1.

0 INRODUCTION

Sponsorship is the financial or in-kind support of an activity, used primarily to reach specified
business goals. According to IEG’s Complete Guide to Sponsorship, "Sponsorship should not be
confused with advertising. Advertising is considered a quantitative medium, whereas
sponsorship is considered a qualitative medium. It promotes a company in association with the
sponsor."

A large number of events these days use sponsorship support to offer more exciting programs
and to help defray rising costs. Sponsorship allows you to reach specifically targeted niche
markets without any waste. In addition, it is a powerful complement to other marketing
programs, in addition to having a dramatic influence on customer relations.

Nowadays, may companies love to sponsored for the event that more to the entertainment show
for example MAXIS (hotlink) permanently sponsored the most popular reality show program
which is Akademi Fantasia, LG for Mystar LG and much more. Therefore, here, in this report
will be discuss about the motive of sponsorship and the side effect of sponsorship towards
celebrities, sponsored company itself, parents, students and other agencies sector.

Furthermore, for the review, there have several reasons why companies do the sponsorship:

o Enhancing Image/Shaping Consumer Attitudes

o Driving Sales

o Creating positive publicity/heightening visibility

o Differentiating from competitors

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 o Enhancing business, consumer and VIP relations

o Helping with good "Corporate Citizen" role

2.0 DEFINITION OF TERMS

2.1 Sponsorship

Sponsorship is a cash and/or in-kind fee paid to a property (typically in sports, arts,
entertainment or causes) in return for access to the exploitable commercial potential associated
with that property. For example, a corporate entity may provide equipment for a famous athlete
or sports team in exchange for brand recognition. The sponsor earns popularity this way while
the sponsored can earn a lot of money. A particular form of specialized brand sponsorship where
a brand sponsors an unusual event or pastime that then becomes synonymous with that brand (to
the point where future brands may be excluded from participation) is known as
'aboutsponsorship'. This provides a strong walled-garden sponsorship relationship between
particular events and the brand.

Other reasons for sponsorship include signage at sporting events, local or national media
coverage, promotional opportunities before and after the event, and the opportunity to entertain
clients and prospective customers by inviting them as VIPs to sponsored events. Other benefits
of sponsorship can include access to on-site hospitality tents or skyboxes; the opportunity to
meet athletes or teams in person, and possibly even the opportunity for sponsors and their VIP
guests to participate in a pro-am type event. Another benefit is the ability to reach a specific
demographic or target market.

Cause-related marketing generally includes an offer by the sponsor to make a donation to the
cause with purchase of its product or service. Unlike philanthropy, money spent on cause
marketing is a business expense, not a donation, and is expected to show a return on investment.

1.2 Reality Televisions

Reality television is a genre of television programming that presents purportedly unscripted

dramatic or humorous situations, documents actual events, and usually features ordinary people

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instead of professional actors. The genre has existed in some form or another since the early
years of television (primarily with game shows), but has expanded significantly since the series
Big Brother first aired in 1999. Programs in the reality television genre are commonly called
"reality shows" and often are produced in series. Documentaries and nonfictional programming
such as news and sports shows are usually not classified as reality shows.

The genre covers a wide range of programming formats, from game or quiz shows which
resemble the frantic, often demeaning shows produced in Japan in the 1980s and 1990s (such as
Gaki no tsukai), to surveillance- or voyeurism-focused productions such as Big Brother.

Reality television frequently portrays a modified and highly influenced form of reality, utilizing
sensationalism to attract viewers and so to generate advertising profits. Participants are often
placed in exotic locations or abnormal situations, and are sometimes coached to act in specific
scripted ways by off-screen "story editors" or "segment producers," with the portrayal of events
and speech manipulated and contrived to create an illusion of reality through editing and other
post-production techniques.

1.3 Advertising

Advertising is a form of communication intended to persuade an audience (viewers, readers or

listeners) to purchase or take some action upon products, ideals, or services. It includes the name
of a product or service and how that product or service could benefit the consumer, to persuade a
target market to purchase or to consume that particular brand. These brands are usually paid for
or identified through sponsors and viewed via various media. Advertising can also serve to
communicate an idea to a large number of people in an attempt to convince them to take a certain
action.

Commercial advertisers often seek to generate increased consumption of their products or

services through branding, which involves the repetition of an image or product name in an effort
to associate related qualities with the brand in the minds of consumers. Non-commercial
advertisers that spend money to advertise items other than a consumer product or service include
political parties, interest groups, religious organizations and governmental agencies. Nonprofit
organizations may rely on free modes of persuasion, such as a public service announcement.

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Modern advertising developed with the rise of mass production in the late 19th and early 20th
centuries. Mass media can be defined as any media meant to reach a mass amount of people.
Different types of media can be used to deliver these messages, including traditional media such
as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as
websites and text messages. Advertising may be placed by an advertising agency on behalf of a
company or other organization.

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3.0 FINDING

3.1 Celebrities’ View

Reality television has the potential to turn its participants into national celebrities, at least for a
short period. This is most notable in talent-search programs such as the Idol series, which has
spawned music stars in many of the countries in which it has aired. Many other shows, however,
such as Survivor and Big Brother, have made at least temporary celebrities out of their
participants; some participants have then been able to parlay this fame into media careers. For
example, Elisabeth Hasselbeck, a contestant on Survivor: The Australian Outback later became a
host on morning talk show The View. Jamie Chung, a former contestant on The Real World,
went on to pursue an acting career, appearing in films such as Sorority Row. In Malaysia, take an
example of Nana from Akademi Fnatasia season 1, she become a radio deejay and one of the
famous host in Malaysia. This shown that reality shows can create opportunity of jobs to the
contestant even though he or she not wins the competition.

