Page 1


CONTENT INTRODUCTION

1

1. Print Media

2

1.1 Newspaper

2

1.2 Magazine

9

2. News Agencies

20

2.1 National News Bureau of Thailand: NNT

22

2.2 Thai News Agency: TNA

23

2.3 Independent News Network: INN

24

2.4 InfoQuest

25

2.5 Isranews Agency

26

2.6 Thai Publica Online News Agency

27

3. Broadcasting Media

28

3.1 Radio

28

3.2 Television

29

4. Online Media

33

4.1 Social Media

33

4.2 Websites

38

4.3 Search Engine

45

CONCLUSION

48

Addditional Resources by PR Newswire

49

Additional Resources by InfoQuest

49


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INTRODUCTION Changes in internet and smartphone usage behaviors in Thailand have driven changes in the consumption of traditional media. The popularity of traditional media, particularly print media like newspaper and magazines, has collapsed, leading to the closure of both Thai and foreign magazines in 2016. Despite efforts to restructure and tweak content presentation, publications are still unable to survive in the face of this trend. Consumers have other ways to access the same content that are more affordable and convenient. Television and radio are traditional media that have remained solid and continue to thrive, as they are easy to access and still offer content of interest. Meanwhile, the popularity of new media like websites and social media with all groups and areas of audience across Thailand has continued to grow, as they offer content that is interesting and rich in variety. Also, consumers can easily access these media anywhere and at anytime, which suits the lifestyles of today.


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1. PRINT MEDIA 1.1 NEWSPAPERS Publishing in Thailand took a revolutionary turn in 2016 due to changes wrought by the economy, society, and reading habits. The industry also reflects preferences in Thai media consumption, transitioning from published hard copy to online sources. The ‘Consumer behavior on going into bookstores’ report by the Publishers and Booksellers Association of Thailand (PUBAT) is based on a survey of the opinions of a sample group from 16-18 July, 2016. The results suggest changes in lifestyle, the arrival of social media and other online media, and economic status were all factors that contribute to changes in reading platforms.1

The research ‘Consumer behavior on going into a bookstore’ is done by The Publishers and Booksellers Association of Thailand (PUBAT). 1


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“The research found no significant change in the numbers of books read by avid readers. What has changed is the types of book they read. Most started out reading novels, before moving on to other types of books, depending on the economic conditions and changing lifestyles. For instance, some people have to shift their focus to studying. Some get new jobs. Also, online networking and social media have provided more reading sources,� said Thipsuda Sinchawarnwat, a member of the PUBAT executive committee and the head of research. Moreover, as consumers are relying more on social media to follow news, the value of newspaper advertising has declined significantly. Citing The Nielsen Company, the Marketeer website says spending on newspaper advertising in August 2016 totaled 881 million baht, down 17.80%2 from a year earlier. In contrast, spending on internet advertising rose 88.24% to 192 million baht. Nielsen also found that ad spending for newspaper between January and August 2016 totaled 6.599 billion baht, down 17.93% from 8.041 billion baht from the same period of 2015.

ADAPTATION OF NEWSPA PER BUSINESS SECTOR Considered a reliable mainstream medium, the Thai newspaper business has been affected by the above-mentioned changes. Many small newspaper publishers decided to maintain their editorial staff numbers, even though some resigned due to the economic slowdown and potential declines in operating revenues. 2

Ad spending in August 2016, according to the Marketeer website citing Nielsen


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The outlook is bleak for Thailand’s big newspaper companies, too. Some have suffered declines in revenues and rising losses. In the third quarter of 2016, Thailand’s two leading newspaper publishers announced voluntary

early-retirement

programs

offering

compensation

proportional to years of service. No new employees were hired to replace those retiring under the program. Other cost-cutting measures included cutbacks in job benefits such as payment of parking fees. Amid plummeting ad revenues and the rising popularity of social media, Ban Muang newspaper is one of the well-known print media that ceased the publishing from January 1, 2017 due to the unfavourable economic conditions. While newspapers in Thailand are expanding to distribute their news online. Examples include news websites and social media like Facebook and Twitter. Some newspapers cover breaking news, such as fires, live via Facebook. Some newspapers put their organization’s digital TV media to good use by distributing their content via TV, which reaches a wide audience. Examples are “Thairath TV” channel 32 (Thairath) and “now26” TV station, which is operated by Nation Multimedia Group. Another approach being adopted by major newspapers is the publication of free giveaway newspapers. These free newspapers, which focus on providing useful information and entertainment, have grown in popularity with urban audiences. Examples are “M2F”, of which 400,000 copies are published daily by The Post Publishing, and “New)108”, of which 300,000 copies are published daily by Daily News.


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RANKINGS OF THAI NEWSPAPERS BASED ON CIRCULATION Circulation: 1,000,000

Thairath Thai-language daily newspaper with the highest circulation in Thailand, covering general stories. Thairath is run by Wacharapol Company Limited.

www.thairath.co.th/ Thairathfan @Thairath_news Thairath Thairathonline Thairathonline Circulation: 950,000

Khao Sod Daily newspaper covering general stories in the areas of politics, the economy, foreign news, sports, entertainment, and education. Khao Sod is run by Khao Sod Company Limited, a subsidiary of Matichon Public Company Limited, which produces and publishes print media. www.khaosod.co.th Khaosod @KhaosodOnline Khaosod Khaosod


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Circulation: 950,000

Matichon Thai-language daily newspaper covering politics, entertainment and culture, sports, economics, lifestyle, and foreign affairs. Matichon is run by Matichon Public Company Limited, which produces and publishes print media.

www.matichon.co.th/ Matichononline @Matichononline Circulation: 900,000

Naew Na Thai-language daily newspaper covering general stories under the slogan “firm and straightforward�. Naew Na is run by Naew Na Company Limited.

www.naewna.com/ Naewnaonline @Naewnaonline Circulation: 900,000

Thai Post Daily newspaper covering general topics with a strong focus on politics

http://www.thaipost.net/ Thaipost @Thaipost


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Circulation: 900,000

Kom Chad Luek Thai-language daily newspaper that covers politics, Thai economy, international economy, education, international current events, sports, and developing current events. Kom Chad Luek is run by Nation Multimedia Group PCL (NGC). NGC is one of Thailand’s largest media companies.

www.komchadluek.net/ Komchadleuk Circulation: 900,000

Siamrath The oldest Thai-language daily newspaper, covers topics such as politics, the economy, business, crime, culture and tourism, entertainment, and international news. It is run by Siamrath Company Limited.

www.siamrath.co.th/ Siamrathonline @Siamrathonline Circulation: 850,000

Ban Muang Thai-language daily newspaper that covers politics, the economy, crime, automotive, entertainment, sports, international news, and more. Ban Muang newspaper is run by Navakit Banmuang Co Ltd.


