Local Content Program on Television

Hendra Harahap, Mazdalifah and Farida Hanim

Department of Communication, Universitas Sumatera Utara, Medan, Indonesia

Keywords: Local Content, Television Program, North Sumatra-Indonesia

Abstract: Strengthening local content in TV stations recently could be a significant in academic research in Indonesia

considering that the frequency used for TV programs was public property -in accordance with Article 33 of

the 1945 Constitution. The usage of this frequency, by law, was temporary and television broadcasters must

used for the welfare and prosperity of the people. Television in accordance with the Broadcasting Law No.

32/2002 was also referred to as a public broadcasting institution that functions to serve the needs of the

community through information, education, entertainment which was healthy, intelligent and educational.

Academically, however, studies of local content in Indonesia have not been adequately conducted. This study

aimed to determine the application of time allocation and hours of broadcast of local content on networked

private national television in North Sumatra. This study also described media habits, attitudes and public

responses to the North Sumatra local content program on TV stations. The results finding showed that local

content of North Sumatra has not received attention and positive responses from the public. Most of the

television stations which had a broadcasting spectrum in North Sumatra also still did not meet the 10% local

content obligation.

1 INTRODUCTION

The topic of local content – which had multi

perspectives in nature- has not received attention

among Indonesian academics. The number of articles

and scientific publications discussing this issue in

Indonesia recently was still very limited. The same

situation also actually happened at the international

level for the past 10 years. The three guiding

principles of media regulation and policy making in

the United States, for example, were competition,

diversity and localism. Of the three principles,

localism was the least understood and the subject of

study (Napoli, 2004). The quick literature review

conducted, however, found the results of research and

scientific publications both at the level of local

content text (Downie & Kaiser, 2002; Dowler K,

2006; the process of producing local content (Jaffery,

JB, Jacobson, LM, Goldstein, KM, Pribble, JM, 2006;

Klinenberg, 2007) and the impact of local content

(Nordin, M, 2018; Yan).

Another significant factor regarding broadcasting

practices carried out by the television industry in

Indonesia. Ideally, the television industry was an

institution in which had responsibility to promote

public interest rather than business and political

interests of the owner. Problems, however, usually

arose when there was a conflict between these

interests. Wisnu Prasetyo Utomo stated that,

"Television recently was in tension between whether

it had to carry out its social functions, or made

accumulation of profits" (Yovantara & Utomo 2015:

213).

This paper explained the condition of local

content of television programs in North Sumatra

Province. Two questions can be asked: (1) To what

extent were the implementation of time and time

allocation on local content on national television

networking and public broadcasting institutions in

North Sumatra?, and (2) What were the media habits,

attitudes and responses of public on North Sumatra

local content views/programs on TV stations?

2 LITERATURE REVIEW

In the global level, studies on media globalization

usually linked with local content. Sinclair (2004), for

instance, saw media globalization as promoting

cultural heterogeneity and program content

diversification. McChesney (2004), however,

analyzed this trend as a proliferation the hegemony of

368

Harahap, H., Mazdalifah, . and Hanim, F.

Local Content Program on Television.

DOI: 10.5220/0010033803680372

In Proceedings of the 3rd International Conference on Social and Political Development (ICOSOP 3 2019) - Social Engineering Governance for the People, Technology and Infrastructure in

Revolution Industry 4.0, pages 368-372

ISBN: 978-989-758-472-5

American program content and popular culture.

Bennet (2007) also stated that it was an illusion when

the public assumes that the media system recently is

formatted and directed to fulfill information needs.

From the perspective of public and ethnography

media, model of media globalization was initially seen

as an invasion of certain foreign programs and cultures

against local cultures. Subsequent developments,

however, showed that there was loyalty from the

audience towards local content views on television

(Sinclair, 2004, p. 78). Lee (2003: 50) furthermore

showed a preference for local output when he stated;

"There was no STAR TV channel that could match the

popularity of Zee TV in India, which used Hindi and

a hybrid approach." Similar condition also happened

in Asian countries such as China and Taiwan and

Latin America specially Brazil and Mexico (Curtin,

2005; Wang , 2003; Banarjee, 2003). Local channels

such as Phoenix in China and Taiwan, TV Globo in

Brazil and Televisa in Mexico dominated the local

market. These studies have shown that local

programming seems to be the preferred television

choice where available in the local market.

Some literature reviews, further explored aspects

of the development of concepts and ideas in fields

such as media concentration (Just, 2009; Omachonu

& Healey, 2009; Scott, Gobetz, & Chanslor, 2008;

Smith, 2009; Yan & Park, 2009), or globalization at

the community level (Chalaby, 2006; Moran, 2009),

the redefinition of audiences in new media

environments (Lapan, 2009; Livingstone, 2004)

which in turn showed the importance of media

localism. Some studies, also look at the impact, the

production process and the application of local

content/broadcast policies.

