Opinions and demands of viewers digital TV via applications
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The research on opinions and demands of viewers digital TV via applications has objectives as follows 1. to study the opinions and needs of users who view digital TV via application; 2. to study the opinions and needs of the management from agencies, organizations, public sector, private sector, state enterprises and scholars involving in television media industry; 3. to establish guidelines for developing appropriate program format for digital TV application. The researcher used mixed research methodologies by combining two methodologies, qualitative research and quantitative together. Both methodologies were used in conducting this research simultaneously in a single period. Data of both methodologies was collected and analyzed separately whereas the results were combined and interpreted. Then the results were discussed by comparing the similarity and difference of both methodologies. The qualitative research methods consisted of document review, observation and in-depth interview. The quantitative research methods consisted of questionnaire from sample groups and statistical analysis. Research results revealed that according to opinions and demands of viewers digital TV via applications (most people downloaded digital TV viewing application on Android platform), the most watched channel is channel 8; on average, they watched digital TV 5 days per week with minimum 3 hours of viewing time; the types of program that people watch regularly were dramas which they can watch offline afterwards. Overall, the users had positive attitude towards their experience in using digital TV application with average score totalling 3.96. The factor that received the highest score was the convenience of using digital TV application which received average scores totalling 3.96 (agree). The second highest score which totalled 3.85 (agree) was usefulness. Usage protocol received 3.79 scores (agree) and service received 3.56 scores (agree). The most important factor according to the sample groups when choosing digital TV application was quality. Features, format and structure were then considered respectively. As for the opinions of the management from agencies, organizations, public sector, private sector, state enterprises and scholars involving in television media industry, they wished to see constant development in digital TV programs that would keep up with the ever changing technology as well as marketing factors relating to advertising incomes and other incomes.
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