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www.banmuang.co.th/ Banmuangonline

Circulation: 850,000

Manager Daily 360° Manager Daily 360° is a Thai-language newspaper that reports on a wide array of topics such as politics, crime, sports, and international news.

http://www.manager.co.th/daily MGRonlineLive Mgronline Circulation: 810,000

Daily News Thai-language daily newspaper that covers crime, sports, IT, entertainment, and international news. Daily News is run by Si-Phraya Publishing.

www.dailynews.co.th/ Dailynewsonlinefan @dailynewstwit Dailynews Online

Source: InfoQuest


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1.2 MAGAZINE 2016 MAGAZINE BUSINE SS LANDSCAPE IN THAI LAND Even though certain categories of magazine are still popular, it is undeniable that the overall magazine business in Thailand is in decline. This is attributed to the audience’s inclination towards other media, particularly digital. As a result, revenue from ads for major and small magazines has fallen, ultimately forcing magazines to close.

According to research by The Nielsen Company (Thailand)3, revenues from magazine advertising declined steadily between 2006 and 2015. Revenues fell by 30% over the ten-year period, from 6.140 billion baht to 4.227 billion baht. In 2016, magazine advertising revenues in every month from January to June were lower than a year earlier4. This resulted in some magazines, unable to withstand the burden any longer, to stop publishing. One example is “Priew”. After 35 years, publication of the women and lifestyle magazine by Independent Communication Network ended in October 2015. “Candy”, a teen magazine produced by Mono Group, shut down in January 2016. “Volume”, a 12-year-old fashion magazine, published its final issue in February 2016.

3 4

Advertising Expenditure via media as of 2006 - 2015, The Nielsen Company (Thailand) Advertising Expenditure via media as of January - June 2016, The Nielsen Company (Thailand)


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The renowned, 29-year-old “IMAGE” also bid farewell to the magazine racks after suffering from huge losses. Image Publishing printed the final issue in May 2016. Similarly, “Ploy Kaem Petch”, a well-known Thai magazine, also surrendered after 25 years of publication with its last issue in December 2016. Localized versions of international magazines have also been affected. Amarin Printing and Publishing has published women and lifestyle magazine “InStyle” under license from the parent company in America for nine years. Publication of the title ended in December 2015 for the same reasons as the other magazines. Publication of “Cosmopolitan” by Pacific Hearst ended before late 2016, which was when the contract with a US company was due to expire. The last copies of the title, which had been on magazine racks for twenty years, went on sale in May 2016. Media Transasia published teen magazine “Seventeen” for 14 years. August 2016 was the final issue. The end of publication of these magazines shows how their popularity has waned. In addition to women and lifestyle, teen, and fashion magazines, other genres have faced the same fate. This includes the “Energy Saving” property magazine and home magazine “The Terrace”. Even the legendary “Sakulthai” is among the extraordinary magazines that have gone out of print. The last edition was on sale on 31 October 2016. Lastly, "Pabpayonbunterng" one of the most famous entertainment magazines in Thailand, decided to end its business in December 2016 after 42 years of publication.

MAGAZINE READING BEH AVIOR OF THAI PEOPLE The National Statistical Office’s latest survey of the reading habits of Thais5, which was carried out from May to June 2015 and covered 55,920 households, found that 77.7% of people in Thailand aged 6 years and older read. In terms of the percentage of people that read, Bangkok led the country at 93.5%. However, the popularity of magazines was found 5 The

Reading of Population Survey 2015, The National Statistical Office


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to have declined. The proportion of readers that read magazines fell to only 39.9% as young people and people of working age, the main target customers of magazines, were more interested in social media. The proportion of readers who read social media increased to 51.6%, making social media the second most popular reading material after newspapers. The findings are line with the state of magazines in Thailand, many of them — both big and small — having stopped publishing and gone online.

10 MOST POPULAR MAGA ZINES OF 2016 BY CIRCULATION

The table above shows that entertainment remains the most popular magazine category with Thai readers, indicating that readers still like entertainment news and stories about stars, singers, and lifestyle.


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The second most popular magazine category is magazines for women, which cover fashion and beauty. Thailand’s beauty industry is thriving and is expected to be the second largest digital ad spender in 2015. Digital ad spending by companies in this industry in 2015 6 is estimated at 974 million baht, an increase of 64% from 2014. Food is the third most popular magazine category, thanks to the popularity of healthy food.

BUSINESSES BELONGING TO PUBLISHERS OF 10 MOST POPULAR MAGAZINES

Most of the 10 most popular magazines (Cheewajit, HEALTH & CUISINE, Baanlaesuan, and My Home) are published by Amarin Printing and Publishing Plc. The company runs printing, publishing, book distribution (Naiin Bookstore), and digital TV businesses.

TV POOL and SPICY are published by Thai Inter Media 2515 Co., Ltd. The company produces magazines, TV shows, and online media.

Koosangkoosom is published by Koosang-Koosom (Thailand) Co., Ltd. The company publishes and distributes magazines and journals.

Digital ad spending in 2015 surveyed by the Digital Advertising Association (Thailand) and TNS Global Market Research Thailand Digital 6


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DONT Journal is published by Ambitious Co., Ltd., a producer of print media for people of the new generation. Launched in 2013, it is the first free fashion magazine in Thailand.

