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Abstract
Television channel is used to convey messages of development agendas by the ruling government. Delivery of information through television channels especially in rural areas is still questionable because of the effectiveness level is influenced by their demographic features. Therefore, this study was conducted to identify the population demographics with the frequency use of television for information searching that ultimately affects the rural community quality of life. The respondents were determined based on statistical analysis. A total of 356 respondents were involved from Asap Koyan Resettlement in Belaga, Sarawak. The data collection was using questionnaires and interview as well. The results showed that the primary government information seeking via Media Prima 44.2% and RTM 39.2%, sports, and recreational information via ASTRO channel 43.9% and other information through different channels 47.6 %. The findings also show that respondents have never and rarely watched television for a week. Based on the results of this study, television has less been chosen due to the low education level and cost of living constraints. In the future, television channels advice to broadcast more programmes specifically for the Sarawak rural community at the appropriate time to watch for up grading quality of life and their development benefits.
Highlights
Television is an important communication channel in shifting the thinking of a country's society to change in practicing their racial identity
The results showed that the primary government information seeking via Media Prima 44.2% and Radio Televisyen Malaysia (RTM) 39.2%, sports, and recreational information via ASTRO channel 43.9% and other information through different channels 47.6 %
The use of television based on the findings of this study is seen as just a need in the house to be used at a certain time because the respondents consist of adult youth at the age of 41-55 years, they show less television viewing among them
Summary
Television is an important communication channel in shifting the thinking of a country's society to change in practicing their racial identity. Television channel services in Malaysia have started their operation on 28 December 1968. RTM has started two television channels, namely TV1 and TV2 in 1969. RTM is known as a government-owned television station. The very rapid changes underpinned by communication channel services caused the Malaysian government to open more television stations to private companies. The Malaysian government owns RTM as its main television station. Media Prima and ASTRO are two prominent private companies that own television stations with hundreds of television channels such as TV3, TV8, NTV7, TV9, Astro Prima and Astro Warna (Hassan et al, 2011; Hashim & Omar, 2011; Wawarah, 2017)
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