Life Science Journal 2014;11(6)

Transcription

1 A Stuy of Joranians Television Viewers Habits Hani H. Al-Dmour, Muhamma Alshurieh 2, Sa'a Salehih 3. Marketing Department Faculty of Business, The University of Joran. Amman Joran, 2. Marketing Department Faculty of Business, The University of Joran. Amman Joran, 3. Engineering Department -The University of Joran, Amman Joran, Abstract This paper presents the results of a fiel stuy that was carrie out to explore Joranians television viewers habits. The stuy classifie the viewers into three groups: viewers of terrestrial channels only, viewers of satellite channels only, an viewers of both terrestrial an satellite channels. The results of the stuy showe that all three groups ha similar househol size, eucation level, an similar preference towars watching Chilren, Family, Movies, an News channels. The stuy foun that there is a significant percentage that statistical ifference between the three groups in terms of the househol income, an preference towars viewing Religion, Sports, Music, an Business channels. Furthermore, the stuy assesses the level of satisfaction with current TV services available to Joranians. It was foun that about 70 of the responents are satisfie with current satellite channels that they receive, while only 25 of the responents are satisfie with the current terrestrial channels they receive. Finally, the stuy investigates the probability of Joranians subscribing to Pai-TV services, an foun out that about 9 of the responents are likely to subscribe to pay-tv. [Hani H. Al-Dmour, Muhamma Alshurieh, Sa'a Salehih. A Stuy of Joranians Television Viewers Habits. Life Sci J 204;(6):6-70]. (ISSN: ) Keywors: TV viewing preference; Joran; Terrestrial Channels; Satellite TV; Pay-TV. Introuction Television services are currently elivere to iniviual househols in Joran through the use of two primary technologies: Over-the-Air (OTA) broacasting which can be receive using antennas, an Direct Broacast Satellite (DBS) which is receive using satellite receivers. The two services eliver ifferent types of channels an programs. Over-the-air broacasting elivers what has become known as terrestrial channels that are mostly state owne (either locally or by neighboring countries). These terrestrial channels usually focus on local news an airs locally prouce programs, in aition to airing general entertainment programs such as movies, music, an sports events. On the other han, irect broacast satellite service elivers satellite channels which inclues both privately an state owne channels. Some satellite channels are consiere to be quite generic an air general entertainment programs that inclue talk shows, TV series, movies, music an sports. While there are other channels that broacast only one genre such as news channels, music channels, sports channels, chilren channels, an movies channels. It shoul be note here that there is a consierable number of satellite channels that are state owne. Such channels are consiere an extension of the current terrestrial channels operate by some states. Joranian television viewers experience with satellite TV coul be trace back to the nineties when ARABSAT was opene for commercial use, followe by NILESAT 2. The number of channels available to Joranian satellite television viewers increase from a hanful of channels to more than 400 channels. The percentage of satellite TV viewers in Joran has rapily increase to reach about 90 of the population (MEB Journal, 2005). This increase is ue at least in part to the fact that Joran has no law banning or limiting the sale or use of equipment for receiving satellite transmissions. Another contributing factor is the availability an low price of satellite ishes in the local marketplace. For example, the price of a meium-size receiver fell from approximately,000 Joranian Dinars (JOD) or,400 USD in 995 to approximately 70 JOD or 30 USD in 20. Satellite television services offere to the Joranian market are either free-to-air TV channels, or pay-tv channels such as Orbit, Arab Raio an Television (ART ), an ShowTime. Although, pay-tv networks have been operating in Joran since the mi-nineties; recent estimates inicate that only about 4.6 of Joranians subscribe to pay-tv (MEB Journal, 2005). The current situation of Joranian television market raises the interesting question of whether there The first Arab regional satellite 2 The first Arab satellite owne by a single country, Egypt 6

