Exposure, behavior, and demand of Thai television drama series Among Myanmar audiences in Yangon

Abstract

The objectives of this research are to explore and explain about Media Exposure, Behavior, and Demand of Myanmar audiences in Yangon from different genders, ages, and education levels towards Thai television drama series. The research survey was conducted by using questionnaires in order to collect data from 400 Myanmar audiences who are 18years old and over, live in Yangon, and watched Thai television drama series in the last 6 months.

The result shows that, news about Thai television drama series are exposed to the Myanmar audiences through mass media sometime, but exposed through personal media and online media often. During weekday and weekend, the Myanmar audiences watch Thai television drama series1–2 hours/day, at 09.01-12.00 o’clock. They prefer main actors with good performance and good looks. Moreover, they demand the contents that are related to the Myanmar, the happy-sad-funny plots, the considered themes, and Love Drama genres. The hypothesis testing shows that, Myanmar audiences who have different ages and education levels, differently receive the news of Thai television drama series from mass media, online media and personal media with the statistically significant value at the .05 level. The gender difference leads to the differences of exposure Thai television drama series news from mass media with statistically significant at the .05 level. For watching behavior, Myanmar audiences from different genders and ages also differently watch the series with the statistical significant value at the .05 level. For demand for watching, the audiences’ age difference also leads to the different demand for the series’ elements and contents that are related to the Myanmar, with the statistically significant value at the .05 level. Moreover, Myanmar audiences who have different education levels, also have different demand for main actors, series’ elements, genres and contents that are related to Myanmar, with the statistically significant value at the .05 level.