Diversification of Da’wah Media in the Digital Era on Al Bahjah TV

Live Streaming

Siti Aisyah

, Umaimah Wahid

, Indah Suryawati

and Darmawan Napitupulu

Fakultas Ilmu Komunikasi, Universitas Budi Luhur, Petukangan, Jakarta, Indonesia

Fakultas Teknologi Informasi, Univesitas Budi Luhur, Petukangan, Jakarta, Indonesia

Keywords: Diversification, Da’wah, Media, Digital, TV Streaming

Abstract: Al Bahjah TV's establishment of various diversifications and various policies that have been carried out

through new media so that the TV continues to run and can be enjoyed by society. The packaging displayed

by Al Bahjah's live streaming media is packaged so that it highlights the Islamic element which only contains

learning material originating from the Qur'an and Sunnah, but whether the packaging displayed with visuals

that are so simple and seemingly rigid can easily channel and delivered da'wah material or only made the

audience saturated and left the Al Bahjah TV media. The purpose of this research is to analyse how the

paradigm changes and diversification of the da'wah media industry in the digital era with the Al Bahjah TV

live streaming TV case study. Research findings are expected to be an alternative understanding of da'wah in

the digital era, especially using TV steaming.

1 INTRODUCTION

Da'wah is a call, an invitation, and an exclamation.

Da'wah should be carried out consciously with the

aim of forming happy individuals and families (khayr

al-usrah) and the best community or people (khay ul-

ummah) by obeying the teachings of Islam which can

be done through spoken, written or deeds /

exemplary. Da'wah must continue to be carried out

according to technological developments that

continue to develop in this era, encouraging the

electronic media industry to develop and also turn

into live streaming media so that it can be enjoyed by

various audiences whenever and wherever. People

can access this Live TV streaming just by connecting

a personal computer or mobile phone with an internet

connection that can be accessed anywhere for 24

hours. In this context there has been media

diversification which has resulted in a paradigm shift

where initially the preaching media previously had an

analogous broadcast schedule only can only be

enjoyed via analog or digital radio and television with

frequency, signals and channels limited by regions

and regions, but now can be enjoyed with internet

connection via computer or mobile media anywhere

and anytime. Diversification is "The process of

overcoming the constraints of space and time in social

life". Meanwhile, a French sociologist, Henri

Levebfre argues that diversification is the

"institutional extension of corporate power in the

communication industry". That is, diversification is a

process of institutional media extension through the

form of corporations and the size of media business

entities. Technological advances must be utilized by

Muslims to spread the teachings of Islam in order to

be at the forefront, one of the live streaming TV

dakwah that has only been running for a year, Al

Bahjah TV.

Al-Bahjah TV is an online television which is

presented as one of the da'wah programs that are

under the auspices of the Cirebon Al-Bahwah Da'wah

Development Institute since Sunday 3 Rabiul Early

1435/4 January 2014. Al-Bahjah TV focuses on

Islamic programs or shows in the shade noble teacher

Buya Yahya whose broadcast programs are intended

for all ages. Al-Bahjah TV is part of the efforts of the

Al-Bahjah Da'wah Development Institute in realizing

its vision to "Create a noble society based on the

Quran and Sunnah of the Prophet Muhammad."

Looking at the various journey of Al Bahjah TV's

establishment of various diversifications and various

policies that have been carried out through new media

so that the TV continues to run and can be enjoyed by

society. Diversification is done because of the

available space and time as an opportunity to expand

Aisyah, S., Wahid, U., Suryawati, I. and Napitupulu, D.

Diversiﬁcation of Da’wah Media in the Digital Era on Al Bahjah TV Live Streaming.

DOI: 10.5220/0009491700290034

In Proceedings of the 1st Unimed International Conference on Economics Education and Social Science (UNICEES 2018), pages 29-34

ISBN: 978-989-758-432-9

the business. The development of Al Bahjah TV can

be seen from various segmentations, frequencies and

services and programs available on this TV station.

