| Summary: | The emergence of Internet had brought a lot of changes in the mass
media landscape. The conventional media had moved to a digital
format and formed a media convergence that can attract audience’s
interests especially the youths. This study chose a new medium that
resulted from the combination of Internet and television, namely
television portal to assess the levels of gratification of the medium
usage among youths. Assessment made by exploring the relationship
between the gratification sought (GS) and the gratification obtained
(GO) for four measures of gratification, namely the need to
obtain information, entertainment, interpersonal utility and also
interactivity. This study also assessed the gratification that is
acquired between the use of two television portal; RTM as a public
broadcasting station and TV3 as a private broadcasting station.
The findings showed there is a significant relationship between GS
and GO for all four measures of gratification in this study. This
study concluded with suggestion to RTM to improve the weaknesses
that was identified in the effort to exploit the new media in order
to capture and attract youth audience to expose them with the
RTM’s programs.
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