Free-to-Air Television (FTA TV) stands as a cornerstone of
information dissemination and entertainment for the populace
throughout Malaysia. The National Broadcasting Digitisation
Project, led by the Malaysian government, via the brand name of
myFreeview, established a paradigm transition from analogue to
digital television ensuring accessibility nationwide, even in
rural areas. MYTV Broadcasting Sdn. Bhd. introduced a
digital-quality FTA service, enabling high-quality programmes.
Given the high penetration rate of smartphones in Malaysia,
reaching nearly 94 per cent of the population, users have access
to an extensive selection of possibilities that satisfy their
unique content preferences. This wide range of options provides
viewers the flexibility to customise their content consumption
to suit their own personal preferences. This study investigated
the uses, motivation and gratification factors that drive
consumers to use FTA channels via MYTV reception in Sarawak
employing the quantitative method. High mean ratings for uses,
motivation, and gratification indicated positive reception of
MYTV, with positive significant relationships observed, and
technological acceptance mediated this relationship between
these factors. Policymakers should improve technology literacy,
identify barriers, and customise content to boost user
motivation by creating culturally sensitive content that
resonates with the diverse population of the region. This also
guides content providers in tailoring products for increased
user motivation. While recognising its limitations, the study
calls for future research to expand its scope and adopt a
longitudinal approach for insights into evolving dynamics of
MYTV to understand shifts in the media landscape and
technological advancements over time. Overall, this work
enhances our understanding of user dynamics in the Sarawakian
context and lays the groundwork for broader investigations in
the field.
Malaysia has transitioned from analogue to digital television
(TV) due to technological advancements in the transmission
sector. The evolving media landscape, with 98 per cent of
viewers engaging with content across both traditional TV and
online platforms, highlights the transformative impact of
technology and the pervasive reach of the internet. The Uses and
Gratification theory emphasises that media users are active
participants who select media for specific needs and
gratification. This is particularly relevant in the context of
Free-to-Air Television (FTA TV) in Malaysia, where traditional
television and online platforms coalesce.
Platforms
like MYTV Mana-mana, Astro Go, Tonton, RTM Klik, Unifi TV,
Awesome TV, and AlHijrah Plus have emerged as conduits for
delivering FTA TV content. The Malaysian Government’s transition
from analogue to digital TV, catalysed by the National
Broadcasting Digitisation Project and epitomised by MyFreeview,
has revolutionised the accessibility of high-quality free TV
content across the nation. However, there is a discrepancy in
awareness levels among viewers of FTA TV options available,
especially those provided by the MYTV platform.
Examining
the possible unauthorised use of TVRO in the context of these
criminal activities conforms to the study’s objective and
provides insights into the factors influencing user behaviour in
Sarawak’s digital television market.
The Malaysian
Communications and Multimedia Commission (MCMC) has instituted
policies to regulate and control illicit activities within the
Communication and Multimedia Industry (CMI). It is imperative to
explore the usage, motivation, and gratification of FTA
channels, particularly in Sarawak, to better understand the
complex interplay between technological advancements, media
consumption patterns, and sociocultural dynamics in Sarawak.
Problem Statement
The FTA channel environment in Sarawak faces numerous
challenges, including a lack of empirical study on content
preferences and consumption habits of Sarawakian FTA channel
customers. This lack of understanding hinders media stakeholders
from adapting their content to the complex preferences of the
Sarawakian audience. The continued relevance of FTA channels in
Sarawak is threatened by developments in technology and the
emergence of alternative media outlets, such as streaming
services replacing residential FTA channels. Understanding the
unique advantages that FTA channels provide to Sarawakian
audiences is crucial for formulating measures to maintain and
retain FTA channel users.
Sarawak’s unique
sociocultural elements, such as multiple linguistic groups and
cultural customs, add to the media landscape’s diversity,
affecting viewers’ choices for specific types of content and the
efficacy of FTA stations. Research on these socio-cultural
aspects is lacking, making it difficult to create communication
strategies and materials that appeal to Sarawak’s diverse
population.
