Indonesia’s entertainment landscape is undergoing a massive shift as digital platforms like YouTube, TikTok, and Instagram challenge the traditional dominance of television. This paper examines the evolution of Indonesian popular media, highlighting the transition from traditional arts and "sinetron" (soap operas) to a creator-driven digital economy influenced by global trends like the Korean Wave (Hallyu). Through an analysis of popular video formats and consumer behavior, we explore how digital content serves as both a tool for cultural preservation and a modern economic engine. 1. The Foundation: Traditional Arts and Television
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