With so many developments from Al Bahjah TV,

there are various developments in the media industry

that are seen and need to be scrutinized with new

paradigm changes based on various theories that exist

in the science of communication to analyse broadcast

media in overcoming problems regarding other

production and operational costs.

The packaging displayed by Al Bahjah's live

streaming media is packaged so that it highlights the

Islamic element which only contains learning

material originating from the Qur'an and Sunnah, but

whether the packaging displayed with visuals that are

so simple and seemingly rigid can easily channel and

delivered da'wah material or only made the audience

saturated and left the Al Bahjah TV media. Based on

this background, the focus of the research problem

formulation is: "What is the paradigm change and

diversification of the da'wah media industry in the

digital era with the Al Live TV TV streaming TV case

study?". The purpose of this research is to analyse

how the paradigm changes and diversification of the

da'wah media industry in the digital era with the Al

Bahjah TV live streaming TV case study. Research

findings are expected to be an alternative

understanding of da'wah in the digital era, especially

using TV steaming.

2 METHODS

This study uses a qualitative approach. The

qualitative approach aims to explain phenomena in

depth through in-depth data collection. This study

uses a qualitative approach because it views

everything constructed with social reality so that it is

very concerned about processes, events and

authenticity. The process of developing da'wah media

in the management of new media has involved

interaction with existing realities and changing the

paradigm that has existed so far.

This study uses a case study research method in

which the researcher attempts to find out and analyze

how the research development process. The case

study is an inquiry empirical who investigated this

phenomenon in the context of real life, where

boundaries and context idak aantara phenomenon

appears expressly or clearly and use a variety of

sources or multisumber evidence. The subject of

research in the study titled Paradigm Shift And

Diversified Industries Media Dakwah In the Digital

Era TV Case Study Live streaming Al Bahjah TV is

a team from the editorial section of Al Bahjah TV

namely CEO & Founder, Kyai Yahya Zainul Ma'Arif,

Head of Da'wah and Media: Muhammad Ramli

Jamali and Banin Division namely Poppy. While the

object of research in research Changes in Paradigm

and Diversification of the Da'wah Media TV Industry

in the Digital Age Case Study Live streaming of Al

Bahjah TV is Al Bahjah TV's Change in Media

Paradigm and Diversification.

Data analysis techniques in this study are using

the analytical procedures proposed by Strauss and

Corbin with three main types of coding, namely: 1)

Open coding (Open Coding), (2) Spanning coding

(Axial Coding), and (3) Selected coding ( Selective

Coding). The research was conducted at the Al

Bahjah TV steaming television office on Jl. Prince

Cakrabuana No. 179 Blocks. Water Warehouse Ex.

Sendang Kec. Sumber - Cirebon 45611 West Java -

Indonesia. This research was conducted in a period of

three months starting from October 2017 until June

2018. And to produce valid conclusions, the concept

is very important and useful in all forms of research

methodology. Whether or not the data valid is very

important to determine the quality or not of the data.

The study uses data validity, which is source

triangulation and theory. Triangulation theory: used

to test the credibility of the object and the subject of

research on existing theories. Whereas source

triangulation: is used to test the credibility of the data

in the case study determined by the author, namely

information and data obtained from one source are

reviewed again through several other sources.

3 RESULT & DISCUSSIONS

3.1 Change of Paradigm in Da'wah

Understanding of the changing paradigm of da'wah in

the digital era through new media with the Al Bahjah

TV case study as an understanding that is

significantly related to the condition of the

community so that it needs to be considered and

considered by the propagator of Al Bahjah TV. In this

condition different methods of da'wah are needed in

the current information era so that da'wah activities

can be carried out continuously at all times and in all

places. Research on the changing paradigm of da'wah

with the concept of Thomas Kuhn has four stages

using New Media theory, two views are examined,

namely social interaction and social integration in Al

Bahjah TV live streaming media can be concluded

that:

UNICEES 2018 - Unimed International Conference on Economics Education and Social Science

1. In terms of social interaction, changes in the

paradigm of the concept of Thomas Kuhn.

