The government’s implementation of budget efficiency measures is feared to also affect the sustainability of mass media in the country, as the share of advertising spending in the media will decrease.
Meanwhile, mass media faces various challenges, from digital disruption to increasingly difficult economic conditions for the press.
Chairperson of the Press Council, Ninik Rahayu, stated that the business climate for the press industry is currently unfavorable.
Throughout 2023-2024, more than 1,200 employees of press companies, including journalists, experienced layoffs. Several large-scale print media outlets also ceased serving their readers.
Moreover, mass media is no longer the primary source for citizens seeking news.
National advertising for press companies has been 75 percent taken over by global digital platforms and social media, and artificial intelligence (AI) has become the third disruption following digital technology and social media.
This presents the most significant challenge for press companies in the future.
Dr. Wisnu Martha Adiputra, a journalism and media observer from the Department of Communication Science, UGM Faculty of Social and Political Sciences (Fisipol UGM), stated that the current condition of mass media is indeed unfavorable.
In addition, the budget efficiency policy has led to layoffs of contract employees at LPP TVRI and RRI, despite requests from the Indonesian House of Representatives (DPR RI) to rehire these workers.
“TVRI and RRI already had layoff plans, but we are still waiting to see how big the impact will be,” he said.
Dr. Adiputra noted that the increased efficiency in advertising could significantly impact local press in the regions, which have historically relied on advertisements from local governments.
“Local media that do not receive advertisements from the government are struggling,” he stated.
Additionally, Dr. Adiputra pointed out that the media’s reliance on government advertising threatens its independence.
“On the other hand, this dependency is problematic because it may hinder independence and make them less courageous in criticizing local government policies,” he explained.
In contrast, Dr. Adiputra noted that private or national media are not reliant on government advertising spending.
“For example, LPP has already received state funding, making them highly dependent. However, the advertising structure for private media is substantial. The hope is that the advertisements in the media do not come from the government,” he stated.
According to Dr. Adiputra, nearly all media are highly independent, although the number of mass media outlets has declined due to digital disruption and the shift of advertising to global digital platforms and social media.
“Media today are truly independent, even though their numbers are decreasing and the current (economic) conditions are challenging,” he explained.
Dr. Adiputra agreed with the government regulation that global digital platforms and social media should collaborate with the media, especially since Presidential Regulation No. 32 of 2024 concerning the Responsibility of Digital Platform Companies in Supporting Quality Journalism through the publisher rights scheme.
“It is indeed necessary to encourage digital platforms to contribute to helping the media by linking news from media outlets that appear on social media,” he said.
Author: Kezia Dwina Nathania
Editor: Gusti Grehenson
Post-editor: Afifudin Baliya
Photo: Freepik