2 is a ifference in viewing preferences among househols that rive the iffusion of satellite television, or whether traitional economic factors such as price an househol income are more important. This paper aims to she light on this issue by comparing the viewing patterns an preferences of three groups of viewers: viewers of terrestrial channels only, viewers of satellite channels only, an viewers of both terrestrial an satellite channels. Furthermore, this paper will compare Joranians satisfaction level of terrestrial an satellite channels. Finally, the paper will explore the potentials of pay-tv market in Joran by estimating the probability of subscribing to pay-tv. 2. Objectives of the Stuy The current situation of Joranian television market raises the interesting question of whether it is ifferences in viewing preferences among househols that rive the iffusion of satellite television, or whether traitional economic factors such as price an househol income are more important. This paper aims to she light on this issue through achieving the following objectives: I. Compare the viewing patterns an preferences of three groups of viewers: viewers of terrestrial channels only, viewers of satellite channels only, an viewers of both terrestrial an satellite channels. II. Compare Joranians satisfaction level of terrestrial an satellite channels. III. Explore the potentials of pay-tv market in Joran by estimating the probability of subscribing to pay-tv. 3. TV Viewing Preferences Moeling The literature relate to moeling the viewing preferences of TV viewers is mainly base on US ata. For example, a number of researchers have moele viewing choice an programming, both at the micro level using iniviual ata, an at the aggregate level using ratings ata (For example, Gensch an Shaman, 980; Gensch, 980; Rust an Alpert, 984; Rust, 986; Rust an Eechambai, 989; Rust et al., 992; Tavakoli an Cave, 996; Shachar an Emerson, 2000; Goolsbee an Pertin, 2004; Yuan an Webster, 2006). As for the rest of the worl, the amount of research ealing with viewing preferences is not as intensive as the US; nevertheless, a few researches aresse the viewing patterns in ifferent parts of the worl; for example, Hara et. al (2004) categorize the Japanese TV viewers base on program genres they watch, Choong-Ryuhn, an Kim (2002) ientifie TV viewer segments in Korea, Fam an Waller (2006) investigate TV viewer attitues in five Asian cities (Hong Kong, Shanghai, Jakarta, Bangkok an Mumbai). The issue of moeling the viewing preferences of television viewers receive a limite attention in the Arab worl incluing Joran. This lack of interest coul be referre to several factors such as the lack of creible television ratings, an the lack of competition between television stations that use to operate in the region before the rapi iffusion of satellite TV begins. It is expecte that viewing preferences will get more attention in the future as the competition between television stations increases. Nevertheless, there exists a consierable amount of research relate to television viewing that mainly focuses on iscussing the cultural an political impact of satellite TV channels. For example, Ayish (2002) iscusse the political communication patterns taking shape on Arab worl television. Kraiy (2002) analyze the role playe by satellite television in integrating the Arab worl into the global community. Some scholars such as Gulovsen et. al. (2005), Deuze (2006) focuse on the relationship between culture an meia usage. Galal (2005) stuie the chilren s religious programs broacaste by Arab satellite channels. Shaheen (2002) stuie the evelopment of new meia in Egypt. Mansour (2002) stuie the effect of television commercials on consumer behavior in Joran. As far as the authors are aware, there is no publishe research work that investigates Joranians television viewers characteristics. Therefore this paper aims at exploring the viewing preferences of Joranians viewers. Furthermore, this paper compares the viewing patterns of terrestrial an satellite television channels in Joran. 4. Moeling Joranian s TV Viewers Preferences Joranians have many channels available to watch. The transmission of these channels is receive through either antennas or satellite receivers. Antennas are mainly use to receive a limite number of terrestrial channels. While satellite receivers are use to receive a wier range of channels that are transmitte through satellites, these channels inclue both Free-To-Air (FTA) channels, an encrypte channels (Pay-Tv). The number of channels offere is extremely large an excee 400 channels in the case of satellite channels. These channels vary in terms of the content they broacast; some channels are specialize in one program genre such as sports, or movies. Other channels offer a wie variety of program genres. The channels available to Joranians can be classifie base on the type of program genres offere into: A fiel stuy was carrie out to investigate the viewing preferences of Joranian television viewers. More precisely the stuy aime at profiling an comparing the viewing patterns an characteristics of three istinct groups of television viewers in Joran; namely: viewers of terrestrial channels only, viewers 67

