Program Quality and Viewer Satisfaction: A Study of Hope Channel Southeast Asia

Abstract

Aim/Purpose: This research study aimed to address a lack of insight into the viewing behaviors and preferences of Hope Channel Southeast Asia’s audiences. By examining content engagement, program length, media access, and content sharing behavior, the study endeavored to help the channel create more relevant programming. It also identifies regions with strong viewership to improve outreach and tailor promotional efforts. Understanding these dynamics is particularly important in the context of a rapidly evolving digital media landscape.

This research also sought to examine the relationship between audience perception and overall satisfaction with Hope Channel Southeast Asia programs. Beyond identifying viewing habits and engagement, it aimed to measure how viewers’ perceptions of program quality—such as clarity of content, presenter effectiveness, technical production, and cultural relevance—influence their level of satisfaction and willingness to recommend the channel to others. By investigating this relationship, the research contributes to a deeper understanding of how perception drives satisfaction in faith-based media consumption. This objective is particularly important because it provides evidence-based insights to design programming strategies that would not only attract viewers, but that also sustain long-term engagement and loyalty.

Introduction/Background: Building on previous research about social media’s role in religious outreach, the study explored the relationship between program quality and viewer satisfaction in the digital age. It investigated how content clarity, presenter style, technical quality, and cultural relevance influence viewer satisfaction and engagement. These factors were examined through the lens of the Uses and Gratifications Theory and Social Exchange Theory, which provided a framework for understanding audience motivation and the perceived rewards associated with media consumption.

Methodology: To explore these factors, a quantitative, descriptive, cross-sectional research design was employed. A survey utilizing a structured online questionnaire captured demographic information, viewer behaviors, satisfaction ratings, and a Net Promoter Score. Satisfaction was measured based on the perceived quality of program content, presenter effectiveness, technical quality, and perceived benefits for viewers. The target population consisted of followers of Hope Channel Southeast Asia on social media, estimated at around 20,800, with actual viewership likely exceeding this figure. A quota sample was used to ensure proportional representation across three key language groups: English (36%), Bahasa Malaysia (37.5%), and Thai (26.5%). The survey was available in all three target languages and took approximately 10–15 minutes to complete; a total of 359 responses were received. Confidentiality was maintained throughout the data collection and analysis process.

Findings: The study’s findings revealed that Hope Channel Southeast Asia predominantly engages audiences between the ages of 21 and 50, with a slight majority of male viewers. The largest groups of respondents were from Malaysia and Thailand, and 83.88% of them identified as Seventh-day Adventists. Viewing habits varied by language group: English speakers tended to watch daily, Malays watched less frequently, and Thais engaged mostly on a weekly basis. Satisfaction levels were generally high across all groups, with mean scores above 3.41 for content quality, presenter style, technical aspects, and perceived program benefits. However, some areas for improvement were identified, such as video consistency, presenter persuasiveness, and emotional engagement. Respondents expressed interest in topics related to health, family, Bible-based teachings, and addiction recovery, particularly among Thai viewers, while a large portion of respondents expressed willingness to share content.

Contribution/Impact on Society: This study contributes to the existing literature on Christian media by showing that Hope Channel Southeast Asia effectively reaches younger and middle-aged viewers, especially through short-form content on mobile and social media platforms. It also confirmed that perceived content quality—clarity, presenter expertise, and technical production—strongly influences viewer satisfaction, supporting the Uses and Gratifications and Social Exchange theories. The research highlighted evolving expectations for higher production quality in faith-based media, suggesting that viewers are increasingly seeking professional standards, even in religious programming. A significant contribution of this study was its identification of culturally specific content preferences, such as the Thai audience’s interest in addiction recovery. This emphasizes the need for localized and culturally relevant programming.

Recommendations: Based on these findings, several recommendations are proposed for Hope Channel Southeast Asia. For English-speaking audiences, the channel should increase production of short-form, mobile-friendly content that blends spiritual insights with practical life applications. Malay programming should include more interactive formats, such as panel discussions and question-and-answer segments, alongside deeper spiritual content that resonates with local cultural values. For Thai audiences, the focus should be on addiction recovery, mental health, and personal transformation, with content that incorporates local testimonies and emotionally authentic presenters. Across all groups, improving technical quality, particularly video sharpness and audio clarity, along with enhancing presenter persuasiveness and emotional connection, would be crucial for fostering deeper engagement.

Research Limitations: While this research provides valuable insights, it has several limitations. The sample was predominantly composed of Seventh-day Adventists (83.88%), which may skew preferences and satisfaction trends, reducing generalizability to broader Christian or interfaith audiences. Additionally, the use of convenience sampling and reliance on online surveys likely overrepresented digitally engaged viewers, while underrepresenting those who consume content through traditional broadcast or offline means. Self-reported data also introduces the possibility of social desirability and memory biases, and the cross-sectional nature of the study prevents the analysis of long-term trends or causality.

Future Research: To address these limitations, future research could use stratified random samples to include a broader demographic representation. Longitudinal studies would enable researchers to track satisfaction changes over time as programming adjustments are implemented. Moreover, adopting a program-specific evaluation model where viewers assess individual programs would provide data that are more detailed and actionable. Finally, qualitative research methods, such as interviews or focus groups, would allow for a deeper understanding of the emotional and cultural factors influencing viewer satisfaction and content sharing.