This document discusses the changing media landscape in Thailand. It notes that television is still dominant but faces increasing competition from online media like social media. Print media is declining the most rapidly. The media landscape is now fragmented across many platforms. Changing lifestyles and technology have caused Thai consumers to change when, how, and what type of media they consume. For public relations professionals, this means adopting new channels, formats, and metrics to engage audiences effectively. They will need to leverage different online platforms like blogs, YouTube, and Instagram to reach audiences.

1. Thailand’s Media
Topography

2. Agenda
• The changing media topography in
Thailand
• Emerging Technologies
• Leveraging the technology and trends
• Selecting the right media for the job

3. What is the ‘Media’
• As a PR practitioner the ‘media’ to me are
the news media – print, broadcast and
online
• Today the line between that definition of
media and entertainment is blurring, but I
will still refer mainly to channels that
purport to communicate the work of
journalists

4. Who Are The Media

5. Who Are The Media

6. A shifting media landscape

7. The Global Warming Effect

8. The Causes
Changing
Lifestyles
Changing
Technology

9. Mutual Reinforcement
• The two factors are reinforcing each other
and leading to changes in :
– How we consume media
– When we consume media
– The type of media we choose to consume

10. The Media Landscape
• TV still commands the high-ground
• Radio has plateaued but is relatively safe
• Print media is on the shoreline and very
much at risk
But the effects of the change are
gradual and sometimes not easy to see

11. 1985 - Some Perspective
1985 - 1987
• 150 newspapers
– 30 Bangkok-based
dailies
• 5 TV channels – 3, 5,
7, 9 & 11
• 275 radio stations
Today
• Approx. 17 Bangkokbased dailies
• 6 Terrestial channels
– 3, 5, 7, 9, 11 & PBS
– Hundreds of cable and
satellite channels
• 204 AM stations, 334
FM stations, approx.
4,000 ‘community’
radio stations

12. Media Topography Today
A Fragmented Landscape
Television
Terrestrial
Cable
Satellite
Print
Newspapers
Magazines
Radio
Government
Community
The Internet
Social Media
Facebook
Twitter
Instagram
Content Providers
Blogs
YouTube

13. Changing Media Consumers
Changing
Lifestyles
Changing
Technology

14. Modern Living
• Some of the lifestyle changes impacting
urban Thais
– Work/life imbalance
– Changing home life
– Political and social divisions
– Growing cynicism
– Rapid adoption of technology

15. Media Consumption
• The changes that have occurred in the
lifestyles of Thai consumers has led to
profound changes in their media
consumption patterns
Who reads a newspaper every
day?

16. Media Consumption
• Non-scientific survey of Chula grad
students
2012
-Source of daily news
2013
-Source of daily news
Traditional media = 60% TV = 22.2%
Online media = 40%
Newspapers = 11.1 %
-Newspaper consumption Online media = 66.7%
Everyday = 40%
-Newspaper consumption
1 day/week = 40
>2 days/week 33.3%
Online edition = 20%
1 or 0 days/week = 33.3%
Online edition = 33.3%

17. Newspaper Consumption
Age
100
80
60
40
20
0
2009
2007
12-24 25-39 40+
SES Group
100
80
60
40
20
0
Geography
2009
2007
Upper Middle Lower
Source: NMR Media Index, Nation Multimedia Group
100
80
60
40
20
0
2009
2007

18. Traditional Media - Online
Website
ASTV Phutchadkarn
Thai Rath
Daily News
Matichon
Khao Sod
Kom Chad Leuk
Channel 7
Krungthep Turakij
UIP
511,191
353,333
171,572
151,480
117,976
116,883
109,852
98,021
PV
3,278,664
1,879,378
836,190
555,359
572,549
349,922
343,338
264,543
Post Today
Channel 3
90,303
67,252
242,442
173,397

