thailand's media landscape
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Thailand’s Media TopographyTopography
Agenda
• The changing media topography in Thailand
• Emerging Technologies• Leveraging the technology and trends• 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 • 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
Who Are The Media
Who Are The Media
A shifting media landscape
The Global Warming Effect
The Causes
Changing Changing Changing Technology
Changing Lifestyles
Mutual Reinforcement
• The two factors are reinforcing each other and leading to changes in : – How we consume media– 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 riskmuch at risk
But the effects of the change are gradual and sometimes not easy to see
1985 - Some Perspective
• 150 newspapers – 30 Bangkok-based
dailies
• 5 TV channels – 3, 5,
• Approx. 17 Bangkok-based dailies
• 6 Terrestial channels – 3, 5, 7, 9, 11 & PBS
1985 - 1987 Today
• 5 TV channels – 3, 5, 7, 9 & 11
• 275 radio stations
– 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 TodayA Fragmented Landscape
PrintNewspapersMagazines
Television
Terrestrial
Cable Satellite
RadioGovernmentCommunity
The Internet
Social Media
TwitterInstagram
Content Providers
BlogsYouTube
Changing Media Consumers
Changing Changing Changing Technology
Changing Lifestyles
Modern Living
• Some of the lifestyle changes impacting urban Thais – Work/life imbalance– Changing home life– 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 patternsconsumption patterns
Who reads a newspaper every day?
Media Consumption
• Non-scientific survey of Chula grad students
2012-Source of daily news
2013-Source of daily news-Source of daily news
Traditional media = 60%Online media = 40%-Newspaper consumptionEveryday = 40%1 day/week = 40Online edition = 20%
-Source of daily newsTV = 22.2%Newspapers = 11.1 %Online media = 66.7%-Newspaper consumption>2 days/week 33.3% 1 or 0 days/week = 33.3% Online edition = 33.3%
Newspaper Consumption
020406080
100
12-24 25-39 40+
2009
2007
Age
Source: NMR Media Index, Nation Multimedia Group
12-24 25-39 40+
020406080
100
2009
2007
020406080
100
Upper Middle Lower
2009
2007
SES Group Geography
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 DestinationsWebsite IP TH
Kapook 1,042,523
Sanook 934,702
Mthai 724,602
Th.Hao 609,549Th.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 BahtMedia 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 %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
Changing Changing Changing Technology
Changing Lifestyles
2.872.87Million
The Ultimate Channel
• The point is not the device itself – but rather its ability access to web-based information – including multimedia information (and entertainment)information (and entertainment)– This allows consumers to get both news and
entertainment ‘on-demand’
Mobile Usage in Thailand72% 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 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– 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 are increasingly irrelevantValue 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
Riding the Wave
• Create/strengthen relations with ‘new media’– Monitor and listen
• Learn their language and protocols• 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 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– 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
Listen
Organization / Brand
Contribute
Create
Engage
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 – 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