Television is one of the top mass media to broadcast the information. It is heartening to know that mass media is playing its role in developing and strengthening the agriculture sector in Malaysia. Results from many international studies found that farmer received a high level of satisfaction from agriculture programs aired on television. However, can the similar results found among farmers in Malaysia? Therefore, this study intends to discover the Malaysian farmers satisfaction towards agricultural information aired on television. This is a quantitative study. The data collection was conducted through survey method and the respondents selected were from the states of western Malaysia Kedah and Selangor. Interestingly, both states; Kedah and Selangor recorded a similar level of satisfaction towards agriculture programs. Further analyses run have concluded that farmers in both states have a higher level of satisfaction towards information related to crops/livestock/farming and good agriculture practices. The findings of the study can be good sources and references for the agriculture programs producers to measure on the level of satisfaction of the agriculture programs aired by television among the farmers. Moreover, the findings demonstrated can help our agricultural programs producer to improve their contents in order to fulfill needs of their audience.
Keywords: Satisfaction, Agriculture Community, Agriculture Development, Television
The first mass media in Malaysia was the newspaper, produced back in 1806 in Penang, followed later by publication of magazine in 1817. Malaysia then had taken a further step by introducing radio broadcasting in 1930 and television broadcasting in 1963. To be in line with other developing countries, Malaysian government had taken a wise step in bringing the internet technology to the country in 1987 (Ujang, 2000; Samah etal, 2011; Shaffril etal., 2010). The mass media is persistently developing and this can be proven through the establishment of quite a number of companies that own big number of mass media channels either online, electronic or printed. Media Prima for example owned several established television and radio stations such as TV3, NTV7, TV9, TV8 Al-Hijrah, Hot FM and Fly FM while ASTRO own television and radio channels such as Astro Prima, Astro Ceria, Astro Arena, Astro Awani, Era FM, Sinar FM and Hitz FM. Albeit the great contributions of the private companies towards the mass media development in Malaysia, the government on such development cannot be argued. Established television channels such as ΤVI and TV2 and radio channels such as Radio Muzik and KLFM are among the mass media channels that are owned by the government and has become among the main choices of the Malaysian viewers and listeners. The power of mass media in the information dissemination process has been proven in a number of studies. Purushothaman et al. (2003) found that the success of agricultural development program in developing countries is largely depends on the nature and extent of use of mass media in mobilizating the people for development whereas in a local study conducted by Musa (2008) has shown the success of the mass media in disseminating the information when he identified that in 2007 the percentage of television information received by the public was about 93.4%, followed by radio (79.4%), daily newspaper (55.1%), magazine (31.7%) and internet (17.6%).
1.1. History of Television in Malaysia
In its early day, television in Malaysia has generated a considerable impact to the society especially in exposing them to the taste of modernization (Karthigesu, 1994). Back in 1963, the year when television was first brought to the country, it was only aired in black-and-white. Parallel with its importance in disseminating information to the public, the operating centers for television services by that time was moved in to a well-developed premise known as Angkasapuri; which is still in used nowadays. …