The dynamics of electronic cinema production to maintain rating

Electronic cinema or so-called sinetron is an important industry in private television in Indonesia. Without sinetron, private television will not be able to survive digital of era today. Although sinetron as a product of mass communications appear in era before it, in fact, sinetron can still survive until today. For that, the production house raced to create a sinetron story that is interesting to watch by the people of Indonesia. MNC Picture which is a subsidiary of MNC Group has produced sinetron, films and TV shows to support TV stations under MNC Group such as RCTI, MNC TV, Global TV, and others. Sinetron made by MNC Picture was able to grab the attention of Indonesian audiences, as evidenced by Sinetron able to become television program with the highest rating. It is interesting to examine in the study of communication science to find out how the dynamics of electronic cinema production to maintain the rating in MNC Picture. The theory used to approach the object is the political economy theory of communication and mass communication. The methodology used in the research is qualitative phenomenology. The result of this research is that there are three components of electronic cinema production dynamics to maintain the rating in MNC Picture which is sinetron theme and storyline which is close to Indonesian people habit, second monitoring of rating, and placement of digital product in sinetron content.