Malaysia has moved towards television (TV) digitalisation that
has resulted in a transformation of the country’s broadcasting
industry to keep up with TV viewers’ changing behaviour. As part
of the Government’s effort in bridging the digital divide among
the people of urban, suburban and rural areas, National
Broadcasting Digitalisation Project (NBDP) was announced by the
government in 2017. Under the patronage of the Ministry of
Communications and Digital (formerly known as Ministry of
Communications and Multimedia Malaysia, KKMM) and monitored by
the Malaysian Communications and Multimedia Commission (MCMC),
the NBDP is an initiative to ensure a smooth transition from
analogue to digital broadcasting on a terrestrial platform for
the current Free-to-Air (FTA) government-owned and private TV
stations. However, the broadcast media industry’s future,
particularly TV, remains uncertain as streaming services have
been taking over audiences every year. In addition, since the
Internet has provided more advertising opportunities, one of the
main broadcasting revenues, TV is predicted to be eroded and
continue to lose not only audiences but also advertisers
globally and locally. For these reasons, this study was
conducted to explore the FTA TV viewing in the East Coast region
of Peninsular Malaysia in discovering TV viewing habit and
finding advertising opportunities. The East Coast region was
selected as its population was characterised by different
socio-economic and cultural backgrounds. This study used a
survey research method to gather responses from 403 participants
from August to September 2023 using a multi-stage sampling
technique. In summary, the research results were useful for
broadcasters to produce FTA TV content and assist advertisers to
develop targeted adverts that correspond with the tastes and
characteristics of the audiences in Terengganu, Kelantan, and
Pahang.
Keywords: Advertising, FTA, Streaming, TV Viewing, TV Programme
02 introduction
The digital transmission of the Free-to-Air (FTA) television
(TV) channels through MYTV service (formerly known as
myFreeview) is one of the major ways the broadcast media
business in Malaysia responds to the digital challenges, as it
ensures that people receive clear signals and channel coverage.
TV has been seen as a popular medium to reach wide audiences
during peak hours, especially the Malay group (MCMC, 2016),
despite the rise in Internet use over the last five (5) years
compared to the stagnant consumption of TV and radio (MCMC,
2019). TV remains a popular medium among heavy Internet users
(Karim et al., 2021). Furthermore, TV seems to be a powerful
medium that influences people’s opinions on a wide range of
topics (Alan et al., 2021). According to Alan et al. (2021),
government and private organisations should take into account
the planning and execution of TV shows since they can be
utilised to further the government’s objective of promoting the
physical and intellectual development of communities.
The
way people watch TV has changed over the last few decades,
suggesting a swift shift in TV viewing habits. TV can now be
accessed through several platforms or applications in addition
to a traditional TV set. Nowadays, consumers can use a computer,
laptop, smartphone, or tablet to watch content from anywhere.
The factors that influence how much TV shows are watched are
numerous. For example, Modili et al. (2022) states four (4)
factors of TV consumption namely due to factual and credible
content, cultural aspects, personal preferences, and emotional
needs. TV genre preferences have also an impact on how people
watch TV, in which people felt good about what they were doing
when they watched TV genres that they enjoyed. For some viewers,
watching TV can be an entertaining or isolating experience,
while for others, it can be a way to relax or learn new things.
When watching TV, some viewers can even search for excitement
(Bindah, 2019). There are plenty of different TV programmes,
including newscasts, documentaries, news magazines, talk shows,
variety shows, sports broadcasts, games and quizzes, children’s
shows, and various dramatic entertainment that audiences could
choose from.
Problem Statement
However, the broadcast media industry’s future, particularly TV,
remains uncertain as streaming services have been taking over
audiences every year. The high interactivity factor of the
streaming services has negatively affected the broadcasting
industry as audiences have much promising entertainment and
information platforms. This also means TV viewing patterns have
been altered with the presence of technology (Ponnan & Ali,
2015) and is argued to draw audiences away from FTA TV channels.
