<![CDATA[The development of digital technology has transformed the landscape of Indonesia's television entertainment industry, including audience participation mechanisms in music competition programs. This research examines the phenomenon of paid voting systems through Virtual Gifts implemented in a dangdut music competition program on a national private television station in 2025. Using a qualitative approach with case study methods, this research analyzes the social, economic, and ethical implications of the transformation of judging systems that integrate digital donations as an assessment component. Data were collected through mass media content analysis, social media documentation, and review of relevant regulations. Research findings indicate that the Virtual Gift system creates a paradox between participation democratization and competition commercialization, where the financial capacity of audiences potentially determines competition outcomes more than contestants' talent quality. The emerging controversy indicates a regulatory vacuum regarding monetization boundaries in television competition programs, raising ethical questions about fairness, transparency, and consumer protection. This research recommends the need for a comprehensive regulatory framework to govern paid voting systems to maintain competition integrity and protect audience rights as consumers. Perkembangan teknologi digital telah mengubah lanskap industri hiburan televisi di Indonesia, termasuk dalam mekanisme partisipasi audiens pada program kompetisi musik. Penelitian ini mengkaji fenomena sistem voting berbayar melalui Virtual Gift yang diterapkan pada salah satu program kompetisi musik dangdut di televisi swasta nasional tahun 2025. Melalui pendekatan kualitatif dengan metode studi kasus, penelitian ini menganalisis implikasi sosial, ekonomi, dan etika dari transformasi sistem penjurian yang mengintegrasikan donasi digital sebagai komponen penilaian. Data dikumpulkan melalui analisis konten media massa, dokumentasi media sosial, dan kajian regulasi terkait. Temuan penelitian menunjukkan bahwa sistem Virtual Gift menciptakan paradoks antara demokratisasi partisipasi dan komersialisasi kompetisi, di mana kemampuan finansial audiens berpotensi lebih menentukan hasil kompetisi dibandingkan kualitas talenta peserta. Kontroversi yang muncul mengindikasikan kekosongan regulasi yang jelas mengenai batasan monetisasi dalam program kompetisi televisi, serta menimbulkan pertanyaan etis tentang keadilan, transparansi, dan perlindungan konsumen. Penelitian ini merekomendasikan perlunya kerangka regulasi yang komprehensif untuk mengatur sistem voting berbayar guna menjaga integritas kompetisi dan melindungi hak audiens sebagai konsumen.]]>
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