Quantitative Evaluation of Youth Audience in Local Media through ABCD Analysis

Abstract

Purpose: This study aims to investigate the youth audience in local media using a strategic assessment tool under the "ABCD analysis framework," and then identify the different significant factors that are impacting the suggested model. Through qualitative and quantitative techniques, the analysis aims to pinpoint the model's four constructs—Advantages, Benefits, Constraints, and Disadvantages

Design: The study technique includes data collection through a focus group discussion, collecting feedback through a pre-designed response sheet, and tallying up their scores according to their significance and value to examine the model in both qualitative and quantitative ways. A detailed assessment of the relevant literature was done on the analysis tool before data collection.

Findings: The study reveals that the advantage and benefit components have a greater positive impact on the youth audience and Local Media than the constraints and disadvantages

Originality: The ABCD analysis framework is extensively used in this study as a tool for business model analysis, and the results of earlier research that used the ABCD analysis framework are also included. Additionally, by outlining essential factors, it suggests possible fresh avenues for research on youth audiences and local media.

Paper Type: Empirical Research Analysis