Abstract

The expeditious growth of the local media industry is a catalyst to the escalation of the local content industry. The content industry does not merely create and publish content in the forms of information, entertainment and education programmes, but is construed as an industry of culture that disseminates society values, lifestyles and norms to its target audience. In the globalisation process, the growing sentiment of concern is that the unrestricted flow of media content may unconsciously influence the younger generation into incorporating foreign culture into the current environment. For content relevant to the needs of the younger generation, it is preferable for local content to be accorded a higher ratio in the media industry. Conclusively, the ratio figure should be determined based on the objective of transforming media audience into informed and knowledgeable citizens and not merely consumers who chart the ratings or profit of the broadcasting stations.

Key words: Local content, cultural identity, Malaysian media, media industry.