THE DEVELOPMENT OF PROGRAM TYPE VIDEO CONTENT TO PROMOTE FOOTBALL AWARENESS ON THE TIKTOK PLATFORM OF FM99 ACTIVE RADIO

This research aimed to 1) develop program-type video content to promote football awareness on the TikTok platform of FM99 Active Radio, 2) evaluate the quality of the developed video content, 3) assess the level of awareness among the sample group, and 4) evaluate the satisfaction of the sample group toward the program-type video content promoting football awareness on FM99 Active Radio’s TikTok platform. The sample group consisted of 40 individuals who followed the TikTok page of FM99 Active Radio. They were selected through convenience sampling from the followers who had viewed the program-type video content and voluntarily responded to the questionnaire. The research instruments included 1) program-type video content promoting football awareness on FM99 Active Radio’s TikTok platform, 2) a content and media quality assessment form, 3) an awareness assessment form, and 4) a satisfaction assessment form. The statistical methods used in the study were mean and standard deviation. The research findings were as follows: 1) Five program-type video content episodes were successfully developed, 2) The content quality was rated at a good level ( 𝑥𝑥̅= 4.46, S.D. = 0.71), and the media presentation quality was rated at a very good level (𝑥𝑥̅= 4.53, S.D. = 0.73), 3) The level of football awareness among the sample group was rated at the highest level (𝑥𝑥̅= 4.59, S.D. = 0.69), and 4) The satisfaction level of the sample group toward the video content was rated at the highest level (𝑥𝑥̅= 4.67, S.D. = 0.55).