Motivation And Viewing Behavior Comparison Of Public And Private Television

Abstract

The purpose of this study was to identify motivation, behavior, and to analyze the relationship between TVRI and private television viewers motivation and their behavior. Result of statistical test showed that there were motivation differences between viewers who watch TVRI and private television. TVRI’s viewers highly motivated to get information and motivation about collective identity, in which private television viewers highly motivated to get the entertainment. Motivation differences of watching television related to the differences in viewing behavior, mainly on program choosing, TVRI’s viewers were tend to choose news program for fulfilling information and collective identity motivation. On the other hand, private television viewers were tend to choose non news program which was appropriate with their viewing motivation to get entertainment. Study result showed that viewing motivation which are consist of motivation to get information, motivation to get entertainment, motivation of personal identity, motivation of social interaction and integration, motivation of collective identity not overall related to viewing behavior which are consist of duration, frequency, and program option both TVRI’s and private television viewers. The relation between viewing motivation and behavior can be seen from relation between viewing motivation and program option.