Media Matters Vol. 9

Media Matters Volume 08

An annual publication by the Malaysian Communications and Multimedia Commission (MCMC)
Copyright © Malaysian Communications and Multimedia Commission, 2025

eISSN: 3093-6993

Published by:

Malaysian Communications and Multimedia Commission

Editorial Board:

Malini Ramalingam

Shirley Kuan Chien Hui

Kasthuri Sri Tharan

Zachary Malik

Atiqah Nabilah Mohd Salleh

Nor Aina Osman

Ainul Yasmin Mohd Yusoff

Mohamad Fakhrul Zaim Mohd Zaidi

Publishing Consultant and Printer:

BULB Communique Sdn Bhd

MCMC HQ Tower 1, Jalan Impact, Cyber 6, 63000 Cyberjaya Selangor Darul Ehsan, Malaysia

T: +603 8688 8000 | F: +603 8688 1000 | W: www.mcmc.gov.my

ABOUT DSRG

The Digital Society Research Grant (DSRG) was conceived to contribute towards the enhancement of information resources that are necessary and in line with changing community expectations as we navigate the transition towards a sustainable digital civil society.

This grant aims to grow the evidence base necessary for the nation to optimise the advancements made in communications infrastructure and service deployment. This base will assist the development of policy, programmes, and interventions to promote the inclusion and participation of all segments of the population as the nation transitions towards being a fully digitally connected and informed society.

ABOUT MCMC

The Malaysian Communications and Multimedia Commission (MCMC) is a statutory body established under the Malaysian Communications and Multimedia Commission Act (MCMCA) 1998 which implements the government's national policy objectives for the communications and multimedia sector.

MCMC regulates and develops the communications and multimedia industry, which includes telecommunications, broadcasting, online activities, postal services, and digital certification. The Communication and Multimedia Act (CMA) 1998 assigns the policy implementation role to MCMC, while policy decisionmaking is vested with the Minister. MCMC is also responsible for postal services and digital certification under the Postal Services Act (PSA) 2012 and the Digital Signature Act (DSA) 1997.

MESSAGE FROM THE CHAIRMAN

We must focus on building institutional readiness, cultivating digital talent, embedding trust into systems, and ensuring that the benefits of digitalisation are sustainable, secure, and inclusive for all layers of society.

YBhg. Tan Sri Mohamad Salim Fateh Din

Chairman

Malaysian Communications and Multimedia Commission

EXECUTIVE SUMMARY

Volume 09 presents a comprehensive collection of fourteen studies that collectively map the evolving landscape of Malaysia's communications and multimedia ecosystem. The chapters span a wide range of critical issues including media consumption, digital inclusion, infrastructure development, emerging technologies, and accessibility. Together, they provide timely insights into the opportunities and challenges shaping Malaysia's journey towards a more connected, inclusive, and digitally empowered society, while reinforcing MCMC's role as regulator, enabler, and advocate in the digital economy.

The volume opens with studies on media consumption and audience perceptions, highlighting the enduring role of Free-to-Air (FTA) television in different regions of Malaysia. Research into Central and Southern Malaysia confirms that FTA remains a vital platform for entertainment and information, particularly among rural and lower-income households due to affordability and localised content. While younger audiences are shifting towards digital alternatives, FTA continues to demonstrate strong cultural relevance and high evening viewership. Complementing this, a sentiment analysis of social media discussions around radiofrequency electromagnetic fields (RF-EMF) illustrates the complexity of public perceptions in the digital age. Findings reveal mixed sentiments influenced by both scientific discourse and misinformation, underscoring the importance of effective communication strategies to build trust and transparency in technology adoption.

TOPIC

01

Free-To-Air Channel: Uses, Motivation and Gratifications of Users in the Central Region of Peninsular Malaysia

LEAD RESEARCHER

Assoc. Prof. Dr. Choong Yuen Onn

UNIVERSITI TUNKU ABDUL RAHMAN

TEAM MEMBERS

Mr. Kuek Thiam Yong

UNIVERSITI TUNKU ABDUL RAHMAN

Dr. Peter Tan Sin Howe

UNIVERSITI TUNKU ABDUL RAHMAN

Dr. Khor Saw Chin

UNIVERSITI TUNKU ABDUL RAHMAN

Dr. Low Mei Peng

UNIVERSITI TUNKU ABDUL RAHMAN

Dr. Tee Chee Wee

UNIVERSITI TUNKU ABDUL RAHMAN

TOPIC

02

An Impact Analysis of MCMC's Broadband Wireless Access Internet Services for Orang Asli and Rural Communities

LEAD RESEARCHER

Dr. Hamidah binti Md Yusop

UNIVERSITI TEKNOLOGI MARA

TEAM MEMBERS

Assoc. Prof. Dr. Mohd Zaki Awang bin Awang Chek

UNIVERSITI TEKNOLOGI MARA

Dr. Siti Aishah binti Hussin

OPEN UNIVERSITY MALAYSIA

Dr. Chandramalar Munusami

NILAI UNIVERSITY

TOPIC

03

Beyond the Horizon: An Empirical Investigation into Metaverse TVET Adoption for Communications and Multimedia Capacity Development in Malaysian HEIs

LEAD RESEARCHER

Assoc. Prof. Dr. Keoy Kay Hooi

UCSI UNIVERSITY

TEAM MEMBERS

Distinguished Prof. Dr. Ooi Keng Boon

UCSI UNIVERSITY

Assoc. Prof. Dr. Eugene Aw

UCSI UNIVERSITY

Asst. Prof. Dr. Lim Ai Fen

UCSI UNIVERSITY

Senior Prof. Dr. Garry Tan

UCSI UNIVERSITY

Asst. Prof Dr. Eva Lim

UCSI UNIVERSITY

Prof. Dr. Cham Tat Huei

UCSI UNIVERSITY

Asst. Prof. Dr. Chaw Lee Yen

UCSI UNIVERSITY

TOPIC

04

Free-To-Air Channel: Uses, Motivation and Gratifications of Users in the Southern Region of Peninsular Malaysia