Reality TV contestants are sometimes derided as "Z-list celebrities" or "nonebrities" who have
done nothing to warrant their newfound fame. Nonebrities are defined as: "A pointless media
figure who would love to raise up high enough to scrape on to the bottom end of the D-list.

3.1.1 Advantage of reality shows toward celebrity

Although there are many criticisms on reality shows that being discussed early, but in celebrities’
view, there is some advantages that may help celebrity to shows their talent. The advantage
comes from:

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 I. Instant Fame

Fame seekers may claim that reality TV's biggest advantage comes in its unrivaled ability to
produce more "15 minutes of fame" stars than other TV genres. A reality show provides
exposure that people could not get anywhere else, giving non-celebrities the potential to become
household names and land opportunities that otherwise may evade them.

II. Achieving One's Dream

Competitive reality programs offer another advantage to participants: the opportunity to follow
dreams, land big breaks or win large amounts of cash. Viewers, in turn, may think they can
accomplish the same and apply. Aside from the winner, numerous finalists on MAESTRO's
"Akademi Fantasia" secure a record deal, while the triumphant contestant on Media Prima' "One
in a Million" wins RM1 million.

Romantically challenged people could find love by appearing on reality dating shows such as
ABC's "The Bachelor" and "The Bachelorette." Couples from both series went on to enjoy
lengthy post-show relationships, though like real life, Cupid's arrow sometimes shoots and
misses the mark.

III. Be as role model to viewers

Not all reality shows has their negative impact towards viewers. Maybe some reality shows bring
bad image and reputation such as Janice Dickinson’s Modeling Agency because of they incude
the sex elements. But in Malaysia, we have good reality shows that will bring positive image to
Malaysian such as Akademi Quran, Gadis Melayu, Soccer Teams and so on. Akademi Quran for
example, it shows that not all the youngest in Malaysia has social problem, but there is minor
group that very has a good image and apply Aqidah Islam in their life. This group will be as role
model to the other group that has lack knowledge in religion.

IV. Fan Club

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Usually instant celebrity comes from reality shows will form a fan club for their fanatic.
Research from the University of Buffalo in New York shows that the benefits of being in a fan
club (or simply being a fan of a rock band, movie star, athlete, or politician) include increased
self-esteem and better interpersonal relationships.

Jaye L. Derrick and Shira Gabriel studied 100 university undergraduate students, and examined
the relationship between low self-esteem, parasocial relationships, and reported self-
discrepancies. In this study, participants described their favorite celebrity in an essay. These
researchers used the Rosenberg Self-Esteem Scale to assess how the participants felt about
themselves (their self-esteem).

Derrick and Gabriel found that parasocial relationships increase feelings of self-worth, because
they help viewers feel closer to the ideal they may hold for their self. Parasocial relationships can
also help them if they’re not comfortable with “real” interpersonal relationships.

In a parasocial relationship, viewers have a low risk of rejection, which means they aren’t faced
with the possibility that the rock star, celebrity, or politician that they admire won’t like them.
Parasocial relationships help viewers come closer to their real or ideal self – the person they wish
they were – which increases feelings of self-worth.

“Even ‘fake’ relationships with celebrities, relationships without any actual contact, can have
benefits for the self,” write the authors. “We found that parasocial relationships can sometimes
have benefits for people with low-self esteem that ‘real’ relationships do not.”

Real interpersonal relationships don’t offer the same benefit, (moving toward an ideal self). Real
interpersonal relationships come with tension, arguments, rejection, and possible reconciliation –
all of which can take a toll on your self-esteem.

There's nothing to lose in a parasocial relationship, which is why so many people are fans of
celebrities, why they join rock star fan clubs, and why they're addicted to celebrity gossip.

3.1.2 Disadvantages of reality shows toward celebrity

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I know the reality shows has some drawbacks toward us, industry and also Malaysian. The
drawbacks may come from:

I. Lack of Privacy

Participants (and in some instances viewers) also have to deal with reality TV disadvantages.
Applicants need to read the fine print in every legal document they sign, as a personal release
form gives TV producers the rights to film them during every aspect of the program.

If you apply to appear on a reality program, you have no grounds to complain about lack of
privacy, or that you cannot control what ends up on TV. Every stipulation usually appears in
personal and location release forms, as well as informed consent forms.

II. Harmful Effects to Reputation

When participants surrender their rights to privacy, they may not consider reality TV's long-term
effects, subjecting themselves to potentially humiliating events that harm their reputation. Some
participants emerge unscathed and parlay "bad" reputations into other ventures, but others may
experience less fortune.

If participants engage in questionable behavior and it appears on television, it could impact their
relationships with family and friends, not to mention employers and the law. Established
celebrities have no immunity to reality TV's consequences; any questionable behavior on a
reality program may cause Hollywood to have little to no interest in working with celebrities on
future projects.

