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This is a Qualitative Study study.

Media Shifting: A Study of Generation Z's Preferences on Television and Digital Platforms

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Focus group analysis reveals Generation Z favors digital media for accessibility, indicating a shift in media consumption practices.

Digital media, including social media and streaming services, is preferred due to its accessibility and flexibility.
Research was conducted using a focus group method among university students emphasizing media preferences.
The findings highlight a nostalgic appreciation for educational television, suggesting potential for blended media programming.
Media managers need to adapt to Generation Z's unique consumption habits to maintain relevance in mass communication.

Soefijanto et al. (2025) studied this question.

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