Thomas Kuhn through: The first stage is the

Old Paradigm Stage. In this case Al Bahjah TV

Media utilizes the existence of the internet as a

medium of da'wah, because the internet has

become a necessity and is a strategic way to

protect and educate young people to be ready

and mature in facing negative attacks from

internet media. This media is presented to

create a noble society based on the Qur'an and

the sunnah of the Prophet Muhammad. The

second stage is Phase Anomaly. In this stage

Al Bahjah TV Media has a paradigm that the

teachings of Islamic da'wah are teachings

originating from the Qur'an and Sunnah, must

be believed and accepted as absolute truth that

cannot be contested because of this

understanding. comes from the text that is

written in the scriptures so that it emphasizes

the inner aspects and morality contained in the

teachings of religion, where every program

material that is broadcast has certain

limitations. Thus at this stage a spiritual

doctrine approach is developed in every

audience. The third stage is the Crisis Stage,

at this stage some audiences who have been

following the da'wah study feel imprisoned in

the religious doctrine and beliefs that are held

so that the public is locked in a static religious

life and thinks that Islamic da'wah has the old

tradition of doctrine and ties that must be done

deconstruction of understanding of the doctrine

that has existed so far. And the fourth stage is

the new Paradigm Phase, at this stage Al

Bahjah TV media is based on live streaming,

will present a paradigm shift in terms of

audiences, audiences who previously felt

confined to static doctrine and beliefs, with the

progress of the da'wah Al-Bahjah Live

streaming media, audiences or the community

is free to choose the material of da'wah that

they like, thus the coercion of the will can be

avoided. Technological advances and free

rights argue that every mission delivered when

the settlement

2. In terms of social integration, the first stage

is the old Paradigm Phase, where the media of

da'wah is interpreted as a tool that connects the

message of da'wah delivered by the preacher to

the ummah. Al Bahjah TV media is presented

as a media for propagating Islamic references,

besides using streaming media through the

official website of Al Bahjah TV and the

Playstore application, Al Bahjah TV also uses

social media to distribute the material delivered

in streaming media. The second stage is Stage

Anomaly, at this stage live streaming media has

the advantage of penetrating space and time,

this advantage is expected to be able to make

Al Bahjah TV rssmi media a reference source

but it is social media that has so far surpassed

audiences as the most users, then Al Bahjah TV

also broadcasts da'wah studies that are

displayed on the official website and the Al

Bahjah TV application to be broadcast

simultaneously on various social media or Al

Bahjah fanpages. The third stage is Critical

Stage, at this stage the audience is more likely

to like social media in surfing cyberspace

because of the ease of access in finding various

information including da'wah, Al Bahjah

streaming live media is considered as a da'wah

media with limited space, because it has

shortcomings in media applications The live

streaming, like the absence of a comment for

question and answer column, the public is more

likely to enjoy da'wah studies through social

media or Fanpage rather than streaming media

while the internet-active community will never

be satisfied with the development of

technology. The fourth stage is the New

Paradigm Stage, at this stage, the use of official

Al-Bahjah TV live streaming media has little

contribution in propagating da'wah because the

audience prefers to watch da'wah through

social media, so the impression is that there is

no more use value or not a reference source

main but only as an ordinary application

because it makes no difference with Al Bahjah

TV's fanpage social media.

3.2 Diversification of the Da'wah Media

Industry in the Digital Era Consequences

of the Technological Revolution: The

Creation of Audience Persuasion

Strategies

The programs at Al Bahjah TV and RadioQu are

dominated by the study program of rutinan da'wah by

the owner of LDP Al Bahjah. the contents in the

program are also the same only differ in media usage.

There are several programs developed from RadioQu

media into Al Bahjah TV, such as the "Dua Sisi"

program where in the Al Bahjah TV program it

becomes "Buya Yahya Answering" and "Tausiyah

Pagi", the content of the program content between the

Diversiﬁcation of Da’wah Media in the Digital Era on Al Bahjah TV Live Streaming

two media is the same, namely tausiyah joint study

Buya Yahya discusses the topics from two sharia

perspectives and professional disciplines. And the

program "Lembayung Sore" on RadioQu is

developed in Al Bahjah TV to be an "Islamic

Cartoon" program whose content is about inspiration,

insight including Islamic studies, stories of friends

and child world.

