An Analysis of the Impact of Broadcasting Television: Introduction of Personalised Content Using Streaming Video: With Reference to Indian Society


  • Darshitha Diyanath Samarakoon Graduate School of Management, Management & Science University, Shah Alam, Malaysia
  • Md Gapar Md Johar Information Technology and Innovation Centre, Management & Science University, Shah Alam, Malaysia
  • Ali Khatibi Graduate School of Management, Management & Science University, Shah Alam, Malaysia


Conventional Broadcast, Digital Media Personalised Videos, Implicit Personalisation, Explicit Personalisation, Transformed Landscape, Impact


Every decade has demonstrated the increase in the impact of broadcasting television. The introduction of personalised content using streaming video has, however, been on the increase for the last five years. And the rate of increase in its impact is more overwhelming than what the general television has achieved over many decades. Netflix has indeed been a giant in personalised streaming videos. This has also piqued the interest of other platforms that have now started streaming personalised videos. The world has evolved into a global village where personalised content in streaming has now overwhelmed the conventional content of the broadcast. This paper reviews the impact created by personalised content through streaming, especially in the last five years. The paper also tries to highlight how streaming videos have overtaken the conventional broadcast to create a new order of the day. The highlight also lays emphasis on personalisation, its classifications, viewer access choices, easy access to streaming, personalised recommendations and all other aspects that have transformed the landscape of streaming.

Author Biographies

Darshitha Diyanath Samarakoon, Graduate School of Management, Management & Science University, Shah Alam, Malaysia

Mr. S. M. Darshitha Diyanath Samarakoon received his BSc (Hons) Degree from
the Department of Electronic and Telecommunication Engineering from University
of Moratuwa, Sri Lanka. He has received M.Phil and M.A Degrees in the field of
Mass Communication from University Of Kelaniya, Sri Lanka. He has got an MBA
in Business Studies from Bedfordshire University, United Kingdom. Currently he is
following the PhD in the field of Management at Management & Science University
in Malaysia.


Md Gapar Md Johar, Information Technology and Innovation Centre, Management & Science University, Shah Alam, Malaysia

Professor. Md Gapar Md Johar received his Ph.D degree from the Department of
Computer Science and Engineering at Management and Science University. At
present he is working as the Senior Vice President, Research, Innovation,
Technology and System in Management and Science University, Malaysia. He is
heading the Research, Innovation, Technology and System Sections. His research
interest includes Knowledge Management, Image Processing, Character
Recognition, Artificial Intelligent, Machine Learning, e-learning and e-commerce,
Internet of Things.



Ali Khatibi, Graduate School of Management, Management & Science University, Shah Alam, Malaysia

Professor. Ali Khatibi graduated with a PhD in Marketing, an MBA in Marketing
with TQM and an MBA in production with TQM. In an exemplary career spanning
of 38 years in academia and industry, Professor Ali has held many senior academic
and administrative positions at The Management and Science University and has
been instrumental in providing a high level of leadership in research, teaching and
administration. He is the Senior Vice President, Dean of Post Graduate Centre
(PGC) and moreover, a Professor of Marketing at the MSU, and has served in
various senior positions. To go with these accolades, he is been honoured as a Senior
Research Fellow and serves as an Adjunct Professor in China, Singapore, Australia
and Germany at this time



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How to Cite

Darshitha Diyanath Samarakoon, Md Johar, M. G., & Khatibi, A. (2023). An Analysis of the Impact of Broadcasting Television: Introduction of Personalised Content Using Streaming Video: With Reference to Indian Society. International Journal of Social Sciences: Current and Future Research Trends, 18(1), 226–236. Retrieved from