The Sustainability of Local Media Within the Domination of National Media Industry

Faculty of Communication Science, Universitas Padjajaran Jl. Raya Bandung Sumedang KM.21, Hegarmanah, Jatinangor, Kabupaten Sumedang, Jawa Barat 45363

^* Corresponding author: eni.maryani@unpad.ac.id

Abstract

Indonesia’s current condition on regional and policy still show inequality between the Java and other regions, such as in the West and East Indonesia. The gap is also apparent in the context of media, where in various regions in Indonesia, the dominance of national media is still very visible. This research uses case study to analyze the sustainability of local media in Manado and the kind of efforts that have been done to encourage the development of local media in overcoming the domination of national media industry. Through interviews, observations and literature studies, this study shows that the efforts to develop local media in Manado are still hindered by various constraints from the aspects of policy and business. There is an opportunity for the sustainability of local media in Manado but it is necessary to have supervision and guidance for management and media business. As long as local media network obeyed the rules and understand the main purpose of local media’s existence, their presence can be seen as an opportunity to reduce the dominance of the national media industry. In addition, continuous support from local government and local people is important for the sustainability of local media in Manado.