III. The Editing Process and Inauthenticity

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Viewers often wonder if reality TV projects real-life, unscripted moments. Programs like Fox's
"COPS" depend on authentic interaction between law enforcement and criminals. Most reality
shows, though, may edit programs to fit their own agenda, presenting viewers expecting reality
with inauthentic programming. Such actions may result in exaggerations of events or painting
participants in an inaccurate, non-flattering light.

Participants in programs like "The Real World" claim producers influence what people do on
camera. Omarosa Manigault-Stallworth, who emerged with a less-than-flattering reputation
while on NBC's "The Apprentice," told Time magazine that producers never filmed her when she
was making nice, only during heated, great-for-TV moments.

Some participants use reality TV as a means to portray a type of person they could not be in real
life. Such was the case for Russell Kairouz, who claims that his jerk-like behavior was all a show
on on CBS' "Big Brother" in summer 2009.

Regardless of whether reality shows fake it, most viewers do not seem to mind, according to a
2006 Time poll. More than half of respondents said that accuracy did not impact their enjoyment
of a program, while less than one-third believed reality shows depicted real experiences.

3.2 Sponsored company’s View

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Corporate sponsorship is also known as event marketing or cause marketing (in the case of
sponsorship of nonprofit or charitable events) is a relatively new form of advertising in which
companies pay to be associated with certain events. Corporate sponsorship has been growing
rapidly in recent years; in fact, it grew at a faster rate than the growth in overall corporate
advertising in the late 1990s.

Part of this increase is attributable to the number of small and medium-sized firms that are
becoming involved, according to Paula Moore of the Denver Business Journal . "Not long ago,
only large entities, could afford 'cause marketing' as a means of building goodwill and boosting
revenue," she wrote. But in today's business environment, small companies have embraced
sponsorship of everything from local softball and volleyball teams to festivals, fairs, and park
cleanups as an effective means of increasing their visibility in their home community. Many of
these kinds of sponsorships enable small companies to increase their public profile in a relatively
cost-effective manner. Indeed, Nation's Business contributor Harvey Meyer touts a wide range of
potential benefits: "Sponsorships can enhance a company's image and visibility; differentiate the
company from competitors; help develop closer relationships with current and prospective
customers; showcase products and services; unload obsolete inventory; and allow the company
to compete more effectively against bigger firms that have much larger advertising budgets. In
addition, tickets to sponsored events can be used as incentives for employees, vendors, and
customers and to promote worker loyalty. And proponents say that if sponsorships are well-
conceived and strategic, they can boost sales both long-term and short-term as they improve the
community through the events they support."

In addition to the advertising and promotion aspects of corporate sponsorship, it also provides
benefits in the realm of community relations. A comprehensive, ongoing community relations
program including event sponsorship in directly can help virtually any organization achieve
visibility as a good community citizen. Organizations are recognized as good community citizens
when they support programs that improve the quality of life in their community, including crime
prevention, employment, environmental programs, clean-up and beautification, recycling, and
restoration. Some other examples of ongoing programs might include scholarship programs,
urban renewal projects, performing arts programs, social and educational programs, children's
activities, community organizations, and construction projects. These kinds of sponsorships also
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sometimes referred to as "cause related marketing and may also be linked to national or even
international social causes. For example, a kayak manufacturer who donates a percentage of its
boat sales directly to a national river conservation organization not only supports a worthwhile
cause, but also creates an effective marketing tool for itself.

Good community relations programs give employees a reason to be proud of the company,
which increases loyalty and may help to reduce labor and production costs. Furthermore, a
company with happy employees and a good reputation in the community is likely to attract
highly qualified new employees. A small company also might generate new business through the
contacts and leads it generates in its community relations activities. Such contacts might also
make it easier for the company to obtain financing for expansion, find promising new locations,
or gain favorable treatment in terms of taxes, ordinances, or utilities. Good community relations
can also be beneficial in times of crisis, such as a fire or a plant closing, by rallying the
community around the affected business.

Event sponsorship, in particular, is an attractive option because it provides a business with access
to various audiences, including employees, business decision makers, and government regulators
as well as consumers. It can be an especially good marketing tool for companies that participate
in international trade, because sponsorship transcends language and cultural barriers. Many
marketers feel that corporate sponsorship is superior to other methods because it allows for an
immediate customer response to new product offerings. Events provide business managers with
an opportunity to come face to face with their customers. They also provide customers with an
opportunity to try a company's products out firsthand. By comparison, marketing research tools
like focus groups can be expensive and may not target the right people, while market
questionnaires or surveys generally do not give potential customers a chance to try the product.

Corporate sponsorship also provides marketers with a unique opportunity to position their
products in the marketplace. With corporate sponsorship unlike conventional marketing
techniques, the company, the product, and the event or cause being sponsored tend to become
linked in consumers' minds. "By sponsoring an event or providing a budget for an event's
broadcast, a sponsor can generate audience awareness while simultaneously creating associations
of the event's values in people's minds," Tony Meenaghan explained in an article for the Sloan
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Management Review. "The event generates the audience while concurrently sending a message
to that audience about the event's values. Each sponsorship property or vehicle has certain
associated images in the consumer's mind that transfer to the sponsor."

