Opinions and needs of viewers digital TV via applications.

Abstract

The objectives of this research on opinions and needs of digital TV application viewers are as follows: 1. to study opinions and needs on digital TV viewing application; 2. to study opinions and needs of the management from agencies, organizations in public sector and private sector, state enterprise and scholars involving in television media industry; 3. to establish guidelines for developing program formats on appropriate digital TV viewing application.

The researcher used mixed research methodologies, divided into two parts: qualitative research and quantitative research. Data gathering and analyzing were done separately.

The research findings revealed that from opinions and needs of digital TV application viewers; most people downloaded the application TV on Android platform. They watched digital TV 4 days per week on average, for more than 3 hours at a time. Types of programs that people watch regularly were dramas and entertainment programs in rerun. The most agreed-upon opinions and needs of digital TV application viewers was usage convenience. The most common opinion on application TV (digital channels) was focused on the quality of application TV. According to the opinions and needs of the management from agencies, organization in public and private sector, state enterprise, and scholars involving in television industry, they wished to see marketing factors that relate to advertising return and other incomes.