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Unlocking untapped potential in free-to-air TV advertising for East Coast SMEs in Malaysia

Advertising contributes to the revenues of the broadcasting industry, paving the way for a sustainable broadcast and media ecosystem. However, due to the popularity of streaming services, advertising has been siphoned from broadcasters, leaving them struggling to survive. This paper explores freet...

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Main Authors: Wan Mohd Ghazali, Wan Norshira, Ab Kadir, Hasnah, Mohamed, Shafizan, Abdullah, Nor Hafizah, Yusoff, Siti Zanariah, Mohd Nasir, Nur Shakira
Format: Article
Language:English
Published: Taylor’s University Sdn Bhd 2024
Subjects:
H61.8 Communication of information
H93 Popular works
HE Transportation and Communications
Online Access:http://irep.iium.edu.my/116634/7/116634_Unlocking%20untapped%20potential.pdf
http://irep.iium.edu.my/116634/
https://fslmjournals.taylors.edu.my/unlocking-untapped-potential-in-free-to-air-tv-advertising-for-east-coast-smes-in-malaysia/
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spelling my.iium.irep.1166342024-12-12T04:24:22Z http://irep.iium.edu.my/116634/ Unlocking untapped potential in free-to-air TV advertising for East Coast SMEs in Malaysia Wan Mohd Ghazali, Wan Norshira Ab Kadir, Hasnah Mohamed, Shafizan Abdullah, Nor Hafizah Yusoff, Siti Zanariah Mohd Nasir, Nur Shakira H61.8 Communication of information H93 Popular works HE Transportation and Communications Advertising contributes to the revenues of the broadcasting industry, paving the way for a sustainable broadcast and media ecosystem. However, due to the popularity of streaming services, advertising has been siphoned from broadcasters, leaving them struggling to survive. This paper explores freeto-air (FTA) television (TV) advertising opportunities in the East Coast region of Peninsular Malaysia. The East Coast region was an ideal location for this study due to its strong sense of community, cultural pride, and attractive identity that would offer a unique perspective on FTA TV viewing. Surveys were conducted with 403 respondents, selected using a multi-stage sampling procedure, from August to September 2023. The sample also included small-medium entrepreneurs (SMEs) to explore their interest in FTA TV advertising. The findings show that viewers in the East Coast region had favourable perceptions of the commercial breaks on FTA TV. The study also reveals that if broadcasters are prepared to adapt to their viewers’ shifting demands and watching preferences, FTA TV advertising will remain competitive with digital platforms. In conclusion, this paper is a thoughtful effort to assist proper FTA TV content development to ensure the sustainability of the broadcast and media ecosystem. By focusing on advertising opportunities in Terengganu, Kelantan, and Pahang, this study taps into a niche audience in the region often overlooked in broader media research Taylor’s University Sdn Bhd 2024-11-22 Article PeerReviewed application/pdf en http://irep.iium.edu.my/116634/7/116634_Unlocking%20untapped%20potential.pdf Wan Mohd Ghazali, Wan Norshira and Ab Kadir, Hasnah and Mohamed, Shafizan and Abdullah, Nor Hafizah and Yusoff, Siti Zanariah and Mohd Nasir, Nur Shakira (2024) Unlocking untapped potential in free-to-air TV advertising for East Coast SMEs in Malaysia. SEARCH Journal of Media and Communication Research, 16 (3). pp. 47-62. E-ISSN 2672-7080 https://fslmjournals.taylors.edu.my/unlocking-untapped-potential-in-free-to-air-tv-advertising-for-east-coast-smes-in-malaysia/ 10.58946/search-16.3.P4
institution Universiti Islam Antarabangsa Malaysia
building IIUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider International Islamic University Malaysia
content_source IIUM Repository (IREP)
url_provider http://irep.iium.edu.my/
language English
topic H61.8 Communication of information
H93 Popular works
HE Transportation and Communications
spellingShingle H61.8 Communication of information
H93 Popular works
HE Transportation and Communications
Wan Mohd Ghazali, Wan Norshira
Ab Kadir, Hasnah
Mohamed, Shafizan
Abdullah, Nor Hafizah
Yusoff, Siti Zanariah
Mohd Nasir, Nur Shakira
Unlocking untapped potential in free-to-air TV advertising for East Coast SMEs in Malaysia
description Advertising contributes to the revenues of the broadcasting industry, paving the way for a sustainable broadcast and media ecosystem. However, due to the popularity of streaming services, advertising has been siphoned from broadcasters, leaving them struggling to survive. This paper explores freeto-air (FTA) television (TV) advertising opportunities in the East Coast region of Peninsular Malaysia. The East Coast region was an ideal location for this study due to its strong sense of community, cultural pride, and attractive identity that would offer a unique perspective on FTA TV viewing. Surveys were conducted with 403 respondents, selected using a multi-stage sampling procedure, from August to September 2023. The sample also included small-medium entrepreneurs (SMEs) to explore their interest in FTA TV advertising. The findings show that viewers in the East Coast region had favourable perceptions of the commercial breaks on FTA TV. The study also reveals that if broadcasters are prepared to adapt to their viewers’ shifting demands and watching preferences, FTA TV advertising will remain competitive with digital platforms. In conclusion, this paper is a thoughtful effort to assist proper FTA TV content development to ensure the sustainability of the broadcast and media ecosystem. By focusing on advertising opportunities in Terengganu, Kelantan, and Pahang, this study taps into a niche audience in the region often overlooked in broader media research
format Article
author Wan Mohd Ghazali, Wan Norshira
Ab Kadir, Hasnah
Mohamed, Shafizan
Abdullah, Nor Hafizah
Yusoff, Siti Zanariah
Mohd Nasir, Nur Shakira
author_facet Wan Mohd Ghazali, Wan Norshira
Ab Kadir, Hasnah
Mohamed, Shafizan
Abdullah, Nor Hafizah
Yusoff, Siti Zanariah
Mohd Nasir, Nur Shakira
author_sort Wan Mohd Ghazali, Wan Norshira
title Unlocking untapped potential in free-to-air TV advertising for East Coast SMEs in Malaysia
title_short Unlocking untapped potential in free-to-air TV advertising for East Coast SMEs in Malaysia
title_full Unlocking untapped potential in free-to-air TV advertising for East Coast SMEs in Malaysia
title_fullStr Unlocking untapped potential in free-to-air TV advertising for East Coast SMEs in Malaysia
title_full_unstemmed Unlocking untapped potential in free-to-air TV advertising for East Coast SMEs in Malaysia
title_sort unlocking untapped potential in free-to-air tv advertising for east coast smes in malaysia
publisher Taylor’s University Sdn Bhd
publishDate 2024
url http://irep.iium.edu.my/116634/7/116634_Unlocking%20untapped%20potential.pdf
http://irep.iium.edu.my/116634/
https://fslmjournals.taylors.edu.my/unlocking-untapped-potential-in-free-to-air-tv-advertising-for-east-coast-smes-in-malaysia/
_version_ 1818833726604312576
score 13.222552

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