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. Khor Saw Chin
UNIVERSITI TUNKU ABDUL RAHMAN
Dr. Tee Chee Wee
UNIVERSITI TUNKU ABDUL RAHMAN
Dr. Peter Tan Sin Howe
UNIVERSITI TUNKU ABDUL RAHMAN
Dr. Low Mei Peng
UNIVERSITI TUNKU ABDUL RAHMAN
Abstract
This study examines the motivation, attitude, and gratification associated with Free-To-Air (FTA) television channels among users in the Central Region of Peninsular Malaysia. Employing a mixed-methods approach, the research investigates the demographic profiles of FTA users, their viewing habits, and the underlying motivations that influence their preference for FTA channels over other media options. The study also explores the gratifications obtained—such as entertainment, information, and social interaction—and how these vary across different demographic groups. Both qualitative and quantitative data were collected. A total of 452 respondents participated in the survey, while another 20 participants participated in focus group discussions and interviews. The findings from the quantitative analysis reveal that motivation is positively related to attitude, and attitude, in turn, is positively related to gratification. Furthermore, both attitude and gratification are positively associated with behavioural intention. We propose several recommendations and actionable strategies based on qualitative insights. This research contributes to a deeper understanding of media consumption patterns in Malaysia and provides helpful advice to broadcasters aiming to sustain audience engagement in a rapidly evolving media landscape.
Keywords: Free-To-Air TV, Central Region of Malaysia, Attitude, Gratitude, Motivation, Behavioural Intention
Introduction
The Malaysian Communications and Multimedia Commission (MCMC) aims to gather comprehensive data on Free-To-Air (FTA) television viewership across digital TV platforms. This data is essential for evaluating the extent of digital television access among the population, especially in narrowing the gap between urban and distant locations in terms of digital connectivity. MCMC strives to provide equal access to information for all citizens by assuring fair and impartial access to TV broadcasting services. MCMC previously performed research on the motivations and gratifications of television consumers. The research began with a study in Sabah in 2021, followed by similar studies in Sarawak, the East Coast, and the Northern Region in 2023. In the year 2024, a study was conducted on the Southern regions. In order to fully conduct this nationwide evaluation, MCMC intends to expand its research to include the Central area. This move will allow for a comprehensive comprehension of digital TV viewing throughout the entire country.
Three specific research questions are derived as follows:
RO1: To understand the factors contributing to Set-Top-Box (STB) ownership and usage.
RO2: To identify the motivational factors of FTA TV users.
RO3: To understand the receptivity and acceptance of FTA TV users to regional programmes/local dialect/local-specific content.
Literature Review
Free-To-Air Motivation Factors
Various factors can influence viewers' motivation to engage with FTA digital TV services. Past extensive studies emphasise important motivational factors, such as cost-effectiveness, content variety, and social influence. One of the main reasons for embracing FTA digital TV is that it is free of charge. Evens and Donders (2018) found that the absence of subscription costs greatly increases the attractiveness of FTA platforms, making them a desirable choice for cost-conscious users. The variety and excellence of content accessible on FTA channels are significant factors in audience motivation. The study conducted by Sanan (2021) suggests that offering various programmes, including news, entertainment, and instructional content, enhances the perceived value of FTA services and leads to greater levels of involvement. Social influence has a significant role in motivating people to adopt and consistently utilise FTA digital TV platform. Studies by Murunga and Diang'a (2021) show that the viewing habits of peers and family frequently influence individuals. This influence, as well as word of mouth, can result in a higher consumption of content that is accessible on FTA platforms.
Attitudes Towards Using Free-To-Air
The shift from analogue to digital broadcasting has been largely embraced with favourable attitudes, mostly because of enhanced picture and sound quality, expanded channel options, and supplementary services like electronic programme guides (EPGs) (Adda & Ottaviani, 2005). The improvements have strengthened the attractiveness of FTA digital TV, especially for viewers who value affordable access to a wide variety of material (Doyle, 2016). Nevertheless, the intricacy of digital TV technology has also resulted in varying perspectives. Although consumers value the improved features, certain individuals, especially older folks, have voiced their dissatisfaction with the apparent complexity of configuring and manoeuvring digital systems (Pirhonen et al., 2020). As a result, there is a divergence in opinions, with technologically knowledgeable consumers considering FTA digital TV as an easy and effective platform, while less technologically inclined individuals may find it burdensome (Lin & Atkin, 2014).
Free-To-Air Perceived Gratification
Research indicates that FTA digital TV platforms effectively fulfil various aspects of user gratification, such as entertainment, information, and social connections. The key source of gratification from FTA platforms is the entertainment value they offer. These platforms present a diverse selection of content, such as drama, movies, and sports, to cater to different tastes (Rubin, 2009). Having a wide range of content options improves user satisfaction by providing choices that are in line with their preferences. Information gratification is another significant aspect. FTA digital TV platforms typically offer news channels and educational programmes that cater to users' requirements for up-to-date information and intellectual enrichment (Sundar & Limperos, 2013). Social connection and integration are also factors that contribute to gratification. Studies indicate that FTA digital TV platforms promote social interaction by offering content that users engage in discussions about and share with others, such as popular TV shows and sports events (Vorderer et al., 2004). This aspect of gratification is especially significant in situations where FTA is the main platform for social and communal watching experiences.