High FTA TV penetration persists in
Malaysia, particularly in East Malaysia. Cable and satellite
subscription providers like ASTRO have encountered fewer
restrictions and reaped the benefits of their extensive
coverage. The convergence of technologies has facilitated the
digitisation of television systems and spurred the adoption of
internet access bundled with cable television services. In
response to these dynamics, the Malaysian government initiated
the introduction of MYTV.
Smartphone penetration in
Malaysia reached a record level of 94.8 per cent in 2021,
according to the MCMC. However, this trend does not necessarily
indicate a complete transition from traditional local media,
such as FTA TV, to online content. Local content on platforms
like YouTube and over-the-top (OTT) services such as Netflix,
Disney Plus, Iflix, and others have gained popularity,
particularly among smartphone users. These platforms provide
personalised or user-generated content that aligns with the
preferences of modern viewers and caters to the “on-demand”
lifestyle.
This research aims to explore and
investigate the issue based on preidentified parameters, such as
research and learning, easy access to entertainment,
communication and social interaction, surveillance,
interpretation, linkage, socialisation, entertainment,
education, information seeking, distraction, withdrawal, access
to material, product information and technical support, games
and sexually explicit content, and consumer transactions.
Objectives
This study identified the uses of MYTV in Sarawak based on
several categories of socio-cultural backgrounds, socio-economic
standards, and demographic characteristics. Employing the
identified patterns as the baseline data, the study further
investigated the motivation that drive consumers to use MYTV as
well as understand the impact of uses and motivation on the
gratification.
Specifically, this research aims
to:
RO1
Identify the usage of MYTV among users in Sarawak.
RO2
Identify the motivation of MYTV users in Sarawak.
RO3
Identify the gratification of MYTV users in Sarawak.
RO3
Determine the relationship between usage, motivation, and
gratification of MYTV users in Sarawak.
RO4
Examine the mediating role of technological acceptance in the
relationship between usage, motivation, and gratification of
MYTV users in Sarawak.
Conceptual Framework
This research adopted the “Uses and Gratification Model” as the
main theoretical ground. However, to ensure the
comprehensiveness of the research, motivation was added as
another independent variable with technological acceptance in a
mediating role. This study’s conceptual framework is illustrated
below:
Figure 1: Conceptual Framework
03 literature review
The dynamic nature of FTA channels demands a comprehensive
analysis of usage, motivation, and gratification of users. This
research review explores many dimensions related to the FTA
viewing experience, with a particular emphasis on the moderating
effect of technology acceptance.
In recent times,
several studies have been carried out to gain insights into the
users’ adoption and usage of digital television. Ahamad &
Alimom (2020) have conducted a qualitative study which revealed
that low exposure and acceptance among the respondents to FTA
viewing experience is due to the factors of unattractive
programme style and concept in the main Channel such as RTM.
Alan et. al (2021) studied the consumption patterns of
television among community in rural areas in Sarawak on 365
respondents, among them are aged between 25 to 70 reiterated a
similar finding which results show that they hardly watch FTA
channels in a week.
Dias (2016) identified five (5)
primary categories of motivation for social media technology
usage: the desire for social interaction, the need to alleviate
tension, the desire to satisfy influential or emotional needs,
the desire to address cognitive needs, and the desire to
accomplish self-integration. In the interim, Kimanthi (2016)
identified five (5) factors that influence the decision to
migrate to digital l television: entertainment, social
interaction, persistent access, leisure time, and
fashion/status. As stated by Mohammed Habes (2019), the
fulfilment of self-actualisation needs significantly influenced
the intention to continue using social networking services,
whereas the satisfaction of social needs only mediated the
relationship between the two (2). Additional research has
identified a variety of individual reasons for utilising
contemporary media, such as seeking solace from reality, time
management, information acquisition, time management,
entertainment, and the establishment of new social connections
(Bondad-Brown et al., 2012; Guo & Chan-Olmsted, 2015;
Salloum & Al-Emran, 2018; Wang, 2014).
The
concept of the Uses and Gratification Theory (UGT) may be traced
back to the field of communication science, as evidenced by the
works of Katz et al. (1973) and Blumler and Katz (1974). Ray et
al. (2019) asserted that UGT offers a suitable theoretical
framework for comprehending the motivation and mechanisms behind
individuals’ deliberate engagement with media platforms to
satisfy specific demands.