Moreover, TV is predicted to lose more advertising markets
globally and locally as advertising opportunities could also be
obtained through the internet at a much competitive cost.
For
these reasons, this study was conducted to discover the FTA TV
viewing in the East Coast region of Peninsular Malaysia in
exploring the advertising opportunities. Specifically, the
objectives of this study were:
RO1
To identify the demographic profile of the audiences in the
East Coast region of Peninsular Malaysia
RO2
To examine the viewing pattern of FTA TV channels among the
audiences in the East Coast region of Peninsular Malaysia
RO3
To identify the gratification level among the audiences in the
East Coast region of Peninsular Malaysia
RO4
To identify the advertising potentials from the perspectives
of the FTA TV viewers in Terengganu, Kelantan, and Pahang
03 literature review
Television Viewing in Malaysia
One of the significant responses of the broadcast media industry
to the digital challenges in Malaysia is the digital
transmission of the FTA TV channels through MYTV service to
ensure clear signals received by audiences. Despite the increase
in Internet use over the last five (5) years, TV has been
considered a popular medium to reach large audiences during peak
hours, especially the Malay group (MCMC, 2016). Among heavy
Internet users, TV is still a soughtafter medium (Karim et al.,
2021). TV also appears to be a significant platform that shapes
how people think about many issues (Alan et al., 2021).
Malaysian audiences relied on portal to access TV content. A
study by Hashim and Omar (2011) observed that youth were
reported to visit the portals of TV3 (65 per cent), followed by
8TV (23 per cent), NTV7 (6 per cent), TV9 (2 per cent), and RTM
(1 per cent) in accessing the content. Additionally, they have
also started consuming online content while also enjoy TV from
any location using devices like a smartphone, laptop, tablet, or
TV set (Modili et al., 2022). For example, the prime-time news
programme, Berita Perdana, by Radio Televisyen Malaysia (RTM)
can be viewed through MyKlik or on RTM Mobile application which
was available until the year 2020. Later, in January 2021, RTM
Mobile and MyKlik were integrated as RTMKlik to provide better
access to RTM contents.
Factors Affect Television Viewing
One of the popular TV contents consumed by users is news. TV
news occurs concurrently with other forms of media, particularly
social media. However, news reported on social media sites lacks
the trustworthiness as compared to conventional TV news
platforms. According to Boyman et al. (2020), young women voted
televisions as a highly significant source of political
information. The results demonstrated that respondents’ trust in
the authenticity of political information they acquired from the
TV segment. They also discovered that the news channel known as
Astro Awani was a popular choice with the greatest mean score,
closely followed by publicly owned channels like TV1 and TV2.
In
another study, National 8 of RTM appeared to have greater ways
of communicating with its viewers, which stood out among other
prime time news channels (Karim et al., 2021). Here, it could be
inferred that TV remains to be an essential provider of reliable
information, even though social media was the main source of
news for the respondents during pandemics (Arandas et al.,
2021). These results are consistent with a study conducted in
2011 by Buyong and Ismail, which reported that most people turn
to TV for news, entertainment, and sports. The study elaborated
that TV was the instrument for young Malaysians to keep up with
current affairs and trends, adopt celebrity ways of life and
routines as well as widely used for entertainment and social
surveillance.
04 methodology
A cross-sectional survey was conducted using self-constructed
questions. The questionnaire was divided into five (5) sections
which were represented by demographic information of FTA TV
viewers, FTA TV viewing pattern, FTA TV content preference, uses
and gratification of FTA TV channels, and advertising potentials
in Terengganu, Kelantan, and Pahang.
Sampling
This study incorporated a multi-stage sampling procedure that
combines cluster, systematic random, and stratification
sampling. In the first stage, the states were divided according
to region (cluster). The sampling did not further divide the
districts into clusters because it will lead to too many
clusters in each region that data collection will be
challenging. This decision was made considering that enumerators
must fulfil the sampling composition criteria such as gender,
professional background, and TV viewing before approaching
anyone as a respondent. Cluster sampling is chosen because it
covers the characteristics of the entire population, or when the
sample has different personalisation as not having a sampling
frame. The clusters were then selected using systematic random
sampling. A total of 403 respondents participated in this study.
