Tayangan India dalam Industri Televisi Indonesia (Studi Kasus Tentang Komodifikasi pada Trend Program India Periode 2014-2015)

Abstract

TAYANGAN INDIA DALAM INDUSTRI TELEVISI INDONESIA (STUDI KASUS TENTANG KOMODIFIKASI PADA TREND PROGRAM INDIA PERIODE 2014-2015) ABSTRAK Indonesia dan India telah sejak lama menjalin hubungan bilateral dalam berbagai bidang. Salah satu wujud hubungan kerja sama tersebut dapat terlihat dari akulturasi budaya yang telah berproses sejak lebih dari 2000 tahun yang lalu. Hasil akulturasi tersebut turut mengkayakan kebudayaan nasional dalam bentuk kesusastraan, bangunan peninggalan, musik Dangdut, ataupun masyarakat etnis India dengan berbagai macam kearifan lokalnya. Penelitian ini mengharapkan peran media dalam mengakomodir transmisi warisan kearifan budaya tersebut melalui produksi lokal. Masalah yang muncul kemudian adalah media justru memberikan ruang secara dominan pada konten-konten produksi asing yang berasal dari India. Peneliti tidak mempermasalahkan transmisi budaya yang berlangsung melalui trend program tersebut karena adanya kedekatan kultural sejak awal di antara kedua negara tersebut. Peneliti cenderung mengkritik strategi program yang memanfaatkan kedekatan budaya sebagai komoditas. Terlebih ketika komodifikasi tersebut diperantarai oleh produk asing sebagai kompetitor konten-konten produksi dalam negeri. Oleh karenanya, penelitian ini bertujuan untuk mendalami bagaimana bentuk-bentuk komodifikasi yang dilakukan oleh industri televisi dalam determinasi pasar. Penelitian ini juga mencoba menjelaskan bagaimana cara-cara yang ditempuh oleh kapitalis media dalam mempertahankan tayangan asing dari India. Hal dilakukan dengan menggunakan gabungan pendekatan antara studi kasus bertipe intrinsik dan teori ekonomi politik media varian strukturalisme. Peneliti menyimpulkan bahwa komodifikasi artis asing menjadi bentuk komodifikasi paling unik dalam kasus yang diteliti, dan sekaligus menjadi bentuk komoditas dengan nilai tukar terkuat. Hal tersebut merupakan penyebab langengnya trend program India di Indonesia yang mengukuhkan imperialisme kultural melalui tayangan India. Implikasi penelitian ini diharapkan mampu menjadi pengkayaan atas teori ekonomi politik media dan memperhatikan produk konten dalam negeri. Kata Kunci: Komodifikasi Artis Asing, Tayangan India, Industri Televisi, Studi Kasus.   INDIAN PROGRAM IN INDONESIAN TELEVISION INDUSTRY (A CASE STUDY OF COMMODIFICATION OF INDIAN PROGRAM TREND IN 2014-2015 PERIOD) ABSTRACT Indonesia and India have been established bilateral relations in many sections since a long time ago. One of them could be seen from acculturation which had stood more than 2000 years ago. The results of the acculturation were enriching the national culture in the form of literature, heritage building, Dangdut music, or Indian ethnic communities with their variety local wisdom. This study expected media to accomodate the transmission of cultural heritage through local production. The problem was that media actually provide space predominantly on the contents of foreign production, especially from India. Researcher did not make cultural transmission that went through program trends as a problem because of the cultural proximity between the two countries from the beginning. Researcher tended to criticize program strategies that took advantage of the cultural proximity as a commodity. Especially when the commodification was mediated by foreign products that became competitors for domestic products. Therefore, this study aimed to explore how commodification was conducted by the television industry in the market determination. This study also tried to explain how media capitalist maintained foreign program from India. The research was done by using a combined approach between intrinsic case studies and political economy media theory, structuralism variant. The results of this study were obtained through time series pattern analysis technique and pattern matching that have been provided by case study approach. Based on both techniques, the result of this study stated that the trend of Indian program in 2014-2015 period occured in three types, the trend of Indian foreign program as the initial phase, the trend of Indian program in the form of stage performances as a transitional phase and the trend of local program that had Indian pattern as a phase of imitation Indian products. Those trends took place in the form of commodification of content, audience, worker, culture, and foreign artist. Researcher concluded that the foreign artist commodification was the most unique commodification type, and it became the biggest commodities exchange rate as well. Those things was the cause of the continuity of Indian program in Indonesia which strengthen cultural imperialism through Indian program. The implication of this study was expected to enrich political economy theory and to keep domestic product alive. Keywords: Foreign Artist Commodification, Indian Program, Television Industry, Case Study.