Attitudes Toward Foreign Copyright Game Shows on Free Tv Channel of Program Viewers in the Bangkok Metropolis Zone

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ATTITUDES TOWARD FOREIGN COPYRIGHT GAME SHOWS ON FREE TV CHANNEL OF PROGRAM VIEWERS IN THE BANGKOK METROPOLIS ZONE Jackapan Witchuprapaporn1, Montajula Suvattanadilok2, Nuttawut Rojniruttikul3

Abstract: The objective of this research is 1) to study the attitudes towards foreign copyright game shows on free TV channel of program viewers in the Bangkok Metropolis Zone, and2 ) when compared with attitudes towards foreign copyright game shows on free TV channel of the program viewers in the Bangkok Metropolis zone under personal factors classification. The 400 representative samples used in the research were viewers of foreign copyright game shows on free TV channel in the Bangkok Metropolis zone and a questionnaire was applied as the study instrument. The findings of the research results indicated that the attitudes toward foreign copyright game shows on free TV channel of the program viewers in the Bangkok Metropolis zone on the aspect of content, form and value of game show, the aspect of presentation, the aspect of key role player, and the aspect of viewer participation, was at a high level for all of 4 aspects. In addition, the program viewers with different personal factors of age, educational level, occupation, monthly income and marital status, had different attitudes towards foreign copyright game shows at 0.01 of statistically significance level. Program viewers with different genders had attitudes toward foreign copyright game shows that were indifferent.

Keywords: Foreign Copyright Game Shows, Attitude, Personal Factors

1. Introduction whereas newspapers cannot respond in such At present, television media is the way, and the attractive advantage of both major communication channel of people in colors and animation; society that will recognize movement, a diversified essence, which radio, cannot possibility, content of occurred surrounding respond to in such a way. Even though the use events. The reason why television has been of Internet media has increased, it has been in the major communication channel has been a niche group of people with adequate income due to the timely and quick response to purchase such services, particularly groups advantage toward events of city people. When compared with television that has become very cheap and every home Jackapan Witchuprapaporn1, the student of Master of can currently afford, Internet services have Business Administration Program in Industrial been charged for, while there has not been Business Administration, Administration and such a service charge for television media Management College, King Mongkut’ s Institute of particularly with free TV. Due to the aforesaid Technology Ladkrabang. reason, television media can widely access all Montajula Suvattanadilok2, Assistant Professor of genders and ages of the consumers Administration and Management College, King (Nuansakul, 2007). Mongkut’s Institute of Technology Ladkrabang. Television media has been the mass 3 Nuttawut Rojniruttikul , Assistant Professor of media that has played the role and has Administration and Management College, King influenced the daily life of people, since Mongkut’s Institute of Technology Ladkrabang. television media has been the media with easy accessibility. Apart from television’ s availability, vision and sound aid

comprehension by all generations and all ages shows. Game shows can be classified into 2 of viewers, another point has been due to groups:1 ) game shows that allow the program convenience, since dressing and riding in a car participators to play games to compete for have been needed to go to see a movie or play prizes, emphasizing on the program at a movie theatre or playhouse, and a fee must participants and the viewers’ acquisitions both be paid. Moreover, television has immediacy of entertainment and essence, for example, and live shows. It has most advantages by the “ Iron Chef Thailand” program has been way that it can instantly present events in real counted as a copyright game show in the time when such events are occurring. The initial era that has penetrated the viewers can simultaneously view both vision entertainment industry market in Thailand, and sound, causing interest and participative and “ Cash Cab Thailand” program, etc. ; 2 ) feelings for the viewers in such events. game shows that allows the program The business engagement of television participants to play games to compete for stations has been highly competitive. The prizes, emphasizing the programs participants viewers can select to view different programs. and the viewers’ acquisitions for amusement Thus, it has been a business opportunity of and enjoyment such as “ Takeshi’ s Castle television program producers to produce more Thailand” program and “The Voice Thailand” programs to serve the demands of the viewers program, etc. who have given the precedence with quality There have been many types of game essence and entertainment. The television shows for viewers to select for viewing. In media has consisted of various types of TV addition, foreign copyright game shows have programs viewed by people. When discussing tended to increase every year because of the program styles of today’s TV channels, the changes in personal factors and behaviors of other program with quite a lot of interest has the consumers. Moreover, the entertainment been the " Game Show" which has been a industry market has tended to be intensely considerable power base for each channel. For competitive every year. the past period, TV programs have had more Therefore, it has been the main ratings and numbers of viewers and game concept of interest for the researcher at this shows have provided essence and time to study a survey of attitudes towards entertainment. In addition, to increase foreign copyright game shows on free TV competitive potential, the program producers channels for the viewers in Bangkok have also increasingly produced new program Metropolis zone by selecting just two styles in other types of programs such as drama programs with different presentations. The and variety, etc. A positive acceptance has been first program selected was “ Iron Chef gained from both viewers and clients who have Thailand” which is a foreign copyright game purchased advertising. show and national cooking contest. It is a Nowadays, the role of the game show program for a niche group in order to show has increased, since all television stations cooking proficiency and skill without any with free TV channels have added game prize granting in program proceedings; the shows to be a significant part of their program second is “ Takeshi’ s Castle Thailand” a schedules with more than several game shows program which is a foreign copyright game on both free and digital TV channels in show that allows the contestants to wade Thailand. Most of the game shows on the free through different barriers in order to win cash TV channels are foreign copyright game prizes. Both programs have been shows, since at present, foreign copyright distinguished in aspects of presentation and game shows have been more exotic, program styles although they have also been interesting and diversified than general game game shows belonging to a copyright holding