Both of these media must have creative personnel

in order to create Islamic program programs with

quality content. the higher the ability to create

programs to satisfy the needs of the audience, but

creative ideas should not violate the rules of sharia

because not all creative ideas can become a media

program. like the theory expressed by Shoemaker and

Reese (2000) that there are five major factors that

influence media content, namely individual levels,

media routines, media organizations, institutions

outside the media and ideology.

As an organization, there are divisions that are

interrelated with each other, each division has a

specific target. therefore good communication is

needed between divisions so that the target can also

be supported by other divisions. this form of

communication is manifested in the form of

deliberations both for the head of the media division,

the editing department and the library division. as

well as the final production results such as how to

pack a display program must support each other. the

continuity of a media is not only determined by the

solid internal relationships that are intertwined in

achieving the target. The media brings together the

interests of several groups, including parties that are

outside the scope of the media itself.

There are also external factors that can influence

the program strategy taken by a media organization,

namely:

• Advertiser (Sponsor)

Media is a bridge that brings together the interests

of advertisers and audiences, audiences need

programs from the media to meet entertainment and

information needs. and the media also needs funds

to continue producing. The media provides

programs for audiences and some time for

advertisers to attract audiences. In this case Al

Bahjah TV has no ad spots to date but RadioQu

media has several ad spots, and from the ad spots on

RadioQu, the funds are allocated for production on

Al Bahjah TV media. The advantage of streaming

TV based media is the cost requirement that is not

as large as commercial TV media.

• Government

In Indonesia, the government organization tasked

with monitoring broadcasting program programs is

the Indonesian Broadcasting Commission (KPI).

KPI has the authority to freeze a program that if the

program violates the rules and makes people

uneasy. In this case, both RadioQu and Al Bahjah

TV have never received reprimands for programs

that aired because the programs and content made

were aimed at propagating the media to make the

community have a noble character. At the

ideological level, RadioQu and AL Bahjah TV have

a mission to become da'wah media as a reference

media for the people to benefit the world and the

hereafter. then both of these media always provide

da'wah programs to educate to be a reference for

every life problem in sharia based on the Qur'an and

As Sunnah.

3.3 Consequences of Owner Interest: Al

Bahjah TV Media Structure in Critical

Prespective of Media Political Economy

The research findings of Al Bahjah TV Media

Structure in this media media perspective both from

the data obtained by researchers and from interviews

and observations, the power of Al Bahjah TV's capital

owners saw the gaps and spaces in each broadcast for

da'wah material. Where every material delivered is

not only about religious issues that have existed for a

long time but also phenomenal problems that are

actually happening. The material content in

delivering actual da'wah encourages audiences to

witness the material preached from Buya Yahya's

point of view because the society is currently so

selective in choosing da'wah speakers, this

encourages Al Bahjah media to spread da'wah

globally through streaming media, for RadioQu,

broadcasting the establishment of a radio media that

originated in the Cirebon region where the

headquarters of RadioQu was established is now

developing into several regions in Indonesia due to

the needs of the Muslim community for religious

knowledge.

The politics of the propaganda media of Al Bahjah

TV is also seen in how a media organizes and

arranges the management of a da'wah program

including in selecting and inviting preachers in

collaborating to provide material, one of the tangible

evidences seen in the collaboration between Buya

Yahya and the habaib invites the audience to increase

because the habaib have their own santri and

followers, this added value is what makes the Al

Bahjah TV program have additional spectators and

other examples of cases is when Buya Yahya side by

side with Ustad Abdul Shomad who is known is a

UNICEES 2018 - Unimed International Conference on Economics Education and Social Science

preacher who has high flying hours with public

enthusiasm tall one. the selection of the collaboration

of the da'wah speaker which was carried out and

arranged in such a way by the Al Bahjah TV media

had an impact on the increase in the audience in

watching Al Bahjah TV program.