Behavioural Intention to Use Free-To-Air
Davis (1989) stated that a behavioural intention to use technology is a critical predictor of actual usage behaviour. It is crucial to comprehend the factors that influence behavioural intention in the context of FTA digital TV platforms to forecast user acquisition and sustained engagement (Davis, 1989). According to Camilleri and Falzon (2021), users are more inclined to use digital platforms because they find them easier to browse and more advantageous, thanks to features such as high-definition materials and electronic programme guides. Social influence and subjective norms exert a substantial impact on the formation of behavioural intention. Studies indicate that endorsements from friends and family, along with societal shifts towards digitalisation, have a favourable impact on individuals' inclination to embrace digital TV platforms (Murunga & Diang'a, 2021).
Understanding viewers' preferences and their favourite shows enables television stations to design programmes and schedules that better engage a broader audience. This strategy increases the likelihood of watching FTA digital TV, which, in turn, boosts viewer rates. Higher viewing rates attract more advertisers and programme sponsors, leading to significant revenue growth (Machfud & Leejoeiwara, 2024).
In Malaysia, particularly in the East Coast region, a majority of viewers frequently watch FTA TV channels and show a strong preference for local content (Wan Mohd Ghazali et al., 2024). FTA television plays a crucial role in Malaysia's media landscape by providing accessible content to a diverse audience. It is also popular among border residents in regions like Meranti Regency, Indonesia, due to cultural similarities and the representation of Malay culture (Setiawan et al., 2021). Furthermore, findings from Wan Mohd Ghazali et al. (2024) indicate that while viewers are receptive to commercials on FTA TV channels, these advertisements do not significantly influence their purchasing decisions.
Relationship Between Motivation Variables and Attitudes Towards Using Free-To-Air
Recent research by Saroso et al. (2020) indicates that viewers' motivation to use FTA digital TV platforms is increasingly influenced by the variety of available content and technological features. Studies show that personalised content and intuitive design significantly enhance the perceived value of a product or service, which in turn boosts user satisfaction and the likelihood of continued use (Liang et al., 2006). Additionally, Penttinen et al. (2019) found that integrating improved user interfaces and faster processing speeds into digital platforms aligns with both intrinsic and extrinsic motivations, leading to more positive user attitudes. Platforms that effectively address usability issues tend to foster better user experiences and higher satisfaction levels (Hsu & Chen, 2018).
The role of motivation and attitude is essential in determining an individual's behavioural intention in social sciences, particularly from the perspective of technology use (Tiwari et al., 2019). Intrinsic motivation, which originates from individual interest and enjoyment, can create a positive attitude towards technology through awareness and sustained practice of applying technology knowledge (Deci & Ryan, 2000). External motivation, such as incentives or coercion, may also impact attitudes, but the result tends to be just short-term behavioural change if the extrinsic motivation is not aligned with individual goals (Venkatesh et al., 2003). On the other hand, attitude is defined as an individual's tendency to respond positively or negatively to an object, situation or idea (Ajzen, 1991). Ferrer et al. (2022), in their research, indicate that individuals with elevated motivation are more likely to view technology as beneficial and user-friendly, which significantly enhances their attitude towards its utilisation. Besides, motivation can also be used to counteract resistance to technological change by making the individuals curious and receptive, which will in turn generate a virtuous cycle of a positive attitude (Zhou, 2012).
Hence, based on the above, we proposed the following hypothesis:
H1: There is a significant relationship between motivation factors and attitudes towards using FTA among its users.
Relationship Between Attitude and Perceived Gratification Towards Using Free-To-Air
The attitude that users hold towards FTA digital TV platforms significantly shapes the level of gratification they experience. A positive attitude, developed through familiarity with the platform, enhances users' ability to appreciate and derive value from its features, leading to greater satisfaction (Iranmanesh et al., 2022).
When users approach FTA platforms with favourable attitudes—whether due to past experiences, ease of use, or perceived benefits—they are more likely to find the content entertaining and fulfilling. For example, users who already hold a positive perception of the platform's wide variety of entertainment options, such as dramas, movies, and sports, are more likely to experience higher gratification from the content (Ibáñez-Sánchez et al., 2022). Their positive expectations and mindset allow them to engage more deeply with the platform, enhancing their overall enjoyment.
Users who view FTA platforms as a source of communal connection are more likely to experience higher social gratification. Whether engaging in discussions about popular TV shows or watching sports events with others, those with a positive attitude toward the platform's social aspects are more likely to enjoy and share in these experiences (Krämer et al., 2015). Often, positive attitudes are influenced by familiarity and the cultural relevance of content, which enhance users' ability to appreciate and derive value from these platforms, thereby creating greater satisfaction among viewers (Wan Mohd Ghazali et al., 2024; Iranmanesh et al., 2022).
Moreover, users who perceive FTA platforms as communal mediums by participating in shared viewing experiences, such as sports events or culturally significant programme, report greater social gratification. For example, research shows that viewers in Malaysia's East Coast region appreciate FTA channels for their cultural resonance and ability to create shared experiences, suggesting a deep-seated role in community engagement (Wan Mohd Ghazali et al., 2024). This indicates that those who engage in discussions about popular TV shows or watch sports events with others tend to have a more positive experience when they appreciate the social aspects of the platform (Krämer et al., 2015).
Hence, based on the above, we proposed the following hypothesis:
H2: There is a significant relationship between attitude and perceived gratification toward using FTA.
