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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 CORE Metadata, citation and similar papers at core.ac.uk Provided by Assumption Journals 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 51 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 52 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
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