Given this tendency for consumers to associate sponsors with events, it is important for
sponsoring companies to choose events that fit well with the image of their products. Indeed,
small businesses should not associate themselves with any cause or event without first
undertaking a serious examination of the potential drawbacks of a sponsorship opportunity. For
example, effective sponsorships often require active participation on the part of companies and
segments of their workforces. In addition, some companies shy away from sponsorship because
of fears that they will be exposed to litigation or bothered by organizers of other events. Finally,
affiliation with a community event that is poorly organized or violates local standards of good
taste can be quite costly to a small business. With this in mind, small business owners should
always undertake a background check on events or organizations they are considering
sponsoring. "Talk with current and past sponsors," counseled Meyer, "and ask for access to
mailing lists, post-event surveys, and documentation of the attendees at the event, media
mentions, and the rate of sponsorship renewal." It is worth noting that the growing popularity of
corporate sponsorship has spurred many market research firms to aid businesses in the selection,
implementation, and evaluation of sponsorship opportunities. But these services may be
prohibitively expensive for smaller companies.

Even when there is a good fit between sponsor and event, it is still vital for a company to
promote the event and its involvement in order to gain benefits. After all, sponsorship is a form
of advertising, even when it is of a nonprofit venture or charitable event. "Some smaller
companies," Moore noted, "are more reticent about profiting from niceness." Possible ways to
promote events sponsorship include billboards, print and broadcast advertisements, and direct
mail. Sponsoring companies may also find it helpful to issue press releases about the event to the
media, as well as to contribute articles and editorials to publications that reach the target
audience. Marketers of consumer products may also engage in joint promotions with retailers,
such as coupons and tie-ins.

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The fees involved in event marketing can range from a few hundred dollars to hundreds of
thousands of dollars, depending on the scale of the event and the level of the sponsor's
involvement. In addition to the cost of staging the event itself, there are also associated
advertising, publicity, and administrative costs to consider. Many small businesses choose to
begin as a co-sponsor of an existing event, which allows them to take advantage of the other
sponsors' experience. It may also be possible for a small business to underwrite a new event and
share advertising costs with a co-sponsor. Some businesses find it difficult to justify the expense
of corporate sponsorship because it can be difficult to gauge the results in monetary terms. But it
is often possible to conduct before and after interviews with attendees of the event, or to give
away coupons and then track redemption rates. Some businesses also attempt to gauge the
success of an event by providing a toll-free telephone number for attendees to call for more
information about their products or services.

Besides that, the benefits provided by corporate sponsorship can be decreased significantly by
competitive tactics known as "ambush marketing," which occurs when competitors take steps to
deflect an event audience's attention away from the sponsor and toward themselves. Ambush
marketing tactics include sponsoring the media coverage of an event rather than the event itself,
sponsoring a subcategory of an event, sponsoring individual athletes or teams involved in an
event, or planning advertising to coincide with the event. "An ambush marketer can associate
with a major event without large-scale investment in securing rights and thereby fulfill brand
awareness and image objectives at low cost—benefits usually available only to the official
sponsor," Meenaghan noted. "It also generates goodwill, which is a consumer's natural reaction
to support for an activity of which he or she approves. At the very least, it creates consumer
confusion, thereby denying the legitimate sponsor clear recognition for its sponsorship role."
Meenaghan claimed that ambush marketing "simultaneously reduces the effectiveness of the
sponsor's message while undermining the quality and value of the sponsorship opportunity that
the event owner is selling." Although the practice is considered unethical by paid sponsors and
event owners, others consider it a normal part of competitive advertising.

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Besides that, the positive impact for the company by doing the sponsorship is Sponsorship
geared to driving sales can be an extremely potent promotional tool. This objective allows
sponsors to showcase their product attributes. Food and beverage companies often use
sponsorship to encourage samplings and sales.

IEG’s Complete Guide to Sponsorship cites Visa’s fund-raising effort around its sponsorship of
the Olympic Games and the U.S. Olympic Team. They promoted their association by offering to
make a donation to the team each time consumers charge a purchase to their card. American
Express used a similar strategy by donating to needy causes with their "Charge Against Hunger"
campaign. As a result, both companies experienced a significant rise in sales volume.

When we see on company side, the sponsorship is giving more benefits for the company
compared to the negative impact. The negative impact that we can see is when the program that
the company sponsored are not get viewers attention, means here the event are not attractive and
popular enough. Therefore the company will be suffered losses. Besides that, the company also
wasted their investment toward that event. Because of that, the companies are not getting what
they expected to get such as the popularity, increasing the sale, position the brand name and
others.

3.3 Agency’s view (media)

Media like data is the plural form of a word borrowed directlyfrom Latin. The singular, MEDIUM, e
arly developed the meaning “anintervening agency, means, or instrument” and was first applied t
o newspapers two centuries ago. In the 1920s MEDIA began toappear as a singular collective
noun, sometimes with the pluralMEDIAS. This singular use is now common in the fields of massco
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mmunication and advertising, but it is not frequently foundoutside them: The media is (or are) no
t anti-business.

When talk about reality TV shows, it will give lots of benefits of the TV commercial. The
TV commercial will gain the profits from the voting of the audience and sponsorship parties. So,
the existence of those program its will produce the “artis segera” who be the icon of the
community. Here we will discuss about role of media agencies. We are listed three issues of
media agency which is as a social and political phenomena, the entertainment program on
television reality has become a public frenzy, and the broadcasting itself.

• Media Television as Social and Political Phenomenon.