Gourmet & Cuisine is published by Media Associated Co., Ltd., the same company that publishes Money and Banking, ECommerce, and @ Kitchen. The company also produces TV shows.

Gossip Star is published by Mono Technology Plc. The company offers mobile content services, online media, and print media. It is also active in the television, radio, music, and movie industries.

ADAPTATION STRATEGY OF MAGAZINES AND CHANGE OF PLATFORM To avoid becoming another one of the magazines forced to shut down, some operators develop ways to cut production costs, boost revenues, and be accessible to readers, as well as add value to their brand by moving to digital. This part of the report will introduce the strategy operators adopt to support the magazine. The strategy can be divided into 4 aspects as follows; 1. Restructuring of organization and staff 2. Change publication frequency 3. Shift focus to free magazine 4. Move to digital platform


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1. RESTRUCTURING OF ORGANIZATION AND STAFF As the revenues generated by magazine sales are decreasing, many operators have faced massive losses. Restructuring of organization and staff is one of the ways to help reduce costs and minimize the severity of the situation. For example, Thai TV Pool Co., Ltd., which owns 3 famous entertainment magazines — TV Pool, Star News and Spicy, transferred ownership of the management of the magazines to Thai Inter Media 2515 Co., Ltd earlier this year. It reduced staffing by closing 2 of the 3 editorial departments in order to reduce costs and retain the 3 magazines. Mr Pee Malakul’s “Dichan” Magazine has also cut some staff.

2. CHANGE PUBLICATION FREQUENC Y Publication frequency is another factor in operators’ profitability. For popular magazine that sells out, weekly or biweekly may be a good choice, as it can continue to remain profitable. However, this approach may not work in the current climate, in which magazines are not very popular. Not only will costs be higher, but the unsold stock cannot be sold when the issue is out of date. For this reason, “Way” magazine announced that it was changing publication frequency from every month to every four months at the beginning of the year in order to survive. Similarly, Gossip Star magazine changed from weekly publication to every two weeks.

3. SHIFT FOCUS TO FR EE MAGAZINES Shifting focus to free magazines is another option magazine businesses can consider in order to survive. For example, “GM” magazine owner GM Multimedia Group, affected by the industry crisis in Thailand, has started producing free magazines under the “Woman Plus” brand. “BrandAge” owner Thaicoon-Brandage Holding Co., Ltd decided to expand by producing free magazines called “Monograph”.

Day Poets Co., Ltd

attacked the market by launching free magazines like “a day BULLETIN” and “a day BULLETIN LIFE” (later merged into a single magazine called “a day BULLETIN”) to generate revenues from advertising, rather than sales of the magazine itself.


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Free magazines can serve the today’s consumption behavior, especially as people are more interested in free products. It also easily reaches the hands of consumers as it can be given out directly to readers. As a result, the number of magazines left in stock is very low. For this reason, ads in the magazines are certain to be seen by readers and thus the magazine attracts a large number of advertisements.

4. TRANSFER TO DIGIT AL This strategy can be considered the most obvious and important way to adapt, as technology currently plays a big role in people’s lives. News and information are now consumed mostly through social media, making print magazines less popular than before. Most magazine businesses, if they have not shut down and want to alter their strategy to bring it in line with the times, have decided to change the platform they use from one that displays the content on a piece of paper to one that use a file on a computer. This matter will be discussed further in the next topic as the move to digital is a significant turning point for the Thai magazine industry and is an opportunity of other interesting businesses.

THAI MAGAZINES IN DI GITAL ERA The transition to the fully digital era has led people to rely more on the internet for their personal convenience. More than 53% of Thais use the internet, and 70% of those use smartphones to surf the web7. As a result of this change in consumer behavior, magazine publishers have started to increase their online presence in order to respond to the current lifestyles of consumers. E-magazines provide magazine publishers with a stepping stone into the digital world. Readers can download e-magazines in PDF format to read on a mobile device like a laptop computer, tablet, or smartphone, in line with the current behavior of consumers that prefer reading on electronic devices while on-the-go.

7 Google

Consumer Barometer report on online consumer behaviors in Thailand in 2016


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Nevertheless, e-magazines provide an experience that differs little from that of a print magazine because the downloaded PDF file is just a replica of the print version. There is a technological feature that allows readers to feel as if they are turning the pages, like they are reading a print magazine. Because e-magazines try to maintain the charm of reading traditional magazines, there is concern that e-magazines are being presented in a dull manner. As a result, publishers developed a new type of digital publication. These “digital magazines” have started to gain ground in the magazine sector. Digital magazines focus on creating interactive experiences for the reader by integrating video clips, sound files or hyperlinks that connect the reader to the content in which they are interested. Moreover, publishes benefit from this form of magazines distribution by reducing the costs for printing, storage, and distribution to bookstores. Publishers can also collect data from the readers to allow for analysis, planning, and strategy. For these reasons, more magazine publishers are launching digital magazines. Though Thailand’s digital-magazine market has been growing steadily, it remains very small compared to those in other countries. This is mostly due to the limitations of the devices used to read digital magazines. Consumers have to choose from a limited range of expensive devices. Furthermore, many Thais are still not familiar with this new way to read. Many still feel that digital magazines or e-magazines remain a niche market. However, many publishers are saying that in the future, “digital prints” will become much more popular and widespread, and will eventually replace traditional print magazines. Therefore, magazine publishers need to seek solutions to prepare for this major shift, including finding personnel that can produce digital publications, changing the attitude of editorial staff and how they work, and having a good understanding of consumer behavior, which is constantly changing.


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THAI MAGAZINES THAT HAVE GONE DIGITAL ARE AS FOLLOWS: mars mars was the first Thai magazine to go fully digital. The number of downloads exceeded sales of the print version, proof that the digital version was an overwhelming success8. Readers can now download Mars via iTunes and App Store. GM Magazine GM Magazine is the most popular men’s lifestyle magazine in Thailand. IT WORKS developed the GM Group Magazine app, which brings all of magazines produced by GM Multimedia Group together in the form of e-magazines and digital magazines. The app helps readers keep track of their favorite magazines.