company. This study has been applied as a “Viewer Satisfaction on “Tueng Luk Tueng guideline for organizations to improve and Khon” Show in the Bangkok Metropolis Zone develop programs, and to enable further on Channel 9 Television Station, MCOT” has development of game shows in Thailand. been applied as a research conceptual framework of this title. The research concept 2. Literature Review and results have been applied for defining the research conceptual framework in Figure 1 2.1 Attitude Allport (cited in Paorohit, 2002: 125) Independent Factor Dependent Factor defined the meaning of attitude as the state of mental readiness occurring from experience. Attitude toward This state of readiness is the force that Foreign Copyright - Gender Game Shows determines the direction of interpersonal interaction toward relevant person, thing or situation. The attitude can be as follows: 1 ) - Age - In the aspect of occurrence from learning, culture and social content, form and - Education value of game custom, 2 ) building of feelings from self- show - In the aspect of experience, 3) both positive and negative - Occupation presentation previous experience obtained affecting - In the aspect of attitude towards a new similar thing, 4 ) - Monthly Income key role player identification of the person with self- - In the aspect of preference and adoption of that attitude to be - Marital Status viewer self-attitude. participation

2.2 Demographic Characteristics

Mass Communication is the form of Figure1 Research Conceptual Framework communication where the receiving group must be a diversified large crowd without the 3.1 Research Hypothesis necessity to be ever acquainted in the same Hypothesis 1 Program viewers with society or have mutual previous experiences. different genders have different attitudes Each receiver will have different towards foreign copyright game shows. characteristics in various aspects particularly Hypothesis 2 Program viewers with Demographic Characteristics such as age, different ages have different attitudes towards gender, education and social and economic foreign copyright game shows. status. The news receivers with different Hypothesis 3 Program viewers with characteristics will have different behaviors different education have different attitudes and interests when receiving news. ( Biagi, towards foreign copyright game shows. 2003) Hypothesis 4 Program viewers with different occupations have different attitudes 3. Research Conceptual Frameworks and towards foreign copyright game shows. Methodology Hypothesis 5 Program viewers with This research aims at studying the different monthly incomes have different attitudes affecting the viewing of foreign attitudes towards foreign copyright game copyright game shows on free TV channels in shows. the Bangkok Metropolis Zone. The research of Hypothesis 6 Program viewers with Kolinkripts ( 2 005) from the article titled different marital statuses have different

attitudes towards foreign copyright game shows. Table 1: Personal Factors

3. 2Research Methodology Gender Unit Percent - Populations and Samples Male 151 37.8 Female 249 62.2 The populations used in this study Age Unit Percent were from viewers of foreign copyright game Less than 20years 70 17.5 shows on free TV channel in the Bangkok 21 - 30years 136 34.0 Metropolis Zone. The researchers did not 31 - 40 years 94 23.5 know the exact number of the populations. 41 - 50years 58 14.5 Therefore, the calculation method for a More than 51 years 42 10.5 number of representative samples determined Education Unit Percent by applying the formula in the case of non- Certificate, Diploma - - recognition of a certain number of populations High School Certificate / 2.14 where 95% confidence was determined. The 57 Vocational Certificate total number of samples derived was 385. The High vocational 103 8.25 researchers then determined an additional Certificate number of samples of 15 samples, in case of bachelor's degree 176 0.44 higher than a incomplete return of some questionnaires. 64 0.16 bachelor's degree Therefore, the total number of samples in this Occupation Unit Percent research was 400 people. Student/College 128 0.32 student - Instrument Company Employee 83 8.20 Government A questionnaire was prepared as an 59 8.14 employee instrument that was applied by the researchers Business owner 60 0.15 for data collection in conducting this research. State Enterprises 54 4.13 It passed the check from experts and was House maker 16 0.4 issued to inquire the representative samples in Monthly Income Unit Percent different places in the Bangkok Metropolis Less than 10,000 Baht 48 0.12 Zone. 10,001- 20,000Baht 106 5.26 20,001- 30,000Baht 91 8.22 - Data Collection 30,001- 40,000Baht 94 5.23 More than 40, 000 Data collection and data search was 61 2.15 through the presentation of a questionnaire, Baht Marital Status Unit Percent which was checked and passed for quality and Single 253 63.2 then distributed to representative samples in Married 105 26.2 various places by the researchers. The Divorced / Separated 42 10.5 research data in the Bangkok Metropolis Zone Total 400 100.0 was collected by a selection from the most densely populated 4 area-divided districts of Most of the respondents were female Bangkok Metropolis and waited for return (2 .62%), being between 20-30 years of age from September 2015 to October 2015. (34%),a Bachelor’s Degree level of education (4 0.4%), a student, undergraduate or pupil for 4. Research Result an occupation (0 .32 %), a monthly income of

