'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RRI's role as the voice of the government has resulted in monotonous and formal programs that many consider "out of date."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Low budget, programming policy, rigid bureaucracy and outdated equipment are the station's main problems in presenting more innovative and attractive programs that would lure back the audience.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)