Media Television, although only half a century old, this day have a place that is so
important in the lives of almost the entire world community. Media Television plays an
important role in the development process. The media is often a key channel in the
formation of the social agenda in many countries. Television is also often raised that the
great controversy both within and outside the country.

In Western countries, television has started as a technological innovation, and then

gradually became a social phenomenon of interest. This is because it is not just a
technological tool that brings entertainment material, but also brings social messages
intertwined in it. In developing countries, television is a device borrowed and copied
from the West, not only in terms of technology, but also in the technical publishing,
content and social message. This in itself raises some difficult issues that must be
reviewed and evaluated carefully.

In Western countries own television as a means of communication is considered the most

influential in the social, economic and political, but not all effects are considered good.
To conclude the advantages and disadvantages of television, Head (1972) lists the
advantages and disadvantages as follows:

 Advantages:

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 (Television) enabling socio-political changes carried out safely; provide information
about the politician who contested the general election and involving more citizens in the
political process, to distribute news and make people more aware of the affairs of the
country, providing a variety of socialization experiences by watching ; help the family
ambience with attractive members of the family watching together, allowing the release
of violent feelings (catharsis) of individuals through watching violent patterns, provide
information about new products on the market, expanding interest in participating in
economic activity, providing motivation to excel in life ; teach social values that can be
accepted by society, to be friends to individuals, to relieve the monotony of life,
delivering fine arts programs to the public, adding interest in the sport as a spectator, to
popularize the new game.

 Disadvantages:

Sell political candidates as commercial goods, did not emphasize social issues and
politics are real and important; generate fake events to make news more interesting,
produce the wrong model for studying the process of socialization, teaching and
encouraging crime, encourage the purchase and consumption of goods with extreme ;
teaching material behavior and the belief that success is more important than how to
achieve it; promote racial stereotypes and insulting ethnic minorities, promoting
apartheid and individualistic attitudes; replace active sports participation to the passive
viewing at home, make more sports-featured commercial products, adding the cost of
production of goods with ads that luxury, making fine art as a common and uniform;
replace reading with viewing.

Halloran when discussing television as a social phenomenon too many doubts raised
(Halloran 1970):

 Television is accused of creating conformity; operations to support political and

economic interests to those who have profit from it; maintain "status-quo",
reducing the ability to think critically; sensationalist focus on ordinary things,
preclude the development of democracy which is really getting their

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 participation; lead to the aesthetics and quality of cultural tastes and frustrating
social progress, particularly in terms of education.

It is without doubt the continued research will discover more influence on public television in a
country those television operations, in addition to streamlining the people in this world through a
global operation that brought the concept of "global village".

• The entertainment program on television reality has become a public frenzy.

Fear Factor is a reality entertainment shows on television are getting overwhelming

response from audiences around the world. Fear Factor Design channel NTV7 aired
every Saturday at 11.00 pm. The plan can also be viewed through the channel 5
Singapore television every Wednesday at 7.30pm. For Fear Factor fans are not watching
the day seemed to be full of life on the day. Similarly, given the great response of
Akademi Fantasia, My Team, One In A Million, Gang Starz and Akademi Al-
Quran. However, a very good response to the plans of teenagers frustrates many.

Teenagers who are too obsessed with reality entertainment shows will be a waste of time
without benefit. Every moment that passes is bringing their minds to the realm of reality
entertainment. They are always thinking about things related to entertainment shows that
while further marginalizing the things more important, especially education. For
example, the Akademi Fantasia close to the air, it will lead to feelings of excited young
fanatics to the plan would be to forget other things. In this context, it's clear that the vast
majority of reality shows on television resulted in the focus shifted from the young minds
in the field academically trivial.

Availability is also a reality in television entertainment programs that use the power of
the audience to determine the winner. The organizers took advantage and opportunity to
fish in muddy water. As usual, viewers are given the power to vote the winner through a
system of short messaging service (SMS). Teenagers are obsessed with the most popular
players are willing to do anything for the success of the participant. This includes those
willing to spend big amounts to vote via SMS, the participants are interested. Pocket
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 money given by parents for spending on schools has been abused. They are able to bind
the stomach solely to pay for mobile services used by them. It is clear here that the
broadcast entertainment program in television reality also involves a waste of money,
especially among teenagers.

The most disturbing symptom is that the influence of hedonism marcapada increasingly
endemic in society. Hedonism refers to the notion or belief that emphasizes entertainment
and enjoyment in life. This culture was nurtured by reality programs that have received
overwhelming response from teenagers. The emergence of a form of reality entertainment
has become a virus that causes cancer in people getting hurt. Fanaticism of entertainment
has made young people more complacent toward their roles and responsibilities are
real. Fun to appreciate the world of entertainment has overcome everything. Cassettes,
compact discs, video compact discs, compact discs and digital entertainment magazines
dumping meeting room space teens. Likewise, pictures and posters that meet their
favorite stars wallpaper, files and book cover adolescent students. Thus, the plan in the
form of reality entertainment has attract hedonism understanding among youth.
According to it is clear that the reality entertainment shows on television has left a
negative impact among adolescents. Therefore, all parties must work together to curb
these symptoms than continue to be a virus. The organizers and broadcasters should not
be thinking solely about profits, but aspects of construction should be in the minds of
adolescents. Parents should also play their respective responsibilities to young people is
not easily lost in the frenzied wave of entertainment.

