FACULTY OF COMMUNICATION AND MEDIA STUDIES

BACHELOR OF MASS COMMUNICATION (HONS.)

(BROADCASTING)

COM410
INTRODUCTION TO COMMUNICATION AND MEDIA STUDIES

PREPARED FOR:
MR. AHMAD SYAKIR SALMAN BIN SALLEH @ ABDUL LATIF

GROUP WRITTEN REPORT:

TELEVISION

GROUP:
N5MC2431A

PREPARED BY:

STUDENT’S NAME STUDENT’S ID

1. NOR AZEERA BINTI ADAM 2022493978

2. ADAM BIN ALEWI 2022615728

3. KU DINIE SYASYA BINTI KU DAHALAN 2022601898

4. WAN AMMAR AZIQUE BIN ABDUL RAZAK 2022844572

5. NUR AFIFAH BINTI WAN MANSOR 2022856312

SUBMISSION DATE:
10 FEBRUARY 2023
 ACKNOWLEDGMENT

First and foremost, we thank Allah S.W.T., the Almighty, for his guidance, mercy,
and blessings in providing us with the strength to finish this task successfully. Even
though we encountered some challenges, we were able to complete it on time.

We had to enlist the assistance and guidance of a few well-respected individuals

in order to complete our task, and we owe them our deepest appreciation. We are quite
pleased with the outcome of this proposal. We'd like to express our gratitude to Mr.
Ahmad Syakir Salman Bin Salleh @ Abdul Latif, our lecturer in Introduction to
communication and media studies (COM410), for providing us with suitable assignment
guidance during multiple consultations.

Without the effort and cooperation of our group members, we will be unable to
finish this job. With our entire devotion and responsibility, we always strive hard to
create a decent assignment.

Finally, we would like to express our gratitude to our parents for always assisting
us when we needed it and supporting us psychologically and physically not just during
this work but throughout this semester's academics. We appreciate everyone's
assistance in completing our work, both directly and indirectly.

2
 TABLE OF CONTENT

Introduction........................................................................................................4-5
- Overview
Content..............................................................................................................6-10
- Literature review
Findings.............................................................................................................11-16
-Baby boomers
-Generation X
-Generation Y
-Generation Z
Conclusion.........................................................................................................17
References........................................................................................................18-20
Appendix............................................................................................................21-22

3
1.0 INTRODUCTION

Due to changes in consumer behavior and technological improvements, the

television industry has seen considerable changes in recent years. In the television
industry, some significant changes include an increase in streaming. Traditional
television broadcasters and cable companies have suffered a drop in audience and
income due to the advent of streaming services like Netflix, Amazon Prime Video, and
Disney. A broader selection of material, on-demand viewing, and the flexibility to watch
television on any device, anywhere, at any time are all features of streaming services.
Next, the demise of linear television. On-demand viewing is taking the place of live
television, which requires viewers to tune in at set times.

The way television content is created and transmitted, as well as how advertisers
contact their consumers, have changed as a result of this transformation. The
development of smart TVs. The popularity of smart TVs, which can connect to the
internet and provide access to streaming services, has altered how people watch
television. Viewers of smart TVs have access to a variety of content sources, such as
streaming services, live TV, and platforms for video-on-demand. In order to draw and
keep users, numerous streaming services have increased the development of original
content by producing their own TV episodes and films. This has ushered in a new era of
television, one where viewers are no longer constrained by the offerings of their local
cable provider, but rather have access to a wide variety of programs from across the
globe. In addition, the TV business is adopting new technologies to the expansion of
streaming, including 4K and 8K resolution, virtual and augmented reality, and smart TV
capabilities that let users access the internet, social media, and other online services
right through their TVs.

Moreover, the expansion of OTT marketing. As more and more people switch to
streaming for their television programs, over-the-top (OTT) advertising, which is
advertising on streaming services, is becoming more and more popular. OTT
advertising offers more interactive and interesting content for consumers while enabling

4
advertisers to target particular audiences. On top of that, addressable TV's adoption.
The use of addressable TV, which enables targeted and customized TV advertising, is
rising. This technology enhances the effectiveness of TV advertising for both brands
and consumers by delivering more pertinent and interesting adverts to viewers. In
summary, the television industry is undergoing significant changes as a result of
advances in technology and changes in consumer behavior. These changes are leading
to new opportunities for content producers, advertisers, and viewers.

5
2.0 CONTENT

Literature review of media (television) consumption practices of generational

differences.

