| The study investigates the factors that influence the diffusion and adoption of satellite television service in Malaysia. It also examines the time spent viewing satellite and public television in the presence of satellite television service. In addition, the study analyzes the broadcasting changes in Malaysia in terms of structure and policy between its introduction in 1963 and the development of direct broadcast satellites in 1996.;Based on a review of literature on diffusion of innovations theory, the study developed research questions and methods. The study employed a quantitative method in data collection and analysis. An audience survey was done in Subang Jaya, Malaysia.;The results show that socioeconomic and cultural factors are influential in determining the adoption of satellite television service. The socioeconomic factors identified are education, income, travels overseas, last trip overseas, media availability at home, age, marital status, race and language used at home. The cultural factors identified are television viewing hours, frequency of viewing foreign programs and motivation for entertainment. In determining the diffusion rate of satellite television service, the study finds that education, travels overseas, age, race and marital status are influential factors that determine how relatively early or late the adoption takes place.;The study also finds that the time spent viewing satellite television will depend on income, travels overseas, media availability at home, marital status, television viewing hours, frequency of viewing foreign programs, frequency of viewing alone and motivation for entertainment, escape, companionship and habit. The time spent viewing public television will depend on income, education, gender, race, television viewing hours, frequency of viewing with family and motivation for learning, talking about with friends, companionship and habit.;The study concludes that socioeconomic factors associated with income are the key factors that influence the adoption of satellite television service. Satellite television is often associated with entertainment, while public television is often associated with learning. Recommendations are made for future research. |