Localism or "local" had multi meaning. This

concept, for instance, could be interpreted as a

representative of the rural; traditional or indigenous

society, the developing world; an ethnographic

practice. Localism is conceptualized as a tool for

realizing the diversity of information sources,

perspectives and types of exposure in the media

industry (Napoli, 2004). Locality was something

related to identity, reinforcing the bond that makes

them comfortable. Locality could be seen as a

combination of institutional, social and cultural

networks. The combination certainly different, but

there will be similarities in certain things, such as

language, religion, and origin.

Definition of local content contained in General

Provisions Article 1 No. 15 Indonesia Broadcast

Code of Conduct and Broadcast Program Standards

(P3SPS) which is stated:

"Local programs are broadcast programs with

local content that includes journalistic broadcast

programs, factual broadcast programs, and non-

factual broadcast programs in the framework of

developing the potential of the local area and are

carried out and produced by local regional

resources and broadcasting institutions."

In the Indonesian Broadcasting Law No. 32 of

2002, in Chapter IV Article 36 paragraphs 1 and 2

states that the contents of the broadcast must contain

information, education, entertainment, and benefits

for the formation of intellect, character, morals,

progress, strength of the nation, maintaining unity and

integrity, as well as practicing the values of Indonesian

religion and culture. Local content was also contained

in the Broadcasting Code of Conduct Chapter XXV

Article 46 concerning Local Broadcasts in the

Network Station System which stated: "Broadcasting

institutions in networked broadcast systems are

obliged to broadcast local programs." Broadcast

Program Standards (SPS) Chapter XXV regarding

Local Programs in the Network Station System,

Article 68 stated: (1) Local broadcast programs must

be produced and broadcast with a duration of at least

10% for television and 60% for radio of all networked

broadcast times per day; (2) Local broadcast programs

at least 30% of them must be aired at prime time local

time; (3) Local broadcast program must be gradually

increased to at least 50% for television of all

networked broadcast times per day.

The public in the United States claims to get more

news from local television broadcasts than from any

other source of information (RTNDA, 1998). The

Kaiser Family Foundation & Harvard School of

Public Health survey in 2002 found that 56% of

American adults get "a lot" or "some" information

about health problems from local television news.

Based on content, crime was a major topic in local

shows in the United States. Crime rates in most US

cities have declined over a decade, but local news

broadcasts still appear to operate under the mantra, "if

it bleed, it leeds" ( Downie & Kaiser, 2002). Some

studies also look at media presentations on public

issues such as crime (Dowler, 2003; Yanich, 2004)

and health (Pribble, J., et.al, 2006) have significant

relationships and consequences with public policy.

3 METHODS

This research used content analysis and survey.

Content analysis used to examine local content views

on television views/programs in North Sumatra. This

method used to analysis real time news/programs of

Local Content Program on Television

369

15 station television to get an overall picture of the

implementation of North Sumatra local content

fulfillment obligations by TV station. Scope of content

analysis included duration, placement of broadcast

time, consistency of broadcast time, and content

locality.

Survey, meanwhile, used to explore media habits

and audience perceptions of local content which

include intensity, response to local content of North

Sumatra. Cross sectional survey was used to 300

respondent in Medan –largest town in North Sumatra

Province- which randomly selected. The sample

criteria in this study refer to the general characteristics

of media consumers/audiences include age over 13

years, and watching North Sumatra local content on

TV stations. Descriptive statistics using frequency

distribution and cross tabulation were used to data

analyse.

4 RESULTS

4.1 North Sumatra News on Local

Television Program Views

North Sumatra Province was one of 34 provinces in

Indonesia. Population of this province in 2018 was

around 13 million people, consist of 33 local cities

and became fifth largest province in Indonesia. In

2019 there were 15 national television stations that

broadcast on the spectrum of North Sumatra.

Table 1: National Television which broadcast in North

Sumatra Province (2019)

Name of Television Owner

Indosiar PT. Indosiar Visual Mandiri

MNC PT. Cipta Televisi Pendidikan

Indonesia

Trans TV PT. Transformasi Televisi

Global TV PT. Global Informasi Bermutu

RCTI PT. Rajawali Citra Televisi

Indonesia

SCTV PT. Surya Citra Televisi

TV One PT. Lativi Media Karya

Metro TV PT. Media Televisi Indonesia

Trans 7 PT. Duta Visual TV Tujuh

NET PT. Net Mediatama Televisi

INEWS PT. Deli Media Televisi

TVRI National Public Broadcasting

DAAI TV PT. Daya Angkasa Andalas

Indah Televisi

KompasTV PT. Cipta Megswara Televisi

ANTV PT. Cakrawala Andalas Televisi

Source: Secondary Data (2019)

Law No. 32 2002 concerning Broadcast has

mandated that local programs must be produced and

broadcast with a minimum 10% of the total duration

of each television station per day. The duration of

airtime, therefore, will vary depends on hours of

broadcast licenses obtained by each television station.

