Bangkok: Three media associations and marketing professionals from Thailand convened a seminar to explore the future trajectory of Thai media, focusing on how to navigate the evolving media landscape. Industry leaders, particularly from the television sector, shared their confidence that media consumption will persist, albeit in changing formats.

According to Thai News Agency, the seminar was organized by three prominent Thai media associations alongside marketing professionals, who extended invitations to media executives across the industry. The goal was to define the direction of media, harness its power, and transform quality content into a demand that yields tangible business results. Key participants included Mr. Viboon Leeratanakajorn, CEO of BEC WORLD; Mr. Takolkiat Veerawan, CEO of The ONE Enterprise; Mr. Chalakorn Panyachom, CEO of Workpoint Entertainment; Ms. Jitsupa Wacharaphol, CEO of Thairath TV and Online; and executives from the Marketing Association of Thailand and the Media Agency and Media Business Association of Thailand.

During the panel discussion, Mr. Takolkiat Veerawan, Chairman of the Board of Directors of The One Enterprises, and Mr. Viboon Leeratkajorn, CEO of the Television Business Division of BEC World Public Company Limited, addressed the longstanding notion that "television is dying," a sentiment circulating since 2012. They argued that media has been in a state of continuous adaptation, with television diversifying into various content types. They noted that some media content still garners up to 10 million viewers, indicating that while the media format is changing, the medium itself remains vital.

In addressing whether television remains relevant, the discussion highlighted the importance of creating content that captivates audiences. They observed a trend where individuals engage with television while simultaneously accessing media on mobile devices. The changing platforms and consumer behaviors necessitate that content must be compelling enough for audiences to return. As such, the media must evolve to align with audience preferences. Today, the challenge for media creators is to seamlessly integrate content into consumers' lives. Consequently, all platforms, including TV, digital, streaming, and social media, play crucial roles in driving media growth. Each platform contributes uniquely: TV builds broad awareness, digital extends content reach, streaming offers viewing flexibility, and social media fosters societal conversations and change. Media is now tasked with creating content robust enough to traverse all platforms and engage viewers. Achieving this will ensure that entertainment remains profi table, viewer enjoyment persists, and organizations can simultaneously generate revenue.