MANAGEMENT OF TELEVISION IN THE DIGITAL CONVERGENCE ERA
Keywords:Television, Media Management, Digital Media, Media Convergence
This research article aims to study management practices of television in the digital convergence age. It also aims to explore challenges in managing media works and the ways managements tackle with them. This project is a qualitative research. It is conducted with an individual interview with 10 media executives. The study shows that digital technology has capacity in changing many aspects of television industry. It has altered consumer behaviors, market segmentations, and management styles. Media managements need to utilize digital technology to fit within organizational cultures. Their communication and leadership styles are also need to adapt with a changing industry which is driven by a new technology.
ฐิตินัน บ. คอมมอน. (2553) การบริหารสื่อโทรทัศน์ในยุคดิจิทัล: บทเรียนจากนานาประเทศสู่ไทย ในการบริหารจัดการ: แนวคิดและทางเลือกร่วมสมัย, กรุงเทพฯ: ศูนย์วิจัยมหาวิทยาลัยธุรกิจบัณฑิตย์, 155-170
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