The broadcast duration is intended to ensure that the

national television station meets the local information

needs of the local community.

Table 2 data below shown that most television

stations in North Sumatra still did not fulfill the 10%

local content obligations. Fulfillment of this duration,

only found on ANTV television stations, Global TV,

and TVRI (20% from 15 television stations).

Table 2: Number of Print Media (all type) in Indonesia

(2014-2019)

TV Obligation

of 10%

broadcasting

time/Day (min)

Duration of

Local Content

(min)

Indosiar 144 60 42

MNC 144 133 92

Trans TV 144 50 35

Global TV 144 150 104

RCTI 144 136 94

SCTV 144 46 32

TVOne 144 60 42

MetroTV 144 34 24

Trans7 144 109 76

NET 144 60 42

INEWS 144 43 30

TVRI 144 142 98

DAAI TV 105 34 32

KompasTV 144 129 90

ANTV 144 150 104

Source: Research Data

Indonesian Broadcasting Commission Regulation

Number 1/2016 Article 2 paragraph 1 stated that

"Local Broadcasting stations of Private and

Networked Broadcasting Institutions, oblige to

deliver local broadcasts of at least 60% for Radio and

a minimum of 10% for Television during productive

hours between 05.00 am - 22.00 pm." This productive

hour referred to the ideal airtime/prime time on

television stations. This research, however, found that

in general television stations have not placed local

broadcasts on program priority scales. Most of

television stations put local broadcasts on what

audience called as "ghost hours" or at dawn when

people are resting.

This condition also happened with specific North

Sumatra programs in televisions such as Medan News

(Indosiar), Pesona Sumut (Trans TV), Pelangi Sumut

(Global TV), Warna Sumut (Trans 7). All these local

ICOSOP 3 2019 - International Conference on Social Political Development (ICOSOP) 3

370

programs viewed from 02.00 am to 04:30 am West

Indonesia Time. The calculation of the advertising

revenues was generally a major consideration that

makes television stations reluctant to place local

broadcasts at prime time hours.

4.2 Media Habits and Audience

Response on Local Content Views

The results indicated that 67% of the population

watch television every day or almost every day in

Medan. Audience, furthermore, had a pattern of

watching television every day. Most of audience

usually watched television in the morning, then

decrease during the day activities. This habits

increased (again) in the afternoon and reached its high

intensity at night. In the night, especially from 19.00

to 22.00 pm Indonesian local time was the prime time

zone for television industry to broadcast their

prime/main programs.

Chart 1: Percentage of watching TV in week

(average)

Based on the program watched, audiences in

Medan generally like television program which is

related with local information/news and talk shows.

The intensity of watching these programs was much

higher compared to other types of television shows.

Local content programs have not yet gained a

prominent place among viewers in the city of Medan.

There were two programs that have a more dominant

audience share than the others, Sumut Dalam Berita

(TVRI) and Wajah Sumut (Metro TV). These

programs broadcast in proper time (in noon to

afternoon everyday).

Table 3: Type of program which being watched

Program f %

Soap Opera 87 29

Talkshow 48 16

Variety/Reality 36 12

News 96 32

Film 18 6

Others (cartoon,

music, sports)

15 5

300 100

Source: Research Data

5 DISCUSSIONS

Audience survey results saw that audience share of

local content program in television was very low.

This was a classic problem in media economics

studies. It was always mentioned that lowest audience

share, in turn, would make very difficult for the

program neither to gain nor increase advertising

revenue. In media studies, also it was always

mentioned that a measure of the feasibility of a

television program is "what is considered important

by the public". This guideline, however, was not

generally applicable due to capability of the media to

set and construct “agenda, interests and priorities". If

there was a commitment, then it would be easier for

television to sell and perform the market/audience

share of local content.

Other important findings from this survey were

local content airtime, lack of consistency of airtime

every day and non-fulfillment of local content

obligations on television stations. Local content

programs were generally aired at dawn every day (at

02.00 am). This television station policy certainly had

a direct impact on the low audience share of local

content. The results of the study also saw that local

news was popular and preferred by audience in North

Sumatra. This program, however, has not yet

maximized the quantity and quality of its production

by broadcasters.

6 CONCLUSIONS

This studies found that local content airtime, lack of

consistency of airtime every day and non-fulfillment

of local content obligations on television stations.

This study, therefore, recommended the need for

moderate airtime for local content on television

stations (from 11:00 to 17:00 in the afternoon West

Indonesian Time). This time allocation, based on

Morning Noon Afternoon Night

Local Content Program on Television

371

research results, is believed to make it easier for

North Sumatra audiences to access local content and

at the same time not eliminate the prime time

allocation owned by broadcasters.

ACKNOWLEDGEMENTS

This article is an output from research that has

been sponsored by TALENTA Fund from Lembaga

Penelitian Universitas Sumatera Utara 2019.

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