Objectives

Based on the discussion above, the objectives of the research: (RO) are:

Understanding Usage Pattern of FTA TV

Understanding usage patterns in the context of media consumption trends is crucial for several reasons. For example, content scheduling and strategy, where media organisations can optimise content scheduling based on peak usage times, ensuring that their most valuable programming reaches the widest audience. This can lead to increased advertising revenue and viewer engagement (Hujanen, 2002; Webster & Wakslag, 1983). Furthermore, knowing when audiences are most active allows media companies to allocate resources efficiently, such as staffing, promotional efforts, and technical support, to ensure a seamless viewing experience during peak times (Chen & Xie, 2008). Moreover, analysing usage patterns helps media organisations tailor their offerings to match viewer preferences, therefore enhancing engagement and loyalty (Vorderer, Klimmt, & Ritterfeld, 2004).

Understanding usage patterns can also help advertisers to strategically place their ads during high traffic periods, maximising the reach and impact of their messages (De Bruyn & Lilien, 2008). Concurrently, understanding usage patterns can help broadcasters determine the viability of introducing new programming, genres, or formats that cater to specific time slots or days of the week (Lotz, 2014; Kraidy, 2009). Finally, by providing content that aligns with viewer preferences during specific times, broadcasters can enhance viewer satisfaction and overall viewing experience (Oliver, 2014).

Media Gratification Through FTA TV

Applying the principles of U&G theory to the domain of FTA TV viewing allows us to dissect the multifaceted motivations and gratifications that viewers seek from this specific medium. As Rubin and Step (2000) posit, perceived gratifications of television viewing encompass a wide range of factors, such as information acquisition, emotional release, social interaction, and personal identity expression.

In the case of FTA TV, viewers may turn to this medium for diverse reasons. For instance, individuals seeking news updates might find gratification in accessing real-time information on local and global events. Similarly, the emotional connection that viewers establish with characters and narratives in their favourite programmes could offer an avenue for emotional release and connection, aligning with U&G's emphasis on psychological needs fulfilment (Nabi, Stitt, Halford, & Finnerty, 2006).

RO 1: Usage Pattern of FTA TV Among the Audience in the Northern Region

Table 1: Method for Accessing FTA TV.

The data in Table 1 elucidates a spectrum of preferences for television access modes among respondents. Predominantly, the 'MYTV Decoder set' emerges as the favoured choice, embraced by 151 respondents; this accounts for (38.5 per cent) of the total, underscoring its pre-eminence. Conversely, the 'MYTV decoder set with satellite dish' finds favour with a smaller contingent—47 respondents, or (11.9 per cent). Consequently, this indicates a lesser, albeit significant, inclination towards this option, potentially influenced by the additional requisites of satellite dishes.

Table 2: Frequency of Viewing FTA TV.

Based on the data provided, the majority of respondents engage with FTA TV on a daily basis, accounting for (67.2 per cent) of the respondents. This figure is indicative of a pronounced tendency towards frequent engagement with the medium. It is of considerable interest that such a substantial proportion of the sample exhibits daily interaction, which suggests a strong habitual element or a high level of interest in the content provided by FTA TV. The distribution of viewing frequencies underlines the centrality of FTA TV in the daily routines of these respondents.

Table 3: FTA TV Viewing Pattern.

Regarding the respondents' viewing pattern, the data elucidates three distinct patterns of behaviour. Firstly, a proportion of respondents (30.7 per cent) are characterised by a non-selective approach, wherein they view whatever is being broadcasted at the time. A smaller faction of the sample (20.6 per cent) appears to exhibit deliberate selectivity, initiating their viewership only for specific content. Nearly half of the respondents (48.7 per cent) demonstrate an active search behaviour, frequently switching channels until they find content that captivates their interest.

Table 4: Peak Viewing Time.

The table elucidates the distribution of respondents' peak viewing times across different periods of the day. It becomes evident that there is a marked preference for certain times over others. In the early hours of the day, there are 29 instances of peak viewing, which correspond to (7.6 per cent) of the respondents, a modest number suggesting that morning is not the predominant time for television engagement. The midday period records the lowest peak viewing count of eight (8), indicating merely (2.0 per cent) of the audience selects this as their preferred viewing time.

The evening experiences a slight increase with 39 respondents, equating to (9.9 per cent), which implies that television viewing begins to ascend during this period. Notably, nighttime emerges as the overwhelmingly preferred time for peak viewing, with 299 respondents, which is a substantial (76.1 per cent) of the sample. This clearly signifies that nighttime is when the majority of viewers are most engaged with television. Post-midnight viewing, though marginal, is preferred by 20 individuals, constituting (5.1 per cent) of the responses.

Table 5: Duration of Watching FTA TV.