Data Collection
The survey period, including a pilot test, ran from July to
September 2023 using self-administered which was closely
assisted by the lead researcher and enumerators to avoid missing
responses. This study hired and trained 12 enumerators in
assisting the data collection process. There were 11 regions
selected in this research. Each enumerator was responsible for a
region respectively and required to allocate the questionnaire
among the residents in the region. However, two (2) enumerators
were hired in Kota Bharu as large number of surveys were needed.
Figure 1 summarises the design of this research which can be
divided into two (2) phases.
Figure 1: Design of Research
05 finding and analysis
Characteristics of the FTA TV viewers in the East Coast region
of Peninsular Malaysia
This section presents the summarisation of the demographic
information of the FTA TV viewers in the East Coast region of
Peninsular Malaysia – Table 1.
Table 1: Demographic information of the FTA TV viewers in the
East Coast region of Peninsular Malaysia
From the survey, the respondents of this research were equally
distributed in terms of gender, with females (52.9 per cent)
slightly outnumbering males (47.1 per cent). Most of the
respondents (81.4 per cent) were between 21 and 50 years old.
Specifically, they were in the age groups of 31 to 40 (35.2 per
cent), 21 to 30 (32.8 per cent), and 41 to 50 (13.4 per cent)
years old. The remaining respondents were between 51 and 60
years old (7.7 per cent), 61 and above (7.2 per cent), and 20
and below (3.7 per cent) – Figure 2.
Figure 2: Age of the study’s respondents
Furthermore, more than six (6) in 10 respondents (64 per cent)
were from the urban areas and only 36 per cent were from rural
areas. Since the East Coast of Peninsular Malaysia is a Malay
majority area, Malay accounted for 86.4 per cent of the
respondents, and other ethnicities accounted for the remaining
respondents. Since most of the East Coast population consists of
the Malays, 86.4 per cent of the respondents were Muslims and
the remaining were Buddhists (5.2 per cent), Hindus (4.2 per
cent), Christians (3.5 per cent), and others (0.5 per cent).
From
a total of 403 respondents, more than one-third were from
Terengganu (38.7 per cent), followed by Kelantan (32.3 per cent)
and Pahang (29 per cent) – Figure 3.
Figure 3: Respondents’ State of Residence
In terms of region of residence, 20.1 per cent of the
respondents came from Kota Bharu, followed by Kuantan (16.9 per
cent), Kuala Terengganu (13.4 per cent), Dungun (9.4 per cent),
Kuala Nerus (8.9 per cent), Pasir Mas (8.4 per cent), Marang
(6.9 per cent), Temerloh (5 per cent), Kuala Krai (3.7 per
cent), Pekan (3.7 per cent), and Bentong (3.5 per cent).
In
terms of the employment status, more than seven (7) in 10 of the
FTA TV viewers were employed (72.9 per cent). The remaining 27.1
per cent were homemaker (11.7 per cent), student (7.7 per cent),
pensioner (6.5 per cent), and unemployed (1.2 per cent). The
respondents’ income could be aligned with the Malaysian
household income guidelines, which categorise the population
into B40, M40, and T20 income groups. Households with income
less than RM2,000 per month (RM1000 to RM1999) are categorised
as B40. Six (6) households (1.5 per cent of the total study
population) were in the B40 group. The M40 category comprises
households with a monthly income between RM2,000 and RM8,000.
