Academic journal article International Journal of Communication Research

Media and Cultural Preference: Watching Activity on Pay Television

Academic journal article International Journal of Communication Research

Media and Cultural Preference: Watching Activity on Pay Television

Article excerpt


Information technology,particularly digital media, has been developing in recent years and it has attracted public interests. With the smartphone, they can access various information needs either for entertainment, news or others, such as games. The utilization of digital media changes themedia usage habit, they frequently watch YouTube (CHA & CHAN-OLMSTED, 2012; LAGO-VÁZQUEZ, et. al., 2016).

The condition becomes a tremendous threat for the sustainability of the television industry. It deeply depends on the number of the audience. With the shift of media allocation, it will influence the number of the audience. It means that television audience will decrease. Moreover, it will decrease its rating and consequently, it will influence advertising input. Finally, as the industrial entity, the competition of inter-television broadcasting stations, to get the advertising cake, will be tighter (RASHID et al.,2017).

The competition of inter-television broadcasting stations has close relations to the highest rating achievement. It is important because the main achievement for the television industry is high rating. With the high rating, the television broadcasting stations can get capital and it means profit. Moreover, the shift of television viewing habit from television media to digital media also threatens the pay television industry. The competition has been tightening as each play makes expansion to get its market segment target (BRIANDANA & DWITYAS, 2018).

Instead of competing with competitors, pay television businessmen also encounter an Internet facility that offers various contents. We can mention among others the video on demand shows and it can be accessed via smartphone and computer. Therefore, the pay television companies are required to be more innovative so that their customers do not abandon them. Moreover, if the pay television industry can exist, the various efforts they should do are to understand how the audience from the aspect of preference, as a way of identifying a form of entertainment or information programs, can stimulate the needs of audience to watch their pay television. Concerning this phenomenon, the research aims to analyze the viewing cultural preference on pay television customers and the watchinghabit in the digital media era.


Subscription television or pay television is a television channel broadcasting services carried out particularly for an audience whichwants to pay (subscribe) regularly.The services are usually provided in a kind of analog or digital system through satellite or cable. The existence of digital media technology and its history is similar to that of conventional television.It started from Zenith, that wasstudying the possibility of pay television,once the television was in the phase of research and development. Zenith introduced a pay television system known Phone vision in 1940s. The Phone visionprovided services for customers who wanted film screening through telephone order. The technology started from the cable system before it was found a more sophisticated system, i.e. satellite. Therefore, it was identical to cable television when Pennsylvanians (USA) could not clearly receive television-broadcastingservices because of the hill barrier in 1948. To solve the problem, local people installedan antenna to receive UHF signal used in the broadcasting program, and then they took cable from the antenna and they installedit in their houses. HBO (Home Box Office) was built and it attracted many people in 1972. It made pay television chain stronger. Moreover, when the demand and need for greater entertainment services was higher, it made thesatellite prima donna in the era of 1980s. The technology became the next pay television development called DBS (Direct Broadcast Satellite). Moreover, the application has been used in various countries. The history and development of the pay television in the USA gives opportunity for the development of the commercial option in other regions, such as Europe, Asia and Australia. …

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