30 Percent Local Content Regulation and Creative Economy Potential |

The discourse on local content regulation in Indonesian media, especially regarding the 30 percent quota, plays a central role in the creative economy. The government believes that this step will encourage the development of the creative industry in Indonesia.

However, its effectiveness in meeting real market needs is still being debated, despite the statement of the Minister of Creative Economy, Teuku Riefky Harsya, who said, "This regulation is designed to increase the visibility of Indonesian creative works."

The implementation of 30 percent domestic content aims to provide more opportunities for creative works originating from the country. In this case, domestic content refers to media created by Indonesian activists.

This policy is expected to open up opportunities for creative industry players to grow and create new jobs. According to a report from the Ministry of Tourism and Creative Economy in 2023, there was a significant increase in the amount of local content produced, which shows the positive effects of the regulation.

However, there is something to question whether this regulation can really encourage the growth of the creative economy sector. Although local content production is increasing, the extent to which it is successful in attracting public attention and generating revenue still requires further examination.

This presents a challenge for creators who are trying to find a balance between complying with regulatory requirements and producing engaging content.

Plus and Minus

There are positive and negative aspects to the implementation of this regulation.

First, one of the positive impacts of this policy is the increase in local content produced. Many studios and independent creators have begun to allocate funds for new projects. With better market clarity, they are encouraged to create high-quality products.

Article 21 of Law No. 32 of 2002 concerning Broadcasting states, "Broadcasting is required to provide opportunities for local products to be displayed" which reflects legal support for the development of local content.

However, on the other hand, this regulation can be a barrier for creators. Some creators reported that restrictions on foreign content actually reduced the variety of choices available to viewers. They argued that viewers have the right to enjoy a variety of content types, without being tied to a certain percentage of local content.

In an article published in Jurnal Komunikasi, it was stated that, "Restrictions on foreign content can lead to a decline in quality and innovation in the creative industry," reflecting the concerns of many creators.

An aspect that needs to be considered is that this regulation not only affects the amount of content created, but also its quality. Many content creators are trying to meet the 30 percent local content requirement, but not all of their work is of a high standard.

The main priority should be on the quality of local content, not just the percentage. This shows that simply creating local content is not enough to advance the creative industry.

Shortcuts

The implementation of the 30 percent local content regulation in Indonesia faces several complex challenges. One of the main problems is the concern that overly strict regulations can encourage unethical practices, such as plagiarism or content duplication.

In order to meet the existing provisions, some content creators may feel forced to take shortcuts that can damage the integrity of the creative sector itself. They need a wiser solution, not just a restrictive regulation, emphasizing the need for a more comprehensive approach in designing policies.

Another aspect that needs to be considered is that the existence of local content does not always guarantee success. Many other factors, such as marketing and distribution strategies, also play a significant role in attracting audiences. Without a proper strategy, content, even if it is entirely local, may not get the recognition it deserves.

Local content creators must adapt to market dynamics and understand emerging trends. This shows that a deep understanding of audiences and consumer behavior is absolutely crucial to the success of local content.

Another challenge faced is the lack of infrastructure support for the creative sector in various regions. Many content creators outside of large urban centers feel isolated and have difficulty obtaining the resources needed to produce quality content.

They need not only regulation, but also support in the form of training, access to technology, and distribution networks. This shows that existing policies must be in line with real efforts to strengthen the infrastructure and ecosystem of the creative industry.

In facing this challenge, cooperation between the government, industry players, and academics is very important. Continuous dialogue is needed to ensure that the policies implemented truly support the growth of the creative sector and do not limit innovation.

Although the 30 percent local content regulation can help the growth of Indonesia's creative economy, it also brings challenges. Broader policy evaluation and adjustments are needed to achieve the ideal balance. The quality and attractiveness of the content produced are important factors in the success of this regulation.

We must focus on innovation and cooperation if we want the creative industry to thrive.[]