Media & Advertising
From The Report: Thailand 2014
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A long-awaited switch to digital TV and the expansion of the numbers of TV channels is taking place, bringing with it greater openness and competition within the nation’s leading media platform. Thailand also continues to develop its production side, with demand for content likely to surge as the new channels come on air, drawing on the country’s strong tradition in film and IT. Four of the six free-to-air channels are owned and operated by state bodies. The other two, which are private channels, typically draw the highest viewing figures. With frequencies assigned to the existing six channels, there has been no space left for new entrants, and broadcasters have had to move into the cable and satellite space. This will change with the implementation of the digital master plan. There is likely to be some consolidation as the number of channels expands, while those outfits with deeper pockets are likely to survive longer in an increasingly competitive environment. However, media is changing, too, and becoming more diversified and less state controlled, meaning there are plenty of opportunities for foreign investors.

Articles from this Chapter

Overview

Change is in the air: A more diverse and competitive market offers plenty of opportunities
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These are exciting times for Thailand’s media sector, as a long-awaited switch to digital TV and expansion of the numbers of TV channels is taking place, bringing with it greater openness and competition within the nation’s leading media platform. Meanwhile, Thailand continues to develop its production side, with demand for content likely to surge as the new channels come on air, drawing on the country’s strong tradition in film and IT. As is the case globally, the online segment is growing…

Analysis

A shift in focus: Major changes are expected for the advertising sector in the year ahead
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Underlying a country’s advertising expenditure (adex) is usually the wider picture of macroeconomic growth, with Thailand no exception to this rule. Thus, during recent years of GDP expansion, rising incomes translated into greater expenditure. According to Maybank Kim Eng, advertising spend demonstrated a compound annual growth rate of 6.2% between 1995 and 2012. In recent times, however, the slowdown in GDP growth has had an effect, and this is likely to continue in 2014. In addition, the expected…

Analysis

Into the digital era: Moving forward with the digitisation of national TV broadcasting
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The end of 2013 saw the Thai broadcasting authorities finally begin the licence bidding process for some 48 new digital TV channels – a move that may transform the current landscape of the media, advertising and creative industry. The move is being implemented by the National Broadcasting and Telecommunications Council (NBTC), which has been charged with completing it within the time frame of the 2012-16 digital master plan. The NBTC will also regulate the new market and hold channels to its code…