Previous scholars mainly
used UGT on traditional media, however, numerous scholars employ
U&G in various domains, including new media (Menon &
Meghania, 2021), education (Menon, 2022), augmented reality
(Ibáñez Sánchez, Orus & Flavia, 2019), business (Ray et.al
2019; Boudkouss & Djelassi 2019), and more. UGT has grown in
relevance and usage as a theoretical framework in research on
the factors that lead to the adoption of various technologies.
This in a nutshell, corroborates the idea that UGT is a valuable
and tried-andtrue theoretical framework for comprehending why
consumers choose to consume media.
The aim of
creating the Technology Acceptance Model (TAM) is to discover
the characteristics that are important in the technology
acceptance process (Oyman et.al 2022). In other words, the
approach seeks to identify the external elements influencing
users’ beliefs, attitudes, and behavioural intentions. In the
first iteration of the model, (Perceived Usefulness (PU) and
Perceived Ease of Use (PEU) were identified as the two (2)
primary elements influencing computer technology adoption and
intention to use.
The TAM was developed to forecast
the likelihood of an individual or organisation adopting a new
technology (Alfadda & Mahdi, 2021). This model was based on
the theory of reasoned action (Fishbein & Ajzen,1975) which
stated that behaviour was governed by the purpose to perform the
activity, attitude toward the behaviour, and social pressure to
perform the behaviour.
Rogers (1995) first created
the Diffusion of Innovations (DOI) theory, which emphasised the
importance of technological elements associated with the
assimilation and proliferation of information technology.
According to Rogers (1995), there are five (5) characteristics
of an innovation that have an impact on its adoption rate. These
include the innovation’s relative advantage over existing
technologies, its compatibility with the workflows and knowledge
of the organisation, its complexity to implement, its
trialability, and the ability to observe the development of the
innovation both within the organisation and among competitors.
Individual perceptions of the following five (5) attributes can
be used to forecast the rate at which innovations are
adopted.
To forecast technological acceptance, the
present study will integrate the UGT factors—specifically
technology acceptance and motivation, and with the facilitating
conditions and compatibility derived from the DOI model.
04 methodology
The research design in this investigation utilised a
quantitative method to collect information from the population
of interest in Sarawak. A survey questionnaire was developed and
sent to respondents using purposive sampling, utilising various
methods such as social media platforms, regional media outlets,
and internet news websites. The final phase involved physical
methods, where respondents were solicited at public areas in
several districts around Sarawak.
A questionnaire was
developed to gather information on usage, motivation,
technological acceptance, and gratification, as well as the
appropriate demographic profile recommended by funders. The
optimal number of respondents was 384, with 402 individuals
responding after multiple rounds of recruitment. However, 18
responses had to be discarded due to missing information. The
final tally of responses collected was 384, sufficient to
accurately reflect the target population of Sarawak, which was
reported to be 2,907,500 in 2023.
A pilot study was
conducted to determine the reliability and validity of the
questionnaires, with f 50 participants chosen from the west
coast region of Sarawak. The reliability results for all four
(4) factors were found to be above 0.8, which is considered
good. To shorten the time, it took for respondents to answer
questions during physical data collection, enumerators read part
of the questions aloud to the people they approached.
Statistical
analysis was conducted using Statistical Package for the Social
Sciences (SPSS), addressing each of the study objectives
descriptively and inferentially. The data collected was used to
measure the population percentage at 50 per cent and to
understand the factors influencing the use of technology in
Sarawak.
05 finding and analysis
A total of 392 responses were collected of which eight (8) were
excluded from analysis because they were found to be incomplete.
Hence, 384 responses were confirmed for final data analysis.
Descriptive Analysis
The demographic profile of the respondents is presented
below:
Table 1: Demographic Profile of Respondents
The majority of respondents are female (59 per cent), aged
between 20-25 years, with the age range being 40 to 45 years.