Prism Digital Magazine Prism Digital Magazine is a Thai digital magazine that produces content in both Thai and English. Aimed at a specific demographic, it is the first lifestyle magazine in Thailand to provide LGBT news and contemporary affairs. It features moving images, sound, videos, and hyperlinks that connect readers to other online channels. Readers can download the Prism Digital Magazine app on App Store and Play Store. The app is compatible with iOS and Android devices.

8

According to Smart Industry Vol. 18/2011, Mars was the first digital magazine in Thailand


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Foodstylist Foodstylist magazine is published every two months by Food Stylist. It deals with food and baked goods. It provides content on food design and decoration techniques for Thai and foreign dishes. Food Stylist abandoned print publishing completely to become an e-magazine. Its final print issue was May-June 2016.

ONLINE MAGAZINE SUPPLIER The digital age has modernized the production of magazines. From the traditional print edition sold on magazine shelves to digital e-magazines that can be bought in your own device via websites, the process of buying magazines has changed. Currently, there are two main ways distributors sell magazines: 1.

Publishers are their own distributors, selling their magazines

through their own websites or through App Store and the Play Store. 2.

Providers of e-book platforms are the distributors of the

magazines. This leads to the launch of a leading ebook platform provider in Thailand. Therefore,

Ookbee

has

given

many

publishers the solution they were seeking. Ookbee has a market share of more than 80%. It has also created and developed applications for big online book retailers such as AIS Bookstore, B2S, Samsung Galaxy Bookstore, as well as more than ninety other vendors9. It also provides a convenient way for publishers to connect with customers. In an interview with Sarakadee magazine, Ookbee founder and CEO Natavudh Pungcharoenpong says that “convenience� is the key to 9

New eBook market awaits growth (http://www.sarakadee.com/2014/04/24/ebook)


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Ookbee’s popularity with both publishers and customers. This popularity comes from its compatibility will all platforms, be they iOS, Android, or Windows 8. Furthermore, paying for e-magazines is easy. Customers can pay through Paypal or 7-Eleven Counter Service. Another of Ookbee’s selling point is the variety of magazine genres it offers, which cover both free and paid-for magazines. Ookbee currently has over 900 topics, including 600 Thai topics10. The fact that “Sexy” magazines are among the bestselling magazines online would seem to have some hidden implications. From this, the ability to buy e-books or e-magazines online has resolved a privacy problem for many customers. At the same time, the long established titles like “a day”, Baan Lae Suan, Cheewajit, and many others continue to be popular on magazine shelves. This shows how content will always be the key component for attracting audience. Other features, such as the less-than-scintillating videos in digital magazines, are just frills with which to decorate e-magazine.

Ookbee open house, what is the secret to the success of this Thai e-book start-up (https://www.blognone.com/node/65496) 10


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2. NEWS AGENCIES News agencies play a vital role as producers and distributors of news content through both traditional media like radio, television, and newspapers, and new media like websites, SMS messaging, and social media. In addition to producing and broadcasting their own news content, news agencies also sell their content to agencies and outlets that subscribe to their services. Subscribers range from newspapers, magazines, and radio and television broadcasters to embassies, banks, and other agencies. In today’s world, everything is connected via the internet. This leads to the creation of a range of online media designed to respond to changes in Thais’ media-consumption behavior. The University of the Thai Chamber of Commerce Faculty of Communication Arts’ “The Public’s Media Consumption Behaviors and Confidence in the Mass Media”11survey polled 800 people in Greater Bangkok in July 2016. It found that people

The Public’s Media Consumption Behaviors and Confidence in the Mass Media”, Faculty of Communication Arts, University of the Thai Chamber of Commerce 11


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place the highest priority on getting news through social media and they tend to get their news in the form of shared posts, rather than going directly to news outlets. Nevertheless, the survey shows that even though a large number of Thais consumed online media and news through shared posts, traditional and official were still seen as being the most reliable. There has been an increase in the number of people accessing the social media of news websites and getting news via news apps. In terms of reliability, however, people’s greatest trust is still reserved for mainstream media, which are believed to offer news content that is rich in variety and points. The survey found official news agencies to be the online news source that people trusted the most, with an average rating of 3.67 points (out of 5); followed by news items that are shared by intimates, with an average rating of 3.01, and unofficial news agencies, with an average rating 2.97. Realizing the intensity of the competition in the virtual world, traditional agencies are adapting to technology. They are shifting to the implementation of new media and developing processes, formats, or content that create distinctiveness and add an interesting vibe, in order to stand out from existing online content and attract the interest of the public, driving people to get more content from official news agencies. In addition to catching up technologically, professional media must also consider the fidelity of their output. The ease with which information is shared in today’s society, and the resultant risks of errors and lack of verification of reports, makes this even more critical in today’s society. In addition to traditional and online agencies that cover mainstream news, Thailand’s leading media now include online news agencies that provide in-depth analysis and investigative content, as they position themselves differently from typical online media. Content from this type of online news agency is widely accepted and popularly referenced. This represents a change in the popular perception that reliable, professional news can only be found in print media.