Relationship Between Gratification and Behavioural Intention to Use Free-To-Air
Recent studies emphasise that specific gratifications, such as entertainment, information-seeking, and social interaction, significantly influence the transition from intention to using FTA (Jahan et al., 2024; Yadav et al., 2024). Gratification is an important factor that determines users' intention to use Free-To-Air (FTA) digital TV platforms. When users derive satisfaction from the platform—whether through entertainment, information, or social interaction—it strengthens their intention to continue using it. When FTA platforms facilitate social interaction—through shared viewing experiences or content that sparks discussions—users are more likely to feel a sense of connection and fulfilment. This sense of community further strengthens their intention to continue engaging with the platform. Furthermore, the integration of features that fulfil user needs, such as personalised content and user-friendly interfaces, enhances user satisfaction and strengthens the intention to continue using platforms like WeChat in China (Gan & Li, 2018).
Therefore, based on the information presented above, we propose the following hypothesis:
H3: There is a significant relationship between gratification and behavioural intention to use FTA.
Relationship Between Attitudes Towards Using Free-To-Air and Behavioural Intention to Use Free-To-Air
A study conducted by Mansell and Steinmueller (2022) suggests that user interface design and content personalisation can positively impact people's attitudes towards FTA digital TV platforms. This, in turn, can increase their intention to use these platforms. A favourable attitude greatly increases the probability of continued and future usage, leading to enhanced user satisfaction (Kim et al., 2013).
In line with Ajzen (2020) study, performing a certain attitude will be led by a specific behaviour that is created from a particular experience. Machfud and Leejoeiwara (2024) concurred that the attitude towards a particular behaviour significantly influences the intention to watch FTA digital TV platforms. Furthermore, we aim to boost user engagement with FTA digital TV platforms. Koay et al. (2023) suggested that FTA digital TV platforms should create awareness and enhance brand recognition.
Hence, based on the above, we proposed the following hypothesis:
H4: There is a significant relationship between attitudes towards using FTA and behavioural intention to use FTA among its users.
The Proposed Research Model
This research framework, as shown in Figure 1 below, is adapted from the Theory of Planned Behaviour (TPB) of Ajzen (1991). This study aligns well with the aim of TPB, which investigates technology adoption based on users' attitudes and behaviour. The two (2) key concepts in this research—motivation factors and gratification—are incorporated into the framework to enhance its depth and provide more robust insights into the studied phenomenon. By integrating these constructs, the research aims to offer a more comprehensive understanding of the underlying drivers and outcomes related to the subject matter.
Figure 1: Proposed Research Model.
Methodology
Given the nature of this study, a cross-sectional approach was employed, integrating both qualitative and quantitative methods. This design involves the collection, analysis, and interpretation of both data types to offer diverse or complementary insights into the phenomenon under investigation. The sample size for the qualitative study among the user group was 20, while the quantitative study involved 452 users. Judgemental and snowball sampling techniques were used to select participants for the qualitative study. A total of four (4) focus group discussions and nine (9) interview sessions were conducted, either in person or online. For the quantitative study, convenience sampling was used to select respondents. Among the 452 users, the majority were from Selangor (n = 195), followed by Kuala Lumpur (n = 145), Negeri Sembilan (n = 86), and Putrajaya (n = 26).
Data collection was conducted from 15th December 2024 to 15th April 2025. Prior to the data collection, an ethical clearance was obtained from the UTAR Scientific and Ethical Review Committee and funder. We recruited two (2) research assistants to assist with the quantitative data collection process. In addition to the research assistants, all members of the project team contributed to the data collection efforts.
A self-administered questionnaire was used to collect primary data for the quantitative study. All measurement items were adapted from past studies, with these adapted scales having been well-validated and widely used in previous research. A five-point Likert scale was employed to measure the adapted items, with 1 representing "Strongly Disagree" and 5 representing "Strongly Agree".
The self-administered questionnaire was structured with a cover page and six (6) sections. The cover page provided an overview of the survey and the study. Section A consisted of demographic information, comprising 13 items. Section B contained 30 items measuring the usage patterns of FTA TV. Sections C to F included items assessing the study's key variables: motivation, gratification, attitude, and behavioural intention. Motivation was measured using 26 items from Sridevi and Ajith (2023), covering six (6) dimensions: content and quality, economic benefits, entertainment and engagement, convenience and flexibility, trialability and innovation, and trendiness and social influence. Gratification was assessed using six (6) items adapted from Shin et al. (2021). Attitude was measured with a four-item scale from Venkatesh et al. (2003), while behavioural intention was assessed using a three-item scale. All items were adapted and modified to suit the current study.
For the qualitative unstructured survey, the questionnaire consisted of two (2) sections with a cover page. Section A comprised 13 questions, while Section B contained 11 general questions addressing: introduction to FTA TV, perceptions of FTA TV, content preferences, advertising effectiveness, audience engagement, affordable advertising solutions, regional representation, feedback on existing content, impact of FTA TV on businesses, future trends and innovations and recommendations for improvement.