3 of satellite channels only, an viewers of both terrestrial an satellite channels. The research question investigate was: is there a ifference in terms of the viewing preferences between the three groups of viewers, an what are the major characteristics of those viewers. Furthermore, the stuy investigate the satisfaction level of current terrestrial channels an satellite channels available to Joranian television viewers. In aition, the stuy explore the potential for pay-tv services in Joran by estimating the probability of Joranian television viewers subscribing to pay-tv services. Table. Classification of television channels Channel Genre Example News Al-Jazeera, an Al-Arabiya Eucational Nile Eucation Religion Iqra, an Al-Maj Sports Dubai Sports, Kuwait Sports Music Meloy, an Rotana Movie MBC2, Rotana Cinema, Amman Movies Chilren SpaceToon, MBC3 Business CNBC Arabia Family LBC, Future, Joran Space Channel The instrument use for ata collection is a questionnaire esigne to gather ata about the emographics of viewers an viewing preferences. Variables relate to emographic characteristics were use such as: househol income, househol size, eucation level, an profession. Aitionally several variables relate to viewing preference were use such as: the number of TV watching hours, an the type of channel genre watche. A sample of 450 TV viewers who live in Amman fille the questionnaire. The responents selection was ranomize across the ifferent geographical areas in Amman in orer to obtain a representative sample. Detaile information regaring the emographic characteristics of the sample is shown in tables (2, 3, 4, an 5). Table 2. Responents age intervals istribution Age Interval Less than More than Table 3. Responents househol size istribution Househol Size to 3 persons to 6 persons persons an more 33.9 Table 4. Responents househol monthly income Monthly househol income 300 JD or less JD JD 33.2 more than 000 JD.4 Table 5. Responents eucation level Eucation Level Less than the High School 0.9 High School 27.5 Bachelor egree 4.2 Others (Diploma, training certificate) 2.9 Grauate 7.5 Table 6. Responents TV service type TV Service Type Terrestrial Channels only. Satellite Channels only 42.2 Both Terrestrial an Satellite Channels Data Analysis an Results 5. Segmentation Analysis A priori type of segmentation analysis which uses three preetermine groups of television viewers is utilize for the purpose of profiling Joranian television viewers base on the type of television service they currently use. The three preetermine groups (viewer segments) are: Segment I: viewers of terrestrial channels only, Segment II: viewers of satellite channels only, an Segment III: viewers of both terrestrial an satellite channels The profile of each segment of viewers an the major commonalities an ifferences between these segments is presente in the following section. 6. Joranian Television Viewers Profiling: Segment I: Viewers of Terrestrial Channels Only: I. General Characteristics: This segment of Joranian TV viewers only watch terrestrial channels that coul be receive using a traitional antenna. It was foun that this segment of viewers have a relatively low househol income of less than 300 JD (Table 7). The househol size is large an has more than 4 people (Table 8). Most of people within this group of viewers have low eucation level of high school of less (Table 9). Table 7. Househol income of terrestrial channels only viewers Househol income Less than 300 JD to 600 JD to 000 JD 7.69 More than Table 8. Househol size of terrestrial channels only viewers Househol Size Less than to or More

