The utilization of direct satellite broadcasting (DBS) in Saudi Arabia

This study concerns the utilization of direct satellite broadcasting (DBS) in Saudi Arabia. Nearly two‐thirds of the respondents owned or had regular access to satellite TV and watched an average of 21.4 hours per week. Principal components analysis of gratifications sought from DBS yielded six factors: Availability/Variety of Quality Programs, Intercultural, Surveillance, Sexual Curiosity/Identification, Censorship (alternative to), and Religious Information. Three avoidance factors emerged from a separate analysis: Religious Beliefs, Western Commercialization, and Sex & Violence. Results indicate that a mix of technological, political, economic, cultural, and religious forces has given rise to a number of strong motivations to adopt DBS, despite a ban on satellite receiver ownership. Although perceived disadvantages have motivated some individuals, particularly religious conservatives, to avoid DBS, these non‐adopters are a decided minority among the Saudi middle and upper classes.