• Broadcasting

Zulkiple provide broadcasting world scenario has changed with the emergence of the
nation's first private television station, TV3, in 1984. It provides a rival to Radio
Television Malaysia (RTM), which was then engaged in a bit conservative. TV3 with an
aggressive strategy, it began to show TV programs that meet the taste of the audience and
said RTM should be involved in the competition. In this case, the culture and policies had
to be sacrificed. But a win is considered the programs undermine the morality of human
reason does have a tendency to choose the obsessed culture, said Zulkiple.
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 In the competitive media companies and advertising that sells products or services,
particularly telecommunications companies, the opportunity to make profits.
How far which we are able to reject such programs is largely dependent on self-esteem
and inner strength. We should not reject a total entertainment but as a diary of life is
filled with elements of fun and fantasy, of course, it will destroy the future.
We need to reflect on the history and writings of Western scholars about the Malays, who
is associated with the slacker attitude because we are eager to spend time playing wow
and brag crickets. We must realize and come back. Do not be obstinate in fantasy? he
said. TV9 issue Zulkiple thinks AQ is trying to program an alternative reality that
distracts young people from the love of mere entertainment to more serious matters.
He praised the courageous action of the TV9 to be able to issue a separate reality from
entertainment concept that is now rampant. This phenomenon was also made Deputy
Prime Minister, Datuk Seri Najib Tun Razak reminded local TV stations not to be too
commercial and market driven considerations solely to ignore the question of ethics and
morals of the people.

3.4 Parents View

The degree to which reality television shows have spread through across broadcast and cable
channels leaves little doubt that our children are likely to come across multiple examples of this
type of programming --- even those with casual viewing habits. Any cultural phenomenon tends
to become widely known, but not all raise the same questions of potential impact that reality
shows do. Examining what is already known about reality shows and their influence on children
can help parents make informed decisions about how to handle the issue in their own home.

• What is Reality TV?

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Reality television consists of programs which purport to showcase people appearing as
themselves in a variety of different contexts. Many reality programs revolve around
competitions; others feature celebrities in their everyday lives. There are also shows that center
on small groups of otherwise unknown people, probing their interactions with one another.
Whatever form they take, reality shows seek to create entertainment from the uncertainty of
unscripted moments and events. They also look to present shocking, awkward or otherwise
inflammatory situations --- a consistent characteristic of most reality programming.

• Children as Viewers

Children who view reality programs have been shown to suffer ill effects from the content of
such programming. One Australian study revealed that children who watched reality
programming were significantly more likely to associate wealth, popularity and beauty as factors
that contribute to happiness. It's no surprise that these are values frequently held in high esteem
by many participants of reality shows. What's more, certain other reality programs such as "Fear
Factor" that feature participants involved in disgusting or dangerous behavior inspired attempts
to duplicate these acts by some younger viewers.

• Children as Participants

Although not all reality programming involves underage participants, some do. These have also
been shown to have a negative impact on the children involved. An environment in which kids
find themselves surrounded by cameras much of the time has the tendency to make the
challenges of growing up that much more difficult. Additionally, when competitive reality shows
incorporate children, there is an added pressure and sense of rejection when things don't work
out. The Canadian newspaper "The Globe and Mail" reported in 2009 on a program called "The
Next Star," which focused on kids under 15, placing some contestants in embarrassing situations
and leveling criticism (albeit constructive) at them on national television.
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 • The MTV Experience

Much of the programming offered on the MTV family of networks as of 2010 falls into the
reality category. These shows are specifically geared toward younger viewers. Due to the target
audience, kids are more likely to hear or see these shows referenced during interactions with
their peers, increasing the likelihood that they'll watch. Inadvertently, these shows can present
young viewers with role models. Given that kids are less capable of distinguishing decidedly
undesirable behavior unless it's specifically placed in that context, the offerings from MTV have
the potential to set a standard for teens in this area whether they intend to or not.

• Combating the Influence

Needless to say, focusing on limiting the exposure your kids have to television is a good start to
prevent reality TV from "taking over" in your house. Additionally, psychologists Brent Ludwig
recommends that you focus upon the fact that reality shows are decidedly not reality. That
stipulation goes a long way toward setting boundaries of behavior. Moreover, Ludwig suggests
on the Genesis Health System website, it's important that you or your children don't become
passive recipients of the shows' messages. He feels it's crucial to identify the values presented by
each show and discuss those in depth with your kids to maintain a balanced view of what's
important.

Ten Suggestions for Becoming a Counterforce to Reality TV and Other Social Toxicities*

1. Learn about the complicated world of pre-teens and teenagers by entering their world and
opening dialogue

Read magazines, listen to their music, read the lyrics, go to the movies they’re into (with them if
they’ll let you), discuss alcohol, drugs, sex, social pressure, and appearance. If these subjects are
not finding their way to you, you are missing out on what is important to your children. Reality
TV fits in here. If we are engaged in a cultural war, a spiritual war, parents need to be armed
with good information and a good sense of where they stand. We want to help our kids to think
and feel deeply, embrace prosocial values versus the junk values of reality TV. Find time to
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watch TV with them, allow them to teach you their favorite video game, or look over their
shoulder when they are on the Internet researching something about their favorite celebrity, for
example. Some experts have referred to this as “comfort time,” time in which we find the time to
enter their world (Taffel and Blau, 2001, 81-85).

