Attitudes Towards Free-to-Air TV Advertising in East Coast of Peninsular Malaysia

Background: Advertising boosts the broadcasting industry’s earnings, making a sustainable broadcast and media ecology possible. However, broadcasters are finding it challenging to thrive since advanced digital platforms have driven away their revenue. Objective: This paper investigated the potential of using viewing preferences on free-to-air (FTA) television (TV) to improve Malaysian broadcast TV and media landscape through content development to restore broadcasting advertising revenues. Method: This study collected data from August to September 2023 using a survey research design, selecting 403 participants through a multi-stage sampling procedure. Results: The results revealed that viewers in the East Coast region made a motivated choice to either watch or ignore commercial breaks on FTA TV channels. However, they still held positive opinions regarding commercial breaks. Conclusion: Despite the difficulties brought by streaming services and digitalisation, broadcasters in Malaysia can leverage their distinct position to maintain and grow their advertising revenue, focusing on FTA TV content development and advertising arrangements that suit viewers' demands. Unique contribution: This study provided direction to media companies looking to use FTA TV as a viable business model and ready to respond to the changing broadcast media landscape, particularly in regions where local identity is still strong and reliance on digital media may be lower. Key recommendation: Based on the overall results, broadcasters should identify, understand, and use viewers' viewing profiles and habits to produce relevant and East Coast-focused content while customising their advertisement approaches to suit viewing preferences. The same method should also be used to produce FTA TV advertisements to allow brands to connect with consumers or viewers while immersing them in the show.