A Strategy for Competitive Broadcasting Radio

A Strategy for Competitive Broadcasting Radio Community Networking in Tulungagung, Indonesia Redi Panuju1, Daniel Susilo2 and Rahma Sugihartati3 1Universitas Dr. Soetomo, Surabaya, Indonesia Program Social Sciencess, Faculty of Social and Political Sciences, Universitas Airlangga, Dharmawangsa Dalam Selatan, Surabaya, Indonesia 3Department of Library Science, Faculty of Social and Political Sciences, Universitas Airlangga, Surabaya, Indonesia. [email protected]

2Study

Keywords:

Broadcasting, Indonesia, Radio community.

Abstract:

The purpose of this study was to determine the strategy for community radio broadcasting used by Madu FM community radio in Tulungagung, East Java, Indonesia. Madu FM is interesting to examine because it is a community radio station that has managed to grow amidst great competition. Community radio faces limitations due to the Broadcasting Act (Act No. 32 of 2002 on Broadcasting). Besides, community radio has to compete with private radio and private television. Madu FM is able to adapt to circumstances without violating the rules. The result is a strategy for community radio broadcasting that incorporates successful innovation. This research applied a qualitative approach, using observations and in-depth interviews. The study was conducted during the period from March to August 2016.

1

INTRODUCTION

When Legal Constitution No. 32 of 2002 was enacted in Indonesia, many people felt pessimistic about the future of community radio. Community radio was expected to be dismissed for two reasons. First, there is limited space dedicated to the existence of community radio in the legislative system. Second, community radio has to compete with private radio. However, community radio is in fact growing very rapidly. The state’s restrictions on community radio have not prevented organizations from setting up community radio stations. Data from the Komisi Penyiaran Indonesia Daerah (Regional Indonesian Broadcasting Commission) (KPID) of East Java shows that 38 districts and cities have community radio stations. In fact, one district may have three or four community radios (107.7 MHz and 107.9 MHz), so the government (the Ministry of Communication and Informatics) applies a selection system for IPP or granting broadcasting licenses. According to Constitution No. 32/2002 about broadcasting, a community broadcasting institution is a form of Indonesian legal entity that is established by a certain community, is independent and non-commercial, has low transmission power,

serves a limited area, and serves the interests of the community (Article 21, Section 1). It may seem that Constitution No. 32/2002 gave new life to community radio; in fact, it eliminated the ability of community radio to play a bigger role in social life. Agus Sudibyo (2004: 251) analogized the structural discrimination against community radio as an “Aborigine” in our broadcasting world, alienating their rights as citizens and as members of the public. This alienation was partly caused by complicated procedures for accessing these basic rights. According to Sudibyo, the background of discrimination against community radio was caused by calls for the rejection of community radio by private radio organizations because the existence of community radio complicates the frequency settings. So, the sweeping action that was conducted by Balai Monitoring was considered the main way to secure the radio industry. This entailed the involvement of the CRI (Combined Resource Institution). The CRI is a non-governmental organization that is funded by the United Nations Development Programme to develop community-based information systems and offers two services. First, it provides technical assistance to parties that want to establish community radio stations. For technical problems,

467 Panuju, R., Susilo, D. and Sugihartati, R. A Strategy for Competitive Broadcasting - Radio Community Networking in Tulungagung, Indonesia. In Proceedings of the International Post-Graduate Conference on Media and Communication (IPCOMC 2017) - Media and Communication in the Politics, Industrialization, and Empowerment, pages 467-472 ISBN: 978-989-758-337-7 Copyright © 2018 by SCITEPRESS – Science and Technology Publications, Lda. All rights reserved

