Asean Delights: A Study of Asean Programs on Malaysian TV

Abstract

Asean has been recognized as a regional pact with tremendous economic and political influence since its inception in 1967. However, the formation of Asean is not solely for economic development but also to promote social synergy among the member countries. It is without a doubt that mass media has the ability to promote a climate of change to the Asean countries as well as to bridge the gaps. The mass media is an important channel to disseminate messages that help the masses to adopt new ideas. Very often the mass media particularly the broadcast media is used as a source of providing entertainment and promoting the Asean cultures. As such, it should be interesting to examine the profile of Asean program aired on Malaysian TV. This will help us understand the types of Asean programs aired and the frequency of its airtime. The paper will also identify the countries of origins of these programs. The study will focus on the program schedule over the government-owned Televisyen Malaysia (RTM 1 and RTM 2), Sistem Televisyen (M) Berhad (TV3), Natseven (NTV7) and TV8 and the paid channels (ASTRO).