If since the auction of digital TV It was only before the entrepreneurs spent their money on the ownership of the channel that it was bustling. Because each individual intends to create a hand to steal the advertising treasure “hundred thousand million baht” to the fullest.
But the real picture that happened Is being hit by the storm “Digital Disrupt” until it’s in disarray. Until the state has to find a way out by opening a channel for “Return of business license” or license Until now, there are digital TV operators in the business type fighting for another 15 channels in order to complete the 15-year license period if the countdown counts down to about 6 years only.
9 years of holding the license considered..blood roots! Because fewer people watch reflect the rating down and the heaviest is “advertising money” diving every year
So is the future of watching traditional TV or Linear TV still alive? Staying strong? The Media Agencies and Media Association of Thailand (MAAT) has updated the advertising industry overview. including discussing issues “The Future of Linear TV….watching TV sees more than you think”
3 powerful media “TV-Digital-Out-of-Home Media”
Dr. Tharapuch Jaruwatana, President of MAAT and Chief Executive Officer of IPG Mediabrands Thailand projectes the industry in the future. In the next 5-6 years, of course, “TV viewers” will decrease, but it is likely to see the market situation become more “balanced”. At that time, it is expected that the 3 main media will play a role in It is a channel for brands to communicate marketing campaigns. Consumer advertising includes “TV, digital media and out-of-home media.”
In-depth “TV” is still important. It is undeniable that most of the Thai population Still in the provinces, 60% of the proportion of the brand still pouring money through TV media therefore able to reach a broad target group or Mass
However, no matter which brand, marketer, advertising budget is poured into which media platform, “the number of viewers” who consume content on different media types. will determine
On the other hand, this era You may hear the sentence Digital First or fuss, please spend your budget through digital media first. But marketing communication planning will consider the use of media from brand objectives, propositions, goals, etc.
Media Industry Trends 2023
“We might be tempted to use Digital First, but planning to buy advertising media. Each type of media serves a brand purpose. different marketing equally important media But delivering different values according to customer needs.
media industry has always been growing Unless facing the COVID-19 crisis, the epidemic has been affected like other industries. While the TV advertising budget has grown equally, although in the first 2 months of 2023 there was a “slow down”, but from March 2023 onwards, it will see a return to “growth” again due to the peak period. Nowadays, we are starting to see more frequent advertising spots on TV as well. As for the time spent promoting the channel’s programs, it began to decrease. and also saw an online selling platform (Shopee) Lazada) more cross-platform advertising to TV
“With each break, the programs started to see longer ads. Back to being the sales page of TV media. When there is no crisis, the advertising media industry grows every year.
Plan B pushes content onto the screen
“Plan B” is considered a big player of out-of-home media that generates revenue of 6,000 million baht in 2022. During the COVID-19 period, the company was very affected. Because people don’t go out of the house Such a rhythm has to adapt to survive. waiting for recovery
Plan B responds to carbonated drinks Luipay budget for out-of-home media to penetrate Gen Z (Z)
Pakwan Wongpolthawee, Chief Marketing Officer and Business Partner, Plan B Media Public Company Limited and President of the Sign and Advertising Association Recounting the digital TV auction period The media landscape is interesting, especially “TV channels”. “Content market” and use “out-of-home TV” to meet the needs of communication with target consumers. Or go through the advertising media out of the house itself.
Plan B Mee 230 outdoor screens Support customers to communicate with people outside the home. but to complete the business therefore creating content broadcast on “Digital TV”, especially in “sports”, whether broadcasting live broadcasts of the 2020 Olympic Games, partnering with boxing, RWS, football, as well as creating The Voice All Star and the 19th Asian Games in Hangzhou, China. China etc.
“We have OOH media. Therefore, the potential is utilized as much as possible. to promote TV shows push consumers to recognize the item Go back to watching content on TV, completing the consumer journey.”
Recently, the company has also “invested” to overhaul old out-of-home advertising screens to new models. Including adding tools to “measure”, guaranteeing the accuracy of reaching consumers, giving customers confidence and seeing the return on investment as well
“3 Traditional Media is still important and we see the adaptation of TV media. Originally, some channels never bought out-of-home advertising. But now using cross-platform media to let consumers know more about their channel.
Thai Rath accelerates Scenery “Online-Newspaper-TV”
One of the biggest media in Thailand The one that continuously transforms is “Thai Rath”, but in 2023, the mission to strengthen the business still has to go on. It has strengths in presenting “news” content, which must be consumed in “real time”, thus taking advantage of the OTT platform. many different streaming Compared to other digital TV channels that have dramas, various programs can bring licenses to make more money.
adjustment of Thai Rath thus giving more weight to affiliated media synergies Both newspapers, Thairath TV and online, including accelerating the personnel on the digital TV side. have more online skills and knowledge to support future work
NBTC reduces “obstacles” for TV to survive in the arena
Pasu Srihirat, Director of the Bureau of Policy Analysis, Acting Assistant Secretary-General of the NBTC for Academic Affairs Tell the mission of the government agency. is an attempt to adjust the rules Rules to keep up with market changes and the private sector, which admits that “moving” is quite difficult and does not catch up with the business sector.
Therefore, the new NBTC’s 6-year agenda (corresponding to the digital TV license period) is trying to find a way to “reduce obstacles” for digital TV operators. to face a struggle on the media arena Especially in terms of the burden of “costs” in the way of competition. One of them is the cancellation of the “musthave rule” in order to gain access to major content licenses. Especially sports such as the World Cup.
“Digital TV is under the supervision of the NBTC. but OTT is not online Now the rules are relaxed. create competitive equality.”
for TV to survive still want to lay down infrastructure for entrepreneurs Especially having an online platform that combines all channels to serve content to compete with overseas OTT. Including wanting to see the integration of government agencies in promoting “Quality content” as well, but at present, the work of the state is still a silo. because the NBTC oversees the media channels Another agency takes care of content promotion.
“Believe that TV is always there. But there will be more media channels. The competition is content creation. The NBTC must act as a less obstacle to the business sector. need to turn to promote more in order to compete with foreigners”
