Breaking barriers, together: The growth of women’s media in Indonesia

Indonesia has a vibrant media landscape, but mainstream media hardly focuses on serving women audiences. This has led to the rise of media outlets that address women’s specific needs, interests, and challenges, which are often underrepresented or misrepresented in mainstream media. These outlets play a crucial role in society, serving as platforms for advocacy, empowerment and education.  They are changing the media landscape not just on an individual outlet basis but also collectively. Three IMS-supported initiatives – the Women’s Media Start-up Programme, Women’s News Network and Digital Queen – prove that collaborations can be the way forward for women’s media to serve its dedicated audience.

The Women’s Media Start-up Programme

The Women’s Media Start-up Programme, which IMS and Suara initiated in 2023,  has been instrumental in empowering women’s media. The programme offers support with collaborative content production, business management, audience engagement, building revenue models and networking. The programme initially had six women’s media outlets as participants: Bincang Perempuan, DigitalMama, Kutub.id, Magdalene, Dewiku, and KatongNTT. In the two years since then, not only has the programme grown – with Simbur Cahaya, Femini.id and Tentang Puan now participating in it – but the organisations too have grown remarkably: by collaborating on producing content, reportage, campaigns and hosting events, they have increased their reach, website traffic, revenue, and importantly, the positive impact they have on their local communities. From being small media outlets with minimal staff, they are now influential voices in the media landscape with a strong social media presence.

Women’s News Network

Another significant initiative that promotes collaboration is the Women’s News Network (WNN), which was started in June 2024. With support from EU Indonesia, IMS helped transform WNN from an idea into a real platform.  The media outlet Magdalene developed the structure and systems of the initiative and convinced eight media organisations founded and led by women to join: Bincang Perempuan, Simbur Cahaya, Femini, Kutub, DigitalMama, KatongNTT, TentangPuan and Dewiku. All the outlets focus on  gender issues. WNN aims to build a network of media organisations that bridge the gender gap in society and promote equality. Their content looks at societal issues through the lens of gender. The network supports women-led media in ensuring the quality of public interest content and journalistic content, distributing content,  building capacity of staff, engaging the community and generating revenue.

WNN also opens opportunities for expanding content through journalistic collaboration or joint campaigns, thereby creating new revenue streams. By strengthening the bargaining position of niche media and amplifying inclusive and gender-sensitive narratives, WNN promotes gender equality and empowers women in the media industry.

Digital Queen

Another noteworthy initiative is Digital Queen, started by the women’s media outlet, DigitalMamaID, in December 2024. DigitalMamaID mainly produces content focused on mothers and the Digital Queen programme carries this brand forward by training rural mothers in essential digital skills. The programme builds a community by recruiting volunteers who teach other women, particularly those living in rural areas and lack digital literacy, the skills  they need to manage the online aspect of any business – from marketing and branding to copywriting and SEO optimisation – so that they can confidently contribute to the digital economy. The programme involves partnerships with businesses, giving sponsors the opportunity to engage with the community, enhance their brand visibility and have a positive social impact.  

This programme has built meaningful connections with women’s community leaders, particularly mothers, across various regions. The community at Pondok Pesantren Arafah in Cililin, West Bandung Region, where the pilot training location is situated, has warmly embraced Digital Queen.

Bale Istri in Majalaya, Bandung Regency has expressed interest in joining the programme. This is a community comprising mothers who are survivors of domestic violence and are supported by the SAPA Foundation. They are being empowered to achieve financial independence as a way to end unhealthy marriages. While they have received training in entrepreneurial skills, they lack the digital marketing expertise needed to expand their businesses. Similarly, a group of mothers from lower-and-middle-income backgrounds in Maja, Lebak, Banten Province are also eager to enhance their capabilities in building their online businesses.

The growth of women’s media in Indonesia is a testament to the power of collaboration and the resilience of women in the industry. As these media outlets continue to break barriers and amplify women’s voices, they pave the way for Indonesia’s more inclusive and equitable media landscape.