between 10,000-20,000 Baht (5 .26%) and a - Analysis of the Personal Factors of single marital status ( 2.63%). the Questionnaire from Respondents

- Data Analysis for Hypothesis occupations had different attitudes toward Testing foreign copyright game shows at a 0. 01 statistical significance level. Table 2: Hypothesis Testing Hypothesis 5 Program viewers with different average monthly incomes have different Personal Factor P-Value Hypothesis attitudes towards foreign copyright game Testing shows. The hypothesis testing result indicated Gender 0.431 Fail to reject that the program viewers with different H0 average monthly incomes had different Age 0.000** Reject H0 attitudes toward foreign copyright game shows at a 0.01 statistically significance level. Education 0.000** Reject H0 Hypothesis 6 Program viewers with different marital statuses have different attitudes Occupation 0.000** Reject H0 towards foreign copyright game shows. Monthly Income 0.000** Reject H0 The hypothesis testing result indicated that the viewers with different marital statuses Marital Status 0.000** Reject H0 had different attitudes towards foreign copyright game shows at a 0. 01 statistical significance level. Hypothesis 1Program viewers with different genders have different attitudes towards 5. Conclusion and Discussion foreign copyright game shows. The results of the study on attitudes The hypothesis testing result indicated toward foreign copyright game shows on free that the program viewers with different TV channel of the program viewers in genders had indifferent attitudes towards Bangkok Metropolis zone could be concluded foreign copyright game shows. and discussed as follows: Hypothesis 2 Program viewers with different 5 . T h e 1 level of attitude towards ages have different attitudes towards foreign foreign copyright game shows on free TV copyright game shows . channel of the program viewers in Bangkok The hypothesis testing result indicated Metropolis zone indicated that the attitude that the program viewers with different ages towards foreign copyright game shows on free had different attitudes toward foreign TV channel in the aspect of content, form and copyright game shows at a 0. 01 statistical value of game shows, the aspect of significance level. presentation, the aspect of key role player Hypothesis 3 Program viewers with different person, and the aspect of participation of the educational levels have different attitudes viewers, were in a high level in all 4 aspects, towards foreign copyright game shows. due to the following: The hypothesis testing result indicated T h e Aspect of Content, Form and that the program viewers with different Value of Game Shows The questionnaire educational levels had different attitudes respondents deemed that foreign copyright toward foreign copyright game shows at a game shows helped build enjoyment as well 0.01 statistically significance level. as novel and different styles from other game Hypothesis 4 Program viewers with different shows in Thailand. occupations have different attitudes towards T h e Presentation Aspect. The foreign copyright game shows respondents deemed that the system, light, The hypothesis testing result indicated color and sound of foreign copyright game that the program viewers with different shows were proper for program presentation