4 Table 9. Eucation level of terrestrial channels only viewers Eucation Level Less than High School High School BSc Higher Degree.92 II. Viewing Pattern: People within this segment state that they spen between to 3 hours watching TV every ay (Table 0). The program genres watche by this segment of Joranian TV viewers is liste in Table. It was foun that the most preferre channels are News, Sports, Religion, an Movies channels; while the least preferre channels were Business, Chilren, an Music Channels. It was also foun that this group of TV viewers i not show any significant preference towars watching Family, an Eucational Channels. Table 0. Number of TV Watching hours of terrestrial channels only viewers TV Hours per ay Less than hr 2.5 to 3 hrs hrs 3.46 More than 7 hrs 9.62 Table. Type of TV Channels watche by terrestrial channels only viewers Rarely Sometimes Often Always News Eucation al Religion Sports Music Movie Chilren Business Family Segment II: Viewers of Satellite Channels Only III. General Characteristics: This segment contains Joranian television viewers who only watch satellite channels that coul be receive using a satellite receiver. This segment of viewers have a moerate househol income that househol size was foun to be moerate an ha between 4 an 6 people per house ( Table 3). The eucation level of viewers within segments was foun to be at least a Bachelor s egree ( Table 4). Table 2. Househol income of satellite channels only viewers Househol income Less than 300 JD to 600 JD to 000 JD More than Table 3. Househol size of satellite channels only viewers Househol Size Less than to or More Table 4. Eucation level of satellite channels only Eucation Level Less than High School 8.5 High School 2.28 BSc Higher Degree 3.83 IV. Viewing Pattern: The number of hours that people within this segment spen on watching television is mostly between Table to 5). 7 hours The channels ( watche by this segment are liste in only viewers Table 6. Type of TV channel watche by satellite channels Rarely Sometimes Often Always News Eucational Religion Sports Music Movie Chilren Business Family ranges between 300 an 000 JD (Table 2). The 67

5 . It was foun that the most preferre channels are News, Movies, Music, an Religion channels; while the least preferre channels were Business, Chilren, an Eucational Channels. It was also foun that this group of television viewers i not show any significant preference towars watching Sports, an Family Channels. Table 5. Number of TV watching hours of satellite channels only viewers TV Hours per ay Less than hr 6.38 to 3 hrs hrs More than 7 hrs 0. Table 6. Type of TV channel watche by satellite channels only viewers Rarely Sometimes Often Always News Eucational Religion Sports Music Movie Chilren Business Family Segment III: Viewers of both Satellite an Terrestrial Channels: V. General Characteristics: This segment contains Joranian TV viewers who watch satellite channels an terrestrial channels. This segment of viewers has a moerate househol Table 7). The househol size was foun to be income that ranges between 300 an 000 JD ( moerate an ha between 4 an 6 people per house ( Table 8). As for the eucation level of this segment, it was foun that most people ha at least a Bachelor s egree ( Table 9). Table 7. Househol income of viewers of both satellite an terrestrial channels Househol income Less than 300 JD to 600 JD to 000 JD 8.84 More than Table 8. Househol size of viewers of both satellite an terrestrial channels Househol Size 3 or less to or More 36.7 Table 9. Eucation level of viewers of both satellite an terrestrial channels Eucation Level Less than High School. High School 30.9 BSc Higher Degree 9.32 VI. Viewing Pattern: The number of hours that people within this segment spen on watching TV is mostly between to 7 hours ( Table 20). The program genres watche by this segment are liste in show any significant preference towars watching Family Channels. Table 2. It was foun that the most preferre channels are News, Movies, Religion, Sports, an Music channels; while the least preferre channels were Business, Chilren, an Eucational Channels. It was also foun that this group of TV viewers i not Table 20. Number of TV watching hours of viewers of both satellite an terrestrial channels TV Hours per ay Less than hour 0.4 to 3 hours hours More than 7 hours 5.45 Table 2. Type of TV channels watche by viewers of both satellite an terrestrial channels Rarely Sometimes Often Always News