The structure of Al Bahjah's media in terms of the

selection of da'wah speakers is very encouraging on

the impact of determining the rating increase that is

currently felt by live streaming media is by choosing

how much the audience on the media and how

enthusiastic the public is in watching the da'wah. The

naming of Al Bahjah TV was taken from the name of

Al Bahjah LDP established by Buya Yahya himself

to remind that Al Bahjah TV is always under the

auspices of Al Bahjah LDP. With the scale of the

Cirebon region which is not so wide, RadioQu

Cirebon and Al Bahjah TV can be easily recognized

by the surrounding community.

The process of establishing Al Bahjah LDP which

has many students interested in learning religious

knowledge is used by capital owners to penetrate the

market to accelerate public acceptance. in the early

days of the emergence of RadioQU broadcasting only

reached the Al Bahjah LDP area. then due to the large

number of alumni from Al Bahjah LDP scattered in

all regions in Indonesia and also the owner of Al

Bahjah LDP namely Kyai Yahya Zainul Ma arif is a

preacher who has a big name in Indonesia, so

RadioQu da'wah media is spread slowly in several

regions in Indonesia but with the limitations of radio

da'wah media that is limited by the frequency and cost

range as well as the ease and advancement of

technology at a more affordable cost, it becomes an

extension and media development into streaming TV

with the aim that people both in Indonesia and abroad

can watch and get additional insights regarding

religious science and can answer all problems in

religious matters.

In terms of Al Bahjah TV's political economy

media perspective, changes and dialectics that occur

are related to the position and role of the

communication media. Al Bahjah TV is doing media

development from Radio media called RadioQu so

that it penetrates Streaming TV media, Al Bahjah TV.

This development is based on several things, namely

(1) Following the times and technology with easy

access to da'wah media, (2) Cost aspects, Streaming

TV is more affordable than radio media, and (3) TV

media is easier to digest by various parties due to

visual and audio.

Media Al Bahjah in the Media Structure invites

the public to the reality in the field recruiting

employees who work in running this media from the

scope of the santri by spreading a community called

friends community Al Bahjah, in the media political

economy, there are several points that can be used by

Al media Bahjah TV is based on live streaming by

recruiting media employees from a community of

friends who are students and Al Bahjah LDP students

who are pushing for efficient value in terms of

production costs and in paying employees. Because

the cost emphasis in a media is felt to be very

necessary to support the sustainability of a media.

4 CONCLUSIONS

Based on the results of research and analysis, the

research at Al Bahjah TV and RadioQu there are

several issues found in the research on the paradigm

change and the diversification of the da'wah media

industry on the live TV Al Bahjah TV. Diversification

industry Media Da'wah Live Streaming TV, in terms

of diversification of the da'wah media industry using

political economy media theory, many factors that

surround the public persuasion strategy, the power of

capital owners, the existence of new spaces of da'wah

as new markets. In the Persuasive Strategy factor of

the Audience, by having a target audience. both

media will be able to maximize the program

impressions presented. Al Bahjah TV and RadioQu

complement each other to develop. The program

aired by these two media is not head to head, because

each of these media does not have an audience over

each other. In the Strength of the capital owner's

factor, the media owner and the capital owner of Al

Bahjah TV's da'wah media with the power possessed

creates a media structure on how a media organizes

and arranges the management of a missionary event

including in selecting and inviting preachers in

collaborating to provide material, such as preachers

those who have a lot of santri or followers also

preachers who are being attracted by many audiences

will increase the number of viewers of an Al Bahjah

TV media. and in terms of media employees, the

structure of this media organization chose from Al

Bahjah LDP students as one of the strategies in

reducing efficient value. On the New Space Factor as

a New Market, the use of this new media has become

a new market in increasing the material purse of

media owners, because this media is used not only to

preach but also to promote the book by Buya Yahya

and the promotion of LDP Al Bahjah.

Diversiﬁcation of Da’wah Media in the Digital Era on Al Bahjah TV Live Streaming

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