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)