IPCOMC 2017 - International Post-Graduate Conference on Media and Communication

CRI and JRKI (Jaringan Radio Komunitas Indonesia) work in cooperation with CNRG (Computer Network Research Group ITB). Second, it provides basic management training for community radio candidates and provides follow-up services as a way to increase community radio capacity (Sudibyo, 2004: 250). Controversy about community radio took place when the Broadcasting Constitution was drafted, as discussed by Masduki (2007). There were three main sources of this controversy: (1) the existence of community broadcasting institutions, (2) the status of TVRI and RRI, (3) the local broadcasting system network and the cross-ownership with commercial broadcasting institutions. According to Masduki (2007: 197), there were two main branches of thought concerning this. The government and the Broadcasting Association disagreed on the existence of community broadcasters, while activists from broadcasters and PNASUS agreed. The government refused the establishment of community broadcasters, arguing that they were triggering the disintegration of the nation. The House of Representatives and activists from broadcasters agreed with the 1945 Constitution to guarantee the right of citizens to communicate and express themselves at all levels of society. PRSSNI (Persatuan Radio Siaran Swasta Nasional Indonesia) suggests that the term that was used was “broadcasting education”. PRSSNI did not reject community broadcasting because of the fact that it can help to build unity among the people. Sudibyo (2009: 22) states that the governmentsupported broadcasting industry influenced the development of broadcasting regulations that precisely suppressed the existence of community broadcasting: very limited allocation of frequencies and legal uncertainty in licensing. The government delegitimized community radio as illegal broadcasting and sweeping action without compromise to community radio. The government also undermined community radio by weakening the permissible transmission power, only allowing broadcasting within 2.5 km. The 2.5 km transmission power was adequate for densely populated areas but not for rural areas outside of Java. This implied the government’s focus on commercial interests. The Indonesian government should realize that community radio is very important for society and the country. For the people, community radio is a form of entertainment that is easy to obtain and relatively trustworthy because it is managed by people from the community. Moreover, community

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radio has the potential to be an effective medium to socialize development programs, disseminate information on government activities and ideas, and mobilize social participation, for example in elections. The implementation of community radio, in addition to integrating interpersonal communication, group communication, and mass communication, can even be integrated with social media, involving citizens in the production and spreading the messages. Thanks to social media, this is not difficult anymore because a mobile device (e.g. a cellular phone) can produce a message and spread it to all members of a community. Citizens can be involved in seeking information (news gathering), composing messages (news writing), and exposing information (citizen journalism). The term “citizen journalism” is used to describe citizens’ involvement in producing and distributing news. Some researchers state that the activities of citizens in publishing such information can be represented by terms such as “public journalism”, “civic journalism”, “grassroots journalism”, “participator journalism”, “street journalism”, and “audience journalism”. The involvement of citizens is inseparable from the advancement of communication technology that allows anyone to be involved in the production and consumption of news, including Internet facilities such as mailing lists, weblogs, social networking, and websites (Nasrullah, 2012: 148-149) Thus, the existence of community radio presents a dilemma. On the one hand, it faces competition from other broadcasting institutions (private radio and television); on the other hand, it must follow the country’s regulations, which limit its creativity. This article discusses how a community radio station has applied a strategy to maintain its existence in order to continue to play a role in society.

2

METHODS

This research used a qualitative approach. According to Kirk and Miller (1986, cited in Moleong, 2014: 23) the term “qualitative research” originally stemmed from the contrast between qualitative observation and quantitative observation. Quantitative observation involves measuring the level of a trait. To find something in observation, the observer must know what characterizes that thing. Therefore, the observer begins to record or count one, two, three, and so on. Thus, quantitative

A Strategy for Competitive Broadcasting - Radio Community Networking in Tulungagung, Indonesia

research involves the calculation of a number or quantity. By contrast, qualitative research shows natural aspects that contrast with quantities or numbers This research was oriented towards aspects that were natural, so it could not be done in the laboratory and needed to be conducted in the field. This kind of research is called a “field study”. Based on the objectives, this study applied a descriptive research approach. Descriptive research tries to systematically describe a situation, problem, or phenomenon. In descriptive research, the researcher develops concepts and reveals facts but does not test hypotheses (Widi, 2010: 34) A case study method was applied. Arikunto (1998: 81) defines a case study as a research approach based on patterns or non-experimental research properties. In addition to case studies, in these clumps, there are a comparative causal approach and correlation research. According to Stake (2009, as cited in Ratna, 2010: 191) a case study investigates a research object, not methodological consequences. The selected cases may be simple, complicated, or complex. A case is defined as the research object selected by the researcher. The essence of case studies requires a certain and limited place. It requires a study with particular uniqueness. The data collection techniques were observations and in-depth interviews with some informants from the community radio management association of Madu FM and its broadcast managers and broadcasters. This radio station is located in the Campur Darat district of Tulungagung, East Java.

