The Management of Television Program in the age of Thailand 4.0

Abstract

The Purpose of this article was to study the management of television program in the age of Thailand 4.0. The Thai government-driven economic model called “Thailand 4.0” challenges several economic development models by using innovation, technology and creativity to create a value-based economy for the country. It was found that, in the age of Thailand 4.0, digital media is the disruptive technology which affects television program management. Therefore, service marketing mix should be used for content management, marketing program, format, platform, and technology management to achieve the maximal effectiveness in the management of the television program. This study conducted a comprehensive literature review and content analysis to expand concepts and knowledge in this topic. It is expected that this article will lead to the development of the television industry and the economy of media industry in Thailand.