ANALYSIS OF MYTV USAGE AND SATISFACTION AMONG USERS IN THE NORTHERN REGION OF MALAYSIA

This study aims to analyze the usage and satisfaction levels of MYTV users in the Northern Region of Peninsular Malaysia, covering the states of Kedah, Perlis, Penang, and Perak. A quantitative approach was employed using a survey involving 393 respondents to identify the key factors influencing the choice of MYTV and user satisfaction with the platform. The findings reveal that the majority of respondents use MYTV decoder sets to access free-to-air (FTA) broadcasts, highlighting the popularity of traditional broadcasting methods in the region. Local content reflecting regional culture and identity is a key factor appreciated by users, with respondents reporting high satisfaction levels with MYTV's programming. Furthermore, the peak viewing time for most respondents is during the night, with 76.1% identifying this period as their primary viewing time. While users expressed satisfaction with the content offered, there is room for improvement in terms of content variety and aesthetic quality. A broader range of programming and enhanced visual and audio quality could further enrich the viewing experience. The study also suggests that MYTV adapt its broadcasting strategies to attract younger audiences by integrating digital and interactive elements. Overall, this study demonstrates that MYTV remains relevant as a broadcasting platform, particularly in meeting the needs of users in Northern Malaysia. To remain competitive, MYTV is recommended to focus on developing high-quality local content, improving aesthetic presentation, and leveraging digital technology in its broadcasting strategies. These findings provide valuable insights into enhancing MYTV’s competitiveness and appeal in the modern broadcasting landscape.