There are 16 ethnicities, with the majority from the Malay
ethnicity (29.69 per cent). The second and third highest
ethnicities are Melanau and Chinese (22.40 per cent), Iban
(14.06 per cent), Bidayuh and Indian (1.3 per cent), and Jawa
(less than 1 per cent). The remaining ethnicities include Bajau,
Bisaya, Kadazan, Kedayan, Kelabit, Bugis, Kenyah, and Lun
Bawang.
Education qualifications among respondents
are mainly undergraduate (31 per cent), followed by high school
(SPM/ Certificate) (27 per cent), postgraduate degree (13 per
cent), diploma or STPM (19 per cent), and without any
qualification (11 per cent). Most respondents come from Mukah
(17 per cent), Kuching (16 per cent), Kota Samarahan (15 per
cent), Miri (10 per cent), Sibu (10 per cent), Bintulu (36 per
cent), Serian (20 per cent), Asajaya (20.5 per cent), Betong
(7.2 per cent), Sri Aman and Limbang (8 per cent), Betong (7.2
per cent), Sarikei (6 per cent), Lundu and Kanowit (3 per cent),
Baram and Kapit (2 per cent). Residential residence is the most
common type of housing, with 43 per cent living in residential
residences, 38 per cent in landed housing, and 10 per cent in
high-rise buildings. Village houses are the least common, with
only 5 per cent in longhouses and 2 per cent in industrial
areas.
Married status makes 54 per cent for the
majority of respondents, while employment status is ranked as
full-time (47 per cent), unemployed (31 per cent), self-employed
(17 per cent), and part-time (5 per cent). Monthly income is
categorised into three (3) categories: RM1000 (36 per cent),
RM1,001 to RM3,000 (30 per cent), RM3,001 to RM5,000 (16 per
cent), RM5,001 to RM7,000 (11 per cent), RM7,001 to RM10,000 (4
per cent), and above RM10,000 (2 per cent).
Usage Pattern
Table 2: Popular Platforms
The study reveals a diverse range of preferred platforms for FTA
television content. Astro is the most popular, with 44 per cent
of respondents opting for it. NJOI has a smaller viewership,
while Unifi TV has a larger audience. MYTV is the next popular
platform, with 9.9 per cent accessing content specifically.
YouTube is the least popular, with 1.6 per cent accessing it.
Facebook is the most used. However, 6.5 per cent of respondents
have no affiliation with any of the mentioned platforms,
indicating alternative or non-digital preferences. This
highlights the varied choices and preferences among audiences in
selecting platforms for FTA content.
Table 3: Streaming Services
The study reveals a diverse range of streaming services among
respondents. MYTV Mana-mana is the most popular, with 26.6 per
cent of respondents subscribing to it. Astro Go is preferred by
20.1 per cent, while Netflix is the next popular, with 28.6 per
cent of respondents subscribed. Tonton is used by 19 per cent of
respondents, while RTM Klik and Viu are used by 14.6 per cent
and 4.7 per cent of respondents, respectively. 8.1 per cent of
respondents did not subscribe to any streaming service,
suggesting a preference for traditional media consumption or an
untapped market segment that might require different content or
pricing strategies. This diverse range of subscriptions reflects
the varied choices and platform preferences among consumers in
accessing streaming content.
Table 4: Time Spent Watching Free-to-Air Channels in a Day
The study reveals that 24.2 per cent of respondents dedicate two
(2) hours per day to watching FTA channels, indicating a
moderate level of content consumption. 20.3 per cent spend three
(3) hours daily, while 18.5 per cent allocate one (1) hour, a
smaller segment with shorter viewing durations. 10.2 per cent
spend four (4) hours, a smaller segment with extended viewing
habits. 13.5 per cent do not watch FTA channels, suggesting
alternative media consumption habits or untapped market
segments. This data demonstrates the diverse range of viewing
durations among individuals, indicating varying levels of
engagement with FTA content daily.
