Advances in technology and communication in television media are an important part of the dissemination of information to the public. The media, especially television, has a dominant influence in the life of Indonesian society. The emergence of television is capable of being a very effective medium. Nowadays television can be said to have entered almost all time and space in human life. Television is in development, this media does not only function as entertainment, but is also used by religions to spread da'wah messages. TV 9 Nusantara is a media developed by Nahdlatul Ulama (NU), one of the largest mass organizations in Indonesia. In the broadcast, many displays on the field of da'wah and Islamic studies are characterized by ahlussunnah wal jamaah with traditions. Its presence as a religious television is interesting to study as an effort to find an institutional form as an Islamic television. This study aims to find out about TV 9 Nusantara in terms of collective work that produces broadcast products, financing, values that are practised as an effort to strengthen the status and identity of the NU organization. This study shows that as an Islamic television, TV 9 Nusantara works in the spirit of the struggle for Islamic ideology with the traditions of the NU organization which is supported by economic power and collective work between religious leaders, members of NU mass organizations and non-Muslim communities, to spread the identity of NU mass organizations in the context of Indonesian society.