The M40 group, with 303 households (75.2 per cent), had the
highest number of FTA TV viewers surveyed. The remaining 2 per
cent were T20 individuals with income exceeding RM8,000 per
month – Figure 4
Figure 4: Household Income of Respondents
Viewing pattern of the FTA TV channels among the audiences in
the East Coast region of Peninsular Malaysia
This section reports the viewing pattern of FTA TV channels
among the audiences in the East Coast region of Peninsular
Malaysia – Table 2. The survey reveals that slightly more than
half of the respondents used MYTV service (51.3 per cent) to
access FTA TV channels, followed by Astro service (48.2 per
cent) and other services (0.5 per cent). FTA TV channels could
be accessed through many devices. Almost all the respondents
(91.3 per cent) used television to watch FTA TV channels. They
also used smartphones (5.5 per cent), tablets (1.5 per cent),
computers (1 per cent), and laptops (0.7 per cent). The results
also show respondents’ preferred locations for accessing FTA TV
channels. Almost all of them (94.3 per cent) watched FTA TV
channels at home. Others watched FTA TV channels at the office
(3.5 per cent), public places (2 per cent), and other places
(0.2 per cent).
In terms of viewing frequency, almost
two (2) to five (5) of the respondents watched FTA TV channels
everyday (39.7 per cent) or 2–3 times per week (32.8 per cent).
Further, more than one-tenth of the respondents watched FTA TV
channels once a week (15.1 per cent) or four (4) to five (5)
times per week (12.4 per cent). Almost half of the respondents
(48.6 per cent) stated that they watched FTA TV channels at
night. Other respondents watched FTA TV channels after work
(18.1 per cent), early in the morning (12.9 per cent), or at
noon (11.2 per cent). Only a small percentage of the respondents
watched FTA TV channels during their work break (6 per cent) or
at midnight (3.2 per cent).
Table 2: Viewing Pattern of FTA TV in Terengganu, Kelantan, and
Pahang
In short, the respondents in the East Coast were using MYTV
service despite having access to many other platforms. They also
preferred night viewing at the comfort of their own home,
indicating there is still a market of TV advertising in the East
Coast region.
Table 3 shows the respondents’
preference towards the 17 FTA TV channels offered on MYTV
platforms. Almost all of the respondents chose TV3 (96.5 per
cent), followed by TV1 (83.9 per cent), TV2 (83.1 per cent), TV
Al Hijrah (80.9 per cent), Awesome TV (80.4 per cent), and TV9
(79.7 per cent). Meanwhile, more than seven (7) in 10
respondents chose Berita RTM (76.7 per cent), Sukan RTM (74.7
per cent), OKEY (70.7 per cent), and TV7 (69.5 per cent). In
addition, more than six (6) in 10 respondents liked watching
BERNAMA (67.7 per cent), 8TV (66.7 per cent), TV6 (65.8 per
cent), TV5 (64 per cent), Wowshop (63.3 per cent), and SUKETV
(59.8 per cent). Finally, 58.1 per cent of the respondents
preferred watching TVS.
Table 3: List of FTA TV Channels Preferred by the Audiences in
Terengganu, Kelantan, and Pahang
This study further analysed genre or classification of content
preferred by the FTA TV viewers in the three (3) states – Table
4.
Table 4: List of FTA TV Genres Preferred by the Audiences in
Terengganu, Kelantan and Pahang
Almost all the respondents preferred religious (94 per cent),
comedy (89.6 per cent), health (89.3 per cent), and
entertainment (89.1 per cent) genres. In addition, most of them
enjoyed watching shows that carry crime (86.4 per cent),
education (85.4 per cent), sports (82.9 per cent), animation
(81.1 per cent), and travelogue (80.9 per cent) genres. Further,
more than seven (7) in 10 respondents preferred genres
pertaining politics (75.4 per cent). These results inferred that
the viewing preferences of audiences in Terengganu, Kelantan,
and Pahang were highly influenced by their local practices and
cultures.
This research further enquired
respondents’ usage of streaming services, as these services are
gaining popularity among Malaysians. This is aligned with the
increase in internet access facilities and streaming devices
that are easily available in the market. This section presents
an analysis of the respondents’ agreement level pertaining to
their usage of streaming services – Table 5.