Table 5: Staying Up-to-date with Current Issues Categories
The study reveals that 74 per cent of MYTV viewers rely on
staying updated on world and local news current issues as their
primary reason for watching. Additionally, 48.7 per cent of
respondents seek content related to lifestyle, health, and
well-being. 32 per cent and 28.4 per cent engage with MYTV for
content focused on food, culinary, arts, and sports,
respectively. Politics/public affairs and
technical/technological information are also popular. Fashion,
beauty, and trends are the least popular, with 17.2 per cent of
respondents expressing interest in this category. This diverse
range of viewership motivation highlights the varied interests
and preferences among MYTV viewers.
Table 6: Current Issues and Interest in Watching MYTV
The study reveals that MYTV is primarily watched by respondents
for religious activities, social content, economic activities,
political activities, and cultural programmes. The reasons for
watching MYTV vary across these categories, with 39.8 per cent
of respondents tuning in for religious content, 46.9 per cent
for social content, 44 per cent for economic activities, 47.4
per cent for political activities, and 50.3 per cent for
cultural programmes. The data reveals a diverse range of
interests and engagement levels across these categories.
Cultural programmes are the most popular, with 24.5 per cent
strongly agreeing and 15.4 per cent slightly agreeing, followed
by social content, with 22.9 per cent strongly agreeing and 19
per cent slightly agreeing, and economic activities with 22.9
per cent strongly agreeing and 19.5 per cent slightly agreeing.
Political activities come next with 20.3 per cent strongly
agreeing and 19.5 per cent slightly agreeing, and finally
religious content is the next popular. This data demonstrates
the diverse engagement of MYTV viewers across various themes,
showcasing its appeal in meeting diverse viewer preferences.
Table 7: Favourite MYTV Channels
A study on MYTV revealed that the top three (3) channels among
respondents were TV3, TVS, and Awesome TV. TV3 was the most
popular, with 164 respondents choosing it, indicating
substantial viewership. TVS was preferred by 159 respondents,
indicating strong audience engagement with its content. Awesome
TV had a median level of interest, with 85 respondents choosing
it, indicating moderate viewership. TV1 was moderately preferred
by 77 respondents, while Wowshop and TV6 were the least
preferred channels. The data shows a clear hierarchy in channel
preferences among MYTV viewers, with TV3 and TVS leading in
popularity, while Awesome TV and TV1 maintain moderate interest
levels.
Table 8: Preferred MYTV Shows
A survey of 293 MYTV viewers revealed a distinct hierarchy in
viewer preferences. The majority, 293 individuals, preferred
news programming and drama series, indicating a strong reliance
on the platform for staying informed. Drama series, with 219
respondents, reflected a significant interest in fictional
narratives and storytelling. Talk shows, with only 104
individuals selecting this category, were the least preferred.
This data highlights the importance of informative content and
engaging narratives in shaping MYTV audiences’ content
preferences and potentially guiding content creation and
curation strategies.
Table 9: Preferred themes/genre of TV shows
The study reveals that the top three (3) preferred genres of
MYTV shows among viewers are education, sports, health content,
and entertainment. Education is the most popular genre, followed
by sports and health content. Entertainment is also popular,
with 112 respondents expressing strong interest in these
categories. Crime, cooking, and mysterious content are
moderately popular, with 90 and 94 respondents respectively.
However, business, children’s programmes, and home shopping are
the lowest preferred genres, with only 25 respondents selecting
it. This indicates a clear disparity in audience preferences,
with strong engagement in educational, sports, health, and
entertainment genres, moderate interest in crime, cooking, and
mysterious content, and lower appeal in business, children’s
programmes, and home shopping.
Inferential Analysis
Table 10: Mean Scores of Variables
Table 11: Mediation Analysis 1
The study analysed the relationship between usage and technology
acceptance (TA) on gratification. The results showed that usage
is positively related to TA, while TA is positively related to
gratification. The direct effect for path ‘c’ was also
significant, indicating usage is related to gratification. The
indirect effect for mediation was found to be mediated by TA.
The study also found a relationship between user satisfaction
(gratification) and the usage of the MYTV service. The adoption
of technology was positively correlated with user satisfaction.
Thus, the study suggests that technological acceptance plays a
mediating role in the degree of service usage and user
satisfaction. Regular users of the MYTV service tend to be
content partly due to the technology itself (TA).
