Abstract

This study examines the effectiveness of Free-to-Air (FTA) advertising for small and medium-sized enterprises (SMEs) in Northern Malaysia, focusing on the impact of local content. FTA channels, accessible without subscription fees, offer SMEs a platform to reach a wide audience. The research explores MYTV usage patterns, motivations, and satisfaction levels among 393 users, alongside advertising strategies of 38 SME owners from Kedah, Perlis, Penang, and Perak. Findings reveal high usage of MYTV set-top boxes for FTA broadcasts, reflecting a preference for traditional broadcasting. Satisfaction is particularly high for local content that aligns with regional culture. Peak viewing occurs primarily at night, with 76.1% of users tuning in during these hours. SME owners value FTA advertising for its cost-effectiveness, ease of installation, and reliable technical support. They also highlight the effectiveness of incorporating local elements, such as regional celebrities, language, and cultural references, in advertisements. The study recommends optimizing FTA advertising for SMEs by creating content that reflects local identity, ensuring easy access to digital platforms, diversifying programming, and scheduling ads during peak hours. Incorporating local elements in ads can further enhance their appeal and effectiveness. These strategies aim to provide SMEs with a cost-efficient advertising solution that resonates with audiences, maximizing the potential of FTA platforms in Northern Malaysia.