VIRTUAL TV PRODUCTION STUDIO TO PROMOTE AWARENESS OF THE COMMUNICATION ARTS ENVIRONMENT

Abstract

This research aimed to 1) develop a virtual television production studio to promote awareness of the communication arts environment and 2) study user satisfaction with the virtual television production studio to enhance awareness of the communication arts environment. A mixed-methods research approach was employed to gather comprehensive and well-rounded data through the participation of diverse populations, including industry experts, television production practitioners, and 400 end-users from the general public who visited Valaya Alongkorn Rajabhat University under the Royal Patronage. The research instruments included the developed virtual television production studio, a quality evaluation form, and a satisfaction questionnaire regarding the virtual television production studio.
The researcher developed the virtual television production studio using a five-step process (ADDIE Model). Experts analyzed the suitability level across all aspects, with the average score at the highest level (M = 4.92, SD = 0.06). Quantitative results showed that overall user satisfaction was highest level (M = 4.68, SD = 0.46), with content receiving the highest rating across all sample groups, confirming that content is the most important factor in creating satisfaction and value for viewers. Conversely, in terms of still image design, it was the element that received the lowest score, indicating an urgent need for improvement and development. Furthermore, the study found significant differences among specific population groups, with the LGBTQ+ community scoring higher overall, while those with higher levels of education also rated virtual reality technology higher.