The Survival of Radio Broadcasting in Malaysia in the Over-the-Top Services Era

Paramasivam, Meharaj (2020) The Survival of Radio Broadcasting in Malaysia in the Over-the-Top Services Era. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

The evolution of broadcast radio is immense which starts from square sized traditional radio to an app in our smart phones these days. But how does broadcast radio industry able to survive the digital transformation in the era of technology and challenge against emerging new media platforms such as Over-The-Top services? This research examines how the broadcast radio industry in Malaysia survives despite the rise of Over- The- Top services. There are three main subject matters analyzed to get the findings of this research which are consumption pattern, expectation and perspective of listeners towards current broadcast radio programs. The survival of radio was also analyzed from the perspective of upper management of the broadcast radio industry. This research was conducted using an online survey questionnaire with 210 respondents and a semi structured interview with a network content manager from THR Raaga radio brand from Astro radio. The survey questionnaire designed using users and gratification theory while semi structured interview designed using media management concept. The data derived from the survey questionnaire was analyzed using SPSS software using cross tabulation and correlation. Survey questionnaire used to analyze the consumption pattern, perspective and expectation of listeners towards current radio programs and semi structured interviews conducted to investigate survival of broadcast radio in the age of Over-The-Top Services. The theoretical framework have been a back bone for this research. Users and gratification theory have influenced the findings of the consumption pattern and perspective of the listeners by supporting the cross tabulation findings on why listeners use broadcast radio despite the rise of OTT. Media management concept showed how does the upper management of the industry uses the four functions to structure a program to be successful in order to maintain a radio brands listenership which is essential for the brands success and survival. The results gathered from the survey questionnaire and semi structured interview concluded that listeners still prefer traditional platforms and satisfied with current radio programs while the broadcasting industry also finds listeners consumption pattern and listening behaviors as their main objective to sustain as a leading mass media industry. This research would benefit other researchers, marketers and the radio broadcasting industry as a whole.