Thailand's Media Landscape

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Thailand's Media Landscape

  1. 1. Thailand’s Media Topography
  2. 2. Agenda • The changing media topography in Thailand • Emerging Technologies • Leveraging the technology and trends • Selecting the right media for the job
  3. 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. 4. Who Are The Media
  5. 5. Who Are The Media
  6. 6. A shifting media landscape
  7. 7. The Global Warming Effect
  8. 8. The Causes Changing Lifestyles Changing Technology
  9. 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. 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. 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. 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. 13. Changing Media Consumers Changing Lifestyles Changing Technology
  14. 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. 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. 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. 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. 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. 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. 20. Ad Spending
  21. 21. Ad Spending
  22. 22. Ad Spending
  23. 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. 24. The Quintessential Media Technology Changing Lifestyles Changing Technology
  25. 25. 2.87 Million
  26. 26. 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’
  27. 27. Mobile Usage in Thailand 72% of Thailand mobile Internet users are below the age of 24. (National Statistical Office - Thailand) NBTC
  28. 28. Time Spent With Media Nielsen Thailand Study 2013
  29. 29. Time Spent on Mobile AppsFire in Top Mobile Internet Trends by Murphy and Meeker
  30. 30. The Thai Consumer’s Day Inmobi 2012
  31. 31. Media Evolution – TV & Radio safe for now – but facing increased competition
  32. 32. Media Evolution – Print media faces the greatest challenge due to the nature of their content
  33. 33. Media Evolution • The Internet is by its nature constantly changing – the explosion of social media is driving media consumption online
  34. 34. Riding the Wave • For PR and other communications professionals this changing topography has a number of ramifications – New channels – New audiences – New metrics
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. 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)
  39. 39. Riding the Wave • PR will need to reach out to the Thai Blogosphere
  40. 40. Riding the Wave
  41. 41. Riding the Wave
  42. 42. Riding the Wave • PR will need to understand how to leverage Instagram – and it’s celebrities
  43. 43. 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
  44. 44. Be The Media
  45. 45. 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
  46. 46. Be The Media Listen Engage Organization / Brand Create Contribute
  47. 47. 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
  48. 48. Thank you jeremy.plotnick@abm.co.th

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