• Rendra Widyatama Department of Communication Studies, Universitas Ahmad Dahlan
  • Suranto AW Prodi Ilmu Komunikasi, Universitas Negeri Yogyakarta
  • Maizatul Haizan Mahbob University Kebangsaan Malaysia



Determinant factors, TV Audience, Choosing TV Channels, Disruptive Era


This qualitative research article aims to explain the determinant factors that influence viewers to choose TV's channels in the disruptive era. In the period triggered by the increase of the internet and digital technology, many innovations emerged, potentially disturbing and destroying the old system. Loyalty in the broadcasting industry of the disruptive age is temporary and can change quickly. Viewers effortlessly change their TV channels according to their interests and desires. Therefore, TV managers have to pay attention to various factors on TV's audience to choose TV channels. These determinant factors occupy a prominent position among TV station managers in Indonesia and around the globe as an essential contrive to grab the attention of TV viewers. Primary data was dig using the focus group discussion (FGD) before the Covid-19 pandemic occurred. The authors conducted five FGDs involving 9-12 participants in each FGD. This research found that there are 23 determinant factors influencing audience in choosing TV channels in the disruptive era. The 23 factors are divided into four categories namely, TV program content, audience's purposes, corporate action, and community influence. The conclusion is, from four determinants factors, the range of TV content comprises the most varied category. In contrast, community influence factor occupies the last position with one variation.


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Author Biographies

  • Rendra Widyatama, Department of Communication Studies, Universitas Ahmad Dahlan
    I am a lecturer in communication science at UAD. My research interests are related to mass media, social media, advertising, business communication, health communication, and gender.
  • Suranto AW, Prodi Ilmu Komunikasi, Universitas Negeri Yogyakarta
    Prof. Dr Suranto Aw, MPD, MSI is a Professor in the Field of Communication Program Evaluation, Department of Communication Science, FIS UNY.
  • Maizatul Haizan Mahbob, University Kebangsaan Malaysia

    Maizatul Haizan Mahbob is a senior lecturer at the Center for Media and Communication Studies, Faculty of Social Sciences and Humanities, UKM. Her areas of expertise are development communication and organizational communication. Her research interest is acceptance of innovation and behavioural communication.

    Maizatul Haizan Mahbob has a background in political science (B.A. in Political Sciences) from Universiti Kebangsaan Malaysia, human resource development (M.Sc in HRD) from Universiti Putra Malaysia and communication (PhD in Communication) from Universiti Sains Malaysia. These three fields of knowledge are related to persuasion, motivation and communication, which makes her specialize in behavioural communications that can be applied across multiple fields such as political communication, health communication, development communication as well as organizational communication.


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