The terms "media consumption" and "generational differences" relate to how

various media, including television, the internet, and social media, are accessed and
used by distinct generations. Every generation has distinct media consumption
preferences, routines, and attitudes that are influenced by their life experiences and the
technology that was accessible to them at the time.

For instance, those who were born between 1946 and 1964 are more likely to
watch television and listen to the radio than they are to use social media extensively. On
the other hand, millennials (born between 1981 and 1996) and members of Generation
X (born between 1965 and 1980) are more likely to use social media and the internet to
access a larger variety of media and are frequently more tech-savvy. Often referred to
as "digital natives," Generation Z (born 1997 and later) is the first generation to have
grown up with the internet and social media as a major part of their everyday life. They
consume a lot of digital material and are quite active on social media.

Every generation in terms of media has its own advantages and disadvantages.
Baby boomers, for instance, are frequently adept at producing and consuming
conventional media, such as television and print, but they could struggle with new kinds
of digital media. While millennials are frequently credited for helping to pioneer the use
of social media and mobile devices, Generation X is noted for its versatility and capacity
to use a variety of media. Digital media creation and consumption are expertly mastered
by Generation Z, who are also more inclined to use media for activism and social
change.

6
 There are noticeable age-based variances when it comes to watching television.
According to Bury (2018), nearly all viewers under 30 (94.34%) watch television online,
while barely 20% of those over 60 do so, despite the fact that two-thirds of them have
used a computer for that purpose. Since 2003, when social media was still a relatively
new phenomena, it was clear that kids were utilizing the Internet in a different way than
their parents. While the Internet is usually thought of by adults as the World Wide Web,
children view it as email, chat, and games, where they are already content creators,
according to Livingstone (2003; 15–16). Additionally, Web 2.0 has made it possible for
viewers to distribute audiovisual material in a variety of ways. While consuming it,
people could publish it concurrently to their social media accounts, provide comments,
and generate discussion about it.

The older generations has a variety of behavioral traits that are visible in many
spheres, including work attitudes, information reception, and entertainment, which alter
their social patterns and in turn how they consume audiovisual content (Kapoor and
Solomon 2011; Reisenwitz and Iyer 2009; Sweeney 2006). Even while millennials have
embraced technology and are at ease with the shift, they nevertheless uphold a number
of conventional views, such as consumers' opposition to online shopping (Moore 2012).
As stated by Jenkins et al. (2009, 5) sharing digital content is a form of participatory
culture; it is "a culture with relatively low barriers to artistic expression and civic
engagement, strong support for creating and sharing one's creation." However, people
interact with the content they consume and share it with their community.

According to studies, older generations still prefer to watch live shows and sports
broadcasts on television, despite the fact that traditional television viewership is
declining (Geraci and Nagy, 2004). This is another tendency that millennials exhibit
(Anatole 2012). Contrarily, post-millennials are content with the stuff they may discover
online (such as on YouTube) and do not utilize the conventional tiny screen as a
starting point (Newman 2016). It's all about us, and multitasking are two more behaviors
that are seen as common for other generations (Tennant 2012). On this basis, they
keep a second screen (such as a tablet, smartphone, etc.) close at hand even if they

7
seldom ever watch television. Their multitasking habits help to explain this finding in
part. Since 2001, this multiscreen watching behavior has been noted (Barkhuus and
Brown 2009: 15). Hess et al. (2011) claim that viewers utilize a second screen to find
out more details about the show they are viewing and/or to interact with friends who are
concurrently watching the same show in a different location.

Numerous academics contend that these new watching patterns have also
affected how television is used in society as a social glue (the "watercooler effect")
(Barkhuus and Brown 2009; Harrison and Amento 2007; Putnam 2000; Stelter 2010).
Although they originally referred to older generations' early internet watching habits,
water cooler talks later appear to have been tied to social networking spaces, and both
the location and the structure of conversation have altered. Without a set television
schedule, it is impossible to watch the same programs simultaneously, which results in
the loss of content consistency (Putnam 2000). However, from a different angle, VOD
watching patterns support the digital watercooler effect. On "must-see television,"
viewers may join in discussions both online and offline. If some of these conversations
had not been earlier on the watching schedule, they could have been missed (Matrix
2014). This indicates that they utilize watching to have fun, be a part of a group, and/or
keep up with friends' viewing preferences. This can result in the emergence of
audiences that are similar across borders (Schewe and Meredith 2004).

