Facing the development of new technologies and the challenge from mainland TV broadcaster, the quality of the programmes continued to decline after the 2000s, coupled with the impact of "inertia viewing", several changes in ownership and political stance. Hong Kong TV industry has lost its former glory. One of the local TV broadcaster ATV, ending the free TV broadcasting channel in Hong Kong, and ending the history 58 years of television broadcasting.
Different from previous technology and environmental restrictions, The TV industry now depends on the way audience choose to watch, so understanding the customer satisfaction is a top priority, including who will watch, how to watch, how they feel, and for what reasons, to further explore how to build the customer loyalty or the intention to watch in the future.
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