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Indosiar Television Station Effort to Increase Ratings QAULAN, Vol. 2, No.1, Juni 2021 Zida Zakiyatul Husna, Media Commercialization.... MEDIA COMMERCIALIZATION: INDOSIAR TELEVISION STATION EFFORT TO INCREASE RATINGS Zida Zakiyatul Husna UIN Sunan Ampel Surabaya [email protected] Abstract: Media is an industry that can produce commodities that make commercial elements more prominent. Commercial it self is an implication of the media revolution that encourages media with an economic vision. The party that determines the communication process, from information coverage, information packaging, to information marketing is the owner of capital, where this condition affects the vision of a media. It can be said that the idealism of the media really depends on the owners of capital, because the form of journalism that is packaged is focused on dealing with market opportunities. Seeing this background, this research focuses on how the efforts of an Indosiar television station in increasing ratings. This study uses a descriptive qualitative method by observing the Indosiar television station. In this study, it was explained that one of the efforts of Indosiar television station in increasing its rating was from the rising artist performance factor. Keywords: Media Commercialization, Rating, Indosiar INTRODUCTION In the reform era like today, press freedom provides space for the growth of mass media in Indonesia. This creates a new atmosphere in the field of print and electronic journalism and television is no exception. One of them is the emergence of a variety of private TV. And currently there are 17 national television stations in Indonesia. With the large number of TV industries, each television station is required to be able to develop its programs so as not to be eroded by the existing competition, without exception the entertainment programs that are presented. However, unfortunately, there is still a lack of compatible human resources or management factors of companies that are not well established or even less observant in targeting opportunities for local broadcast programs, causing many television stations that are not so advanced and only seem to survive or even go out of business. This can be seen when a television station tries to fight to attract viewers with the attractiveness of its program offerings. With the television which is not only as a transmitter of information as well as a means of entertainment, but also as part of the capitalist industry. It takes creativity and also the use of the right time to create a program related to people's choices so that they are able to attract the public and increase ratings. So it is not surprising that a television station provides various kinds of programs given that television has become part of a popular industry that has its own effect in influencing people's behavior in the public sphere. 1 QAULAN, Vol. 2, No.1, Juni 2021 Zida Zakiyatul Husna, Media Commercialization.... As a commercial television, private television carries out two functions at once, namely as a means of information as well as entertainment. It is considered a trade item or commodity. Programs that are presented to the public tend to be sensational and spectacular, at any price that sometimes even sacrifices professionalism. This relates to the television industry itself which has an economic nature where private television is an important supporting factor in the market mechanism. Therefore, every television program has a percentage of viewers called a rating. the more viewers who like a program, the higher the rating for the program and vice versa. If the rating of a program is low, it will be difficult to get advertisements which are the breath of the television industry. Because program shows have to compete with other programs to get a high rating, it is certain that all crew involved in a television station will compete to present the best shows and gather a lot of people. Various efforts have been made by the media in order to achieve its vision, mission and goals. As explained earlier that the media becomes an industry that produces commodities, the commercial element becomes prominent. Commercial itself is an implication of the media revolution that encourages media with an economic vision. Which means that the media has become an industry that sells products in the form of information for consumption by the public with the aim of obtaining profit for the owner. It can also be said that media idealism is very dependent on the owners of capital, because the packaged form of journalism is focused on dealing with market opportunities. Seeing such conditions, it becomes a question whether a television industry prioritizes its social function as a social institution or prioritizes its interests as a business institution that is to maximize profits? In this case, the success of a media can be measured by rating. Rating here is an economic measure, not a measure of the quality of media content. The higher the rating of a media, the more ad slots, the higher the income, and of course the higher the profit. In this case, a media must be very smart in making impressions, and also in arranging program schedules for the specific purposes of advertisers. It was recorded that on October 17-18, 2020, the highest television station rating was occupied by the @indotvtrends version of Indosiar. 2 QAULAN, Vol. 2, No.1, Juni 2021 Zida Zakiyatul Husna, Media Commercialization.... @indotvtrends itself is an account on the Instagram social media platform that provides information about rating television stations in Indonesia. Indosiar itself is one of the commercial TVs in Indonesia. A little about Indosiar's history, starting from being founded and controlled by the Salim Group through PT. Indosiar Karya Media Tbk, which is listed on the Indonesian stock exchange. This television station operates in Daan Mogot, West Jakarta.1 Recently, Indosiar has been in the highest rating of commercial television in Indonesia. Likewise the program of events he made. There must be a factor that makes Indosiar's rating increase. Whether it's from the broadcasting time of a program, or perhaps from the artist shown. Seeing this phenomenon, this study focuses on how a television station's efforts are to increase ratings. And are the programs that have been aired worthy to be shown, seeing that sometimes a media is more concerned with rating than the feasibility of a program? THEORETICAL STUDY 1. Media Media is the plural form of medium. In the science of communication media is defined as a channel, a means of connecting, and communication tools. The media referred to in this case is the mass media, both electronic and print media. One of the advantages of this media is its wide reach. The role of the mass media, among others, in propaganda is very effective. 1 Novia Olga, Laporan Praktek Kerja Lapangan di PT. Indosiar Visual Mandiri, (Bandung: Perpustakaan UNIKOM, 2014), 1. 3 QAULAN, Vol. 2, No.1, Juni 2021 Zida Zakiyatul Husna, Media Commercialization.... In communication, the media factor occupies a very important role in the process of spreading the message. Even a message can be said to be effective or not, widespread or not, it depends on the accuracy of choosing the media. 2 According to Denis Mc Quail, the media has an important function because: a. Media is a changing and growing industry that creates jobs, goods and services, and feeds other related industries. Media is also an industry in itself that has rules and norms that link these institutions to society and other social institutions. On the other hand, media institutions are regulated by society. b. Media is a source of power, control, management, and innovation in society that can be utilized as a substitute for other resources. c. Media is a forum that increasingly plays a role in presenting events in people's lives, both at national and international levels. d. Media plays a role as a vehicle for cultural development, not only in terms of developing art forms and symbols, but also in terms of developing procedures, fashion, style, life, and norms. e. Media is the dominant source for individuals and society to obtain a picture and image of social reality. The media presents normative values and judgments that are mixed with news and entertainment. 3 2. Media Commercialization Media is an industry that produces commodities, so the commercial element stands out. Commercial is the implication of the media revolution that drives media with an economic vision. The party who determines the communication process from information coverage, information packaging, to information marketing is the owner of the capital, where this condition affects the vision of a media. it can be said that media idealism is very dependent on the owners of capital, because the packaged form of journalism is focused on dealing with market opportunities. 4 A survey of the audience in the context of agenda setting is also oriented to the increase in olpah. The success of a media can be measured by circulation (print media) or rating (broadcasting media). Circulation is the number of newspaper copies sold each day and is used to set the price per advertisement. While the rating is the rating of the program. This rating is a very important thing for managers of commercial broadcasting stations, 2 Nina Yuliana, Media Relation,(Yogyakarta: Graha Illmu, 2014), 6. 3 Muhammad Ashar Akil, Regulasi Media di Indonesia (Tinjauan UU Pers dan UU Penyiaran),(Makassar: UIN Alauddin, -), 138. 4 https://kapselclassfikomuntar.wordpress.com/2012/09/25/komersialisasi-media-di-indonesia/ 4 QAULAN, Vol. 2, No.1, Juni 2021 Zida Zakiyatul Husna, Media Commercialization.... including television stations. Advertisers are always looking for the most watched television stations or programs. Rating is an indicator of whether the program has an audience or not.5 So, circulation and rating are economic measures, not a measure of the quality of media content.
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