Saturday, February 16, 2008

TV Lokal di Semarang


http://www.suaramerdeka.com/harian/0409/07/nas05.htm

Selasa, 07 September 2004
NASIONAL
Line

Kemunculan TV Lokal (3-Habis)

Bersaing Ketat, Andalkan Program


RUANG KONTROL: Salah seorang kru televisi mengamati siaran melalui layar monitor di ruang kontrol. (55e) - SM/Achiar MP


KEMUNCULAN TV-KU beberapa waktu lalu menambah jumlah TV swasta lokal komersial di Jateng. Di Semarang saja, paling tidak stasiun tersebut harus bersaing dengan TV sejenis yang telah lebih dulu ada, yaitu TVB dan Pro-TV. Namun fenomena tersebut menandakan ada optimisme pengelola stasiun televisi lokal dalam merebut segmen pemirsa.
Prospek bisnis pertelevisian agaknya juga bergerak ke arah yang bagus. Maret tahun lalu saat TVB uji tayang, tak semua kalangan menganggap bisnis itu bakal prospektif. Ada pesimisme yang cukup signifikan terhadap kemunculan TV swasta lokal komersial itu di wilayah Jateng.
Pesimisme itu tentu tak muncul tanpa alasan. TV lokal dibayangkan tak bakal mampu bersaing dengan TV swasta nasional. Apalagi yang disebut terakhir itu bertambah banyak dan juga menjadikan pemirsa di tataran lokal Jateng sebagai segmennya.
Bukan itu saja, besar biaya operasional sebuah televisi swasta menjadi momok yang menakutkan. Beberapa TV swasta nasional yang dikabarkan selalu rugi ketika itu karena sedikitnya iklan yang didapat juga bukan cerita awalan yang menggembirakan. Padahal, sebagai contoh saja, untuk sebuah program tayangan, biaya produksi yang harus dikeluarkan bukan main besar.
Namun pesimisme itu ditangkap pengelola TVB hanya serupa batu kecil yang masuk ke lubang sepatu. Optimisme mereka bakal mampu merebut segmen pemirsa lokal begitu besar.
"Masih banyak potensi Jateng yang belum tergarap TV swasta nasional. Dan kami bermain di wilayah itu. Apalagi provinsi ini kaya potensi kultural dan ekonomis," ujar Hengky Gunawan Prasetiyo, Direktur TVB.
Kenyataannya, dua bulan berikutnya TVB resmi diluncurkan, meskipun cakupan tayangannya masih sangat terbatas di beberapa wilayah seputar Semarang. Kini, lebih dari setahun beroperasi televisi tersebut masih kukuh. Lebih dari itu, makin menerakan optimisme bisnis tersebut, November mendatang TVB memperlama jam tayang, dari 5,5 jam menjadi 17 jam.
Bagaimana dengan Pro-TV, TV swasta lokal lainnya di Semarang? Agustina Dewi, General Manager TV tersebut dengan tegas menyatakan optimismenya. Mengapa?
"Kenapa tidak optimistis? Bagaimanapun TV swasta lokal tetap dibutuhkan. Dia menjadi alternatif TV nasional."
Apalagi, kata wanita itu, ada misi TV swasta yang tak bisa disepelekan. Dia menjadi aset provinsi untuk mengembangkan daerah tersebut. Betapa tidak, informasi perkembangan daerah bisa disampaikan pada masyarakat lewat tayangannya. Selain itu, tenaga kerja yang terserap ke dalam bisnis itu juga bukan hal yang tak penting.
Optimisme serupa juga disebutkan TV-KU yang baru diluncurkan Agustus lalu. Sebagai televisi yang lahir dari dunia kampus, secara spesifik terkesan aneh kalau harus bersaing dengan dua TV sebelumnya. Lebih dari itu, Dr Yuliman Purwanto MEng, Direktur PT Televisi Kampus Udinus, sangat yakin TV swasta lokal mampu bersaing dengan TV nasional dalam meraup keuntungan.
"Meski tak terlalu besar, kalau segmen pemirsa dan karakteristik program tayangannya jelas, tak ada alasan untuk tak mampu bersaing. Kalau diibaratkan pembagian kue, ya tetap dapatlah. Cuma kalau TV nasional giginya besar-besar, jadi gigitannya besar pula," ujar dia sembari tertawa.
Tak main-main dengan hal tersebut, Yuliman yakin TV-KU akan mencapai BEP (break even point) atau titik impas 3 hingga 5 tahun setelah diluncurkan.
Sangat Mahal
