Media Governance for Thai Television Broadcasting Guideline

Abstract

This research aimed to study 1) analysis of self-regulatory challenges within Thai television broadcasting, 2) the societal, cultural, and political-economic context of Thai society that influences the governance of television broadcasting, 3) the present governance landscape of Thai television broadcasting against international media governance models and 4) guidelines for Thai television regulation that align with international governance standards while considering the specific context of Thai society. Qualitative research methodology is employed, involving document analysis, semi-structured interviews, and focus groups. Three distinct sampling groups—representatives from the public sector, private sector, and civil society. These stakeholders in Thai television broadcasting regulation provide insights total 48 people. The analysis methodology involves content analysis.

The findings of the research indicate that: 1) a structural overlap in power poses a hindrance to the establishment of concrete self-regulatory mechanisms. The efficacy of media professional bodies in regulating media is still a lack of confidence in society's trust.
2) Entrenched bureaucratic culture impacts the effectiveness of regulatory institutions like the NBTC. The regulatory mechanism that is not in line with the era of media convergence is also a result of the state's desire to hold power. 3) In order to create good governance in supervision, all actors include government agencies such as the NBTC, media professional organizations, media organizations, media professionals, civil society and the public should be given equal space to play a role. And 4) Approaches include 1) social power and promotion of good governance 2) creating norms and values ​​of respect for ethics and professional ethics 3) reducing the intensity of market competition 4) promoting diversity in the organization 5) coordinating cooperation among stakeholder groups 6) speed in responding to technological developments