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Television industry and its role in the new media landscape under the system of digital economy

by Natthakan Kaewkhum

Title:

Television industry and its role in the new media landscape under the system of digital economy

Other title(s):

บทบาทของอุตสาหกรรมสื่อโทรทัศน์ในภูมิทัศน์ของสื่อใหม่ภายใต้ระบบเศรษฐกิจดิจิทัล

Author(s):

Natthakan Kaewkhum

Advisor:

Yubol Benjarongkij

Degree name:

Doctor of Philosophy

Degree level:

Doctoral

Degree discipline:

Communication Arts and Innovation

Degree department:

The Graduate School of Communication Arts and Management Innovation

Degree grantor:

National Institute of Development Administration

Issued date:

2020

Digital Object Identifier (DOI):

10.14457/NIDA.the.2020.22

Publisher:

National Institute of Development Administration

Abstract:

This research is aimed to study changes in the television industry in Thailand under the digital economy system, to explore the adaptation of the television industry in Thailand in the new media landscape, to examine the roles of television in the new media landscape, and to investigate viewers’ perspectives on the roles and adaptation of television in the new media landscape. The research is a mixed-methods study, composing of both qualitative and quantitative research. For the qualitative research, documentary research, and content analysis on the TV program schedules, including in-depth interviews with those involved in the television industry were conducted. For the quantitative research, survey questionnaires were collected from viewers to explore their viewing behaviors and their opinions on the roles and adaptation of television in the new media landscape. From the study, it was found that technological factors have changed the current situation of the television industry enormously. As a sender, all TV stations have adapted their broadcasting and management explicitly. Concerning the message, the content is more individualized to suitable for and attract viewers. Communication channels have been modified towards digitalization increasingly, including the form of OTT channels.  All changes were affected by viewers’ changing behaviors from a passive to an active audience. Regarding the adaptation of TV organizations in the digital economy system, it was found that they changed in four dimensions: organizational structure, communication channels, genres in content presentation, and content.  On the other hand, the roles of television did not change so much. Still, it was found that nowadays televisions have to learn about their viewers primarily, while they have to adjust their presentation genres and channels to respond to changing society and viewers’ needs. The most important thing TV channels should concern is the content. Besides, it was found that television still plays the role of an opinion leader, while television can broadcast their programs widely to access all groups. As for viewers’ TV exposure behaviors, it was found from the survey questionnaires that most samples were female, aged 21-30 years old, and graduated with a bachelor’s degree. Most of them viewed TV via YouTube the most, and the viewing device used the most was mobile phones because of its portability and because viewers could view TV programs everywhere at any time. Most samples watched TV for entertainment and relaxation, while they expected from their viewing and expected from the functioning of the TV for society as a whole was to obtain amusement, pleasure, entertainment, and emotional support.

Description:

Thesis (Ph.D. (Communication Arts and Innovation))--National Institute of Development Administration, 2020

Subject(s):

Mass media
Telecommunication
Online social networks

Keyword(s):

e-Thesis
Television industry
ระบบเศรษฐกิจดิจิทัล

Resource type:

Dissertation

Extent:

255 leaves

Type:

Text

File type:

application/pdf

Language:

eng

Rights:

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

URI:

https://repository.nida.ac.th/handle/662723737/5168
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ทรัพยากรสารสนเทศทั้งหมดในคลังปัญญา ใช้เพื่อประโยชน์ทางการเรียนการสอนและการค้นคว้าเท่านั้น และต้องมีการอ้างอิงแหล่งที่มาทุกครั้งที่นำไปใช้ ห้ามดัดแปลงเนื้อหา และทำสำเนาต่อ รวมถึงไม่ให้อนุญาตนำไปใช้ประโยชน์เพื่อการค้า ไม่ว่ากรณีใด ๆ ทั้งสิ้น



This item appears in the following Collection(s)

  • GSCM: Dissertations [52]

Except where otherwise noted, content on this site is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International license.

Copyright © National Institute of Development Administration | สถาบันบัณฑิตพัฒนบริหารศาสตร์
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Email: NIDAWR@nida.ac.th    Chat: Facebook Messenger    Facebook: NIDAWisdomRepository
 

 

Except where otherwise noted, content on this site is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International license.

Copyright © National Institute of Development Administration | สถาบันบัณฑิตพัฒนบริหารศาสตร์
Library and Information Center | สำนักบรรณสารการพัฒนา
Email: NIDAWR@nida.ac.th    Chat: Facebook Messenger    Facebook: NIDAWisdomRepository
 

 

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