The Role of Digital Transformation in Shaping Broadcasting Management Practices in Malaysia TV Stations

Fakrulnizam Jafri and Azizul Halim Yahya
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Fakrulnizam Jafri: Faculty of Communication and Media Studies, Universiti Teknologi MARA
Azizul Halim Yahya: Faculty of Communication and Media Studies, Universiti Teknologi MARA

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 13, 6-16

Abstract: There has been a significant transformation in the broadcasting landscape in Malaysia because of the transition to digital technology. With a particular emphasis on content diversification, technological advancements, and multi-platform strategies, this study investigates the broadcast management strategies that Malaysian television stations have adopted to adapt to the digital era. We conducted interviews with key industry informants from the Department of Broadcasting (RTM), Media Prima Berhad, and Astro Malaysia. The research was qualitative in nature. The results shed light on three primary themes: (1) multi-platform digital transformation, (2) organizational resource optimization, and (3) challenges in digital implementation. We are discussing the following subthemes: adaptation to digital platforms, performance evaluation, risk management, and financial constraints. When it comes to ensuring competitiveness and sustainability in a media landscape that is constantly shifting, the study emphasizes the significance of innovation, strategic planning, and ongoing workforce training. We can implement recommendations to tackle the most significant challenges and enhance digital adoption.

Date: 2025
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