Connect with us


Digital technology is drastically reshaping Thai media



“…journalism has never died despite the disruption. It’s just that media organisations and reporters are unable to survive because they cannot adjust to changes.”

The Thaiger is a news and information portal, just one of a growing number of ‘disruptive media’ replacing traditional media and news outlets. It would be a very brave businessperson (with deep pockets) in the 2019 media landscape to consider starting up a new newspaper, magazine or start a new terrestrial TV station. The Nation, now calling themselves Nation Thailand online, has spoken to some of Thailand’s leading media analysts to delve into what this disruption means to Thailand’s old media guard…

Digital technology is drastically reshaping Thai media | News by Thaiger

Technological disruption is having a major impact on many business sectors, including the mass-media industry, which is forcing most mass-media organisations to make adjustments to cope with the changing landscape and cater for paperless consumers.

Professor Surapongse Sothanasathien, chairman of the university council at Rajamangala University of Technology Phra Nakhon, says media organisations will only survive difficulty by adjusting their content so it is appropriate for new digital media. They also have to move the centre of content from “sender” to “receiver”.

“In my experience, I have learned that journalism has never died despite the disruption. It’s just that media organisations and reporters are unable to survive because they cannot adjust to changes.”

He added that mass-media organisations should stop relying on content raised in social media, but instead follow these stories, add value and create good related reports themselves, noting that social media is not the final answer.

“…digital media has rendered print media obsolete.”

He explained that with the fall of traditional media, mass-media organisations need to gradually move to new media formats. For instance, many European countries no longer have traditional television, but instead consumers rely on podcasts and video streaming to access preferred content when and where they want.

“At present, many mass-media organisations are owned or managed by people who lack the knowledge of journalism and mass communications. Senior journalists, who are also part of the management, do not have good knowledge about business communication and management. This is why, many media organisations are failing,”noting that despite the collapse of many media organisations, the government has not made the issue part of the national problem that requires urgent solution.

Larry Chao, managing director of Chao Group Limited – a consultancy on organisation change – said that last year, for the first time, the daily consumption of digital media accelerated past traditional media with more than 50% of overall time spent. Since then, digital media has supplanted traditional media and now defines the industry. Media agencies that have not come up with clear strategies to harness digital media risk being left behind, he warned.

Chao pointed out that digital media has created at least four major disruptions in the media landscape.

First, digital media is rapidly replacing print, as evidenced by the gradual disappearance of print media, including the print edition of this newspaper (The Nation) earlier this year. With the cost of digital media dropping and digital devices like mobile phones improving access to news and information, digital media has rendered print media obsolete. In fact, in order to compete successfully, media agencies will need to tailor their offerings according to each online distribution channel. For example, how they communicate with the mass market on Facebook is different to how they might engage executives on LinkedIn.

Second, digital technology has spawned the development of digital media entrepreneurs, who have created a proliferation of media content. With low barriers to entry and readily available conduits to distribute their material, it is only a matter of time before they start eating into the market share of traditional media players that have relied on in-house creativity and production. Existing media agencies will need to decide how to compete with this influx of agile competitors, or better yet, how to leverage their capabilities as outsourcing partners.

Third, the digital industry has been a boon for video content and technology. Consumers nowadays have an attention span that lasts a few seconds compared to a few minutes in the past, so media agencies should learn to capture their attention quickly, or they can lose them. This has forced many media agencies to re-think the way they share their clients’ products and services with consumers. Perhaps the answer is a combination of capturing the audience’s attention with snippets of enticing digital media, while continuing to search and innovate other non-media sources of communication.

Fourth, with so much digital media bombarding audiences it is not surprising that people have grown wary of what they see and believe. Clever artificial intelligence had created media content dubbed “deep fake”, which fooled people initially but has now started raising suspicion. To win over consumers, media businesses will need to convince them that what they are portraying is genuine and not just a lot of bells and whistles. The quality, creativity and relevance of media content and the products and services they represent will also be vital.

Punyapon Tepprasit, CEOr of MVP Consultants and post-graduate lecturer on industrial management at Ramkhamhaeng University, said the disruption of media organisations has been continuous, beginning from the advent of and rising access to the internet.