and telecasting date and time of foreign behavior. However, this study result was copyright game shows was proper. inconsistent with the research findings of TheKey Player Personnel Aspect. The Noottaprawee and Thoopkaew ( 2014) that respondents deemed that the expression of demographics in gender affected program opinion or viewpoint as well as tone, speech, viewing exposure behavior. manner and feeling of speakers or moderators Program viewers with different ages of foreign copyright game shows were proper had different attitudes toward foreign for program presentation. In addition, copyright game shows at 0. 01 of statistical personality, dress and use of language of significance. This was consistent with the speakers and moderators were timely assumption that viewers with different ages appropriate. For the aspect of the viewer’ s may have different program viewing participation, the questionnaire respondents demands. It could be seen from the study deemed that freedom in presenting the results, which indicated that most of the viewer’s opinion toward the program, query questionnaire respondents were between 20- of the viewer’ s opinion toward program as 30 years of age. Therefore, it might be possible well as opportunities for viewers to participate that the presentation style of the programs in foreign copyright game shows were proper. used in this study are designed for that age However, the study result was consistent with group, resulting in different attitudes toward the research findings of Jintana (2010) that the foreign copyright programs from different age attitude toward television media in overview factor’ s This study results were consistent was in moderate to high level of opinion in the with the research findings of Satawaythin general characteristics of the program in the (2003) who found that according to program aspect of program content, and in highest viewing exposure, younger people often level of opinion in the issue of emphasis on viewed new styles more than older people and content, essence, and quality more than they were often exposed to serious news more business and ethics in creative media than entertainment. This was consistent with production. the research findings of Noottaprawee and 5 . 2 The findings of the comparison Thoopkaew (2014) that the program viewers results of attitudes towards foreign copyright with demographics in different ages were game shows on free TV channel of the exposed to program views from different program viewers in Bangkok Metropolis zone means. were classified according to person factors as Program viewers with different levels follows: of education had different attitudes towards The program viewers with different foreign copyright game shows at 0. 01 of genders had indifferent attitudes towards statistical significance. This was consistent foreign copyright game shows. This was with the assumption that viewers with a inconsistent with the assumption and it might different learning environment could have also be because foreign copyright game shows different viewing demands or different such as Iron Chef Thailand Program and program viewing based on things which were Takeshi’s Castle Thailand Program have been taught or accumulated or might be due to designed with a format so that they can be interest or personal preference, causing viewed by both male and female, resulting in different attitudes toward foreign copyright indifferent attitudes toward foreign copyright game shows by people with a different game shows from different gender factors. education. However, Brook (1971) state that This study result was consistent with the people with a high education often research findings of Songsaeng ( 2013) that considerably and thoroughly made decisions male and female had indifferent exposure on any issues, resulting in more difficult

persuasion than people with a lower Program viewers with a different education. This study result was consistent marital status had different attitudes toward with the research findings of Kolinkrips foreign copyright game shows at 0. 01 of (2005) that viewers with a different education statistical significance. This was consistent had different satisfaction in overview. In with the assumption since a viewer with a addition, the research findings of single status might have different demands in Noottaprawee and Thoopkaew ( 2014) the selection of program views from people indicated that demographics in the aspect of who are divorced or married marital status. It educational level still affected the views of the might be due to different livelihood, way of program viewers. People with a high life or performed activity. This study result educational level would be participative in was consistent with the research findings of viewing programs more than people with an Dedkaew ( 2 001) that people with different educational level of a Bachelor’s degree and marital status viewed different television below Bachelor’s degree. programs. Program viewers with different occupations had different attitudes toward 5.3 Recommendations foreign copyright game shows at 0. 01 of According to the research results on statistical significance. This was consistent attitudes toward foreign copyright programs with the assumption that the occupation of on free TV channel of the program viewers in each person could cause different demands or the Bangkok Metropolis zone at this time, limitations including taste in the selection of business entrepreneurs related to foreign program styles, possibly due to the limitation copyright game shows on different free TV of working hours or society and livelihood. channels or relevant agencies could apply the study results as follows: However, this study result was also consistent with the research of Kolinkrips ( 2005) that 1. According to the study, the findings viewers with different occupations had indicated that according to the opinions of the different satisfaction toward program views in questionnaire respondents in attitudes all aspects. towards foreign copyright programs on free TV channels of the viewers in the Bangkok Program viewers with different Metropolis zone, the questionnaire monthly incomes had attitudes toward foreign respondents gave high precedence in all of 5 copyright game shows at 0. 01 of statistical aspects. Therefore, the business entrepreneurs significance. This was consistent with the of foreign copyright game shows on free TV assumption since monthly income has been channels should develop in the aspect of the determinant of economic and social status. content, form and value of game shows both The viewers with different economic and in the aspects of presentation and key role social status both in the aspects of occupation playing persons to maintain standards as well and income affected viewers to have different as develop new styles in order to enhance media exposure environments. Nevertheless, attractiveness to viewers and increase this study result was also consistent with the participative promotion of viewers such as research of Kolinkrips ( 2005) that viewers SMS delivery to push forward various with different incomes had different privileges. satisfaction with program views in all aspects. 2 . More communication and Moreover, the research finding of Songsaeng publications should be executed with social ( 2013) described that monthly income was online viewers since from the study the positively related to the viewer’ s attitude findings indicated that the viewers perceived toward the fun channel. news via programs besides television as the first order. The second order was entirely from

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