Kesan Motivasi dan Akses Terhadap Kemahiran Digital Pengguna Media OTT Penyiaran Awam Malaysia

Mohd Zaidi Abu Seman, Wan Amizah Wan Mahmud, Muhammad Adnan Pitchan

Abstract


Seiring dengan arus cabaran dunia penyiaran kini, RTM menerusi perkhidmatan penyiaran berteraskan digital, memanfaatkan teknologi perkhidmatan media over-the-top (OTT) untuk jangkauan audien yang maksimum. Kajian ini memilih satu medium baharu OTT hasil inovasi dari gabungan Internet dan televisyen iaitu RTMKlik bagi menilai kesan motivasi dan akses fizikal terhadap kemahiran digital pengguna media OTT penyiaran awam di Malaysia.  Kajian ini juga  bagi memenuhi keperluan informasi dan trend semasa penonton serta pendengar setia RTM. Dengan peningkatan akses jalur lebar tetap dan mudah alih tanpa had telah meningkatkan pertumbuhan dan persaingan media OTT bagi mendapatkan audien. Sehubungan itu, melalui hasil kajian ini ia dapat mengenal pasti jurang digitalisasi peringkat pertama dari segi motivasi dan akses fizikal terhadap kemahiran digital pengguna media OTT RTMKlik. Kajian ini menggunakan Teori Jurang Digital dan kaedah survei melalui borang soal selidik secara dalam talian untuk mendapatkan maklumbalas. Data dikumpul dan dianalisis secara deskriptif dan inferensi dengan menggunakan Statistical Packages for Social Science (SPSS) versi 23. Hasil kajian menunjukkan bahawa pengaruh jurang digitalisasi yang dikaji mencapai tahap signifikan positif yang kuat pada nilai p=0001 dengan kemahiran digital pengguna media OTT penyiaran awam. Analisis regresi membuktikan bahawa pengaruh jurang digitalisasi menyumbang 62.1% kepada kemahiran digital yang mempengaruhi pembolehubah bersandar.

 

Kata kunci:  Motivasi, akses fizikal, kemahiran digital, media OTT, RTMKlik.

 

https://doi.org/10.17576/JKMJC-2023-3903-19


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References


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