Viewing preferences of TVRO users in Sabah: Identification of distribution patterns using spatial statistics

The usage of Television Received Only (TVRO) medium was widespread in the Sabah state of Malaysia based on ground observations. The TVRO users were scattered all over Sabah. They were not only located in the interior regions, but also in the densely populated urban areas. The need to understand the...

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Main Authors:	Oliver Valentine Eboy, Ramzah Dambul
Format:	Article
Language:	English
Published:	Faculty of Social Sciences and Humanities, UKM,Bangi 2011
Online Access:	http://journalarticle.ukm.my/3153/ http://journalarticle.ukm.my/3153/ http://journalarticle.ukm.my/3153/1/5.geografia-2011-4-ramzah-ums-english-editedfinal.pdf

id	ukm-3153
recordtype	eprints
spelling	ukm-31532016-12-14T06:33:46Z http://journalarticle.ukm.my/3153/ Viewing preferences of TVRO users in Sabah: Identification of distribution patterns using spatial statistics Oliver Valentine Eboy, Ramzah Dambul, The usage of Television Received Only (TVRO) medium was widespread in the Sabah state of Malaysia based on ground observations. The TVRO users were scattered all over Sabah. They were not only located in the interior regions, but also in the densely populated urban areas. The need to understand the reasons behind this widespread use of TVRO had garnered attention from the authorities, such as the Malaysian Communications and Multimedia Commission (MCMC). This paper focuses on the geographical aspect of the usage of TVRO users by presenting the measurement of its distribution and the identification of the spatial behavioural patterns. The method involved a combination of spatial and statistical analyses using the GIS software ArcGIS 9.3. The statistical mean centre and standard deviational ellipse were used to measure the spatial distribution and the local and global Moran’s I statistical techniques were employed to identify the spatial patterns. Using principal component analysis (PCA), the original 60 variables captured on the ground were simplified into six main components representing the viewers’ preferences. These significantly identified components were referred as TVRO-centric, Astro-centric, Free-To-Air (FTA)- centric, sexual, pride and conventional behaviours. The results showed that there were behavioural similarities in all of the six types of viewers in terms of spatial distribution and patterns. They seemed to be concentrated in the same area with different degrees of strength. The study also provided an opportunity to prove the capability of spatial statistics in producing a better description, prediction over space, and optimisation of the spatial data. Faculty of Social Sciences and Humanities, UKM,Bangi 2011-11 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/3153/1/5.geografia-2011-4-ramzah-ums-english-editedfinal.pdf Oliver Valentine Eboy, and Ramzah Dambul, (2011) Viewing preferences of TVRO users in Sabah: Identification of distribution patterns using spatial statistics. Geografia : Malaysian Journal of Society and Space, 7 (4). pp. 30-37. ISSN 2180-2491 http://www.ukm.my/geografia/v1/index.php
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
description	The usage of Television Received Only (TVRO) medium was widespread in the Sabah state of Malaysia based on ground observations. The TVRO users were scattered all over Sabah. They were not only located in the interior regions, but also in the densely populated urban areas. The need to understand the reasons behind this widespread use of TVRO had garnered attention from the authorities, such as the Malaysian Communications and Multimedia Commission (MCMC). This paper focuses on the geographical aspect of the usage of TVRO users by presenting the measurement of its distribution and the identification of the spatial behavioural patterns. The method involved a combination of spatial and statistical analyses using the GIS software ArcGIS 9.3. The statistical mean centre and standard deviational ellipse were used to measure the spatial distribution and the local and global Moran’s I statistical techniques were employed to identify the spatial patterns. Using principal component analysis (PCA), the original 60 variables captured on the ground were simplified into six main components representing the viewers’ preferences. These significantly identified components were referred as TVRO-centric, Astro-centric, Free-To-Air (FTA)- centric, sexual, pride and conventional behaviours. The results showed that there were behavioural similarities in all of the six types of viewers in terms of spatial distribution and patterns. They seemed to be concentrated in the same area with different degrees of strength. The study also provided an opportunity to prove the capability of spatial statistics in producing a better description, prediction over space, and optimisation of the spatial data.
format	Article
author	Oliver Valentine Eboy, Ramzah Dambul,
spellingShingle	Oliver Valentine Eboy, Ramzah Dambul, Viewing preferences of TVRO users in Sabah: Identification of distribution patterns using spatial statistics
author_facet	Oliver Valentine Eboy, Ramzah Dambul,
author_sort	Oliver Valentine Eboy,
title	Viewing preferences of TVRO users in Sabah: Identification of distribution patterns using spatial statistics
title_short	Viewing preferences of TVRO users in Sabah: Identification of distribution patterns using spatial statistics
title_full	Viewing preferences of TVRO users in Sabah: Identification of distribution patterns using spatial statistics
title_fullStr	Viewing preferences of TVRO users in Sabah: Identification of distribution patterns using spatial statistics
title_full_unstemmed	Viewing preferences of TVRO users in Sabah: Identification of distribution patterns using spatial statistics
title_sort	viewing preferences of tvro users in sabah: identification of distribution patterns using spatial statistics
publisher	Faculty of Social Sciences and Humanities, UKM,Bangi
publishDate	2011
url	http://journalarticle.ukm.my/3153/ http://journalarticle.ukm.my/3153/ http://journalarticle.ukm.my/3153/1/5.geografia-2011-4-ramzah-ums-english-editedfinal.pdf
first_indexed	2023-09-18T19:38:01Z
last_indexed	2023-09-18T19:38:01Z
_version_	1777405401472434176

Viewing preferences of TVRO users in Sabah: Identification of distribution patterns using spatial statistics

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