“Humans have always wanted to keep up-to-date, and now they want to do that quickly. Traditional media formats cannot satisfy this need like online media can, with the latest news just a click away. Also news can be accessed conveniently and at a lower cost than other platforms. This disruption caused by changing consumer behaviour and the advent of many new technologies has become a big problem for media organisations,” he said.

Read the rest of the story from Nation Thailand about disruptive media HERE.

Digital technology is drastically reshaping Thai media | News by Thaiger


Get more from The Thaiger

Join the conversation and have your say on Thailand news published on The Thaiger.

Thaiger Talk is our new Thaiger Community where you can join the discussion on everything happening in Thailand right now.

Please note that articles are not posted to the forum instantly and can take up to 20 min before being visible. Click for more information and the Thaiger Talk Guidelines.

Click to comment

You must be logged in to post a comment Login

Leave a Reply

The Thaiger is Thailand's largest online portal for news, videos and information.

Follow Thaiger by email:

Thailand5 hours ago

Cabinet seems to have ignored 4am nightlife proposal

Video6 hours ago

THAILAND NEWS TODAY | Korean woman arrested for 5-million-baht theft, 6-year overstay

Crime7 hours ago

Tuhao’s Chinese gang buys 50 homes in Bangkok luxury village with cash

Sponsored8 hours ago

Krungthong Plaza offers endless choices of well-selected plus-size fashion products

Road deaths7 hours ago

Bus flipped in Tak injuring 44 Burmese workers, killing 3

Thailand7 hours ago

3 men were arrested for stealing Thai Internet connection & World Cup betting in Cambodia

Pattaya7 hours ago

Intoxicated Pattaya woman left uninjured after overturning car

Join the conversation on the Thaiger Talk forums today!
Crime8 hours ago

Woman who allegedly scammed victims for over 30 million baht arrested in Pattaya

Bangkok8 hours ago

Bangkok BTS Skytrain fares to increase next year

Thailand8 hours ago

Police put brakes on car rental thief in Bangkok

World8 hours ago

New drug marks major milestone in slowing Alzhemier’s

World Cup9 hours ago

400 to 500 migrant workers in Qatar died due to World Cup, not 6,500

Visa10 hours ago

Thailand advises Indians to obtain visa prior to travelling to avoid long queues

Thailand10 hours ago

Driver furious with Bangkok shopping mall after foreigner accidently causes damage to her car

Politics10 hours ago

Iran promises Thailand it won’t attack Israeli tourists

Crime10 hours ago

Korean woman arrested for 5 million baht theft, 6-year overstay

Thailand1 year ago

Morning Top Stories Thailand | Police to end protests, Human Trafficking | September 14

Thailand2 years ago

Thailand News Today | Thai Airways in rehab, All go for Songkran | March 4

Tourism2 years ago

Phuket’s nightlife. Yes, bars and clubs are still open | VIDEO

Phuket2 years ago

Thailand News Today | Covid passport talks, Thai Airways heads to court | March 2

Tourism2 years ago

Phuket Thai food treats you need to try | VIDEO

Thailand2 years ago

Thailand News Today | Bars, pubs and restaurants ‘sort of’ back to normal | Feb 23

Tourism2 years ago

In search of Cat & Dog Cafés in Phuket Town | VIDEO

Thailand2 years ago

Thailand News Today | Gambling crackdown, Seafood market to reopen, Vlogger challenge | Jan 21

Thailand2 years ago

Thailand News Today | Covid testing for visas, Business impact, Vaccine approval | January 19

Thailand2 years ago

Thailand News Today | Weekend Bangkok bombs, Thailand fires, Covid update | January 18

Thailand2 years ago

Thailand News Today | Stray car on runway, Indonesian quake, 300 baht tourist fee | January 15

Thailand2 years ago

Thailand News Today | Governor off respirator, sex-trafficking arrest, condo prices falling | January 14

Thailand2 years ago

Thailand News Today | Chinese vaccine, Thailand ‘drug hub’, Covid update | January 13

Thailand2 years ago

Thailand News Today | Bangkok may ease restrictions, Phuket bar curfew, Vaccine roll out | January 12

Thailand2 years ago

Thailand News Today | Covid latest, Cockfights closed down, Bryde’s Whale beached | January 11