Development of Communication Innovation of Digital Television Media from Perspective of Media Professionals and Academics

Abstract

                     This research aims to know the current climate, search and analyze, and develop and enhance the media, television, and transportation system in the country. Which is a qualitative research In-depth interview with a sample of 12 journalism scholars and professionals. Data analysis uses interpretations to present in the form of a descriptive or descriptive narrative. Searching for and analyzing communication innovations of digital television media found that it should emphasize "individual innovation" or the identity of each media that is different from other media. An interesting point is that product innovation should reshape an interactive mode of communication across all digital communication channels. The development of digital television media in Thailand to be an innovation in digital television communication should use the concept of media convergence focusing on TV production to distribute on all online media platforms in the manner of "one program, multiple platform” and upgrading digital television media should use a strategy to disseminate and engage on all platforms to the public. There is a cross-media narrative that connects all the content together and creates content based on key points that match the interests of the audience.