Indonesia is now on the transition toward the Age of Information Society. In this period, the pattern of gathering as well as distributing information change. This situation is in accordance with the change of human lifestyle as the concequences of Information Communication Technology (ICT) adoption. Their tools in communicating offer more opportunies and interactive characteristics. Moreover, the use of social media applications, which one of them is blog based on web 2.0, opens possibilities for the audience to give more active roles in gathering and distributing news, just like what professional journalists do. The question now is about how the practioners of mainstream news face this phenomenon, what they should do to maintain their existence in media industry. They should not ignore the growth of virtual community as well as citizen journalism. They cannot also pretend that there is no change on their audience behavior in consuming media. On the contrary, they do need to give space to their audiences who are in transtition toward the age of information society, to participate creatively in gathering and producing information.

ABSTRACT

The television media have transformed into industry. Tight competition among TV stations demands the media people to provide programs based on the market taste. Therefore, mostly TV stations design and produce their programs based on share and rating numbers, instead of quality. On the other side, TV stations have important roles in constructing social and cultural development. Currently, TV programs are merely produced based on the business orientation so that the quality of the TV programs is often ignored. Audience must be wise and smart to protect themselves from poor-quality TV programs exposure. This can be achieved by improving their Media Literacy. In the end, Audience is no longer treated as passive object, but actively takes control on the content selection.

As the institution in charge of election administration, Election Commission of Republic of Indonesia or