Findings and Analysis
Descriptive Analysis
This study employed a mixed-methods approach. We reported both the quantitative and qualitative study's data in detail. The quantitative study presented the sample characteristics, which comprises FTA TV users. The majority of the respondents are female (n = 280, 62 per cent), aged between 18 and 24 years (n = 223, 49 per cent), of Chinese ethnicity (n = 218, 57 per cent), and Buddhist (n = 193, 43 per cent). In terms of geographic origin, most respondents are from Selangor (n = 195, 43 per cent) and Kuala Lumpur (n = 145, 32 per cent). Regarding their area of residence and housing type, more than half of the respondents live in urban areas (n = 337, 75 per cent) and in landed properties (n = 277, 61 per cent). Specifically, most respondents reside in landed residences (n = 199, 44 per cent). The majority are students (n = 210, 46 per cent), have a household income of less than 2,001 (n = 143, 32 per cent), and hold a bachelor's degree (n = 222, 49 per cent).
For the qualitative study, researchers conducted face-to-face and online interviews using semi-structured questions with 20 respondents from small and medium-sized enterprises (SMEs). The majority are located in Kuala Lumpur (50 per cent), followed by Selangor (40 per cent) and Negeri Sembilan (10 per cent). In terms of the type of business, half of the SMEs (50 per cent) fall into the "Others" category, such as medical equipment distribution, consultancy, feng shui services, education, furniture, and optical shops. Among the listed sectors, Food and Beverage (15 per cent) is the most represented, followed by Retail Trade (10 per cent) and Finance, Insurance, Real Estate, and Business Services (10 per cent). Other sectors, including Wholesale, Logistics, and Arts and Entertainment, each represent (5 per cent).
In terms of business size, micro-enterprises account for (45 per cent). Small enterprises represent (30 per cent), while medium-sized enterprises constitute the remaining (25 per cent). This highlights that micro- and small-scale enterprises are the most common among the respondents, which is reflective of the general structure of SMEs in Malaysia. Regarding the years of establishment, half of the businesses (50 per cent) have been operating for over 10 years, suggesting a mature group of enterprises. Businesses established within 3 to 4 years make up (15 per cent), while 5 to 6-year-old businesses represent 10 per cent. Only one (1) company (5 per cent) has been in operation for 7 to 8 years, while the other is relatively new, having been in operation for less than one (1) year.
The majority of respondents held the position of Owner (80 per cent), indicating that most of the participants are key decision-makers in their businesses. This is followed by Managers (10 per cent) and Senior Staff (5 per cent). The remaining (5 per cent) fall under the others category, which includes roles such as Managing Partner. In terms of gender distribution, the sample comprises (55 per cent) female and (45 per cent) male respondents. More than half of the respondents (55 per cent) were aged between 35 and 44 years, making it the most represented age group in the sample. This is followed by those aged 55 years and above (20 per cent) and 45 to 54 years (15 per cent). Two (2) respondents (10 per cent) were in the 25 to 34 years age group, while no respondents were in the 18 to 24 years category. The ethnic composition of the respondents is predominantly Chinese (95 per cent), with only one (1) respondent being Malay (5 per cent).
With regard to educational attainment, (55 per cent) of respondents hold a Bachelor's degree, making it the most common qualification among participants. This is followed by Diploma and Secondary School qualifications, each accounting for (15 per cent) of the sample. A smaller proportion of respondents possess an Advanced Diploma (5 per cent), Master's degree (5 per cent), and Doctorate degree or above (5 per cent). None of the respondents reported having a Primary School education.
Qualitative Study's Findings
This study, based on feedback from SMEs, is organised into 11 sections as follows:
1: Introduction to FTA TV
2: Perceptions of FTA TV
3: Content preferences
4: Advertising effectiveness
5: Audience engagement
6: Affordable advertising solutions
7: Regional representation
8: Feedback on existing content
9: Impact of FTA TV on businesses
10: Future trends and innovations
11: Recommendations for improvement
Introduction to FTA TV
FTA (FTA) TV refers to television channels that are accessible to the public without subscription fees. In Malaysia, commonly known FTA channels include TV1, TV2, TV3, 8TV, NTV7, TV6, TV9, Sukan RTM, Berita RTM, TV Okey, TV AlHijrah, Bernama, TVS, Awesome TV and Suke TV. These platforms are generally considered credible, formal, and trustworthy sources of information. While many interviewees are familiar with FTA TV as a broadcasting medium, few have used it intentionally for advertising purposes. Most past engagements were unpaid media features rather than deliberate paid campaigns. Despite the evolution of media consumption habits, FTA TV still holds a strong identity in the Malaysian media landscape, especially for reaching older, more traditional audiences.
Perceptions of FTA TV
The perception of FTA TV varies widely among businesses. It is commonly respected for its credibility, nationwide reach, and association with professional, vetted content. Respondents noted that appearing on FTA TV elevates the perceived legitimacy of a brand, especially in formal sectors such as medical equipment, education, and government-linked services. However, concerns were raised about FTA TV being outdated, costly, and less engaging compared to digital platforms. Many businesses feel that it lacks the ability to offer precise audience targeting or measurable advertising outcomes. Younger audiences, in particular, are shifting away from FTA TV, viewing it as less relevant in an era dominated by mobile and on-demand content.
Content Preferences
FTA TV continues to attract viewers for specific types of content. Local news, live sports events (especially badminton and football), and cultural or festive programmes (e.g., Chinese New Year's specials) remain among the most viewed. Content that features local languages and dialects, such as Cantonese, Hokkien, or Tamil, resonates strongly with regional audiences. Viewers also appreciate programmes that reflect Malaysian cultural values and traditions. However, there is a growing demand for more diverse, youth-friendly, and niche-focused programme, such as shows on entrepreneurship, health education, technology, and business-to-business (B2B) content. One major gap is the lack of short-form, engaging, and specialised content.