2. Set reasonable limits and be prepared to enforce them

Children should hear the message, “I love you but I have expectations.” Setting limits is not only
about “laying down the law” and letting kids know “who’s boss.” Establishingauthority is just
one part of the equation. When we say no, often it is about what we believe and it is another
chance to get that message across.

3. Help kids to understand the behind the scenes machinations and manipulations of reality TV.

Point out to them why it isn’t real. Teach kids how the media works. Networks use these shows
to attract young viewers; the people advertisers want to reach the most. Talk to them about
ratings. Explain how higher ratings means that they can charge more for commercials. Show
them that is really being sold is the audience. Teach them that the stunts on shows like Jackass or
Fear Factor are set up with lots of safety and controls that they don’t let us see so that it looks
more dangerous than it really is. Remember the part about reducing the environmental danger
part of the risk equation? Explaining this to our kids is a way of protecting them, keeping them
safe, preventing them from taking unnecessary risks.

4. Be available when your kids are ready to initiate conversation, which is quite often at a time
that is most inconvenient for you.

It usually goes something like this: “If I’m busy they want to talk. If I’m interested and seem
eager to talk they pull away.” This may not be that easy, to find the right time that is. Your kids
will be most likely to approach you just when you start winding down, if there is such a thing
these days. For example, when you have settled in to your most comfortable chair to read the
newspaper or watch a movie. There are other obstacles as well. Our willingness to broach a
subject with our kids and our own comfort level with certain content such as sex and sexuality,
are examples. (NOTE: Appendix A provides a humorous and accurate illustration drawn from a
family scene on a TV drama.)
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5. Counter the warped values promoted by Reality TV with your own advertising of everyday
life (Better to be corny than cool)

Remember to take the opportunities you can to share your values. Corny slogans are not so bad.
In the recovery field things like “keep it simple” and “one day at a time” work wonders for many
people. Have your kids make their own commercials. Make a game of it. The technology is
available. Give them incentives for identifying the advertisers’ tricks. Repeat your slogans, post
them on your fridge, and don’t be afraid to corny. Better corny that cool when it comes to the
right message and prosocial values.

6. Encourage kids, by example, to become doers rather than spectators.

Find ways to counter the corporate culture that the media brings us. For example, in Long Beach
two men started something that began as a lark to celebrate their 40th birthday one winter and
has become an annual community ritual and fundraiser for the Make a Wish Foundation – the
Polar Bear Club. It started with just two “knuckleheads,” as they refer to themselves, jumping
into the ocean in late January. Now the event attracts thousands each year, young and old, and
has become a rite of passage and a fundraiser. Here is good example of people creating popular
culture that adds deep meaning, prosocial values, andgood spirit to a community…not to
mention good clean fun. People can be seen wearing their Long Beach Polar Bear Club t-shirts
and sweatshirts all year round. Another idea is to encourage your kids to write a letter to an
advertiser, network, or newspaper. I believe strongly in helping kids to make waves, to have lots
of practice in becoming active citizens in community affairs, to learn that they can make a
difference (maybe where we as adults have failed to.) Parents can help them to do this.

7. Help girls to be proud of themselves beyond their looks.

There is a book that I love called Reviving Ophelia by Mary Pipher (1994), which I recommend
to all parents and especially parents of girls. She writes eloquently about helping young girls to
find their “true self” and escaping rather than embracing the “junk values of the mass culture.”
She writes, “Vibrant, confident girls become shy doubting young women. Girls stop thinking,
‘Who am I? What do I want?’ and start thinking. ‘What must I do to please others?’” (Pipher,
1994, 22).

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8. Ensure that you are heard, don’t assume that you are clearly understood.

Sometimes I will say to kids, particularly as they roll their eyes at me, “Please help me out, you
may have noticed that I am not too swift sometimes, but just tell me what I just said to you so
that I know you hear me so that there is no misunderstanding.” On more than one occasion kid
who I am trying to understand have advised me, “Andy, this is way over your head.” Put your
ego outside the door.

9. Support their expression of feelings – take a stance of warm interest, don’t pass judgment, take
your time.

Teenagers often expect you to dismiss them. When you hang in there and overcome the obstacles
they become surprised. You need time to convince them that, “Why did you do that?” can be a
neutral question and not a statement of moral disapproval. The former is what we want to
convey. That is not to say that you cannot take a position, or should not. Only that if you want to
encourage dialogue you have to be open to hear what they have to say, even if there is a chance
you will not like what you hear.

10. Approach each conversation with a sense of possibility and hope.

Lend yourself, your conviction that things can work out. “I don’t want to just dismiss you. We
may not agree but I really want to understand your point of view, your experience.” Remember,
it is parents’ job is to protect and kids’ job is to explore. As our children get older and move into
their adolescent years they tend to be outraged when parents do not agree with them about the
ideal balance of freedom and security. But make no mistake, they do want to have relationships
with you.

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3.5 Student view

Student defines as a learner who is enrolled in an educational institution. They are a person who
is enrolled or attends classes at a school, college, or university. For purposes of determining
whether a person is Dependent for tax purposes, the term student means an individual who
during each of five calendar months during a tax year is a full-time student at a qualified
educational institution or is pursuing a full-time course of institutional on-farm training.
According to previous research, as many as 47% of college-aged kids, 18-24, watch reality TV
on a regular basis.

