Public turned on, turned off by television stations

Public turned on, turned off by television stations

JAKARTA (JP): Since state-owned TVRI made its first broadcast
on Aug. 24, 1962, television has become the most popular mass
communications medium in Indonesian households, perhaps the first
to reach all segments and groups in this pluralistic society.

Only a decade ago, the government permitted private TV
stations to operate in the country. RCTI, SCTV, Indosiar, ANteve
and TPI subsequently come onto the market, taking away TVRI's
position as a single source of TV information and entertainment
(it was notorious as the New Order regime's mouthpiece).

Today the public is hoping for higher quality, educative and
entertaining programs. Here are the views of several people,
including members of the television community, about turning on
to better television programming.

Garin Nugroho, a director and chairman of the Indonesian
Community for Public Television and prominent film director:

Indonesian people were used to having only one station, TVRI,
which aired the government's messages for about 30 years. When
the private stations appeared in the early 1990s, people as well
as private TV broadcasters were ecstatic. Yet, these private
stations are still crawling in finding their own identities,

The local private television industry is under heavy pressure.
It has failed to become a kind of public service and instead has
been subject to corporate pressure for ratings and profit.

The industry is dominated by two domains -- the power of
authority represented by TVRI and the private sector represented
by privately run TV stations.

Currently, the domination of private TV stations has been
significant in shaping a new society. To please advertisers, the
main source of their revenue, TV programming is always dedicated
to urbanites, the target of all advertisements.

The result is discouraging because more than 60 percent of the
TV audience nationwide lives in rural areas. This is very
dangerous as it will create a wide social, cultural and economic
gap between audiences in rural and urban areas.

The television industry in Indonesia still fully adopts
Western television culture. Of course, we do not have enough
knowledge about the TV industry and we have to learn from the
West, but we have to be very creative in adopting any value. To
look good and to attract viewers, a TV station does not have to
run Pondok Indah 21, a local version of Melrose Place. They can
create informative yet entertaining local drama which is closer
to the audience, like Si Doel Anak Sekolahan.

Indah Sukmaningsih, chairwoman of the Indonesian Consumer
Foundation:

Most programs and advertisements currently screened on local
stations encourage people to adopt consumerism. They (the TV
stations) are not aware that most Indonesians are now suffering
because of the ongoing multidimensional crisis but these stations
never cease to bombard them with ads on luxury goods, lavish
lifestyles and expensive items.

There is an important issue -- children's health and welfare
-- that should be considered by TV stations.

Currently, almost all children's programs carry commercials
which are not educative nor entertaining. Children are targeted
in commercials for unhealthy food like candy, junk food, snacks
and other consumeristic goods.

For example, in a 30-minute cartoon, there are about 46
commercials. In popular Japanese animations like Sailor Moon and
Dragon Balls, there are about 20 to 23 ads promoting various
children's needs, from shoes, clothes, bicycles to ice cream.

The advertisers think only of rich children who can afford to
buy such things. But what about street children and poor kids
living in the city's slums or in villages? To buy those goods,
they have to work hard or even steal.

In countries like Australia, the United Kingdom and Belgium,
their governments have imposed strict regulations concerning the
screening of commercials during children's programs to protect
the young audience from any possible negative impacts ...

Indonesia doesn't have such strict regulations, therefore it
is dangerous for children to watch TV here in Indonesia unless
parents accompany them and inform them about the content of the
programs and commercials.

Liesyanti, program manager of RCTI private television station:

We are trying to pick the best programs, including TV series,
sinetron, to quizzes and children' s programs. Many times, we
have to intervene with production houses which produce local
programs. We have to carefully select the proper themes, content
and even the choice of actresses or actors.

I admit that many sinetron are of low quality. People should
not blame the TV for screening such a production. The producers
frequently deliver their copies only minutes before they go on
the air. So we don't have time to edit the program. Now, we are
stricter and imposing strict sanctions against the irresponsible
production houses. We need more input from our audience to
enhance the quality of our programs. (raw)