Advertising Effectiveness
Advertising on FTA TV is primarily valued for its branding potential, public trust, and nationwide visibility. Businesses that have used it reported enhanced credibility and brand recognition, particularly among older demographics. FTA TV is especially suitable for industries requiring high levels of public trust, such as healthcare and education. However, many respondents stressed the difficulty in measuring returns on investment (ROI). Unlike digital media, FTA TV does not offer real-time data on viewer engagement or conversion rates. This makes it challenging for businesses to assess the effectiveness of their campaigns and justify the high cost of traditional TV advertising.
Audience Engagement
FTA TV faces significant challenges in audience engagement due to its one-way communication model. Unlike social media platforms, it does not allow for likes, comments, shares, or direct feedback, which limits interaction and relationship-building with viewers. Interviewees suggested integrating interactive features, such as live polls, QR codes, viewer Q&A, and social media tie-ins, to foster two-way engagement. The development of digital platforms like MYTV Mana-Mana offers some hope for improved engagement, especially if these platforms can support mobile viewing, live chat, and real-time interaction with content.
Affordable Advertising Solutions
Cost remains one of the primary barriers to FTA TV advertising among SMEs. Most respondents indicated that they would consider advertising on FTA TV if more affordable and flexible packages were available. A trial budget in the range of RM5,000 to RM10,000 was commonly cited as acceptable. Businesses also requested clear ROI tracking, customisable durations and frequencies, and targeted regional placements to make advertising more feasible. Some even suggested installment-based payment plans (e.g., Buy Now, Pay Later) to reduce the upfront burden. Transparency in pricing and outcomes would significantly improve adoption rates among small businesses.
Regional Representation
There is a clear call for FTA TV to better reflect the unique culture and identity of different regions, particularly the Central Region of Peninsular Malaysia. Respondents recommended featuring local dialects, regional festivals, ethnic cuisines, and community leaders in both programmes and advertisements. Content that highlights local SMEs, grassroots entrepreneurs, and regional success stories would create stronger cultural relevance and foster emotional connections with viewers. A programme that aligns with the multilingual and multiethnic nature of Malaysia would also enhance relatability and engagement across different community groups.
Feedback on Existing Content
Some FTA TV programmes were praised for their quality and relevance. TV3's "Majalah 3" was frequently mentioned for its strong storytelling, cultural focus, and journalistic credibility. Professionals and civil servants particularly appreciated TV1 and TV2 for their informative and educational content. People viewed 8TV as an effective platform for Chinese-language lifestyle shows, while they highlighted NTV7 for its wellness and business features. Business features refer to business news, including news reporting programmes. 'Wellness programmes' refer to shows that cover topics related to well-being, such as mental health, fitness, and healthy living. However, many participants noted a lack of fresh, youth-focused content and called for genre-specific channels (e.g., business, cooking, entrepreneurship) and more concise, impactful storytelling formats similar to TikTok or YouTube Shorts.
Impact of FTA TV on Businesses
Businesses that have appeared on FTA TV—whether through paid advertising or unpaid features—reported increased credibility, positive brand association, and improved public visibility, particularly among older consumers. One (1) respondent noted that appearing on FTA TV gave their academy a significant trust boost, which was difficult to achieve via social media alone. However, without robust measurement tools, many businesses are hesitant to reinvest in FTA TV advertising. The platform's success is also seen to depend on how well it integrates with social media to extend reach and visibility, especially to younger, digital-first audiences.
Future Trends and Innovations
Looking forward, FTA TV must address several critical trends in order to stay relevant. These include the shift to mobile and on-demand viewing, the popularity of short-form video, and the need for interactive content. Platforms like YouTube and TikTok are becoming dominant, particularly among younger demographics. FTA TV is encouraged to develop mobile apps, offer on-demand playback, and leverage AI-driven content recommendations. Advertisers also expect data-driven performance analytics similar to those on digital platforms. Without embracing these innovations, FTA TV risks losing viewership and advertiser interest, especially from brands targeting tech-savvy or niche audiences.
Recommendations for Improvement
To enhance its appeal and effectiveness, FTA TV should undertake several strategic improvements:
• Digitise and modernise its content delivery through apps, social media, and on-demand streaming.
• Adopt short-form, engaging content formats to capture attention quickly.
• Introduce interactive elements like polls, live Q&A, and gamified experiences.
• Enhance regional and cultural representation, especially through local languages and stories.
• Offer transparent and affordable advertising packages, with flexible durations and performance metrics.
• Collaborate with local SMEs for co-created content, sponsorships, and regional business showcases.
• Run awareness campaigns to educate businesses and viewers about FTA TV's offerings and digital transformations.
These changes would position FTA TV as a hybrid media platform—combining traditional credibility with modern accessibility and engagement tools—to better serve both advertisers and diverse Malaysian audiences.
