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

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– 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

• 150 newspapers – 30 Bangkok-based

dailies

• 5 TV channels – 3, 5, 7, 9 & 11

• 275 radio stations

• Approx. 17 Bangkok-based 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

1985 - 1987 Today

Media Topography TodayA Fragmented Landscape

Social Media

PrintNewspapersMagazines

TelevisionTerrestrial

Cable Satellite

RadioGovernmentCommunity

The Internet

Social MediaFacebook

TwitterInstagram

Content ProvidersBlogs

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 newsTraditional media = 60%Online media = 40%-Newspaper consumptionEveryday = 40%1 day/week = 40Online edition = 20%

2013-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

Source: NMR Media Index, Nation Multimedia Group

020406080

100

12-24 25-39 40+

2009

2007

020406080

100

2009

2007

020406080

100

Upper Middle Lower

20092007

SES Group

Age

Geography

Traditional Media - Online

Website UIP PVASTV Phutchadkarn 511,191 3,278,664Thai Rath 353,333 1,879,378Daily News 171,572 836,190Matichon 151,480 555,359Khao Sod 117,976 572,549Kom Chad Leuk 116,883 349,922Channel 7 109,852 343,338Krungthep Turakij 98,021 264,543Post Today 90,303 242,442Channel 3 67,252 173,397

People Online DestinationsWebsite IP THKapook 1,042,523Sanook 934,702Mthai 724,602Th.Hao 609,549Dek-D 512,274ASTV Phutchadkarn 454,335SiamSport 419,546WeLoveShopping 330,263SiamZone 302,659Bloggang 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 %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

2.87Million

The Ultimate Channel

• The point is not the device itself – but rather its ability access to web-based information – including multimedia information (and entertainment)– 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 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