Malay and Non-Malay Working Adults: Multigroup-Analysis on the Differences of Influence Between the Frequent Watched Programs on Portal Tv and Satisfaction on Gratification Needs

Changes in the Malaysian mass media landscape are on the rise and this has given the audience more choice to watch their favorite channels. There is a remarkable shortage of research on audiences that are now active and selective where the power to choose the media is in the hands of the audience itself. However the current situation sees only certain channels occupying the hearts of viewers; only certain channels have the highest ratings, but...