MEDIA EXPOSURE AND SATISFACTION TOWARDS THE DIGITAL TELEVISION TRANSITION OF PEOPLE IN BANGKOK METROPOLITAN

Abstract

The objectives of research are to study (1) the media exposure behaviors in relation to the digital television transition, (2) the satisfaction with the digital television transition and (3) the correlation of demographic data and the satisfaction with the digital television transition. Questionnaires were used to collect data from 400 samples comprising 290 female (72.50%) and 110 male (27.50%). Regarding the media exposure behaviors, 46% of the respondents were aware of digital television through public relations and information from the National Broadcasting and Telecommunications Commission (NBTC) and 26.30 % of the respondents liked the digital television transition because of higher quality of picture and sound. Most of the respondents (33.40%) watched digital television through digital cable systems. In terms of information reception and the redemption of digital TV subsidy vouchers, it is found that 34.50% of the respondents redeemed free Set Top Boxes and 16.20% of the respondents watched 3 HD at most. The favorite programs were dramas (23.80%) and most of the respondents watched digital television everyday (50.50%). Gender had an influence on the satisfaction of the digital television transition regarding the quality of exposure. Different ages significantly influenced the satisfaction at 0.05 levels with the digital television transition regarding the following spheres ; the NBTC’s encouragement on digital television by distributing digital television subsidy vouchers, providing information about digital television by NBTC, and the format and content of programs.