Last updated: 3 May 2026 | 5343 Views |
A Decade of Digital TV: Reflections, Realities, and the Road Ahead
Pirongrong Ramasoota, NBTC Commissioner for Television Affairs, reflects on the first decade of Thailand’s transition from analog to digital TV—marking 2024 as a milestone year filled with both progress and hard truths.
A Costly Beginning
The 2013 digital TV license auction generated over 50 billion baht for the state—making Thailand’s broadcasting sector one of the most expensive in the world. Unlike many countries that treat broadcasting as a public service, Thailand adopted an auction-based model, placing heavy financial burdens on operators from day one.
Even with later financial relief measures supported by the National Council for Peace and Order, operators continued to face high operational costs—from infrastructure and technology to staffing and content production—while viewership steadily declined due to the rise of digital platforms.
A “Sunset Industry”? Not So Fast
Digital TV has been heavily disrupted by broadband internet, 5G, and OTT streaming platforms, offering ATAWAD (Any Time, Any Where, Any Device) convenience that aligns with modern viewing habits. Today, over half of Thai viewers consume content via OTT platforms, shifting the competitive landscape dramatically.
Still, the challenges go deeper than technology:
- Structural missteps in licensing design and market fragmentation
- Limited access control for broadcasters dependent on third-party networks
- Fragmented advertising revenue across multiple platforms
- Uneven regulatory frameworks in a rapidly converging media ecosystem
Four Key Industry Challenges
1. Content Under Pressure
Economic constraints have reduced both the quantity and quality of content. Reruns are rising, new productions are shrinking, and creators must stretch limited budgets to compete globally.
2. Eroding Trust in News Media
As audiences shift to platforms like Facebook and YouTube, TV news faces declining influence. Sensationalized “dramatized news” formats risk undermining journalistic standards and public trust.
3. Platform Dominance
The old phrase “Content is king,” popularized by Bill Gates, is being challenged. Today, “Platform is king.” Without access to powerful digital ecosystems—driven by data and algorithms—content struggles to reach audiences or generate revenue fairly.
4. Regulatory Constraints
The National Broadcasting and Telecommunications Commission faces mounting pressure. Outdated laws, siloed governance, and analog-era thinking limit its ability to regulate a converged digital media environment effectively.
What’s Next? Building a Sustainable Future
With digital TV licenses set to expire in 2029, the NBTC is actively working with industry stakeholders to map out the future through research, consultations, and policy development.
Key initiatives include:
