With the rapid development and expansion of the Internet, along with digital media and social media platforms, the radio industry is facing many challenges to its viability and sustainability; and radio professionals are at the forefront of meeting such challenges. This dissertation will provide a contextualized account and an analysis of the attitudes, perceptions and practices of radio professionals in Macau. It will describe how radio professionals are dealing with the challenges of digital media in their daily working lives; the relationship between digital media and radio stations; and how the advent of digital and social media has been integrated into the practices and culture of radio stations in Macau. While the media industry, and in particular radio, has experienced many changes with the advent of digital technology, there are multiple ways in which digital and social media have been incorporated into the radio industry in order to ensure its continued viability.