Mass Media Platforms no Longer the Only Feasible Channel for Every Consumer Demands
InfoQuest publishes the Thailand Media Landscape 2021-2022 report, which provides an insightful look into Thailand’s media trends and highlights. The Thai media continues to grapple with the COVID-19 pandemic as the New Normal is introduced and changes in media consumption behavior becomes more diverse. These are some of the facets that pose tough challenges for Thailand’s media industry.
The latest issue of the Thailand Media Landscape report explains how hybrid working arrangements are the necessary approaches that allow journalists to work from anywhere. Technologies are used to support their work and virtual collaborations, including the use of video conference software that allows them to live stream their programs or conduct interviews remotely.
Media Highlights
This year sees the continued explosive growth of Tik Tok, the massively popular social media platform. Due to its surging growth, it is impossible for the Thai media to overlook the importance and opportunities on TikTok. This year, more media outlets, not just those in TV, have forged media partnerships with TikTok.
LINE, a communication platform used widely by many in Thailand, offers the LINE TODAY service that aggregates news and articles from Thailand’s leading media outlets, including news agencies, content creators and influencers. Currently, it has a reader base of more than 38 million people per month.
Digital TV
The ONE Enterprise, the owner of ONE31 digital TV channel, is striving to become a comprehensive content creator that meets all the needs of its audience.The key to The ONE’s success lies in its content. By positioning itself as a content creator, The ONE does not limit itself to TV as the main channel. It is a content creator that responds to consumer viewing behavior in all channels, such as OTT, YouTube, social media, and others.
The report also offers perspectives of scholars, marketing and PR experts and interviews with journalists on the inner workings of Thai media as well as emerging technologies and megatrends that will have an impact on the media.
Interview Highlights
- Examining the challenges facing online and social media with Noppatjak “Aim” Attanon, WorkpointTODAY Editor-in-Chief
- Thai media in the era of “Narrowcasting” and the decisive year that determines the fate of traditional media from the point of view of Dr. Ake Pattaratanakun, Thailand’s leading marketing expert
- COVID-19 Is The Key Variable in Thailand’s Changing Media Consumption Behavior in 2021: Assoc. Prof. Pornthip Sampattavanija
- “The battle for likes, shares and comments among content creators” with Pornpan “Kaew” Chaviwan, CHOM PR Managing Director
- Suvita “Pu” Charanwong, Tellscore CEO & Co-Founder chimes in on The Role of Influencers
- Chanapatt “Jeep” Chindasanguan, Managing Director of Verve Public Relations Consultancy, shares perspective on Public Relations in the “Now Normal” Era
An overview of the Thailand media Landscape 2021-2022 report is available at: https://www.infoquest.co.th/thailand-media-landscape-2022/overview-en
