MARKETING COMMUNICATION IN THE EARLY STAGE OF DIGITAL TELEVISION IN THAILAND

Abstract

                This is a qualitative research by analyzing texts and documents about the beginning of digital TV in 2014. This research aims to identify the pattern of marketing communication and trend of digital television station prior 2014. The findings indicated that market value of digital television between April to December of 2014 was 322.7 million baht. The television stations with the highest use of marketing communication were: 1) Workpoint TV 2) 7HD 3) Spring News, and 4) Thairath TV. There are 6 types of marketing communication. The marketing strategies that frequently used were digital marketing, advertising, public relations, sales promotion, and event marketing. It implied that marketing investment may not be the significant factor that contribute to the achievement in digital television business, however media organization should consider using integrated marketing communication (IMC) as the strategy to get the message to the target audiences.