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THAILAND’S LEADING NEWS AGENCIES: 2.1 NATIONAL NEWS BUREAU OF THAILAND: NNT

The National News Bureau of Thailand (NNT) is Thailand’s national news bureau and is under the direct supervision of the government’s Public Relations Department (PRD). As the national news bureau, NNT is responsible for the management and distribution of information related to government policies and events, as well as all of its departments. This ensures that the people receive accurate information quickly in all forms such as news reports, special reports, documentaries, and so on. The NTT’s primary objective is management of a news database: the bureau aggregates information — both articles and photo captions — from all domestic locations and sources into its database, PRD News Data Center. The bureau receives information about politics, economics, and society from all departments. All news agencies are allowed to share information from this database freely under PRD Data Sharing via NTT’s website at http://thainews.prd.go.th or by submitting request to ntt.thainews@gmail.com. Furthermore, an MoU has been signed to allow the exchange of information between departments such as the Ministry of Interior, and 7 foreign news agencies, including Vietnam News Agency (VNA) and Yunnan Broadcasting & TV Bureau. The government (PRD) publishes and distributes the news in both Thai and English to the target group through various channels. The department has placed importance on the accuracy of its news reports, their authenticity, and their value as citations on Thai news through the channels below:


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- Website: http://thainews.prd.co.th/th - Facebook: https:// www.facebook.com/Sumnakkaow.PRD/ - Application: “PRD News” (android) Furthermore, the PRD has started developing its English and ASEAN TV stations under the “NBT World” name. NBT World is designed to broadcast English-language news, in a bid to ensure accurate news news about Thailand is conveyed to foreign target groups, domestically, in ASEAN, and globally. Doing this will strengthen the image of Thailand in the eyes of the world. The programs produced can be aired in other countries under the exchange program with various media organizations in ASEAN.

2.2 THAI NEWS AGENCY: TNA

Thai News Agency (TNA) is a unit of MCOT Plc, a publicly traded state enterprise and mass-communication company controlled by the Thai government. The first news agency in Thailand, TNA was founded in 1977 and has been acting like a national news agency. It is responsible for producing, collecting, archiving, analyzing, and distributing news reports that are unbiased, accurate, reliable, and timely. These news reports are distributed through these channels operated by MCOT: - ‘Modern 9’ TV station, - ‘Modern Radio’ radio station, - Electronic media www.mcot.net - SMS-news service the ‘MCOT X- press’ - Social-media Facebook, Twitter, Instagram, and YouTube.


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As smartphones have become the devices Thais use most frequently12 to access the internet and due to the popularity of the LINE messaging app, the MCOT App and MCOT Official LINE Account were launched to provide additional distribution channels for news reports produced by business units under the umbrella of MCOT, including TNA. TNA offers a balanced mix of local and global news reports. These news reports can take the form of a general news report, a news documentary, an interview, a live report, or a special report. Global news reports that the TNA offers are sourced from foreign news agencies and media outlets that are recognized and trusted internationally.

2.3 INDEPENDENT NEWS NETWORK: INN

Independent News Network (INN) produces all types of news including politics, finance, social, sports, entertainment, and international news. INN distributes its news via Ruam Duay Chuay Kan radio, DFM, www.innnews.co.th, INN News SMS, the INN News app, and social media like Facebook, Twitter, and YouTube. In addition to producing news for its own channels, INN provides services for subscribers and individuals that want to share news from the agency. This also includes making the programming from its news network available for broadcast to various channels, including websites and radio stations.

12

Thailand Internet User Profile 2016, The Electronic Transactions Development Agency (Public Organization)


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2.4 InfoQuest

InfoQuest is a leading real-time news and information service provider in Thailand. It is known for its unbiased reporting and reliability. Having its own in-house editorial and information development teams, InfoQuest covers news topics like the economy, stocks and finance, as well as politics and general topics that may affect the stock and finance markets. Its new content is published and offered through various online channels like: NewsCenter: An online news service providing comprehensive content on any topic from over 100 domestic and international sources. In addition to various functions, its search engine lets subscribers search for desired content using keywords in both Thai and English, with coverage going back over a decade.

As a result of the variety of in-depth content and the useful search engine, NewsCenter, is a top news channel for the government and the


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private sector. NewsCenter Mobile was introduced to serve today’s trend toward the use of mobile phones. Aspen: A real-time financial news and information service that provides financial and investment news from domestic and international sources. It also offers a range of technical analysis tools to help users make investment decisions. Aspen is the stock and financial information service provider chosen by over 75% of securities companies.

Aspen provides services via three platforms: • Aspen for Windows - for PCs and laptops • Aspen for Browser - for convenient, fully-functioning access through browsers like IE, Chrome, etc. • Aspen Mobile - for mobile devices, smartphones, and tablets Website: www.ryt9.com Social media: Facebook, Twitter and YouTube

2.5 ISRANEWS AGENCY

Isranews Agency produces special news articles involving the community, public policy, and investigations that are published on its website. Investigative reporting can be considered a prominent part of the agency’s work, with its in-depth investigations prompting probes and prevention of corruption, including abuses of power by officials.


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The agency distributes its content via its website, www.isranews.org, and social media such as Facebook, Twitter, and YouTube.

2.6 THAI PUBLICA ONLINE NEWS AGENCY

Online news agency ThaiPublica.org was formed in September 2011. Its news content, investigative journalism, is strongly focused on investigating the transparency of the government, the transparency of the private sector, and sustainable development. The agency is run by professional journalists with combined journalistic experience of more than sixty years. For Thai Publica, the internet is used as the platform of choice for disseminating its news and engaging in discussion with readers. The internet is also a professional tool for Thai Publica. The agency believes that the power of new media helps sustain the freedom of editorial work, overcoming the limitations of mainstream media. With its in-depth reporting and presentation of complex stories in a way that makes them easy to understand, Thai Publica is an outstanding agency. Thai Publica disseminates its news through http://thaipublica.org, Facebook, and Twitter. Thai Publica’s news reports are used as citations.


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3. BROADCASTING MEDIA 3.1 RADIO Because radio is easy to access, large numbers of people still listen to it. However, growing numbers of people have shifted to online radio. 4G technology is one factor that has made listening to online radio easier, more convenient, and smoother than before. Online radio also allows people outside Bangkok to tune into many radio stations that used to be available only in the capital, giving these radio stations the opportunity to reach a nationwide audience. As a result, room for growth still exists for the radio industry in the long term.13

Advertising fees comprise the largest portion of revenues for radio stations. According to Nielsen, radio advertising spending during January to May 2016 totalled 2.191 billion baht, up 2.91% from 2.129 billion baht in the same period of the previous year. Radio compared favorably with

13

4G boosts radio rating for “COOL�, growth bucks the trend; www.baanmuang.co.th


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other above-the-line media like analog TV and digital TV, which saw advertising spending decline.14

3.2

TELEVISION

Thailand is still moving from analog TV to digital TV. April 2016 marked the second anniversary of the beginning of the transition. An overview of the digital TV business follows.