Table 5: Agreement Level Among the Respondents on Usage of
Streaming Services
Among all the streaming services, Netflix was the most watched
by the respondents (80.9 per cent). Further, more than seven (7)
in ten respondents watched MYTV Mana Mana (75.9 per cent),
Awesome TV (73.2 per cent), AlHijrah Plus (71.2 per cent), and
Tonton (70.2 per cent). Also, more than six (6) in 10
respondents watched Astro Go (69.7 per cent) and RTM Klik (60.3
per cent). It can be deducted from this data that the
respondents were still inclined towards locally owned services,
despite Netflix being the most watched service.
Gratification level of FTA TV viewers in the East Coast region
In assessing the gratification level of viewers’ FTA TV usage
among the East Coast audiences, five (5) motives namely social,
economic benefit, flexibility of use, issues, and content
explored. The details of the motives are shown in Table 6.
Table 6: Motives of Watching FTA TV Channels
All the motives of watching FTA TV channels were significance.
The results indicated that the viewers were watching FTA TV
channels based on the motives as reported in Table 6. They
mainly watched FTA TV due to economic benefit (76.42 per cent)
followed by the flexibility of use (76.24 per cent). It shows
that the respondents were willing to invest in installation of
MYTV decoder set at home because they do not have to pay the
monthly subscription fees. Furthermore, they can watch many FTA
TV channels anytime that they want.
Advertising potentials in the FTA TV channels among the
audiences in Terengganu, Kelantan, and Pahang
The fourth research question explored whether advertising is
acceptable among the viewers in Terengganu, Kelantan, and Pahang
to uncover the advertising potentials of FTA TV channels in the
East Coast region. Using one (1) sample t-test, the result is
presented in Table 7.
Table 7: One sample T-test of respondents’ views towards the
commercials onFTA TV channels
This section presents the measurements of the respondents’ views
towards commercial breaks on FTA TV. This study proposes that
views towards commercial breaks will influence audiences’
retention level towards FTA TV shows and channels. A one-sample
t-test was used to analyse each item for this variable to assess
the respondents’ level of agreement with each statement.
Table 7 reveals that the respondents had no problem
with product placement (70.2 per cent), they did not change the
channel during a commercial break because they did not want to
miss the show (65.3 per cent), they preferred the commercial
break shown at the end of the show (65.2 per cent), and they
continued watching the commercial break (65.1 per cent) because
it was informative (64.5 per cent). It can be concluded from
their responses for item number 1 until item number 5 that the
respondents had a positive attitude and behaviour towards the
commercial breaks aired on FTA TV channels.
The
respondents also did mind the repeated commercials during shows
(M = 2.82, p = .003) and rarely bought the product after
watching the commercial stations (M = 2.77, p = .000). Despite
these issues, they still held positive views towards the
commercial breaks on FTA TV. Overall, more than six (6) in 10
respondents (62 per cent) held positive views towards the
commercial breaks on FTA TV channels.
06 recommendations
The findings in the preceding section have provided an
illustration of the current situation regarding FTA TV viewing
among viewers in Peninsular Malaysia’s East Coast. This part
concentrates on the major issues that are significant and
connected to the regions which are important to be considered by
the broadcasting sector in Malaysia. therefore, this paper
highlights three (3) main recommendations:
Programme scheduling should consider the viewing patterns
specific to the East Coast region
The analysis of the demographic profiles allows broadcasters to
gain a deeper understanding of the audiences in the East Coast.
This could help them divided audiences into groups and customise
their content to suit the needs and preferences of each group.
Peninsular Malaysia’s East Coast region, which includes the
states of Pahang, Terengganu, and Kelantan, is renowned for
having a vibrant populace. Every state has its own culture and
tastes in television. This study suggests, FTA TV broadcasters
should make investments to provide viewers with an interesting
viewing experience that speaks to the diverse range of viewers
in this area based on the data obtained.
As revealed
through the patterns of viewing, FTA TV is a comfortable medium
for audiences to watch at home. This emphasises how vital home
entertainment is to their viewing habits since TVs are a
necessity in the average East Coast household. In addition,
despite viewers’ preference towards Netflix streaming service,
the respondents also used MYTV Mana-Mana to access TV contents.