6 Eucational Religion Sports Music Movie Chilren Business Family Major Differences an Commonalities between Joranian TV Viewers Segments The ifferences an commonalities among the three television viewers segments were analyze using the analysis of variance (ANOVA) to test several hypotheses about the ifference of means between all three segments. These hypotheses are: H 0, : There is no statistically significant ifference between the responents househol sizes of all three groups H 0,2 : There is no statistically significant ifference between the responents eucation levels of all three groups H 0,3 : There is no statistically significant ifference between the responents househol income among all three groups H 0,4 : There is no statistically significant ifference between the responents average hours spent on watching TV among all three groups H 0,5 : There is no statistically significant towars watching chilren channels among all three groups H 0,6 : There is no statistically significant towars watching eucational channels among all three groups H 0,7 : There is no statistically significant towars watching family channels among all three groups H 0,8 : There is no statistically significant watching movie channels among all three groups H 0,9 : There is no statistically significant watching news channels among all three groups H 0,0 : There is no statistically significant watching religion channels among all three groups H 0, : There is no statistically significant watching sports channels among all three groups H 0,2 : There is no statistically significant watching music channels among all three groups H 0,3 : There is no statistically significant watching business channels among all three groups The numerical results are shown in Appenix A. The P-value approach was use in the analysis at a confience level of α = 5. The major finings were as following: Hypothesis : H 0, : There is no statistically significant ifference between the responents househol sizes of all three It was foun that there is no statistically significant ifference between the househol sizes of all three segments. Hypothesis 2: H 0,2 : There is no statistically significant ifference between the responents eucation levels of all three groups Statistical evience showe that the eucation levels of all three groups were foun similar, although the Terrestrial Channels only viewers segment tens to have less eucation than the other two segments. Hypothesis 3: H 0,3 : There is no statistically significant ifference between the responents househol income among all three There is a statistically significant ifference between the incomes of the three segments, where terrestrial channels only viewers ha the least income, followe by those who watch both terrestrial an satellite channels. On the other han, satellite channels only viewers ha the highest income. This leas to suggesting that the higher the income, the less likely that people will watch terrestrial channels, an woul be more likely to watch satellite channels. Hypothesis 4: H 0,4 : There is no statistically significant ifference between the responents average hours spent on watching TV among all three The number of hours that terrestrial channels only viewers spen on watching TV is significantly less than the number of hours spent by those who watch satellite channels, i.e. people who 66

7 have satellite television spen more time watching television. Hypothesis 5: H 0,5 : There is no statistically significant towars watching chilren channels among all three There was insufficient statistical evience to suggest that there is any ifference in the preference towars watching chilren channels. Furthermore, it was foun that all segments ha low preference towars watching chilren s television channels. Nevertheless, satellite viewers have a slightly more preference towars these channels (although this ifference in not statistically significant). Hypothesis 6: H 0,6 : There is no statistically significant towars watching eucational channels among all three It was foun that there is enough statistical evience to suggest that all three segments have equivalent low preference towars watching Eucational television channels. Hypothesis 7: H 0,7 : There is no statistically significant towars watching family channels among all three The three segments of television viewers ha similar moerate preference towars watching Family oriente television channels. Hypothesis 8: H 0,8 : There is no statistically significant watching movie channels among all three Statistical evience showe that all three groups of viewers ha similar preference towars watching movie channels. Hypothesis 9: H 0,9 : There is no statistically significant watching news channels among all three It was foun that all viewer groups ha similar preference towars watching news channels. Hypothesis 0: H 0,0 : There is no statistically significant ifference in the responents preferences towars watching religion channels among all three Statistical evience showe that all three groups ha similar preference towars watching religion channel. Although one coul also infer that terrestrial channels only viewers have a higher preference towars watching religion channels than those who own satellite television. Hypothesis : H 0, : There is no statistically significant ifference in the responents preferences towars watching sports channels among all three It was foun that terrestrial channels only viewers have a higher preference towars watching sports channels than those who own satellite television. Hypothesis 2: H 0,2 : There is no statistically significant ifference in the responents preferences towars watching music channels among all three It was foun that satellite television viewers have a higher preference towars watching music channels than those who watch terrestrial channels. Hypothesis 3: H 0,3 : There is no statistically significant ifference in the responents preferences towars watching business channels among all three Although most Joranian television viewers inicate that they have low preference towars watching business channels. These channels are more watche by satellite television viewers than terrestrial television viewers. 6.2 Current TV Services Satisfaction Levels The level of satisfaction of the current television services available to Joranians television viewers was foun to be as epicte in Figure. About 70 of the responents inicate that they are either satisfie or highly satisfie with the current satellite channels that they are currently receiving, while only 20 state that they are satisfie or highly satisfie with the terrestrial channels that they are receiving. Furthermore, a significant proportion of the responents (about 48) state that they are issatisfie with the current terrestrial television channels. This coul be an inication of the nee to improve the quality an perhaps the type of programming that is aire by the terrestrial channels. It is clear from the ata that terrestrial channels are losing viewers to satellite channels. Further insights about the current satisfaction level of Joranian television viewers with the available television services coul be gaine by analyzing Table the 22. level It can of be satisfaction seen that viewers of the who ifferent have access to satellite TV services are more issatisfie viewer with terrestrial segments channels. as illustrate in 67

