This research explores the intricate interplay between faith and commerce within the operations of TV9 Nahdlatul Ulama Indonesia (TV9 NU), a religious television channel. Employing a mixed-methods approach encompassing quantitative surveys and qualitative interviews, the study provides a comprehensive examination of how TV9 NU strategically integrates faith-oriented programming with commercial endeavors. The findings reveal that maintaining religious integrity is of paramount importance to stakeholders, as it is central to sustaining viewer engagement and credibility. Stakeholders emphasized the need for careful vetting of commercial partnerships to ensure alignment with the channel's religious values and principles, highlighting the ethical considerations at play. Furthermore, the study uncovers the unique appeal of TV9 NU's commitment to promoting Islamic values and fostering interfaith dialogue. This dedication is seen as a means to create a sense of community and spiritual enrichment among viewers while contributing to religious tolerance and peaceful coexistence in Indonesia's diverse religious landscape. While stakeholders acknowledge the challenges of balancing faith-based programming with commercial activities, they cite examples of successful partnerships that demonstrate the channel's adaptability and resilience. These partnerships enrich content offerings and ensure financial sustainability without compromising the channel's spiritual mission. The study's findings carry implications for religious television channels worldwide, emphasizing the importance of authenticity, ethical considerations, and interfaith dialogue in the evolving landscape of religious media. The research contributes to a deeper understanding of how faith and commerce synergize within religious television, offering valuable insights for channels seeking to navigate this delicate balance.
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