19. People Online Destinations
Website
Kapook
Sanook
Mthai
Th.Hao
Dek-D
ASTV Phutchadkarn
SiamSport
WeLoveShopping
SiamZone
Bloggang
IP TH
1,042,523
934,702
724,602
609,549
512,274
454,335
419,546
330,263
302,659
291,673

20. Ad Spending

21. Ad Spending

22. Ad Spending

23. Ad Spending in Mn Baht
Media
TV
Radio
Newspaper
Magazines
Cinemas
Outdoor
Transit
In Store
Internet
Total
5M 2013
28,285
2,451
5,900
2,080
2,455
1,711
1,329
1,053
363
45,627
5M 2012
27,309
2,451
6,094
2,135
2,982
1,868
1,084
973
234
45,129
Growth %
3.6 %
0.0 %
-3.2 %
-2.6 %
-17.7 %
-8.4 %
22.6 %
8.2 %
55.1 %
1.1 %

24. The Quintessential Media
Technology
Changing
Lifestyles
Changing
Technology

26. 2.87
Million

27. The Ultimate Channel
• The point is not the device itself – but
rather its ability access to web-based
information – including multimedia
information (and entertainment)
– This allows consumers to get both news and
entertainment ‘on-demand’

28. Mobile Usage in Thailand
72% of Thailand mobile Internet users are below
the age of 24. (National Statistical Office - Thailand)
NBTC

29. Time Spent With Media
Nielsen Thailand Study 2013

30. Time Spent on Mobile
AppsFire in Top Mobile Internet Trends by Murphy and Meeker

31. The Thai Consumer’s Day
Inmobi 2012

32. Media Evolution
– TV & Radio safe for now – but facing
increased competition

33. Media Evolution
– Print media faces the greatest challenge due
to the nature of their content

34. Media Evolution
• The Internet is by its nature constantly
changing – the explosion of social media
is driving media consumption online

35. Riding the Wave
• For PR and other communications
professionals this changing topography
has a number of ramifications
– New channels
– New audiences
– New metrics

36. Riding the Wave
• In Thailand PR is often synonymous with
media relations
– We pitch and place stories in the media
This is no longer sufficient

37. Riding the Wave
• PR content will need to evlove to meet the
needs of the consumer and the technology
they adopt
– Writing needs to be short and sharp
– We need ‘mobile ready’ content
– Audio and video will be key
– Pitches will need to include reference to core
demographics

38. Riding the Wave
• The metrics we use to track progress and
demonstrate success will need to evolve
beyond ‘counting clips’ – AVE and PR
Value are increasingly irrelevant
We will need to look at metrics like time spent
on content, feedback, shares, visitor flows
and of course ‘likes’.
We will also need to understand SEO and
Meta-tagging

39. Riding the Wave
• Create/strengthen relations with ‘new
media’
– Monitor and listen
• Learn their language and protocols
• Every channel (and site) has its own culture –
ignore this at your peril
– Participate and engage
– Establish a presence (Be The Media)

40. Riding the Wave
• PR will need to reach out to the Thai
Blogosphere

41. Riding the Wave

42. Riding the Wave

43. Riding the Wave
• PR will need to understand how to leverage
Instagram – and it’s celebrities

44. Riding the Wave
• Leveraging YouTube
– Create a short video of your
executive/expert talking
about the topic of your media
pitch
– Recycle existing content re:
training material, executive
speeches, company/brand
events

45. Be The Media

46. Be The Media
• How to be the Media
– Establish your own blog
– Establish your social media presence
– Tweet
– Post videos/pictures that you’d like the media to
use
• Caveat
– Once you start you will need to stay engaged

47. Be The Media
Listen
Engage
Organization
/ Brand
Create
Contribute

57. Criteria for selecting right media
• The selection of media for a given
campaign, at a minimum, needs to include:
– Demographics of your target audience
– Clear and realistic understanding for your
audiences media consumption behavior
– Nature of your brand, product and/or service
– Amount and type of content you have
available
– Celebrities/spokespeople
– Budget

58. Thank you
jeremy.plotnick@abm.co.th