Creativity and Innovation are important in creative industries, such as television broadcasting. Gammara Lenggo Geni, the executive producer of Kompas TV, explained how the world of creativity and Innovation works in a guest lecture on Creativity and Innovation at SBM ITB, on Thursday (5/10).
Many students attended this guest lecture, including international exchange students, regular SBM ITB students, and local exchange students.
According to Gammara, creativity is an individual’s capacity to generate something new, whether it’s an idea or a tangible creation that is notably distinct from what is already known or in existence. On the other hand, innovation refers to an idea, concept, or object that undergoes an extended and cumulative development process.
Foundational creativity is typically nurtured through observation, listening, and reading. Often, creative ideas stem from family anecdotes, articles, public spaces, or even overhearing conversations, among others.
When constructing a novel idea, it is essential to consider the objectives, target audience, strengths, and timing. Gammara draws from her own success story of creating Indonesia’s most prominent TV show called “Extravaganza,” which was launched in 2004 and ran until 2015 while she was at TransTV.
According to Gammara, creativity and innovation are interrelated. Innovation is geared towards enhancing the quality of existing products or potentially replacing them with new ones to establish new markets.
Gammara illustrated how the television industry attempted to innovate during the COVID-19 outbreak. A notable example was the “Charity Concert from Home” by Didi Kempot, an Indonesian singer and songwriter in the Campursari style, who managed to raise 7.6 billion through online broadcasts in 2020. This initiative was a collaborative effort between the TV station’s control center in Jakarta and an on-location broadcast from his residence in Surakarta, Central Java.
According to Gammara, an individual’s creative capacity is perpetual. “Creativity will continually manifest itself; there is no point in saying that one is not creative, as every individual possesses a creative facet,” Gammara asserted.