THE SATISFACTION OF WATCHING DIGITAL TV TOWARD ANALOG TELEVISION SYSTEM TERMINATION AT PHO CHAI DISTRICT ROI-ET PROVINCE

Abstract

The purposes of this research were to study people’s gratification to watch digital television at Pho Chai district, Roi-Et province. This area was selected to terminate analog television on the first group of Roi-Et province. The quantitative data from people who have television at home were analyzed by using 5% of research sample (2862, people) from total population at Pho Chai district (58,316 people) and the research sample consisted of 1,415 males and 1,447 females. The research method was simple random sampling using statistical program to evaluate and analyze the frequency, percentage, mean and standard deviation.

The results presented with gratification level show that 1) 1,713 people (59.85%) of Very gratified, 838  people (29.28%) of Gratified, and 220 people (7.69%) of Partly gratified are presented as gratification to watching digital TV respectively 2) 1,386 people (48.43%) of Very gratified, 707  people (24.70%) of Gratified, and 393 people (13.73%) of Partly gratified are presented as gratification to set-top-box installation service respectively 3) 1,426 people (49.83%) of Very gratified, 705  people (24.63%) of Gratified, and 416 people (14.54%) of Partly gratified are presented as gratification to clear television picture screen and more quality sound respectively and 4) 1,286 people (44.93%) of Very gratified, 1,107  people (38.68%) of Gratified, and 340 people (11.88%) of Partly gratified are presented as gratification to receive all signal coverage respectively.