Television Industry and Its Role in the New Media
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TELEVISION INDUSTRY AND ITS ROLE IN THE NEW MEDIA LANDSCAPE UNDER THE SYSTEM OF DIGITAL ECONOMY 3938980479 NIDA E-THESIS 5811831009 dissertation / recv: 23082563 15:32:54 seq: 16 Natthakan Kaewkhum A Dissertation Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy (Communication Arts and Innovation) The Graduate School of Communication Arts and Management Innovation National Institute of Development Administration 2020 TELEVISION INDUSTRY AND ITS ROLE IN THE NEW MEDIA LANDSCAPE UNDER THE SYSTEM OF DIGITAL ECONOMY Natthakan Kaewkhum The Graduate School of Communication Arts and Management Innovation Major Advisor 3938980479 (Professor Yubol Benjarongkij, Ph.D.) The Examining Committee Approved This Dissertation Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy (Communication Arts and Innovation). NIDA E-THESIS 5811831009 dissertation / recv: 23082563 15:32:54 seq: 16 Committee Chairperson (Professor Patchanee Cheyjunya) Committee (Professor Yubol Benjarongkij, Ph.D.) Committee (Associate Professor Tatri Taiphapoon, Ph.D.) Dean (Professor Yubol Benjarongkij, Ph.D.) ______/______/______ ABSTRACT ABSTRACT Title of Dissertation TELEVISION INDUSTRY AND ITS ROLE IN THE NEW MEDIA LANDSCAPE UNDER THE SYSTEM OF DIGITAL ECONOMY Author Natthakan Kaewkhum Degree Doctor of Philosophy (Communication Arts and 3938980479 Innovation) Year 2020 NIDA E-THESIS 5811831009 dissertation / recv: 23082563 15:32:54 seq: 16 This research is aimed to study changes in the television industry in Thailand under the digital economy system, to explore the adaptation of the television industry in Thailand in the new media landscape, to examine the roles of television in the new media landscape, and to investigate viewers’ perspectives on the roles and adaptation of television in the new media landscape. The research is a mixed-methods study, composing of both qualitative and quantitative research. For the qualitative research, documentary research, and content analysis on the TV program schedules, including in- depth interviews with those involved in the television industry were conducted. For the quantitative research, survey questionnaires were collected from viewers to explore their viewing behaviors and their opinions on the roles and adaptation of television in the new media landscape. From the study, it was found that technological factors have changed the current situation of the television industry enormously. As a sender, all TV stations have adapted their broadcasting and management explicitly. Concerning the message, the content is more individualized to suitable for and attract viewers. Communication channels have been modified towards digitalization increasingly, including the form of OTT channels. All changes were affected by viewers’ changing behaviors from a passive to an active audience. Regarding the adaptation of TV organizations in the digital economy system, it was found that they changed in four dimensions: organizational structure, communication channels, genres in content presentation, and content. On the other hand, the roles of television did not change so much. Still, it was found that nowadays televisions have to learn about their viewers primarily, while they have to adjust their presentation genres and channels to respond to changing society and iv viewers’ needs. The most important thing TV channels should concern is the content. Besides, it was found that television still plays the role of an opinion leader, while television can broadcast their programs widely to access all groups. As for viewers’ TV exposure behaviors, it was found from the survey questionnaires that most samples were female, aged 21-30 years old, and graduated with a bachelor’s degree. Most of them viewed TV via YouTube the most, and the viewing 3938980479 device used the most was mobile phones because of its portability and because viewers could view TV programs everywhere at any time. Most samples watched TV for entertainment and relaxation, while they expected from their viewing and expected from NIDA E-THESIS 5811831009 dissertation / recv: 23082563 15:32:54 seq: 16 the functioning of the TV for society as a whole was to obtain amusement, pleasure, entertainment, and emotional support. ACKNOWLEDGEMENTS ACKNOWLEDGEMENTS This dissertation has been accomplished because of great kindness and support from Emeritus Professor Yubol Benjarongkij, my beloved advisor, who did not only give me research advice, but also all personal matters. I thus would like to express my gratitude and appreciation to her. 3938980479 Besides, my high appreciation and gratitude are for Professor Patchanee Cheyjunya, the Chairperson, and Associate Professor Tatri Taiphapoon, an external expert, who kindly took part in the Thesis Committee and provided useful information NIDA E-THESIS 5811831009 dissertation / recv: 23082563 15:32:54 seq: 16 to fulfill and complete my dissertation. Special thanks are also for Assistant Professor Panpilas Kuldilok or Pee Tuck and her family who assisted me in everything. Without their help and support, I could not be able to finish this dissertation successfully. Thank you so much indeed. I also would like to express my sincere thanks for all samples who kindly gave their time to provide information that is beneficial to a great extent for this research. Thank you very much for all supports and encouragement from my relatives, instructors, Faculty staff, friends, classmates, and all networks who boosted the researcher to obtain the utmost complete information for this study. Finally, but not least, I would like to express my deepest gratitude to my mom and dad for their love, encouragement, and support, especially for giving me opportunities and being confident in me all through my life. Without them, this dissertation would never be fulfilled. I thus would like to give this dissertation for my mom and dad. Natthakan Kaewkhum August 2020 TABLE OF CONTENTS Page ABSTRACT ................................................................................................................. iii ACKNOWLEDGEMENTS ........................................................................................... v 3938980479 TABLE OF CONTENTS .............................................................................................. vi LIST OF TABLES ......................................................................................................... x NIDA E-THESIS 5811831009 dissertation / recv: 23082563 15:32:54 seq: 16 LIST OF FIGURES ................................................................................................... xiii CHAPTER 1 INTRODUCTION ................................................................................... 1 1.1 Background and the Significance of the Problem ............................................... 1 1.2 Research Questions ........................................................................................... 10 1.3 Search Objectives .............................................................................................. 10 1.4 Research Conceptual Framework ...................................................................... 11 1.5 Research Scope .................................................................................................. 11 1.6 Operational Definitions ..................................................................................... 12 1.7 The Expected Benefits from the Study .............................................................. 12 CHAPTER 2 THEORIES, CONCEPTS, AND RELATED STUDIES ...................... 13 2.1 Concepts of Digital Economy ........................................................................... 13 2.1.1 12 Factors of the Modern Economy ......................................................... 14 2.1.2 The Mobilization of the Digital Economy for Thai Society .................... 18 2.1.3 Objectives of the Digital Economy and Society Strategy ........................ 19 2.1.4 The National Digital Economy and Society Commission ........................ 19 2.1.5 Guidelines for Leading Thailand towards Prosperity through the Concept of Digital Economy and Society .............................................................. 20 2.2 Concepts in the Media Industry ......................................................................... 21 2.2.1 The Television Industry ............................................................................ 23 2.2.2 The Status of Radio and Television as Mass Media ................................ 23 2.2.3 Characteristics of Radio and Television in Comparison with Other Mass Media………………………… ................................................................ 26 vii 2.2.4 Key Persons in Television Business Circle .............................................. 29 2.2.5 Digital TV Channels ................................................................................. 35 2.3 Concepts on Television Genres ......................................................................... 37 2.3.1 Non-Fiction or Documentary TV Programs ............................................. 37 2.3.2 Entertaining TV Programs are Programs Emphasizing a Relaxing and Amusing Story to Release Viewers’ Stress and Entertain Viewers ......... 38 3938980479 2.4 Concepts on the Roles of Radio and Television in the Society ......................... 40 2.5 Concepts on New Media ................................................................................... 43 2.5.1 OTT (Over