'RRI' tries to keep up with its rivals

'RRI' tries to keep up with its rivals

JAKARTA (JP): For 25 years after its establishment on Sept.
11, 1945, the state-owned radio RRI enjoyed the fame of the
country's only radio station.

The entire nation relied on RRI for both news/information and
entertainment. Its fame was unchallenged until the state-owned
television, TVRI, burst into the scene in 1962. Since then, RRI
had to share audience with the newly-established TVRI, which
offered a new type of entertainment to the public with its audio-
visual programs.

Another blow hit RRI in l970 when the government allowed the
establishment of private commercial radios. Today Indonesia has
674 private radio stations, each offering unique and innovative
programs.

RRI, the pioneer, is no longer the star. Only a government
regulation requiring private radio stations to relay RRI news and
some of its programs has prevented its complete doom.

It was a regretful change, considering its important role in
supporting the nation and the government during the early
independent periods.

Today, each time the words Varia Nusantara (Around the
Archipelago) are aired, many radio listeners would rather turn
off the radio and switch on their CD or cassette recorders.

Varia Nusantara is broadcasted every day at 9 a.m. and is on
the list of RRI's programs subject to relay by all private radio
stations. The other programs are sports, economics and general
news.

Varia Nusantara, like many other RRI programs, has lost its
appeal.

Ronald, 17, says he never listens to RRI except for the news
relayed by commercial radios. "The way the broadcasters present
the news is not appealing. They are too formal, boring."

Nuniek Rahadi, a university student, said that RRI's news is
important, yet many private stations are now producing various
news-format programs that are more appealing to their listeners.

Comments from Nuniek and Ronald may represent the young
generation's view of the state-owned radio. The radio itself
will celebrate its golden anniversary in September.

RRI's role as the voice of the government has resulted in
monotonous and formal programs that many consider "out of date."
It is not surprising that RRI's faithful audience has left the
station for others.

Low budget, programming policy, rigid bureaucracy and outdated
equipment are the station's main problems in presenting more
innovative and attractive programs that would lure back the
audience.

Herman Zuhdi, a senior employee at RRI, once said, "Actually,
RRI has several interesting programs that have become the
station's trademarks." The programs, he said, include radio
plays, village programs and talk shows.

"RRI is the pioneer in radio talk shows. Mpok Ani and Bang
Madi and Obrolan Tukang Sado drew millions of fans," he said.

Development of radio broadcasting in Indonesia forced RRI to
make several breakthroughs. In l992, for instance, RRI modified
its Programa Ibukota Dua to a commercial-style Pro Dua FM, which
offers different styles of programs.

"RRI should be more optimistic in facing today's challenges
because it still has a qualified staff. What is needed now is
creativity and flexibility in understanding the demands of the
listeners," he said.

Now RRI has 49 stations throughout the country: one national
station in Jakarta, five Nusantara stations in Medan (North
Sumatra), Yogyakarta, Banjarmasin (South Kalimantan),
Ujungpandang (South Sulawesi) and Jayapura (Irian Jaya), 26
provincial stations and 17 regional stations.

It has about 9,000 employees nationwide. Data from the
Directory on Radio and Television shows that in 1989 RRI's
broadcasting areas covered 67.08 percent of the entire Indonesia
and its audience comprised 86.10 percent of the total population.
(raw)