Quantitative Study's Findings
Measurement Model Analysis
The findings apply to audiences or respondents who have watched FTA TV before, although not all of them are regular viewers. For the measurement model, we evaluated the factor loadings, average variance extracted (AVE), and composite reliability (CR). The recommended thresholds were set as follows: loadings should be ≥ 0.708, AVE should be ≥ 0.5, and CR should be ≥ 0.7. During the data cleaning process, we removed items with loadings below these recommended thresholds, specifically Convenience and Flexibility3, Gratification3, Gratification5, and Trialability and Innovation3. As presented in Table 1, all AVE values exceeded 0.5, and all CR values surpassed 0.7. Several factor loadings, such as Convenience and Flexibility4, Economic Benefits1, Entertainment and Engagement4, Gratification4, and Trendiness and Social Influence1, fell within the acceptable range of 0.5 to 0.7, with each having an AVE above 0.5 (Hair et al., 2022).
| Construct | Item | Factor Loadings | Composite reliability (rho_a) | Composite reliability (rho_c) | Average variance extracted (AVE) |
|---|---|---|---|---|---|
| Attitude | Attitude1 | 0.811 | 0.726 | 0.844 | 0.644 |
| Attitude2 | 0.810 | ||||
| Attitude4 | 0.786 | ||||
| Behavioural Intention | Behavioural Intention1 | 0.819 | 0.756 | 0.860 | 0.672 |
| Behavioural Intention2 | 0.813 | ||||
| Behavioural Intention3 | 0.827 | ||||
| Content and Quality | Content and Quality 1 | 0.760 | 0.795 | 0.859 | 0.549 |
| Content and Quality 2 | 0.756 | ||||
| Content and Quality 3 | 0.730 | ||||
| Content and Quality 4 | 0.724 | ||||
| Content and Quality 5 | 0.734 | ||||
| Convenience and Flexibility | Convenience and Flexibility1 | 0.763 | 0.700 | 0.812 | 0.520 |
| Convenience and Flexibility2 | 0.742 | ||||
| Convenience and Flexibility4 | 0.673 | ||||
| Convenience and Flexibility5 | 0.704 | ||||
| Economic Benefits | Economic Benefits1 | 0.613 | 0.656 | 0.799 | 0.575 |
| Economic Benefits2 | 0.813 | ||||
| Economic Benefits3 | 0.829 | ||||
| Entertainment and Engagement | Entertainment and Engagement1 | 0.753 | 0.829 | 0.874 | 0.537 |
| Entertainment and Engagement2 | 0.724 | ||||
| Entertainment and Engagement3 | 0.759 | ||||
| Entertainment and Engagement4 | 0.677 | ||||
| Entertainment and Engagement5 | 0.777 | ||||
| Entertainment and Engagement6 | 0.702 | ||||
| Gratification | Gratification1 | 0.705 | 0.705 | 0.815 | 0.524 |
| Gratification2 | 0.773 | ||||
| Gratification4 | 0.697 | ||||
| Gratification6 | 0.719 | ||||
| Trendiness and Social Influence | Trendiness and Social Influence1 | 0.604 | 0.755 | 0.834 | 0.560 |
| Trendiness and Social Influence2 | 0.794 | ||||
| Trendiness and Social Influence3 | 0.800 | ||||
| Trendiness and Social Influence4 | 0.777 | ||||
| Trialability and Innovation | Trialability and Innovation1 | 0.780 | 0.394 | 0.767 | 0.622 |
| Trialability and Innovation2 | 0.797 |
Table 1: Measurement Model.
Next, we assessed discriminant validity using the Fornell-Larcker criterion by comparing the square root of the AVE with the correlations between latent constructs (Hair et al., 2011). For a construct to demonstrate adequate discriminant validity, it must account for more variance in its indicators than in the indicators of other constructs. Therefore, the square root of each construct's AVE should exceed its correlations with other latent constructs (see Table 2).
| ATT | BI | CQ | CF | EB | EE | GTF | TSI | TI | |
|---|---|---|---|---|---|---|---|---|---|
| ATT | 0.802 | ||||||||
| BI | 0.698 | 0.820 | |||||||
| CQ | 0.698 | 0.628 | 0.741 | ||||||
| CF | 0.627 | 0.627 | 0.661 | 0.721 | |||||
| EB | 0.617 | 0.592 | 0.647 | 0.575 | 0.758 | ||||
| EE | 0.736 | 0.674 | 0.738 | 0.668 | 0.621 | 0.733 | |||
| GTF | 0.663 | 0.589 | 0.654 | 0.593 | 0.614 | 0.682 | 0.724 | ||
| TSI | 0.638 | 0.61 | 0.646 | 0.657 | 0.591 | 0.722 | 0.631 | 0.748 | |
| TI | 0.459 | 0.439 | 0.483 | 0.499 | 0.442 | 0.537 | 0.494 | 0.491 | 0.789 |
Note: ATT=Attitude; BI=Behavioural Intention; Content and Quality=CQ, Convenience and Flexibility=CF; Economic Benefits=EB; Entertainment and Engagement=EE; Gratification=GTF; Trendiness and Social Influence=TSI; Trialability and Innovation=TI.
Structural Model Analysis
After establishing the reliability and validity of the measurement model, we proceeded to the second step, which was to examine the structural model. We addressed the issue of collinearity by calculating the variance inflation factor (VIF) as recommended by Diamantopoulos and Siguaw (2006). The VIF values for each construct fell below the threshold of 3.3, as shown in Table 3, indicating that multicollinearity is not a concern in this study.
