Guidelines for Developing News Programs to Create a Competitive Advantage for Television Operators in the Digital TV era : A Case Study of Workpoint Entertainment Public Company Limited
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Abstract
This study aims to examine the current landscape of the television industry in the digital TV era by assessing the quality of news programs through an analysis of four key components: (1) news format and content, (2) news anchors, hosts, and field reporters, (3) presentation techniques, and (4) audience engagement. Additionally, the study incorporates the marketing mix comprising product, price, place, and promotion into the analysis to propose development strategies for news programming at Workpoint Entertainment Public Company Limited. The objective is to enhance competitive advantage in the context of rapid technological advancement and evolving viewer behavior, with an emphasis on integrating content innovation, strategic direction, and participatory engagement in the digital media era. This qualitative research employed in-depth interviews as the primary data collection method. Purposive sampling was used to select 12 key informants who are directly involved in the news production process at Workpoint. The data were analyzed using thematic content analysis to identify trends and formulate strategic recommendations.
The study identified seven key approaches to developing modern news programming: 1) enhancing content to be in-depth, ethical, and publicly valuable; 2) incorporating technologies such as AI, infographics, and immersive media (VR/AR) to improve storytelling; 3) strengthening personal branding and emotional connection between news presenters and the audience; 4) adapting formats based on platform-specific behaviors through platform-first and format-first strategies; 5) producing CSR-based news and promoting media literacy campaigns; 6) utilizing real-time dashboards and establishing a Content Lab to pilot innovative news formats; and 7) connecting audience participation with alternative revenue models such as subscription-based access and crowdfunding. Digital news competition demands a blend of quality content, technology, and audience engagement to ensure long-term sustainability.
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