CONTENT Series, variety shows, and game shows remain the most popular categories of TV programs. According to Nielsen, all of the five digital TV channels with the highest ratings in April 2016 (Channel 7, Channel 3, Workpoint, MONO29, and Channel 8) were channels that focus on entertainment programs. This has prompted other channels, like GMM25 and PPTV, to make serious efforts to produce series in a bid to attract viewers.

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Ad spending in first 5 months, www.thansettakij.com


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While sports is the least popular category of program15, the National Broadcasting and Telecommunications Commission (NBTC) says that live broadcasting of sports events, both domestic and international, was a reason why the ratings of digital TV channels improved in June. This suggests that the popularity of this type of content is growing, making it possible that TV channels will air more live sports events and acquire more broadcasting rights from sports leagues16.

VIEWERS The number of digital TV viewers has been rising steadily. According to Nielsen, in April 2016, which was the second anniversary of the launch of digital TV, digital TV held a 43.41% share of total TV audience and analog TV (Channels 3, 5, 7, 9, 11, and Thai PBS) held the other 56.59%. A year earlier, the percentages were 28.62% for digital TV and 71.38% for analog TV.

The NBTC said that as of the middle of the year (between 1–15 June), the percentages were 46.29% for digital TV and 53.71% for analog TV17 — a huge increase and almost level with each other.

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Digital TV hardship - Struggle to survive, www.thansettakij.com

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NBTC delighted by increase in number of digital TV viewers, www.thairath.co.th NBTC delighted by increase in number of Digital TV viewers, www.thairath.co.th

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VIEWING CHANNELS Today’s fast-paced lifestyle contributes to the decreasing popularity of television; having to wait for a particular TV program wastes time. Viewers have shifted to alternatives such as smartphones, tablets, and computers because of the convenience and satisfaction they provide. The current trend indicates that the popularity of these online channels will continue to grow, and their popularity and advertising rates are both expected to rise massively in the next 5 years.18

REVENUE Advertising is the primary source of revenue in the digital TV business. Compared to analog TV, however, digital TV attracts less advertising and has lower ad rates. This is a result of the majority of viewers still preferring popular shows on analog TV to the mediocre shows and

content on digital TV. Furthermore, the exponential growth in the choice of channels makes it more difficult to decide where to advertise. Customers end up settling for advertising on the same channels they used previously.

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Ad spend in first 5 months, www.thansettakij.com


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According to data provided by Nielsen, as of April 2016, analog TV attracted the highest advertising spending at 4.505 billion baht, or 46.44% of all advertising spending, while digital TV advertising spending totaled 1.641 billion baht, or 16.92% of total advertising spending, far behind analog TV.

FUTURE Digital TV requires large investments in things like salaries, content licensing fees, network rental fees, and miscellaneous costs. To survive, businesses depend on generating revenue primarily from advertising. However, many complications hinder the ability of digital TV to build up sufficient ad revenues. These include the inability to attract enough advertising away from analog TV and companies spend less amid the poor economy. This means that in order to attract advertising, all channels need to present audiences with eye-catching, pleasing content. In the future, the difference in the advertising spending on digital TV and analog TV will narrow. But throughout the process, businesses with deep pockets should survive, while others may not.


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4. ONLINE MEDIA The internet remains the most popular medium in Thailand for the exchange of data and information, especially after the 4G auctions in December 2015 and July 2016. The auctions played an important role in altering internet usage behaviors among Thais. Data from the Digital Advertising Association Thailand, or DAAT, and MarketingOops.com show that 56% of Thais — or 38 million of the 68.1 million people in Thailand — use the internet. In its 2016 survey of internet users’ behavior, the Electronic Transactions Development Agency (Public Organization) (ETDA) found the mobile phone to be the most prevalent way of accessing the internet for Thais. More than 85.5% of Thai users access the internet via mobile phone, for an average of 6.2 hours per day. The most popular activity among mobile internet users is communicating via social media (86.6% of respondents).

4.1 SOCIAL MEDIA The Top 3 most used social-media platforms are YouTube, at 97.3% of respondents, followed by Facebook at 94.8% and LINE at 94.6%.


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According to data, the most frequently used social-media platforms are Facebook, at 84.2% of respondents, LINE at 82.0%, and YouTube at 76.9%. The survey shows that, based on users of each platform, YouTube is the most popular platform, at 98.8% of Gen Y respondents and 98.6% of Gen Z respondents. Facebook is the second most popular platform, at 97.9% of Gen Y respondents and 93.8% of Gen Z respondents. LINE comes third, at 97.2% of Gen Y respondents and 91.4% of Gen Z respondents.

Meanwhile, LINE is the most popular platform for communications, at 91.5% of baby boomer respondents and 96.2% of Gen X respondents. YouTube comes in second at 89.3% of baby boomer respondents and 95.3% of Gen X respondents. Facebook comes third at 86.5% of baby boomer respondents and 93.9% of Gen X respondents.

NUMBER OF SOCIAL-MEDIA USERS IN THAIL AND Data from Thoth Zocial, a provider of in-depth social-media data, show that as of May 2016, approximately 41 million people in Thailand had Facebook accounts, up 17% from last year. At 5.3 million, the number of Twitter users was up 18%. The number of Instagram users reached 7.8 million, up 74%. The number of LINE users was unchanged from 2015 at 33 million.


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MAIN INTEREST OF THAI FACEBOOK USERS Thoth Zocial surveyed the number of ‘Likes’ on Facebook pages and found the three topics of greatest interest to Thai male Facebook users to be entertainment, shopping and fashion, and technology, in descending order. The three top interests for female users were shopping and fashion, family and relationship, and entertainment.