Next, we followed Becker et al.'s (2023) recommendations for assessing the structural model by reporting path coefficients, standard errors, t-values, and p-values based on 10,000 subsample bootstrapping procedure (Ramayah et al., 2018). Hair et al. (2019) have pointed out that p-values alone may not adequately test hypothesis significance, and therefore, they suggest using a combination of criteria, including p-values, confidence intervals, and effect sizes. Our results indicate that all hypotheses are significant, with t-values exceeding 1.65 and p-values below 0.05, and no zero value straddle in between the lower and upper bounds of the confidence interval.
First and foremost, all six (6) factors, namely content and quality, convenience and flexibility, economic benefits, entertainment and engagement, trendiness and social influence, and trialability and innovation, are significant motivators for FTA TV, with standardised beta (β) values of 0.261, 0.181, 0.144, 0.320, 0.199, and 0.082, respectively. Among these, the three (3) strongest motivators are entertainment and engagement, content and quality, and convenience and flexibility. All these six (6) factors are the motivators, and they positively influence attitudes toward FTA TV, yielding a combined β value of 0.785 (t-value > 1.65, p-value < 0.05). Therefore, H1 is supported.
Moreover, attitude towards FTA TV significantly influences gratification, with β value of 0.663 (t-value > 1.65, p-value < 0.05), thereby supporting H2. Additionally, both gratification (β = 0.224) and attitude toward FTA TV (β = 0.550) significantly influence the intention to use FTA TV, leading to support for H3 and H4, as both have t-values > 1.65 and p-values < 0.05. The details are presented in Table 11.
We also examined Cohen's f2 of the three (3) constructs. Cohen's f2 is an effect size measure used in quantifying the proportion of variance explained by a model relative to the unexplained variance, with guidelines suggesting small, medium, and large effects at 0.02, 0.15, and 0.35, respectively (Cohen, 1988). The results show that gratification has a medium effect size on behavioural intention toward FTA TV (f2 = 0.058), while both gratification and attitude toward FTA TV have large effect sizes (gratification: f2 = 0.786; attitude: f2 = 0.350).
Lastly, R2, the coefficient of determination, is a measurement that's used to explain how much the variability of one (1) factor is caused by its relationship to another factor. The findings indicate that 61.7 per cent of the variance in attitude toward FTA TV is explained by the six (6) motivators; 44.4 per cent of the variance in gratification is explained by the six (6) factors motivators and attitude, and 51.6 per cent of the variance in behavioural intention is explained by the motivators, attitude, and gratification.
| Hypothesis | Beta | t values | p values | UL 5% | LL 95% | Decision | VIF | f² | R² | R²adj |
|---|---|---|---|---|---|---|---|---|---|---|
| H1: MT -> ATT | 0.785 | 43.689 | 0.000 | 0.752 | 0.812 | Supported | 0.617 | 0.616 | ||
| H1a: CQ -> MT | 0.261 | 34.271 | 0.000 | 0.250 | 0.275 | Supported | 2.734 | |||
| H1b: CF -> MT | 0.181 | 24.577 | 0.000 | 0.170 | 0.194 | Supported | 2.293 | |||
| H1c: EB -> MT | 0.144 | 23.318 | 0.000 | 0.134 | 0.155 | Supported | 1.982 | |||
| H1d: EE -> MT | 0.320 | 35.112 | 0.000 | 0.305 | 0.335 | Supported | 3.104 | |||
| H1e: TSI -> MT | 0.199 | 29.834 | 0.000 | 0.189 | 0.211 | Supported | 1.786 | |||
| H1f: TI -> MT | 0.082 | 16.708 | 0.000 | 0.074 | 0.090 | Supported | 2.487 | |||
| H2: ATT -> GTF | 0.663 | 22.065 | 0.000 | 0.610 | 0.709 | Supported | 1.000 | 0.058 | 0.440 | 0.439 |
| H3: GTF -> BI | 0.224 | 4.619 | 0.000 | 0.144 | 0.305 | Supported | 1.786 | 0.786 | ||
| H4: ATT -> BI | 0.550 | 12.01 | 0.000 | 0.473 | 0.624 | Supported | 1.786 | 0.350 | 0.516 | 0.514 |
Note: ATT=Attitude; BI=Behavioural Intention; Content and Quality=CQ, Convenience and Flexibility=CF; Economic Benefits=EB; Entertainment and Engagement=EE; Gratification=GTF; Trendiness and Social Influence=TSI; Trialability and Innovation=TI; MT=Motivation; UL=Upper Level, LL=Lower Level; VIF=Variance Inflation Factor; f2=Effect Size; R2=Explanatory Power; R2adj=Adjusted Explanatory Power.
Recommendations
Several key recommendations emerged that could help FTA TV increase its relevance, grow its audience, and improve the effectiveness of its advertising offerings in today's rapidly evolving media environment.
Quantitative Study
To strengthen MYTV's market presence and user satisfaction, a multifaceted strategy should be adopted. First, improving service quality is essential; this involves identifying the root causes of user dissatisfaction and implementing targeted solutions to enhance the overall viewing experience. At the same time, well-planned marketing campaigns can increase public awareness of MYTV's unique selling points and help attract and retain a broader audience. Enhancing technical support is another key area: providing clear setup assistance and user-friendly guides will make the platform more accessible, especially to less tech-savvy users. Finally, MYTV should focus on competing strategically by differentiating itself from existing platforms through exclusive content offerings or unique value-added features that appeal to target audiences. Together, these efforts can significantly boost user engagement, satisfaction, and loyalty.