Table 12: Mediation Analysis 2
The study analysed the relationship between motivation and
technological acceptance (TA) on gratification. The results
showed that motivation is positively related to TA, while TA is
positively related to gratification. The direct effect for path
‘c’ was also significant, with a p-value less than 0.001. The
indirect effect for mediation was found to be mediated by TA,
with a 95 per cent confidence interval of (0.5971, 0.7169). The
study also found a relationship between users’ satisfaction
(gratification) and motivation of the MYTV service. This
suggests that an individual’s likelihood of accepting the
technology associated with a service or platform increases with
their level of motivation. Therefore, users’ acceptance and
familiarity with the technology contribute to their satisfaction
and drive them towards using the MYTV service.
06 discussion
The study explores the positive reception of MYTV among
Sarawakian consumers, focusing on usage, motivation, and
gratification. It highlights the significant relationships
between these variables and the mediating role of technological
acceptance in determining users’ levels of gratification. The
research aligns with existing literature, demonstrating that
unappealing programme varieties contribute to low exposure and
acceptance of) channels.
The theoretical framework of
the study is supported by studies on the Technology Acceptance
Model (TAM) and Rogers (1995) theory of the diffusion of
innovations. The incorporation of Uses and Gratification Theory
(UGT) components reinforces the theoretical framework. The study
also connects with the wider debate on media consumption
patterns while examining the dynamics of MYTV adoption.
The
research gap acknowledges the lack of empirical studies on
content preferences and consumption patterns of Sarawakian FTA
channel subscribers. The high mean scores for usage, motivation,
and gratification indicate a positive reception of MYTV.
However, the study acknowledges that alternative media sources
pose a threat to the continued relevance of FTA channels,
highlighting the need for further research.
The study
acknowledges the socio-cultural heterogeneity of Sarawak and
emphasises the importance of customised communication
strategies. It connects with the intricacies brought forth by
various linguistic groups and cultural norms. The study’s
objectives, focusing on uses, motivation, and gratification
factors, align with the broader need for empirical research.
07 recommendations
This study highlights the complex relationship between usage,
motivation, and technology adoption in digital television. It
recommends policymakers to address technology literacy issues
and remove barriers to digital television access to enhance
technology acceptance and engagement. Future researchers should
focus on comparative analysis of user preferences in border
communities, exploring Free-to-Air channels from neighbouring
countries. This will provide a more comprehensive understanding
of the platform’s impact and effectiveness, offering insights
for strategic improvements. Cross-platform media consumption
patterns should also be analysed to capture the dynamic nature
of user behaviour.
Service providers should consider
customisation strategies to align their products with user
motivation, enhancing overall engagement. This can lead to
increased user satisfaction and loyalty. In Sarawak’s diverse
sociocultural landscape, culturally sensitive content should be
created to resonate with the population. Understanding the
impact of cultural practices and linguistic diversity on media
consumption is essential for tailoring content that resonates
with the diverse population.
SMEs can explore
advertising opportunities and partnerships with content
producers to reach a larger audience. Matching marketing efforts
with Sarawakian consumers’ preferences and motivations is
crucial, and partnering with regional content producers can
improve the relevance of advertisements. Utilising digital
channels and tailoring content to Sarawak’s unique sociocultural
features can also improve consumer perceptions and advertising
effectiveness.
08 conclusion
It is imperative to recognise the limits of this research, such
as its exclusive focus on Sarawak, which may not be entirely
indicative of the wider Malaysian landscape. Subsequent
investigations may broaden the geographic range and integrate a
variety of demographic variables. Furthermore, longitudinal
research could shed light on how the dynamics of MYTV would
shift media landscape and technological improvements over time.
Although the research employs quantitative methodologies, a
qualitative investigation may yield more profound knowledge of
the subtleties of user motivation and gratification. Integrating
the two (2) methods would provide a deeper knowledge of the
subject.
In summary, this research adds to our
knowledge of consumer behaviour in the context of digital
television by illuminating the complex interactions that exist
between usage, motivation, gratification, and acceptance of new
technology among Sarawakian MYTV subscribers.
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