Outdoor Advertisement Management In Yogyakarta

Decentralization movements after 1998 reformation had forced Indonesia to move from centralized to decentralized system through law no. 22/1999 which gives Local Governments broader autonomy. The local governments since then have more financial autonomy to finance the provision of public service and to levy taxes to their citizens in order to increase the revenue of the Cities/ Districts. The Local Government has an authority to regulate the outdoor advertisement, but still there are many debates on the outdoor advertisement that it diminishes the original face of the city (the façade, the cultural heritage areas). On the other hand the city needs funding from advertisement to support the development and the outdoor advertisement offers to give a contribution for revenue. The objective of this research is to improve the urban spaces particularly on the outdoor advertisement in public areas. This study aims to understand the background of the policy made by Local Government on the management of outdoor advertisement. It can help the Local Government to plan a better arrangement of outdoor advertisement to create better image of the city and to generate more local income from the outdoor advertisement. Principles of joinedup government will be needed to ensure interdepartmental communication among local government institutions, between local government and communities, and other stakeholders. This principle can help the integration between spatial planning and other interests such as local government revenue generation. The research type is an exploratory research on outdoor advertisement management in the City of Yogyakarta, and the research strategy uses Archival Analysis and Survey. Primary data will be collected through interview with stakeholders involved in outdoor advertisement management and the secondary data were collected through the documents in the involved agencies or official web sites. From the interview, it�s revealed that there are 3 general perceptions towards outdoor advertisement condition in Yogyakarta, positive, neutral, and negative. This research also reveals that the perception from stakeholders confirms their interests and the tax agency as the dominant stakeholder can override other stakeholders� recommendation on the arrangement of the advertisements. The research suggests further research to explore the public perception on the outdoor advertisement or institutional framework on the outdoor advertisement management