แนวโน้มการเปลี่ยนแปลงของธุรกิจโทรทัศน์ระบบ VHF และเคเบิลทีวีในประเทศไทยที่เกิดขึ้นจากเทคโนโลยีของดาวเทียมไทยคม / ปริยานุช ห้องสำเริง = Changing trends of VHF TV and cable TV in Thailand as affected by THAICOM satellite technology / Pariyanuch Hongsamrerng
The objectives of this research are to study the trend and various directions of television industry in Thailand, after the launch of “THAICOM”, Thailand’s first satellite, which has created significant impact to the TV broadcasting industry. The results of the research found that, in Thailand, television broadcasters in VHF system have been using THAICOM’s C-band transponders as the medium todistribute TV programs to their provincial rebroadcast stations for re-broadcasting. However, they do not adopt the direct-to-home (DTH) broadcasting technology even through it is made available by THAICOM satellite. This due to the capital expenditure heavily invested in the existing C-Band TV distribution networks, and the unconfidence in this new technology as well as the extent of market and viewer demand and acceptance for the satellite receivers. Although, initially, cable TV broadcasters have been using THAICOM satellite to expand their broadcast coverage in the samemanner as the VHF broadcasters, they are all adopting this new direct broadcasting technology to futher enhance their broadcast service. The THAICOM DTH broadcasting technology will enable them to directly reach subscribers anywhere in the country without the need for additional investment in new network stations. With the technology’ technical and quality supiority, the cable TV broadcasters believe that the market of DTH satellite receiver will become popular. Thus, as more and new television channels using the DTH technology are introduced, more competitions are expected. Nevertheless, to succeed in the television business, broadcasters also have to put great emphasis on viewers or consumer satisfaction, as described in the new marketing theory. Dustomer satisfaction can be achieved by providing high-quality TV programs which satisfy viewer’s taste and viewing requirement. It is thus belived that the attempts to improve programs will create more competitions among the VHF system broadcasters and among the cable TV broadcasters, as well as the more competitions between the two different system. Competitions will be both in the area of program acquisition & viewer preference. These increased competitions reflect the significant impact on broadcasting businesses created by the continuously changing trend of technologies, as such impact and changes are prevalent everywhere in the world.
