital era also brings opportunities such as increased connectivity with listeners, content diversity, new advertising possibilities, and advancements in technologies like artificial intelligence.