8 TV Services Satisfaction Level Not Somewhat Highly Terrestrial Channels Satellite Channels Figure. Joranians TV services satisfaction level 6.3 Probability of Subscribing to Subscriptionbase TV Services There are three main proviers of subscriptionbase television services who operate in the Joranian market, namely ORBIT, ShowTime, an ART. The number of subscribers to these services is still limite an amount for about 4.6 of viewers (MEB Journal, 2005). Subscription-base television services are consiere a new concept in the Joranian market, thus there is a nee to estimate the probability of subscribing to such a service within the near future. This was accomplishe by aopting a concept testing Table 22. Joranians TV services satisfaction approach (Ulrich an Eppinger, 2004) where the level accoring to the current TV service responents are first introuce to the iea of Current TV Service subscription-base TV service an then aske about the Terrestrial TV Service Satisfaction Satellite TV Service Satisfaction Not Somew hat Highly Not Somew hat Terrest rial Only C ou nt N/A Satellit e Only C o u nt 4 3 N/A Both C o u nt probability of subscribing to such a service. The probability of subscribing is calculate by etermining 68 the percentage of responents who answere that they

9 Highly Table 23. This inicates that about 9 of the responents are likely to subscribe within the near future. Table 22. Joranians TV services satisfaction level accoring to the current TV service Current TV Service Terrestrial Only Satellite Only Both Count Count Count Not Somewhat Terrestrial TV Service Satisfaction N/A Highly Not Somewhat Satellite TV Service Satisfaction N/A Highly Table 23. Probability of Subscribing to pay-tv Viewers of both Viewers of Viewers of satellite satellite an terrestrial channels only terrestrial channels only channels Overall Count Count Count Count Certainly No Probably No Maybe Probable Certainly Yes Conclusion This paper presente the results of a fiel stuy that was carrie out in orer to investigate the ifferences in the viewing preferences between three groups of Joranians TV viewers. The Joranians TV viewers were classifie accoring to the type of television services use into: ) viewers of terrestrial channels only, 2) viewers of satellite channels only, an 3) viewers of both terrestrial an satellite channels. It was foun that all three groups ha similar househol size, eucation level, an similar preference towars watching Chilren, Family, Movies, Religion, an News channels. The major ifferentiating emographic characteristic between the three groups was househol income. As for viewing patterns, it was foun that there are ifferences in terms of the preferences towars watching Sports, Music, an Business channels. The stuy also investigate the level of satisfaction with current television services available to Joranians. It was foun that about 70 of the responents are satisfie with the current satellite channels, while only 25 of the responents state that they are satisfie with the current terrestrial channels. Furthermore, the stuy explore the potential for subscription-base television services an foun out that about 9 of the responents are likely to subscribe to pay-tv. Corresponing Author: Dr. Muhamma Alshurieh Marketing Department Faculty of Business, The University of University Amman, 942, Joran m.alshurieh@ju.eu.jo Appenix A Househol Size Sum of Squares f Mean Square F Sig. Between Groups Within Groups Total

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