The audiovisual sector is looking for fresh ways to adapt to these shifts. When
creating new types of audiovisual content, the millennial generation's traits described
above are taken into account. The "ingredients" of the new era of television production
include participatory cultures, multitasking behavior, and the younger audience's
demand to consume just certain types of information. In addition to the viewing
environment, storytelling strategies are also evolving. The limitations of traditional forms
of storytelling are broken down by new forms of digital storytelling, which forces
journalists to adapt by learning to use new technologies like virtual reality to convey
their tales (Pavlik and Pavlik 2017). Such a format is the 21st-century Interactive

8
Documentary format (i-Docs), in which the viewer has a position inside the artwork and
takes part actively (Aston and Gaudenzi 2012).

According to Herrero and Garca (2016, 414), "in the interactive setting, by
promoting user interpretation, the documentary's director relinquishes some control over
the narrative discourse. Comparatively speaking, the term "i-doc" is broader than "web-
doc," which, according to Podara (2013), "is the documentary film (linear or not) that
uses as narrative tool supported by web facilities (photos, text, music, graphics, and
video game techniques); the viewing platform is the Web and the storytelling is
developed by the active participation of viewer, who is also a user." Although the web
serves as the primary platform for I-docs, other digital platforms (multi-platform, cross-
media, and transmedia proposals) that support interactivity and make use of additional
formats like apps, books, and television are also eligible (Aston and Gaudenzi 2012;
Herrero and Garca 2016). Given that it contains more immersive and interactive models
that can broaden the range of content forms and modalities, it is an area that offers new
opportunities for "experiential storytelling" and "alternative realities" (Aston 2016; Pavlik
and Pavlik 2017).

These works use a variety of storytelling techniques, primarily simulation,

gaming, virtual reality, and narrative exploration (Pavlik and Pavlik 2017). Several
software tools are made available to potential creators3, but as Munday (2016) notes,
since the watching pattern is entirely different, "one of the most challenging procedures
in the making of an interactive documentary will be attempting to figure out what to do
with it after it's ready." This new genre is replicated and promoted on social networks,
which also provide users the option to customize their experience by adding some of
their personal information from their accounts (Herrero and Garca 2016).

Although post-millennials are the first generation to truly be digital natives and
the generation that spends almost constantly online, they use technology differently
than older generation do. Older generations and post-millennials share many
similarities, especially when it comes to practices that are enhanced by technology

9
(Berkup 2014). Their existence is more closely tied to the digital and electronic
environment since they were raised using social media (Singh and Dangmei 2016). As
stated by Berkup (2014; 224), "they play Internet-based games, socialize on the Internet
environment, prefer to be online 7/24, obtain information from the Internet, and
continually share things." They not only consume but also produce information.
However, for them, the social applications of the Internet represent a fresh development
of everyday human interaction (Boyd 2014). Instead, then using Facebook and Twitter
to showcase their life to the world, it is mostly a means to stay in touch with pals
(Taipale 2016; Linnes and Metcalf, 2017). They may also carefully manage their identity
and only divulge information that they want other people to know about them (Seemiller
and Grace 2019).

Their short attention spans and propensity for multitasking, which involves being
interested in and expanding on many topics at once, can be used to distinguish them
from other news consumers. They exhibit a variety of media habits as a result of their
synchronized consumption patterns and multiplatform dissemination (Casero-Ripollés
2012). They were raised in a society where there were television programs that could
not only be accustomed to browsing a range of online TV platforms and gadgets, and
they watch television in a physical television set with on-demand material (Patch 2018).
Studies show that post-millennials may spend more time on Netflix and YouTube than
they can on traditional TV since the majority of post-millennials refer to "viewing
television" as streaming internet material (Seemiller and Grace 2019). They utilize
watching films for both amusement and knowledge purposes. They watch many types
of moving pictures on various devices, and they also create their own audiovisual
materials in a variety of shapes and formats (Fanchi, Schneider, and Strauven 2018).
Youth must learn media literacy, as Boyd (2014:181) puts it. They must be able to
examine how certain media artifacts were created and disseminated when they interact
with media, whether as consumers or creators.

The literature on media consumption and generational disparities, in conclusion,

emphasizes the complexity and diversity of human interaction with media. We can

10
better comprehend how the media affects our lives and how it forms our identities and
cultural experiences if we are aware of these distinctions.

