Thailand’s Media
Topography
Agenda
• The changing media topography in
Thailand
• Emerging Technologies
• Leveraging the technology and trends
• Select...
What is the ‘Media’
• As a PR practitioner the ‘media’ to me are
the news media – print, broadcast and
online
• Today the ...
Who Are The Media
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
– Whe...
The Media Landscape
• TV still commands the high-ground
• Radio has plateaued but is relatively safe
• Print media is on t...
1985 - Some Perspective
1985 - 1987
• 150 newspapers
– 30 Bangkok-based
dailies

• 5 TV channels – 3, 5,
7, 9 & 11
• 275 r...
Media Topography Today
A Fragmented Landscape
Print
Newspapers
Magazines

Television
Terrestrial
Cable
Satellite

Radio
Go...
Changing Media Consumers
Modern Living
• Some of the lifestyle changes impacting
urban Thais
– Work/life imbalance
– Changing home life
– Political...
Media Consumption
• The changes that have occurred in the
lifestyles of Thai consumers has led to
profound changes in thei...
Media Consumption
• Non-scientific survey for Chula grad
students
2012
-Source of daily news

2013

-Source of daily news
...
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

...
Traditional Media - Online
Website

UIP

PV

ASTV Phutchadkarn

511,191

3,278,664

Thai Rath

353,333

1,879,378

Daily N...
People Online Destinations
Website

IP TH

Kapook

1,042,523

Sanook

934,702

Mthai

724,602

Th.Hao

609,549

Dek-D

512...
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...
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 – inclu...
Mobile Usage in Thailand
72% of Thailand mobile Internet users are below
the age of 24. (National Statistical Office - Tha...
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 consu...
Riding the Wave
• For PR and other communications
professionals this changing topography
has a number of ramifications
– N...
Riding the Wave
• In Thailand PR is often synonymous with
media relations
– We pitch and place stories in the media

This ...
Riding the Wave
• PR content will need to evlove to meet the
needs of the consumer and the
technology they adopt
– Writing...
Riding the Wave
• The metrics we use to track progress and
demonstrate success will need to evolve
beyond ‘counting clips’...
Riding the Wave
• Create/strengthen relations with ‘new
media’
– Monitor and listen
• Learn their language and protocols
•...
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...
Be The Media
Be The Media
• How to be the Media
– Establish your own blog
– Establish your social media presence
– Tweet
– Post videos/...
Be The Media
Criteria for selecting the
right media
• The selection of media for a given
campaign, at a minimum, needs to include:
– De...
Thank you
Thailand media landscape
Thailand media landscape
Thailand media landscape
Thailand media landscape
Thailand media landscape
Thailand media landscape
Thailand media landscape
Thailand media landscape
Thailand media landscape
Thailand media landscape
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Thailand media landscape

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

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Thailand 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
  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 Print Newspapers Magazines Television Terrestrial Cable Satellite Radio Government Community The Internet Social Media Facebook Twitter Instagram Social Media Content Providers Blogs YouTube
  13. 13. Changing Media Consumers
  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 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%
  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 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
  19. 19. 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
  20. 20. Ad Spending
  21. 21. Ad Spending
  22. 22. Ad Spending
  23. 23. 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 %
  24. 24. The Quintessential Media 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 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
  47. 47. 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
  48. 48. Thank you

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