3

RESULTS AND DISCUSSION

Ali Masjkur stated that he does not mind the regulations that have caused community radio to be marginalized. He stated: “Pesantren niku pusate politik. Jalan terus mawon, mangke parturane kan mengikuti kito he he he.” (Meaning: Pesantren is the center of politics, just go ahead, later the rules will follow.) At a glance, Ali Masjkur’s attitude shows his resistance to the broadcasting regulations, but the findings in the field show that the Komunitas Madu (the Madu FM Community – Madu FM fans) is the background of the pesentren trying to empower his community and achieve his dakwah (Islamic evangelization) goals. Efforts to avoid this

marginalization, such as exploiting loopholes and regulatory gaps, are against the law. Madu FM actually applies many strategies to support its continued existence by bringing in capital to cover its operational costs and develop its community radio network. Therefore, the dakwah area is widespread. These strategies are a way for the station to overcome the limitations, marginalization, and competition. The strategies applied by Madu FM are detailed in the table below. Table 1: Madu FM’s limitations and strategies. Limitatio n Limitatio ns of broadcas t reach

Strategy

Information

Creating a community radio network

Community radio stations may only broadcast within a 2.5 km radius of the broadcast center. Rakom (a radio community) set up community broadcasting institutions in some areas in East Java. The permissions of the institutions were granted via the KPID of East Java by the Ministry of Communication and Informatics. These institutions are: • MaduFM Trenggalek • MaduFM Ponorogo • MaduFM Malang • MaduFM Pujon • MaduFM Pasuruan • PT.KALIGAFM Tuban • MaduFM Gresik • MaduFM Pasuruan • MaduFM Ngajuk • MaduFM Blitar • MaduFM Bojonegoro • PT.SAGA FM Trenggalek • MaduFM Ngawi • MaduFM Madiun • MaduFM Mojokerto • MaduFM Tuban • PT.MDSFM Tulungagung • MaduFM Bangkalan

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•

Limited frequenci es

Utilizing streaming

Prohibiti on on airing commerc ial ads

Modifying the public service ads to be sponsored by certain companies/age ncies Providing time for government agencies to air on the station Utilizing website ads

Limited income

Holding offair events, such as: green walks, recitations, shalawatan, mass circumcisions, sewing courses, cooking courses, mocopatan, nderes kitab kuning, and exhibitions, cooperating with the local government

MaduFM Driyorejo Gresik • MaduFM Waru Sidoarjo • MaduFM Batu Malang • MaduFM Pacitan (Source: secondary data from Rakom). A community radio station is only given three frequencies for one district: 107.7 MHz, 107.8 MHz, and 107.9 MHz. To address this, Madu FM utilizes Internet-based streaming (known as “online radio”). Through this, the station can connect with local workers abroad, who may give donations to Madu FM. Madu FM cooperates with local companies and Tulungagung government agencies to receive sponsorship. Government agencies utilize the station to socialize development programs, giving donations to Madu FM’s operational funds. Some of the programs aired on Madu FM are uploaded to the website, which hosts ads. The participants give donations in the form of money and sponsorship. The sponsorship can be provided in exchange for banners, billboards, or backdrops.

