Audience Behavior and Satisfaction Towards TV News Talk Show “Hone Krasae”

Abstract

Background and Aims: In the present, digital communication plays an important role in public communication and new media, serving as a public platform that allows individuals and various parties to clarify facts on social issues. One prominent example is the television program “Hone Krasae”, which is broadcast both on-air and on online platforms such as YouTube and Facebook. This multi-platform presence enables the program to reach a large audience quickly and gain widespread popularity across different channels. Moreover, the program serves as a medium that reflects various social problems, such as inequality and injustice, which further contribute to its growing popularity. Due to its significance and influence, “Hone Krasae” has become an interesting case for studying audience exposure behaviors and viewer satisfaction. Therefore, the researcher is particularly interested in conducting a study on this program. The objective of this research is to: (1) To study the demographic characteristics of the audience of the talk show “Hone Krasae”; (2) To examine the viewing behavior of the audience of the talk show “Hone Krasae”; (3) To investigate the audience’s satisfaction with the talk show “Hone Krasae.”

Methodology: This research employed a mixed-methods approach. The quantitative research was conducted through a survey using questionnaires administered to 421 viewers of the “Hone Krasae” talk show, both on television and online platforms. The qualitative research was carried out through in-depth interviews with three groups of key informants, namely: (1) content regulators, (2) producers of the “Hone Krasae” program, and (3) media scholars. The quantitative data were analyzed using descriptive statistics, specifically percentage and mean values.

Results: The research found that: (1) Demographic characteristics: Most of the audience were male (64.37%), followed by female (32.54%) and other genders (3.09%). Most viewers were aged 26–35 years (39.90%), held a bachelor’s degree (54.63%), and worked as private-sector employees (38.48%). (2) Viewing behavior: The average score for viewing behavior was high (\bar{x} = 4.15, S.D. = 0.56), indicating that viewers consistently follow the program and pay close attention to content related to current social issues. (3) Audience satisfaction: Overall satisfaction was high, with the highest satisfaction reported for the hosts (\bar{x}  = 4.45, S.D. = 0.67) due to their confidence, direct questioning, and credibility in presenting the program.

Conclusion: Most audiences of “Hone Krasae” were male, aged 26–35 years old, held a bachelor’s degree, and worked in the private sector. Their viewing behavior was generally high, reflecting regular engagement and attention to socially relevant content. Overall satisfaction was also high, particularly regarding the hosts, who were noted for their confidence, direct questioning, and credibility in delivering the program.