The table delineates the duration of viewership for FTA TV among the respondents, quantified in hours and segmented into distinct time brackets. A minority of the audience, representing (10.2 per cent), engages with FTA TV for less than an hour. The 1 to 3 hours category comprises the bulk of viewers, with 240 instances amounting to (58.6 per cent) of the total. This is indicative of a significant preference for moderate-length viewing sessions, which could be interpreted as a balance between engagement and other daily activities. Viewers dedicating 4 to 6 hours to FTA TV constitute (20.9 per cent) of the respondents, pointing towards a more invested viewership that likely considers television a primary form of entertainment or leisure activity. Those who watch for 7 to 9 hours represent (4.3 per cent), suggesting a smaller group for whom FTA TV might be a substantial part of the day, potentially reflecting higher engagement or dependence on the medium for information and entertainment. Lastly, a modest number, (2.8 per cent), report watching FTA TV for nine (9) hours or more, illustrating a very small proportion of the sample that could be categorised as heavy viewers.

Table 6: Technical Support Neediness.

In terms of the need for technical support related to MYTV. Out of 393 respondents, 95 individuals, accounting for (24.2 per cent) of the total, reported needing technical support at some point. Conversely, the majority of respondents, comprising 298 individuals or (75.8 per cent), indicated that they had not required technical support.

In the context of technical support neediness, this study provides valuable insights into the prevalence of such requirements among FTA TV users. The (24.2 per cent) of respondents who reported needing technical support suggest a significant portion of the user base encountering issues that necessitate assistance. Understanding the frequency of technical support requests can inform MYTV's support infrastructure, including staffing levels, training programmes, and the development of self-service resources to address common issues efficiently.

Conversely, the (75.8 per cent) of respondents who indicated that they had not needed technical support highlights areas of potential strength in MYTV's service delivery. It suggests that a considerable portion of users have a positive experience with the platform, encountering minimal technical difficulties or finding satisfactory solutions independently.

Table 7: Factors of Choosing MYTV Compared to Others.

Table 7 presents factors influencing users' choices of FTA TV compared to other platforms, highlighting various aspects that affect their decisions. The factor rated highest by respondents is the installation cost, with 308 respondents (78.9 per cent) considering it crucial, indicating that affordability is a key concern when choosing a service. Ease of installation also plays a significant role, favoured by 286 respondents (72.8 per cent), suggesting that user-friendly installation processes are likely to attract more users. Available technical support is another important aspect, with 266 respondents (67.7 per cent) appreciating this service, highlighting the value of reliable assistance in enhancing user satisfaction.

On the other hand, content availability, while still important, received a lower positive response, with 235 respondents (59.8 per cent) indicating its importance. This suggests variability in content needs or possible satisfaction with available options. Wide coverage received the most balanced views, seen as important by 217 respondents (55.2 per cent), but less critical to 176 respondents (44.8 per cent). This factor's importance might vary depending on specific user needs or geographical factors.

Further reinforcing FTA TV's strong market position, 83 per cent of respondents (n=326) would recommend the platform to others, and 78 per cent (n=306) reported a positive overall user experience. These statistics not only reflect successful user adoption but also suggest high levels of user satisfaction across the service.

RO2: Motivations for Using FTA TV

Table 8: Motivation for using FTA TV.

The table above highlights the primary motivations for users to engage with FTA TV, emphasising the top three factors that significantly influence their viewing preferences and behaviours. A considerable (70.2 per cent) of users value local show content, indicating a strong preference for programming that reflects local culture and interests, making it the most influential factor in their choice of FTA TV. This underlines the importance of culturally resonant and locally relevant content in attracting and retaining viewers.

RO2: Gratifications Level of Using FTA TV

For the gratification level, five types of gratification were sought after which are: content gratification, emotional gratification, aesthetic gratification, variety of content gratification, and informational and entertainment gratification.

Table 9: Gratifications Obtained from Watching FTA TV.

Table 9 offers insight into the various gratifications FTA TV viewers experience, each pertaining to different elements of the platform's offerings. Content (mean score 4.23) emerges as a strong point, with viewers reporting significant satisfaction, reflecting the platform's alignment with their interests and viewing needs. This satisfaction is mirrored in viewers' emotional (mean score 4.24) responses, where the programming's ability to resonate on a personal and emotional level is evident, pointing to a deep-seated emotional connection with the content provided.

Aesthetics (mean score 3.93), while still rated positively, suggest an area with potential for growth. The slightly lower satisfaction score indicates that viewers appreciate the visual and audio presentation but also see room for improvement, which could enhance the overall sensory experience of the content. Variety in content (mean score 3.82) also received a positive response, yet it's clear that viewers are open to and perhaps desiring an expansion in the range of available programming, which could increase their gratification from the diversity of options.

Finally, the balance of informational and entertainment content (mean score 4.04) is well-received, as evidenced by the high satisfaction score. This suggests that FTA TV successfully caters to the viewers' desire for a platform that educates while it entertains, offering a fulfilling mix that caters to both their need for information and desire for entertainment.

RO3: Streaming Services Subscription

For the gratification level, five types of gratification were sought after which are: content gratification, emotional gratification, aesthetic gratification, variety of content gratification, and informational and entertainment gratification.

Table 10: Streaming Services Subscribed by Respondents.

