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Thailand’s media spend shrinks as brands shy away from ‘bad’ news

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PHOTO: Thailand Business News

Young protesters, who use social media and messaging intuitively vs Thai officials and police who try and track those messages to keep up with the plans of the protest movement. Although Thai police have water cannons and brute force, the Thai youth at the core of the current protest movement also have a valuable weapon. And it’s being used more than ever at the moment. But this increased traffic is not transforming into increased media spending from Thailand’s main brands.

Social media analyts Wisesight say social media is being ‘weaponised’, not only to plan and communicate with fellow protesters, but also “spread the word” of the issues behind their campaign and share their stories with friends. Posts on social media have nearly doubled to 40 million messages a day over the past week. The daily average of posts in past months are around 20-22 million a day.

“Some 40 million messages were posted on social media in Thailand on Oct 15, mainly driven by political strife,” according to Kla Tangsuwan, CEO of Wisesight.

But the increased traffic on social media hasn’t meant that brands are increasing their spending to take advantage of the additional ‘reach’.

In fact, Wisesight say brands are pausing digital media spending after the political conflict ramped up this week. Usually digital media spend spikes in Q4 with the approaching festive season, a peak buying time for consumers. Media were hoping that sentiment would rebound as the world “pandemic” started the settle in October, but fresh political protests, and a surge in new global Covid-19 cases, have caused brands to “pause or wait and see”.

“Brands have begun to hold back on digital media spending in the fourth quarter as political messages flood online platforms, drawing attention away from commercial activity.”

According to the business director of Media Intelligence, Pawat Ruangdejworachai, businesses are pausing their media spend.

“They lack confidence and are hard to gain attraction from audiences that have more interest in political movements.”

The report also notes that Thailand’s social media landscape, and broader media landscape generally, are entering a new paradigm where usage is driven mainly by Generations Y and Z who use their media intuitively and consume it in real time, the vast majority on their smartphones.

Gen Y. Gen Y, or Millennials, were born between 1980 and 1994. They are currently between 24-39 years old.

Gen Z. Gen Z is the newest generation to be named and were born between 1996 and 2015. They are currently between 5-24 years old.

According to Media Intelligence, media spending is expected to fall 20% in Thailand to 71.2 billion baht this year. Internet channels are forecast to be the only media which will see growth this year, up 0.5% to 19.7 billion baht.

SOURCE: wisesight.com

 

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3 Comments

3 Comments

  1. Avatar

    Dirty Farang

    Saturday, October 17, 2020 at 4:48 pm

    The gorl on the left is dressed like going to Oktoberfest in Munich ?

    • Avatar

      albert zweistein

      Sunday, October 18, 2020 at 1:36 am

      She IS going !

  2. Avatar

    Eva Brooks

    Sunday, October 18, 2020 at 9:37 pm

    your math is wrong. you say
    Gen Y, or Millennials, were born between 1980 and 1994.
    They are currently between 24-39 years old.
    (this should be 26)

    Gen Z is the newest generation to be named and were born between 1996 and 2015.
    They are currently between 5-24 years old.

    and what is someone born between 94 & 96 called?

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Business

Thailand’s airlines call for meeting with PM to discuss soft loans

Maya Taylor

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PHOTO: Flickr/Ferry Octavian

The Thai Airlines Association says 7 member airlines are pushing for a meeting with PM Prayut Chan-o-cha to discuss the option of soft loans. The carriers have been seeking this financial aid for some time and have even decreased the amount being asked for, from 24 billion baht last year to 14 billion now.

The Bangkok Post reports that representatives from Thai AirAsia, Thai AirAsia X, Bangkok Airways, Nok Air, Thai Smile Airways, Thai Lion Air, and Thai Vietjet Air want to meet the PM to discuss what progress, if any, has been made on the matter. Wutthipong Prasartthong-osod from the TAA says the loans would give the carriers the support they desperately need at this time, with the association also putting the request in writing.

The airlines previously met with the PM last August to discuss the proposal, with the TAA pointing out the situation has worsened considerably since then. The ongoing third wave of Covid-19 has led to a reduction in flights, which has had a significant impact on revenue.

In addition, carriers are struggling to meet the ongoing costs of operating flights and paying workers. The association says the provision of soft loans would cushion the impact and help domestic tourism. It is also calling on the government to vaccinate airline staff, given that they are frontline workers in the tourism sector.

The Bangkok Post reports that in February, the Finance Minister, Arkhom Termpittayapaisith, was hesitant in his response to the call for soft loans, with the Export-Import Bank of Thailand asked to come up with some form of financial assistance for the airlines. According to Arkhom, providing soft loans or bringing such lending under the Public Service Account would mean his ministry having to take responsibility for the difference between market interest and soft loan interest.

SOURCE: Bangkok Post

 

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Thailand

Thai Airways debt restructuring vote pushed back to next week

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Photo via Wikimedia

The vote on Thai Airways International’s debt restructuring plan has been postponed and rescheduled for next week. The national airline needs the plan to be approved by more than 50% of creditors to move forward with the bankruptcy proceedings.

The airline’s total liabilities stack up more than 300 billion baht. With flight suspensions over the past year brought on by travel restrictions to prevent the spread of Covid-19, Thai Airways lost 141 billion baht last year.

Thai Airways has proposed a 3-year freeze on the loan repayments as well as a 6-year delay on bond repayments. The airline is also pushing to have unpaid interest on loans waived.

Debtholders discussed the plan during a video conference today and decided to delay the vote, a legal advisor to Thai Airways told reporters. Back in March, Thailand’s Finance Minister, which is the airline’s largest shareholder, had implied that they back the debt restructuring plan. An attorney representing the creditors had also said many favoured the proposed restructuring.

SOURCE: Bloomberg

 

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Thai Airways’ creditors to vote on rehab plan today

Maya Taylor

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PHOTO: Pixabay

Today is D-Day for Thai Airways, with 13,000 creditors voting on whether or not to accept the struggling airline’s rehabilitation plan. According to a Bangkok Post report, a source at the airline has warned that should creditors reject the plan, the carrier will be declared bankrupt and they would only receive 12.9% of what they’re owed.

In the event of a bankruptcy declaration, the airline’s assets will be appraised to decide how much of its debts can be repaid. The estimate of 12.9% is based on the value of assets currently held by the carrier.

The Bangkok Post reports that the rehabilitation plan which was submitted in March covers debts of around 410 billion baht. It’s understood major shareholders own around 180 billion baht of that debt between them. Should the rehab plan be accepted today, it’s likely Thai Airways will be given a certain timeframe in which to turn itself around.

The plan calls for the repayment period of debts arising from unsecured bonds worth 70 billion baht to be extended to 10 years, with a debt moratorium in the early stages of repayment. The airline is also introducing tough cost-cutting measures, including job reductions via early retirement for thousands of its 20,000 workers.

It’s understood the plan does not call for the Ministry of Finance to provide a loan but says anyone can obtain the loan and the ministry can help with cash injection negotiations. The State Enterprise Policy Office has already stated that the government will not re-capitalise the airline.

SOURCE: Bangkok Post

 

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