Qualitative Study
Based on the qualitative findings, there are 10 recommendations provided by SMEs.
1. Embrace Digital Platforms and On-Demand Access
- FTA TV should develop and actively promote user-friendly apps (e.g., MYTV Mana-Mana) that enable anytime, anywhere, access to programmes and advertisements.
- On-demand and mobile accessibility is crucial for reaching modern viewers, particularly those who no longer consume content via traditional TV sets.
2. Adapt Content for Shorter Attention Spans
- In response to changing consumption habits, FTA TV should consider producing short-form, fast-paced content, similar to TikTok or YouTube Shorts, particularly on its digital platforms.
- This would appeal to younger viewers who prefer concise and engaging content formats.
3. Enhance Viewer Engagement through Interactivity
- FTA TV should move away from passive programme by integrating interactive features like live polls, social media interactions and audience participation in shows.
- These tools can help bridge the engagement gap between FTA TV and digital platforms.
4. Leverage Social Media for Promotion
- FTA TV should use social media platforms to promote content and drive traffic to its programmes and apps.
- Encouraging the sharing of FTA TV content links could help reach younger and digitally connected audiences.
5. Provide Measurable Performance Metrics for Advertisers
- One (1) major concern is the difficulty in tracking ad effectiveness. FTA TV should offer viewership and engagement data through its digital platforms and provide reporting dashboards for advertisers to assess campaign ROI.
6. Focus on Unique and Relevant Content
- Create more local, culturally relevant programmes, especially for regional audiences.
- Consider specialised or niche channels, such as news, cooking, or business, to cater to diverse viewer interests and replicate successful models from other countries.
7. Capitalise on Trust and Credibility
- Emphasise FTA TV's high trust factor and credibility, especially compared to online platforms.
- This is a valuable advantage, particularly for advertisers in industries where trust is critical (e.g., healthcare, education).
8. Offer Flexible and Affordable Advertising Packages
- Introduce cost-effective and flexible ad packages tailored for SMEs, including adjustable durations and frequencies and trial campaigns with lower entry costs.
- These options can help remove budget barriers for smaller businesses.
9. Showcase Success Stories and Testimonials
- Highlight success stories of local businesses that have benefitted from FTA TV advertising.
- Use testimonials to reinforce the credibility and reach of FTA TV, especially for sectors where word-of-mouth and reputation matter.
10. Promote Awareness of FTA TV Channels and Offerings
- Some participants were unaware of the full scope of FTA TV's offerings.
- A public awareness campaign promoting the free accessibility, online platforms, and programme variety could help increase engagement and viewership.
The interviewees provided several actionable strategies that FTA TV can implement to build stronger, mutually beneficial partnerships with local businesses. These strategies focus on increasing engagement, improving accessibility, and enhancing the value proposition of FTA TV advertising for smaller enterprises. There are six (6) recommendations offered:
1. Involve Local Businesses as Content Contributors and Sponsors
- FTA TV can actively engage local businesses in content creation, such as sponsoring regional cooking segments, community-focused programmes, or localised series.
- Co-created content that resonates with local culture can boost viewership while offering positive brand association for the sponsoring business.
2. Offer Affordable and Flexible Advertising Packages
- High advertising expenses are a key barrier for many SMEs. FTA TV should offer affordable entry-level packages, potentially with a "first ad free" model and flexible options in terms of duration, frequency, and targeted regions to suit various business needs and budgets.
- There is also a need to increase transparency around pricing, as some businesses were unaware of available packages or assumed costs were too high.
3. Highlight Success Stories and Testimonials
- Showcasing real-life success stories of local businesses that benefitted from FTA TV advertising can be a powerful way to build trust and interest.
- While B2B sectors may rely less on testimonials, case studies and business impact examples can still demonstrate the platform's value.
4. Integrate Digital Strategies for Targeting and Measurement
- FTA TV should enhance its digital platforms (e.g., MYTV Mana-Mana) to offer targeted advertising opportunities, performance tracking and analytics and interactive features such as polls, clickable advertisements, and social media integration.
- These tools would allow local businesses to measure engagement and optimise their advertising efforts, making FTA TV more competitive with digital platforms.
5. Focus on Regional and Cultural Relevance
- Programmes and advertisements that reflect the Central Region's culture, language, and values will better connect with local audiences.
- Using local dialects, traditions, and themes can make advertisements feel more authentic and impactful for both viewers and advertisers.
6. Increase Awareness and Outreach
- Many SMEs are still unaware of FTA TV's advertising potential.
- FTA TV and MCMC should launch outreach campaigns to educate businesses on available packages and benefits, emphasise the credibility, reach, and branding power of FTA TV and show how FTA TV can complement digital marketing strategies.
Conclusion
We adopted a mixed-method approach to achieve the aims of this study, incorporating both qualitative and quantitative data for analysis. All four (4) research objectives were appropriately addressed. The participants proposed several recommendations and strategies based on the qualitative findings. On the quantitative side, the results confirmed that motivation is positively related to attitude. Additionally, both attitude and gratitude were found to be positively correlated with behavioural intention. Interestingly, attitude also showed a positive relationship with gratitude among FTA TV users. We offer several recommendations to strengthen the positioning of FTA TV in the Central Region of Malaysia, based on these findings.
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