标题：Malay and Non-Malay Working Adults: Multigroup-Analysis on the Differences of Influence Between the Frequent Watched Programs on Portal Tv and Satisfaction on Gratification Needs
期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2021
卷号：11
期号：8
页码：1852-1866
DOI：10.6007/IJARBSS/v11-i8/10607
语种：English
出版社：Human Resource Management Academic Research Society
摘要：Changes in the Malaysian mass media landscape are on the rise and this has given the audience more choice to watch their favorite channels. There is a remarkable shortage of research on audiences that are now active and selective where the power to choose the media is in the hands of the audience itself. However the current situation sees only certain channels occupying the hearts of viewers; only certain channels have the highest ratings, but they show significant differences. To address this gap, this study was conducted in which we tested the Influence of viewing patterns, viewer decision-making on the frequency of TV channel selection in broadcasting organizations of traditional television and portal television in Malaysia. In this survey, 500 participants of various backgrounds from the area around Bandar Baru Bangi were involved. The result is mainly to illustrates the significance of this study enhances the impact of the boom of the media industry. Limitations and practical implications are provided.
