How Cinderella Story Theme Ruled The Indonesia Television

A dream is a hope. Every people has their dreams. Here’s how some television stations in Indonesia are trying to make the Indonesian dreams come true.

Once upon a time, lived a merchant who sells a chicken porridge named Sulam. The economic pressure has made him go around the village to sell chicken porridge. He did not live alone. He had to support his wife named Rodiah and his biological mother. Although his life is complicated and difficult, Sulam and his family always dream of visiting the holy land of Mecca for the Hajj pilgrimage.

Their dreams are almost impossible. Even their neighborhoods are always underestimating Sulam’s dreams. There is a hajj in his area who swore that he will cut his ears if Sulam and his family ever make the pilgrimage. Sulam never loses his hope. He believes that his hard work would be paid. Every day Sulam always sets aside his income to the bank for the pilgrimage fee. He never forgets to provide free meals to the orphans every month. His prayers become the primary weapon to be able to go on the Holy Land.

At one time, Sulam got the main prize from the Bank. He won a luxury car that worth billions of rupiah. In short, Sulam sold the car and got cash to go to Hajj with his wife and mother. The long wait was over, finally he and his family able to visit the Holy Land.

If you’ve lived in Indonesia, some of you are undoubtedly familiar with the story above. The story above is a plot of the miniseries Tukang Bubur Naik Haji, the series lasting to 2185 number episodes. It is undeniable that inspirational stories with the theme of dreams are still loved by Indonesian. Just like a Cinderella story.

Two factors make the TV series with the Cinderella Story theme become the people’s favorite. First, the expertise of actors and actresses in playing a role. It would be impossible if the character played poorly the audience would like. The actor is playing with the viewer’s emotion and psychology level. For example, not a few actors or actresses get criticism from the audience because the succeeds of their role in the series.

The second is the storyline. Sometimes the audience likes to giggles when watched the titles that are ridiculous. However, believe me, when watching it, not a few viewers who feel close with one of the characters inside of it, not even a few who muttered: “This is so me, huh.”

“The storyline is built as close as Indonesian life. Then we packed this as simple as it is and built strong engagement to the viewers, That’s what makes the series so loved by viewers,” said Sutanto Hartono, President Director of PT Surya Citra Media Tbk (SCTV).

For Sutanto, the content would still be loved by its viewers. Although the production costs for one episode are not cheap, the profits are quite large. This could happen because the viewer’s enthusiasm for the series was high.

However, the Cinderella Story theme is not only packed in the form of a mini-series. Talent search programs such as Indonesia Idol, Dangdut Academy, The Voice, and various other types are the different forms of Cinderella Story.

Most contestants come from diverse backgrounds, whether rich or poor. Not a few of them aim to seek their fortune. Become the champions then change their life. Most of them are have zero opportunity and connection to maintain their dream to become a singer on the Indonesian entertainment industry. However, all of them have the same capital; it’s their dreams.

Also, type of programs like this one of the favorites of both viewers and TV stations. Over the past few years, Indosiar has been keen to create talent search programs. Which, so far has been loved by its loyal viewers.

“It’s not an ordinary talent search programs, we are trying to bring and enrich the nation’s culture, for example, we enriched dangdut music through the Dangdut Academy,” said Imam Sudjarwo, President Director of Indosiar.

Through Dangdut Academy, Indosiar promotes national culture and establishes cooperation and brotherhood with ASEAN countries. The program itself not only followed by local talent. Many contestants from Malaysia, Brunei Darussalam, and Singapore are involved.

Dangdut Academy is not the only one. Indosiar has many of the similar programs. Such as Bintang Pantura and Microphone Pelunas Hutang. All of the programs involving dangdut music as the central theme

“Microphone Pelunas Program is for unlucky people who currently bear in debt and cannot pay. We don’t just assist. We give them the challenge to sing and then comment on it. After that, the winner’s debt would be paid off,” Imam explained.

Besides many are excited to this program, the contestants who are willing to fighting over their fortune are flocking. They dream that all of their current debt burdens can be paid off in an instant. Imam added that those who did not win would still get money because after the event many donors helped the contestants.

Not only singing, but Indosiar also offers the AKSI (Akademi Sahur Indonesia) program that airs during the fasting month, Ramadan, increases the potential of the children to become a national scale Muslim cleric. In 2017 the AKSI program participants came from Indonesia, Malaysia, Brunei Darussalam, and Singapore. Indosiar also offers a comedy talent search contest through Stand Up Comedy Academy.

What is the unique of these programs are they not only showing the ability of the contestants. They gave a pivotal role to the judges and the host to enrich the programs. Sometimes with their jokes or their own private lives.

It is also a common thing for judges and hosts to speak longer than the contestants. However, this is what the viewers loved. In the talent search event, the judges and the host sometimes got carried away by their emotions, there were once, there was a judge that has crossed opinions with other judges, and they are cursed each other on air.

When one program has completed, Indosiar has a series of other talent search programs that are ready to be aired. Everything is done in-house by the Indosiar team. Imam explained that the costs incurred were indeed enormous, but the results obtained were also worth it.

“TV life is indeed from advertising. If we are not profitable, we cannot pay our employees.”

Although he did not specify the contribution of advertising to their revenue, Imam explained that Indosiar’s existence as one of the most valuable brands in Indonesia could answer this question.

For him, the trend of searching for talent with the Cinderella Story theme will still be lasting for the next few years.

“When the rating is not good, we already have a count. When it is less automatic, there will be innovation and creativity in the program. With new creations, the audience will still see.”

Whatever the concept when selling the Cinderella Story theme is likely to be liked by the audience. Because of one thing, every viewer has their dreams.