3.0 FINDINGS
3.1 BABY BOOMERS

Mr Ahmad Bin Ibrahim is a president of Persatuan Pengarah Filem Malaysia

(FDAM). He is also known as Mat London. He was born at Selama, Perak. He was born
on 16th September 1949 which makes him 74 years old this year. When he was born,
there was no television at that time. The only medium they have was radio. Later, in his
late 20s, that was the time when television was invented in Malaysia.

He mentioned that in that era there was no color on television. He frequently

went to any houses in his village that had television and paid them 10 cents to watch a
show because he was born in a very poor family. To get the entertainment and to watch
television, that is the only way that he could do. He sat on the floor and watched
television with his friends and families. At that time, the only television channels that
were available were RTM 1.

Mat London then moved to London when he was teenager and observed that
London is more advanced than his hometown at that time. He finished his studies, came
back to Malaysia and started to work at tv stations. He then could afford buying
television by himself using his own money for him and his family to watch. He said he
was the first user of astro at his apartment back then even though the cost to subscribe
to astro at that era was a little bit expensive.

He then said he was so happy as he grew older, he appreciated the technology

even more because back then when he was younger, he could not experience such
entertainment. He also involved himself in the industry and that made his eyes open
and gave him chances to discover even more.

11
3.2 GENERATION X

Dato’ Professor Dr Abdul Razak Mohaideen, was born on 22 January 1965. He is

a director and also a lecturer. He was born in Pulau Pinang. According to what he said
in the interview, he came from a poor family, so he kept his own money to buy a
television. He said that the first time his family bought a television was when he was at
form 3 and he was very happy at that particular time he could enjoy watching all the
motion pictures rather than watching wayang pacak. Wayang pacak is the
entertainment at that time where they put on a screen and turn on the projector and it’s
like a cinema concept for all the villagers to watch.

Razak Mohaideen also stated in the interview that because of his poor
background, he went to his friends’ houses to watch all the television programs that he
liked at that time.

In his 20s, he mentioned that the only television channel that was available was
RTM 1 then RTM 2. He was so happy and excited when he found out that there is color
invented on television because back then, television was only displayed with black and
white. Razak Mohaideen said color television made him excited because he could
appreciate our technology. He also said that time changes from what he experienced
when he was a child and what he experienced now.

12
3.3 GENERATION Y

Mr Izzuan Daini is a senior lecturer. He was born in Bagan Serai, Perak, at the
age of 38. He stated, "I was born when television was already accessible," implying that
he was not overjoyed that the television was around. It had become customary for a
family to assemble around the television to watch television. He recalls his mother's first
television purchase. The television has just five buttons on the side, and it is tiny and
does not have a remote control. You must manually adjust the channels. He stated that
in order to receive the signal, the antenna must be adjusted. He is unsure about the
television pricing because he is still young. The first television brand that his mother
bought was Panasonic, after a long time his family decided to buy a new television
called Sharp. He was so happy and watched every movie or series that had been
presented. Unfortunately, he said he could not choose movies or series to watch at that
time, he basically watched whatever was presented.

A lot of different experiences as a child and teenager compare with your

television experience now. When you are a teenager you have the option to choose
what you want to watch. Back then, we had no option to choose what we want to watch
and if we miss the stories, we will miss them. No chances to repeat it. Nowadays we
can record. Old days there was no recording or we could repeat the stories whenever
we wanted to watch. Old days there were only limited Channels such as TV1, TV2 and
TV3.

Cable and satellite television differ in areas other than how they distribute
television programming. Cable TV is less susceptible to weather, although it is often
more expensive than satellite TV service. Cable may be a better option for renters and
those who do not want to sign a long-term contract. Bad weather can affect satellite TV

13
signals, although it is usually less expensive. Cable and satellite TV service availability
varies as well; cable TV is only available in places where carriers offer service (which
frequently excludes rural areas or new settlements in the suburbs), but satellite TV is
available anywhere a dish can be positioned to face south. Furthermore, the
government owns Radio Televisyen Malaysia (RTM), a national television network.
National television is a free-to-air (FTA) television transmission station owned and
operated by the government for information, education, and cultural programming.