Kenyataannya, betapa pun semua pengelola TV swasta lokal di Semarang tersebut menyatakan optimismenya, pengelolaannya tak selalu mudah. Paling tidak untuk operasionalisasi sebuah televisi membutuhkan biaya yang sangat mahal. Itu mencakup biaya untuk program tayangan, listrik, telepon, dan karyawan. Padahal, 100 persen pemasukannya berasal dari perolehan iklan.
Sekadar contoh, dalam sehari saja TVB harus mengeluarkan antara Rp 20 juta dan Rp 25 juta. Itu untuk jam tayang selama 5,5 jam. Jauh berbeda dari jumlah itu, TV-KU yang tayang selama empat jam, mengisarkan biaya produksi Rp 15 juta hingga Rp 20 juta untuk satu bulan.
"Tapi itu belum mencakup gaji dan honor pegawai yang memang ditanggung yayasan (Yayasan Perguruan Tinggi Dian Nuswantoro). Apalagi, produksi TV-KU masih sangat kecil."
Adapun Pro-TV tak secara spesifik menyebut jumlah biaya operasional. "Maaf kami tak bisa menyebut jumlahnya. Itu rahasia perusahaan," kata Agustina.
Namun, yang pasti kisaran biayanya bisa ditebak: cukup tinggi. Walau begitu, biaya yang tinggi tersebut tak akan memusingkan benar kalau perolehan iklan cukup signifikan. Dan kata Hengky dari TVB, sebenarnya potensi pengiklan di Jateng sangat besar. Nah, itu juga alasan optimisme pada televisinya.
"Selama ini kendalanya berpusar pada mahalnya pembuatan iklan. Kebanyakan pembuat iklan lari ke Jakarta yang mahal. Andai makin banyak PH (production house) lokal yang lebih murah, itu akan merangsang pengiklan."
Ucapan Hengky tentu mengungkap mengenai "kran" lain dalam bisnis pertelevisian. Singkatnya, makin banyak PH diharapkan makin banyak pembuatan iklan yang lalu ditayangkan di TV swasta lokal. Kalau sudah demikian, tak ada alasan untuk tak optimistis.
Keserupaan Tayangan
Di samping soal biaya tinggi, televisi-televisi tersebut juga dihadapkan pada persaingan. Keserupaan tayangan TV-KU dan TVB dalam memikat pemirsa masih dijumpai pada sebuah tayangan lain. Kalau TVB memiliki "Redup", TV-KU menajukinya dengan "Resah (Realita Kisah)". Isinya boleh dibilang setali tiga uang.
Apa nilai diferensial TV-KU sebagai "si bungsu" di Semarang? "Program-program TV-KU dikemas dengan sentuhan sinematografis. Jadi, punya nilai rasa yang berbeda bila dibandingkan dengan program yang sudah ada sebelumnya," ujar Imam Rachmayadi, News Director TV-KU.
Di luar keserupaan itu, yang pasti Dr Yuliman Purwanto MEng dari TV-KU yakin, media elektroniknya akan mampu bertahan di tengah persaingan yang disebutnya "sengit" di antara televisi swasta. Selain mengandalkan kemenarikan program, keyakinan itu juga didasari komitmen Yayasan Perguruan Tinggi Dian Nuswantoro untuk menopang keberlangsungan stasiun TV tersebut.
"Ibaratnya, tanpa iklan pun TV-KU tetap bisa mengudara. Sebab, sampai hari ini yayasan masih menanggung 100 persen biaya operasional."
Tentu saja itu berbeda dari dua TV swasta lainnya yang harus membiayai segalanya dari perusahaan. Makanya, Agustina sangat berharap, dalam merebut pemirsa secara sehat, penetapan tarif iklan harus sehat pula.
"Tarif iklan TV ideal adalah minimal 30 persen di atas tarif iklan radio. Saya berharap penetapan itu ditentukan secara jelas."
Intinya, selain program-program unggulan yang diandalkan untuk merebut pemirsa, TV swasta lokal juga harus berebut pula dalam pemerolehan iklan. Sebab, seperti telah disebutkan, TV hidup 100 persen dari iklan. Untuk kasus itu, TV-KU yang tanpa iklan tetap beroperasi bisa disebut "sangat beruntung".
Bagaimanapun hal-hal tersebut menjadi pekerjaan yang tak ringan bagi pengelola untuk tetap bisa bertahan. Sebab, optimisme mengenai prospek bisnis pertelevisian harus diimbangi dengan strategi merebut pemirsa yang jitu.(Saroni Asikin, Achiar M Permana, Haryo Hernandhono-33t)


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