Thailand media landscape
Upcoming SlideShare
Loading in...5
×
 

Thailand media landscape

on

  • 286 views

Overview of the Thai media landscape as of 2013, and the changes that have taken place in recent years.

Overview of the Thai media landscape as of 2013, and the changes that have taken place in recent years.

Statistics

Views

Total Views
286
Views on SlideShare
286
Embed Views
0

Actions

Likes
1
Downloads
16
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Thailand media landscape Thailand media landscape Presentation Transcript

  • Thailand’s Media Topography
  • Agenda • The changing media topography in Thailand • Emerging Technologies • Leveraging the technology and trends • Selecting the right media for the job
  • 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 View slide
  • Who Are The Media View slide
  • Who Are The Media
  • A shifting media landscape
  • The Global Warming Effect
  • The Causes
  • 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
  • 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
  • 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
  • Media Topography Today A Fragmented Landscape Print Newspapers Magazines Television Terrestrial Cable Satellite Radio Government Community The Internet Social Media Facebook Twitter Instagram Social Media Content Providers Blogs YouTube
  • Changing Media Consumers
  • 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
  • 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?
  • Media Consumption • Non-scientific survey for 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%
  • 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
  • Traditional Media - Online Website UIP PV ASTV Phutchadkarn 511,191 3,278,664 Thai Rath 353,333 1,879,378 Daily News 171,572 836,190 Matichon 151,480 555,359 Khao Sod 117,976 572,549 Kom Chad Leuk 116,883 349,922 Channel 7 109,852 343,338 Krungthep Turakij 98,021 264,543 Post Today 90,303 242,442 Channel 3 67,252 173,397
  • People Online Destinations Website IP TH Kapook 1,042,523 Sanook 934,702 Mthai 724,602 Th.Hao 609,549 Dek-D 512,274 ASTV Phutchadkarn 454,335 SiamSport 419,546 WeLoveShopping 330,263 SiamZone 302,659 Bloggang 291,673
  • Ad Spending
  • Ad Spending
  • Ad Spending
  • Ad Spending in Mn Baht Media 5M 2013 5M 2012 Growth % TV 28,285 27,309 3.6 % Radio 2,451 2,451 0.0 % Newspaper 5,900 6,094 -3.2 % Magazines 2,080 2,135 -2.6 % Cinemas 2,455 2,982 -17.7 % Outdoor 1,711 1,868 -8.4 % Transit 1,329 1,084 22.6 % In Store 1,053 973 8.2 % Internet 363 234 55.1 % Total 45,627 45,129 1.1 %
  • The Quintessential Media Technology
  • 2.87 Million
  • 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’
  • Mobile Usage in Thailand 72% of Thailand mobile Internet users are below the age of 24. (National Statistical Office - Thailand) NBTC
  • Time Spent With Media Nielsen Thailand Study 2013
  • Time Spent on Mobile AppsFire in Top Mobile Internet Trends by Murphy and Meeker
  • The Thai Consumer’s Day Inmobi 2012
  • Media Evolution – TV & Radio safe for now – but facing increased competition
  • Media Evolution – Print media faces the greatest challenge due to the nature of their content
  • Media Evolution • The Internet is by its nature constantly changing – the explosion of social media is driving media consumption online
  • Riding the Wave • For PR and other communications professionals this changing topography has a number of ramifications – New channels – New audiences – New metrics
  • 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
  • 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
  • Riding the Wave • The metrics we use to track progress and demonstrate success will need to evolve beyond ‘counting clips’ – AVE and PR Value 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
  • 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)
  • Riding the Wave • PR will need to reach out to the Thai Blogosphere
  • Riding the Wave
  • Riding the Wave
  • Riding the Wave • PR will need to understand how to leverage Instagram – and it’s celebrities
  • 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
  • Be The Media
  • 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
  • Be The Media
  • Criteria for selecting the 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
  • Thank you