Viewers’ Choice: Discrete Choice Elements of Viewer’s in Portal Television Usage and Preferred Types of Programs Watched Frequency in Achieving Gratifications

Changes in the Malaysian mass media landscape are on the rise and this has given the audience more choice to watch their favourite channels. Based on the theory of use and satisfaction, audiences are no longer considered passive. Audiences or viewers are now active and selective where the power to choose the media is in the hands of the audience itself. Adopting a uses and gratifications theory (UGT) perspective, the article aims to demonstrate...