Therefore, the market of FTA TV channels is still appealing to
the viewers in the East Coast of Peninsular Malaysia. Hence,
broadcasters and content providers should take these variables
into account when scheduling the shows and make sure they
deliver engaging and intriguing shows every day, especially
since evening viewership seems to be the trend and audiences
regularly tune in to FTA TV channels. Through these
considerations, broadcasters would be able to keep up with
shifting viewer preferences and social trends.
Leverage on targeted advertising for local viewers in FTA TV
commercials
The results of this research serve as a useful guide for media
outlets looking to draw viewers in FTA TV. To optimise FTA TV’s
influence along the East Coast, it is imperative to customise
shows, content, and advertisement in accordance with audience
preferences and demands. In the end, our analysis emphasises how
crucial it is to provide an interesting viewing experience that
connects with the diverse range of viewers in the East Coast.
Advertisers may find the information obtained through this
research useful as it will enable them to better target their
adverts to the appropriate audience and guarantee that their
goods and services correspond with the tastes and
characteristics of the target audience.
To cater to
the needs of viewers in the East Coast region, broadcasters
should incorporate content preferred in FTA TV commercials. Put
another way, it is important to consider audience interest in
relevant content into advertising prospects. According to this
study, there is a strong correlation between religious content
and East Coast values. According to Mokhtar (2018), Muslim
consumers’ behaviour is influenced by their religious
identification; as a result, targeting their identity with
messaging is crucial for effective advertising. Broadcasters
must use the region’s values to obtain advertising advantages,
as these values are rooted in its local, cultural, and
distinctive identity. As Mokthar (2018) concludes, sensitive
handling and the incorporation of the audiences’ values could
result in effective commercials. Moreover, as revealed in the
results, the FTA TV viewers were mostly in the M40 category.
Hence, broadcasters should be initiative-taking in creating and
targeting advertising messaging that highlight the value and
affordability of goods and services to appeal the M40
budget-consciousness.
Employ engaging advertising formats
Our research also shows that viewers of FTA TV channels viewed
the channels using MYTV decoder set, TV equipped with digital
tuner, and MYTV’s ManaMana internet platform. Therefore, to
maximise the reach of the advertisements, broadcasters could
combine cross-promotion with online marketing by placing social
network mentions, website banners, or video clips on the
websites of FTA TV channels. This strategy would reach
accidental audiences who just so happen to use online platforms
(Ghazali, 2020). Rasit (2022) asserts that the emergence of new
media does not render traditional media obsolete. Instead, it
improves how traditional media performs. It is therefore advised
that broadcasters make use of other media channels to attract
more inadvertent viewers. Broadcasters might control their
content and advertising tactics to fit the various media
landscapes and platforms.
Using a storytelling
approach in advertising is another way to emotionally engage
viewers. TV visuals also facilitate the transmission of powerful
narratives and emotional effect. Narrative advertising,
sometimes referred to as storytelling, gives audiences a greater
sense of authenticity and trust. According to ZatwarnickaMadura
and Nowacki (2018), narrative enhances memory, elicits
recollections, prompts actions, and facilitates scenario
visualisation.
In short, to increase audience
engagement, emotionally engage and connect with advertising
content, and leave a lasting impression, broadcasters must make
the most of interactive advertisements and storytelling
techniques.
07 conclusion
This research offers an answer to the uncertainties surrounding
the future of the FTA TV channels as streaming continues to
overtake viewers. By exploring TV viewing habit and channel
preference, this paper proposes some solutions that
broadcasters, MCMC, and other relevant stakeholders could
undertake and promote. Specifically, this paper outlines
suggestions for a more tailored TV content and material that
could be usefully targeted towards the East Coast Peninsular
Malaysian households. In addition, by understanding the FTA TV
viewing patterns in Terengganu, Kelantan, and Pahang,
broadcasters could target advertisers there by exploring useful
and suitable available advertising options.
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