KUALA LUMPUR: Malaysians are increasingly watching TV content on multiple platforms, thereby challenging the established revenue models of mass market advertising, according to findings of Accenture’s second annual Global Broadcast Consumer Survey.
According to Accenture Malaysia telecommunications and media for South-East Asia managing director Alwin K Magimay, although the consumption of broadcast television content continues to grow, viewers are adapting quickly to new choices that change how, when and where they watch programming.