14
3.4 GENERATION Z

For the generation z, in this assignment we have chosen someone who is

involved in the film, and television industry, the name that has been given is Muhammad
Danial Bin Jamaluddin. He was born at Kota Damansara, Petaling Jaya, selangor.
During the interview, he stated that, “he was born at Kota Damansara and it was always
been his hometown. In the interview, he stated that he is someone who was born with
television, and he has always been fascinated with how and why the existence of
television existed. He is a professional videographer and recently, just became an
assistant producer. He said that he is grateful for having the privilege of having a
television. The next question that has been stated in the interview, we ask about the
price of the television, he said, during his time, the television has been sold in price
range of RM600 to RM800 ringgit.

The next question is, what was the reason for purchasing the television? He
stated that he is grateful, that he has the privilege to have entertainment in the house,
he said that, whenever he has the chance to watch any channel that he wants and
whenever he does get the chance, he has always been fascinated with how to produce.

The next question is, how a television can change the way or situation in the
house, he replied that, the best programed was in the time of 7.00 - 8.00 pm, which are
the peak time of television, he loved to watch doraemon, or Shin Chan whenever he
had the time for it. He said, by the time of watching the television, he saw that every
family member will be together and have a moment together, since it is kind of heart to
find a perfect time to be together and connect with each other. In addition to that, he
also said that, if the television is not being turned on,it will feel like something is wrong

15
or it will be odd or off. He said, in his time, the biggest sponsor that can be found in
sponsorship is RTM, TV3, and T.M. Which stands for Telecom Malaysia. The next is,
how and why you choose to subscribe to a satellite or cable. He said because he
wanted to keep up with the digitalization of the modern way of television watching. He
also said that in modern times television is more convenient. For the next equation is
relating to the television channel itself, which are who are the people that are in charge
of the television company. He stated that he was not aware of it, since he is still not that
into the media industry.

16
4.0 CONCLUSION

In conclusion, based on the interview that we made, every category has a

different stage of experience in television. The impact of the media, particularly
television, has been felt differently by each age. The Baby Boomer generation (born
between 1946 and 1964) grew up while television became increasingly popular as a
source of entertainment and knowledge. They witnessed the introduction of color
television and the growth of live broadcasts of significant events like the moon landing.
The culture and morals of the Baby Boomer generation were significantly influenced by
television.

Next, Generation X which are the people who were born between 1965 and 1980
were a part of the development of cable television and home video equipment like VHS
tapes. As cable networks grew, they saw how traditional broadcast television gave way
to more specialized content. Compared to earlier generations, this generation had a
wider range of television viewing preferences. Millennials, or Generation Y, are the first
generation to have grown up with the Internet and the development of digital
technology. They were born between 1981 and 1996. They are renowned for using
social media and favoring on-demand content over traditional linear television
scheduling. This generation is distinguished by its preference for customization and
capacity for multitasking across numerous media platforms.

Furthermore, Generation Z. The first generation to have grown up with

smartphones and tablets as part of daily life is Generation Z (born 1997–2012). They
enjoy short-form material and consume it in a constantly connected, on-demand

17
environment through platforms like TikTok and Instagram. They use social media
extensively and are renowned for actively influencing internet trends and culture. In
conclusion, each generation has had a distinct experience with the development of
mass media, especially television, depending on their cultural and technological
background.

5.0 REFERENCES

Podara, A., Matsiola, M., Maniou, T. A., & Kalliris, G. (2019). Transformations of
television consumption practices: An analysis on documentary viewing of
millennials. Particip. J. Audience Recept. Stud, 16(2), 68-87.
Wada, H. (2019). Media consumption trends: Comparing millennials and Generation Z.
In Proceedings of the 15th International RAIS Conference on Social Sciences
and Humanities (pp. 58-65). Scientia Moralitas Research Institute.
Wada, H. (2019). Media Consumption Trends: Comparing Millennials and Generation Z.
Ceeol.com, 58–65. https://www.ceeol.com/search/chapter-detail?id=819737
Baby boomers
Mr Ahmad Bin Ibrahim

18
Generation X
YBHG. Dato’ Prof.Dr. Abdul Razak Mohaideen

Generation Y
Mr Izzuan Daini

19
Generation Z
Muhammad Danial Bin Jamaluddin

20
6.0 APPENDIX

Screenshot 6.1: An interview with baby boomers

(Mr Ahmad Bin Ibrahim)

21
Screenshot 6.2: An interview with Generation X
(YBHG. Dato’ Prof.Dr. Abdul Razak Mohaideen)

Screenshot 6.3: An interview with Generation Y

(Mr Izzuan Daini)

22
Screenshot 6.4: An interview with Generation Z
(Muhammad Danial Bin Jamaluddin)

23