Further detail is available for the shopping and fashion category. Thai Facebook users were found to be most interested in clothes, followed by shopping for other products both online and at retail malls. Thai male users are most attracted to products on sale, while female users are most keen on shopping online. The next most popular aspect of this category is beauty, including salon, spa, and cosmetics. In the entertainment category, Thai Facebook users are most interested in games, followed by music, and movies.


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Finally, in the technology category, almost all male and female users are interested in mobile phones and free software.

FACEBOOK LIVE - A NEW CHANNEL FOR CELEBRITIES AND INFLUENCERS TO PROMOTE PRODUCTS Facebook began rolling out the Facebook Live feature for users in Thailand early in 2016. Since then, celebrities and influencers, such as net idols and bloggers, have been using the feature to promote products. Facebook Live videos, which cannot be fast-forwarded or rewound, provide viewers with the excitement of anticipating what they are going to see. Facebook Live also lets viewers interact with the hosts, giving them the sense of being part of the live video. â–ŒCelebrities

that are either brand

owners or brand representatives use Facebook Live to promote products

because

the

feature

allows them to engage in live communication

with

viewers.

Actress Araya A. Hargate, a brand ambassador for L'Oreal Paris,

streamed

live

videos

showing her applying L'Oreal makeup from Cannes, where she graced the red carpet as L'Oreal brand ambassador. Photo Credit: Chompoo Araya Facebook Page

â–ŒChotika

Wongwilas, the owner of food-supplement brand Cho12 and

powder brand Cho, provides an example of celebrity brand owners using Facebook Live to promote their products. She once produced live video advertising her products from a booth in a shopping mall on her Facebook page, which has more than 5 million followers.


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Photo Credit: Noey Chotika (@chotikafanclub) Facebook Page ▌Corporate

brand owners also make use of the Facebook Live feature.

Makeup brands, in particular, often stream live videos to promote products or sales events and showcase products that have either just been launched or are about to be launched. Makeup brand NYX recently produced a Facebook Live video featuring Thailand’s leading beauty influencers to introduce a new product ahead of its launch. The video generated hype that resulted in the new product selling out within hours of it arriving in stores.

Photo Credit: NYX Professional Makeup Thailand (@nyxcosmeticsth) Facebook Page

THAILAND TOP OF THE WORLD FOR ONLINE SHOPPING PricewaterhouseCoopers (PwC) Global’s Total Retail report shows that Thailand leads the world in direct online shopping via social media at 51%, compared to India at 32%, Malaysia at 31%, and China at 27%. According to the report, Thais often read reviews, comments, and feedback from other customers, and compare prices via social media on mobile phones before making decisions. They regularly upload pictures


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of products onto social media, seeking the opinions of others, and use their phones to do this. Online shopping engagement is strongest with Millennials than with any other generation, giving them greater influence over the market than ever before. The Managing Director of PwC said that the shift to online shopping in Thailand comes as no surprise, considering how internet usage in Thailand has expanded over the past several years. Using smartphones to access social media is the most common internet activity. In Thailand today, social-media platforms are not used only for communication, they are also used for online shopping. The PwC report also says that Thais prefer online shopping and services because of the convenience and lower prices, and the opportunity to read comments and reviews by others. Also, online shopping provides access to imports and international shipping.

MOST POWERFUL BRANDS ON SOCIAL MEDIA Thoth Zocial, provider of in-depth social media data analysis services, partnered with Brandage Magazine to rank Thailand’s Most Social Power Brand in the first half of 2016, based on Facebook and YouTube traffic. The rankings show digital TV as the business with the most social media power (90.4%), followed by consumer products (51.7%), and retail and banking (both at 33%). The rankings also include automotive (20.9%), IT products (20.6%), real estate (13.8%), and lastly, e-commerce (10.4%).

4.2 WEBSITES Truehits.net, Thailand’s leading system for website statistics and hit counter developed by the Government Information Technology Services (GITS) under the National Science and Technology Development Agency (NSTDA), collects key web statistics in Thailand. It surveyed the behavior of internet users by interviewing 10,415 people on the most popular topics on the internet. The ten top topics are: 1. Music or movies; 2. Books; 3. Food; 4. Computer


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and internet; 5. Tourism; 6. Camera and mobile phone; 7. Beauty/Health; 8. Comic books and novels; 9. Education; and 10. News. The most popular websites in Thailand are mostly websites that combine content on these popular topics in one place. Nevertheless, as the behaviors of internet users in Thailand have changed — like using mobile phones more than computers, or increased usage of social networks — websites, especially popular ones, have relied more on social media to promote themselves, as shown by websites’ increasingly posting links on their Facebook fanpages to drive traffic to the websites. The ten most popular websites all have their own social media platform.

TOP 10 WEBSITES OF AUGUST 2016

1. SANOOK.COM Sanook.com offers a wide variety of content, sorted into categories like entertainment, lifestyles, IT, sports, and tourism. It also offers online services such as auctions, online sales, online TV, dictionary, and webboard.


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Photo credit: sanook.com

2. KHAOSOD.CO.TH Khaosod.co.th is the official website of Khaosod, a leading news outlet in Thailand. The site provides a variety of domestic and international news content dealing with economics, entertainment, and sports. It also offers other analytical, political, lifestyle, auto, Buddhist, and visual content. Khaosod also posts hot issues to its Facebook fanpage to boost readership. As a result, Khaosod is one of the most popular news websites of 2016.

Photo credit: Khaosod.co.th


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3. KAPOOK.COM Kapook.com aggregates news and entertainment content, i.e. video clips, music, photos, movies, games, interesting news, social media, mobile phones, restaurants, tourism attractions, home decor, health, cooking, and education.

Photo credit: Kapook.com

4. THAIRATH.CO.TH Thairath.co.th is the website of Thailand’s best-selling daily newspaper. However, the growing popularity of the internet has led Thairath, like other newspapers, to start using online channels and social media to disseminate information. Thairath has proven its success by becoming one of the ten most popular websites of 2016.