LEAD RESEARCHER

Dr. S Maartandan Suppiah

UNIVERSITI UTARA MALAYSIA

TEAM MEMBERS

Assoc. Prof. Dr. Mohd Khairie Ahmad

UNIVERSITI UTARA MALAYSIA

Dr. Norhayati Binti Mohamad Hussain

UNIVERSITI UTARA MALAYSIA

Dr. Nur Shazana Binti Abdul Rani

UNIVERSITI TEKNOLOGI MARA

TOPIC

05

Addressing the Challenges of 5G and AI Adoption in Developing Economies: A Pathway to Digital Empowerment

LEAD RESEARCHER

Dr. Mohd Azraie Bin Mohd Azmi

UNIVERSITI KUALA LUMPUR

TEAM MEMBERS

Dr. Anis Nur Assila Rozmi

UNIVERSITI KUALA LUMPUR

Mr. Zulakmar Hazwan Bin Zulkhefli

TECHNOMICS DEVELOPMENT

Ts. Dr. Diyana Kamarudin

UNIVERSITI PERTAHANAN NASIONAL MALAYSIA

Ts. Dr. Noor Hidayah Mohd Yunus

UNIVERSITI KUALA LUMPUR

TOPIC

06

Navigating ESG Adoption in The Communication and Multimedia Industry: Adoption Benchmark, Challenges, and Strategies by Registered Licensees Under MCMC

LEAD RESEARCHER

Dr. Muhammad Zarunnaim Haji Wahab

UNIVERSITI TEKNOLOGI MARA

TEAM MEMBERS

Mr. Azim Izzuddin Muhamad

UNIVERSITI TEKNOLOGI MARA

Dr. Mohamad Hanif Abu Hassan

UNIVERSITI UTARA MALAYSIA

Dr. Wahidah Shari

UNIVERSITI UTARA MALAYSIA

TOPIC

07

Exploring the Value of Propositions and Drivers for the ESG Pillar within the Communications and Multimedia Industry

LEAD RESEARCHER

Dr. Naziatul Aziah Mohd Radzi

UNIVERSITI KEBANGSAAN MALAYSIA

TEAM MEMBERS

Prof. Ts. Dr. Lee Khai Ern

UNIVERSITI KEBANGSAAN MALAYSIA

Dr. Mohd Syahrul Nizam Ibrahim

UNIVERSITI MALAYSIA SABAH

Dr. Suziana Hassan

UNIVERSITI KEBANGSAAN MALAYSIA

Liew Sien Leong

UNIVERSITI UTARA MALAYSIA

Dr. Normaizatul Akma Saidi

UNIVERSITI MALAYSIA KELANTAN

TOPIC

08

An Investigation on The Roles and Challenges of State Government, Local Authority and Network Provider in Facilitating The Adoption of GPP-I and Gazettement of UBBL Amendment 2021

LEAD RESEARCHER

Dr. Noor Hashimah Hashim Lim

UNIVERSITI MALAYA

TEAM MEMBERS

Dr. Liyana Hasnan

UNIVERSITI MALAYA

Dr. Nurdiyana Zainal Abidin

UNIVERSITI MALAYA

Dr. Nadzirah Hosen

UNIVERSITI TEKNOLOGI MALAYSIA

TOPIC

09

Streamlining Cashless Adoptionin Malaysia: An Evaluation of MCMC's Cashless Society Programme Effectiveness and Impact

LEAD RESEARCHER

Assoc. Prof Dr. Rahayu Ahmad

UNIVERSITI UTARA MALAYSIA

TEAM MEMBERS

Dr. Syahida Hassan

UNIVERSITI UTARA MALAYSIA

TOPIC

10

Sentiment and Behavioural Exploration of Social Media Users on Radio Frequency Electromagnetic Fields (RF-EMF) Emission-related Content

LEAD RESEARCHER

Dr. Rohana Mijan

UNIVERSITI UTARA MALAYSIA

TEAM MEMBERS

Dr. Norazlin binti Ab Aziz

UNIVERSITI MALAYA

Ms. Siti Syamsul Nurin binti Mohmad Yazam

UNIVERSITI UTARA MALAYSIA

TOPIC

11

Agriculture Technical Vocational Education and Training (ATVET) Capacity Building: Readiness and Marketability

LEAD RESEARCHER

Assoc. Prof. Dr. Roziana Shaari

UNIVERSITI TEKNOLOGI MALAYSIA

TEAM MEMBERS

Dr. Irza Hanie Binti Abu Samah

UNIVERSITI TEKNOLOGI MALAYSIA

Dr. Mohamad Abdillah Bin Royo

UNIVERSITI TEKNOLOGI MALAYSIA

Dr. Azlineer Binti Sarip

UNIVERSITI TEKNOLOGI MALAYSIA

Ts. Dr. Mohamad Zhurad Bin Haron

KOLEJ VOKASIONAL TANJUNG PUTERI

Dr. Junaidah Binti Yusof

UNIVERSITI TEKNOLOGI MALAYSIA

En. Mohd Hambali Bin Mohd Jailani

UNIVERSITI PUTRA MALAYSIA

TOPIC

12

Study on the Accessibility of Television and Radio Services for Persons with Disabilities