Table 10 represents the streaming services to which respondents subscribed. Out of 393 respondents, MYTV Mana-mana emerged as the preeminent choice, securing 282 selections, which constitutes (71.9 per cent) of all choices made. Consequently, this suggests a robust affinity for this particular service within the cohort. Similarly, Netflix's strong presence is evident, with 216 respondents selecting it, accounting for (54.9 per cent) of the total selections. Furthermore, Astro Go and Viu each garnered substantial attention, with (51.9 per cent) and (49.9 per cent) of selections, respectively, indicating their significant traction among the audience.

Moreover, RTM Klik, AlHijrah Plus, and Sooka represent a moderately preferred cluster, each being chosen by a noteworthy proportion of respondents, reflecting a respectable level of market penetration. Conversely, AppleTV appeared to be the least favoured, with only 26 selections, representing only (6.6 per cent) of total choices, thereby indicating its relatively marginal position in the market compared to the other services listed.

Additionally, 'Other' services, though constituting a small fraction at (7 per cent), point towards a niche segment of the market with specific preferences. The answer range for "Other" include: "Onstream", "Youtube", "NJOI", "Amazon Prime", "WeTV" and "Tiada" (not subscribed to any streaming service).

DEVICE USED TO WATCH MYTV

Table 11: Device Used to Watch MYTV.

Table 11 represents the devices that respondents use to watch MYTV. Out of 393 respondents, the majority, 368 individuals, utilise televisions, constituting (96.1 per cent) of the cases. Conversely, laptops are employed by a smaller proportion, with 55 respondents, representing (14.4 per cent) of the cases. Additionally, smartphones serve as a prominent means of accessing MYTV, utilised by 165 respondents, accounting for (43.1 per cent) of the cases. Tablets and computers are also utilised, albeit to a lesser extent, with 47 respondents (12.3 per cent) and 28 respondents (7.3 per cent), respectively. It appears that while almost all respondents watch MYTV on their television, some also use their other devices such as smartphones and tablets to watch MYTV.

FTA TV FAVOURITES

This section will elucidate the audience's preferences for FTA TV programming as determined by Likert scale evaluations. A comprehensive analysis has been conducted on a data set encompassing responses from 393 individuals, each of whom provided ratings for a range of show categories, genres, FTA TV channels, and radio channels, thereby offering a robust overview of viewer inclinations.

Table 12: Preferred FTA TV Programmes.

The dataset reflects the preferences of 393 respondents concerning various show types on FTA TV, with all respondents providing complete information across categories. A thorough examination of the data reveals a pronounced appreciation for news and films, as evidenced by their respective mean preference ratings of 4.2366 and 4.2545, the latter being the highest among all show types. This finding is corroborated by the median of 4.00 and the most frequent rating (mode) of 5.00 for both categories, signalling a strong affinity with a considerable number of respondents indicating the highest level of preference. Documentaries, while somewhat less favoured with a mean rating of 3.9618, still maintain a median and mode of 4.00, indicative of a generally positive reception. Series dramas similarly enjoy a favourable mean rating of 4.0280, with the median and mode echoing a robust partiality towards this genre.

In contrast, talk shows receive a somewhat lukewarm mean preference rating of 3.6412, the lowest among the categories, though the median and mode remain at a solid 4.00, suggesting that while opinions are more dispersed, a 'like' sentiment prevails. Reality shows, with a mean rating of 3.8270, also manifest a general inclination of approval from the audience, mirrored by the median and the most common rating of 'like.'

Collectively, the medians uniformly at 4.00 across the show types denote a broad-based endorsement of FTA TV's content. However, the varied modes and means reflect subtle divergences in audience enthusiasm and satisfaction levels with different programming, providing FTA TV with valuable insights for potential content strategy and programme development.

Table 13: Preferred FTA TV genre.

Within the spectrum of FTA TV programming, three genres stand out as particularly favoured by the audience. Entertainment content tops the list with the highest mean preference rating of 4.0509, indicative of its prominent status among viewers. Religious programming follows closely with a mean rating of 4.0483, echoing its strong appeal. Comedy also features highly, with a mean rating of 4.0204, signifying a marked preference for humour among the respondents. All three genres share a median and mode of 4.00, reflecting a common sentiment of high regard among viewers.

In contrast, the home shopping category appears to be the least favoured, evidenced by the lowest mean preference rating of 3.1374. Although the mode for home shopping is 4.00, indicating some degree of popularity, the median dips to 3.00, which suggests a more neutral stance overall, making it the least preferred genre among those surveyed. This differential in preference provides valuable insight into programming areas where viewer interest may be less pronounced.

RO3: Demographic Profile and Content Preferences

The demographic data combined with content preferences provides a revealing snapshot of the FTA TV audience in the Northern region of Peninsular Malaysia. The majority demographic—Malays aged between 35 to 44 years, predominantly Muslim, and residing in rural areas—aligns closely with the content preferences displayed. This segment largely dictates the programming popularity, with a strong inclination towards local content and entertainment. Such preferences underscore a cultural identity that highly values local narratives and themes, resonating with the daily lives and values of the audience.