Reality TV is becoming increasingly popular. One only has to watch some of these shows to see
the obvious: they're mostly featuring (and therefore promoting) the basest of human behaviors. It
isn't REALITY. These shows are set up and choreographed to make us think they represent a
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true sampling of people going about their "real" lives and then they go on to show us how
depraved and dysfunctional reality is.

Regarding to the title, students perception towards reality shows are different. There are two
types of perception which are first are physical, how we actually "see" or visualize something, or
the angle from which we see something. The second would be emotional, How we "see" or
understand something, and it may differ from how another sees it, and both can be correct or not.

For example if you saw a robbery you would precise it as a bad situation. There for your
perception of the situation was so. Perception is just basically your understanding of something
the way you individually see it. It is the emotional types that people can understand with. It goes
same when the students watch the reality show program; they will see all the elements that the
reality shows. So that, students will influence by whatever the reality show that student being
watch. To perceive is to become aware, to understand. Is it usually related to seeing something or
hearing something. Perception is the act of perceiving, but it's a little more than that

Why i said that reality shows give negative impact is, while all the others are absorbed in the
pathetic, crude and oftentimes vulgar behavior served up to us by the television moguls as
"entertainment," those of us who refuse to be duped can be doing so many other worthwhile
things, such as reading a book, watching an educational program like a documentar, writing a
letter or an article, studying for exams, engaging in meaningful conversation, visiting a relative
or friend, seeking information on the internet, attending an evening sports meet, going out for a
meal, practicing a musical instrument, playing a board game.

From my opinion reality gives the negative impact to the teenagers. These reality shows are just
spoiling the minds of people of teenagers and youth of today wan fame. They think that it is the
only shortcut of achieving it. It is not they wonder how they lead their normal life after the show
is over. So that, these reality shows are just diverting the students from their studies. It is because
when they see the reality show they feel enjoyed and not do the other job even 1 minute he /she
left the show. They are not going anywhere when the reality show starts to begins. This can
affect the performance students in study. Their times to study are reducing by themselves after
they enjoy watching the reality shows.

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Besides that, from my view, I feel students have the emotional tools to dissect the images and
stories told in reality TV. But what about when younger children are watching shows that expose
them to toxic personalities. Child-development experts agree that adolescent brains aren't wired
to understand much of the vast world explored on reality television today, and that this can be a
problem. The unspoken reality behind the rise in the reality TV trend, experts say, is that it
demands that parents understand that the "Father Knows Best" days won't return anytime soon.
As much as parents might hate it, they've got to be vigilant against the onslaught of readily
available mature content on television

Besides that, from my point of view we should stop the Reality Show as it is as business of the
broken dreams of the spectators. It is because. The thing is that the reality show is the stage
where a common person goes to top of the success. This success is the dream of every common
person but as due to the surroundings they are unable to reach their dreams. They see their
success in the success of the competitors in the stage. They support themselves there in the
reality show. Everybody wants to be He-man, Spider-man, Superman, and a Hero kissing the cup
of success. These companies are making business using the dreams. And the worst things happen
are the reality programs of small kids, they are bounded by the expectation of the dream of the
parents and their childhood is suppressed by the pressure of the expectations. Usually, the reality
shows wasting money to the students. It is because some sponsorship companies will make a
business from the reality show. It happens when students keep voting their favorite candidates
from the reality shows. It brings the negative values. It is because their family give money to
them to purchase the good things for their educational or good thing else.

In fact, not all the reality shows are gives the entire negative, but there are also give the positive
impact to the audience especially to the student. Just for an example ‘the apprentice’ program
that Donald Trumph organize. It give a lot of benefits to the business student to learn what
happens in the real live in the organization.

In the program of ‘The Apprentice’, understanding an entire situation whether it is conflict or not
is necessary before entering it. If you choose to jump too far ahead you can miss a crucial part of
what is going on. Preparedness is a business necessity.

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Besides that, from the program we can learn about listening. Listening is a skill and tasks that
can be actively applied across all aspects of communication. Such a fundamental building block
of the communicative process is often over looked because people are too busy trying to talk
their way through projects and problems that they are not realizing that listening often turns into
the fastest way to solve a problem. Whether it is among peers or with a supervisor, listening
allows one to learn more about the other person(s) in the conversation as well as giving time to
assess the verbal and non-verbal messages that are being sent.

A communicator must ensure that his or her message is being sent and delivered the way they
intended it to be. Internal and external noise as well as preconceived notions of what should be
going on with a project can have an effect on the way a message is received. If the sender of the
message takes extra precaution in the manner that they handle their message the outcome of the
situation is that much more likely to be positive.

It may seem obvious to most, but being part of a team means focusing on the needs and goals of
that team. When working in groups it sometimes seems easier to focus on “I” or “my” when
discussing the work being done. However, in today’s business world more often than not one
will find a group or team focused company wants it to be a cohesive group. Although each
individual’s participation is important and necessary, it is the work as a whole that should be
focused on and prioritized.

Conflict can also be a double-edged sword in the business world. The way you choose to deal
with it can greatly benefit or damage a company. Knowing when destructive and constructive
conflict is taking place helps create a better understanding of what is happening in that situation.
Constructive criticism can be highly beneficial to a company; it just has to be a choice to not
allow destructive criticism to negatively affect a problem.

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4.0 Conclusion

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5.0 References

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