The findings above demonstrate adaptations in media usage behavior and media management. The

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station’s managers have tried to adapt the station to society’s needs. At first, the station only offered radio broadcasting, but then it changed to use various media channels, such as printed media, radio, television, and online media. Because Madu FM is part of the media system, it has to utilize various channels to meet the needs of the public. The findings are in line with the views of communication sociology experts, who say that changes in media usage behavior can bring social complications, like operational society (including media society) structured functionally (de Fluer and Ball-Rokeach, 1988: 20), where each part of society is dynamically connected. Every part of society should contribute something to social harmony. Oetomo (2001: 64) refers to this as a “media structural approach”. This approach assumes that media channels are needed to maintain the sustainability of the social systems of large-scale industrial societies (McQuail, 2002: 109). Every media channel should be linked to the “needs” of society, especially in ensuring continuity, order, unity, motivation, direction, and adjustment (Oetomo, 2001). The Internet provides many advantages to communities, such as accessing radio streaming material, which they might not have been able to listen to when aired. Listeners can not only access the material freely when they have a chance but can also choose the material that meets their needs and interests. This contradicts with on-air radio, where listeners cannot choose the materials or the broadcast time. The Internet is changing the dynamics of radio broadcasting. “Cyberspace” is so called because it is based on the representation of messages in the digital realm. However, the empirical reality will not appear like the representation (from the critical perspective of Baudrillard, it is called “virtual reality”, “visual reality”, or “imaginary reality”). The findings above are relevant to rational choice theory. A characteristic of rational choice theory is that it contests traditional assumptions of economic truth. Classical economic theory says that individuals should maximize their revenue and use it to achieve egoistic or altruistic goals. Mansbridge (1990: 20) conducted analysis using an inclusive model and found that self-interest is the sole motivation and behavioral stimulus. Individuals are willing to work under any motive, as long as it maximizes results with the same level of income. The term given to this perspective is “optimization”. Ritzer (2012: 546) says that this is the essential

A Strategy for Competitive Broadcasting - Radio Community Networking in Tulungagung, Indonesia

difference between rational choice theory and traditional economic theory. Rational choice theory is interested in defining how individuals behave when dealing with dilemmas. Action preferences tend to be based on egoistic considerations and the optimization of interests (Ritzer, 2012: 549-563). When the Rakom network was first formed, Madu FM faced a dilemma: whether to focus on a certain community in Campur Darat or expand its broadcasting area. Its egoistic appears only in the dakwah in the Campur Darat community, which is why the outcome was to focus on the one district. Due to Aswaja activists, its egoistic considerations shifted to become wider egoistic considerations, and geographical egoistic considerations shifted to become manhaz egoistic considerations. Likewise, Madu FM could not seek capital gains from commercial advertising due to the broadcasting regulations. Therefore, Madu FM optimized what already exists, including cross-subsidizing private Madu FM and community Madu FM. The failure to find funding via private radio did not make Madu FM lose its spirit – it made Madu FM implement new ideas to optimize existing media: the Internet and off-air events. This is similar to the philosophy of Susanto (1986: 34), who states that mass media channels can form a new social structure quickly and harmoniously by (a) making themselves binders or intermediaries in the increasingly loosened ties and (b) highlighting the structural changes that are needed to bring a traditional society into the 21st century.

4

CONCLUSION

The findings of this research show many phenomena that can be explained through the assumptions of functional structuralism. Broadcast competition is a phenomenon laden with conflicts between various interests. Community radio broadcasting has been the victim of legislation that deters its existence, including restrictions on the availability/allocation of frequencies, service areas, licensing, and advertising revenue. Meanwhile, the legal obligations are numerous. However, as explained in reference to functional structuralism, the broadcasting system tried to resolve these conflicts. Each side adapted to the situation and conditions to reach certain agreements, until, finally, Rakom, which was originally expected to fail, found a conducive situation to grow instead.

The changes and transformations of Madu FM happened because of tensions: on the one side it faced internal limitations, while on the other side it faced restrictions and obligations imposed by the state. According to rational choice theory, egoistic considerations beat economic interests. In line with this theory, companies air their ads on Rakom because of their belief in getting benefits from it. Actually, there were no economic benefits of airing their ads on Rakom. This business is still ongoing, but because there was a belief in helping a boarding school as a charity, the station was willing to participate in it. Similarly, on the phenomenon of establishing a private TV channel, which made a loss, remain enabled in order to optimize the goal. Not economic benefits.

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