The guardian of local culture: the dynamic of Indonesian local television to survive against global media onslaught

Purpose The idea of television as a space for cultural and local wisdom has been enthusiastically welcomed by many parties. Regrettably, this expectation proves to be nothing more than an empty hope. Indonesian national television rarely broadcasts content with local cultural nuances. National television broadcast is filled with popular and global cultural content. Only local television tries hard to remain the last guardian of Indonesian culture and local wisdom. Several studies have raised the issue of local television broadcast content but have not succeeded in explaining the dynamics that occur in the management of local television to maintain and inherit local culture. This study aims to fill this gap. Design/methodology/approach This research was conducted using a qualitative descriptive method with interview techniques as data collection methods. Findings Indonesian local television continues to struggle to become the guardian for the sustainability of Indonesian local culture by emphasizing its market segmentation and trying to meet their needs, trying hard to implement intensification and extensification strategies, continuing to struggle to balance the onslaught of global culture and relying on government agencies as a nice market. However, the role and support of the government are greatly needed. Without it, local television will surely fall. Originality/value This research reflects the dynamics that occur in the management of local television which is very challenging. By revealing the struggles that local television goes through in fortifying local culture and the minimal role of the Indonesian government, this research contributes to the development of sustainable strategies and the inheritance of local culture in this global era.