Photo credit: Thairath.co.th


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5. MTHAI.COM Mthai.com aggregates entertainment, lifestyle, sports, movie, music, and visual content. Its webboard provides people with a platform to discuss politics, entertainment, love, and health, as well as raise complaints and share other information.

Photo credit: Mthai.com

6. JARM.COM Jarm.com is one of the three top websites in Thailand for entertainment content. It provides news, games, photo albums, videos, socialising, and online movies. The website was rebranded from Boxza.com and presents news in a tantalizing way to attract the attention of users. A whole new design was developed for Jarm.com, while retaining the old strengths of producing many articles, providing convenience for reading the articles, and a huge number of followers on the Facebook fanpage.

Photo credit: Jarm.com


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7. DEK-D.COM Dek-d.com presents content for teenagers and children of school age, focused on the categories of teenage lifestyle, education, preparing for exams, how to continuing studying abroad, etc. It also provides unique services such as webboards, blogs, and a writer’s community. The writer’s community has produced many new-generation writers.

Photo credit: Dek-d.com

8. MANAGER.CO.TH Even though ASTV Manager’s website, Manager.co.th, has fallen behind the websites of Khao Sod and Thairath, its popularity has not fallen by a lot. This is due to Manager.co.th’s presentation and choice of news. It still presents news about politics, business, trade, investment, international news, sports, automotive, IT, science, education, lifestyle, entertainment, travelling, etc. The website also has a range of columns that attract many followers.

Photo credit: Manager.co.th


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9. TH.HAO123.COM The website aggregates links to popular websites, especially very popular websites. As a result, many Thais bookmark this website so it pops up every time they use the internet.

Photo credit: Th.hao123.com

10. SIAMSPORT.CO.TH Siam sport covers developments in a range of sports including football leagues, both foreign and domestic; golf, tennis, boxing, basketball, Formula 1, and motorsports.

Photo credit: Siamsport.co.th

The overall image of the “Top 10 Websites in 2016� is in line with the survey of the behavior of internet users in Thailand. Thais use the internet primarily to access social networks, the smartphone being a popular channel. This has resulted in many websites shifting to distributing their content via social networks, use them as a tool to boost


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the popularity of the websites. Khaosod.co.th, Thairath.co.th, and Jarm.com are examples of websites that use social media to attract readers to their pages. It can also be seen that many websites redesign their pages to make them compatible with and convenient on mobile screens. The examples given all demonstrate clearly the influence social media has on Thai online media. In addition, weloveshopping.com was one of the Top 10 Websites in 2015, but failed to make the list in 2016. This shows that Thais have changed how they shop, increasingly doing so via social networks. This is also in line with the previously mentioned data which show that Thais are shopping a lot more through social media than people in other countries. In conclusion, the report on the ten top websites in Thailand is in line with data collected and provided by both private and public organizations. The report also illustrates profound changes in the behavior of internet users in Thailand in recent years.

4.3 SEARCH ENGINE Thais use search engines to find information. The popular search engines include Google, Yahoo, and Bing; however, the popularity of the latter two has been on the decline. As of September 2016, Google had a monopoly on the search engine market, with a 99.72% share. Bing held a 0.13% share while Yahoo and other search engines had 0.15%.


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SEARCH ENGINE BEHAVIOR OF THAIS The Electronic Transactions Development Agency found that at 79.7%, using search engines is 1 of the 3 most popular digital activities for Thais, behind social media at 96.1%, and YouTube at 88.1%. A comparison of the technological devices used to access search engines showed the most common device to be the computer at 57.6%, followed by the smartphone at 55.7%.

The generations that use search engines the most are Gen Y at 84.5%, Gen X at 79.3%, Gen Z at 77.0%, and Baby Boomer at 69.1%.


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ADVERTISING EXPENDITURES FOR SEARCH ENGINES IN 2016

Furthermore, various industries are investing more in running advertising on search engines. The report by the Digital Advertising Association (Thailand) says businesses invested 918 million baht in search engine advertising, up from 806 million baht in 2015. As consumer behavior is shifting, the majority of consumers tend to search for information and prices of products on search engines before deciding to buy. Among all industries, the Automobile Industry spent the most on digital advertising at 1,011 million baht. During 2014–2015, most businesses paid no attention to search engine advertising.


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CONCLUSION The popularity of online media has grown steadily and significantly. Therefore, it is no longer sufficient for other media such as newspapers, magazines, TV, radio, and news agencies to rely only on promoting their content through their main channels. They must also use online platforms and social media such as Facebook and LINE. In a bid to survive, many media operators have even decided to shift away from their major channels and invest fully in social media. It is no exaggeration to say that online media is currently the most influential media. Nonetheless, each medium has its own target audiences. To optimize communications effectiveness, it is recommended that operators focus not just on online media, but also maintain various channels for communicating with their audiences.


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PR Newswire, a Cision company, is the premier global provider of news release distribution and multimedia platforms that enable marketers, corporate communicators, public relations practitioners and investor relations professionals to leverage content to engage with all their key audiences. Having pioneered the commercial news distribution industry in 1954, PR Newswire today provides end-to-end solutions to produce, distribute, target and measure text and multimedia content across traditional, digital, mobile and social channels. Combining the world's largest multi-channel content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire powers the stories of organizations around the world. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and Asia-Pacific regions. Cision is a leading global media intelligence company, serving the complete workflow of today’s communication professionals. www.prnasia.com APAC Offices Hong Kong: +852-2572 8228 | Taipei: +8862-8758 2297 | Singapore: +65-6808 5688 | Malaysia: +60-3-2298 7285 | Indonesia: +62-21-2965 1219 | Australia +61-411-969 248 | Email: hkcs@prnasia.com Mainland China office: Beijing: +86-10-5953 9588 | Shanghai: +86-21-8017 9500 | Hangzhou: +86-571-8821 9685 | Shenzhen: +86-755-8203 7494 | Chengdu: +86-28-8511 4629 | Email: info@prnasia.com

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Thailand Media Landscape 2017  

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