STRATEGIC MANAGEMENT OF RADIO BROADCASTING MEDIA IN THE EASTERN REGION OF THAILAND
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Introduction: Competition among radio broadcasting media in the Eastern region is intense due to numerous stations competing for limited advertising budgets. Operators need to adjust management and marketing strategies to increase competitive efficiency and maintain their listener base. Research Objectives: 1) To study problems and strategic management approaches of radio broadcasting media in the Eastern region; 2) To analyze factors affecting the management of radio broadcasting media organizations; 3) To develop strategic management models for radio broadcasting media in the Eastern region. Methodology: A mixed-methods approach was employed. Quantitative research collected data from 392 operators, executives, and listeners of radio broadcasting in the Eastern region. The data were analyzed using percentage, mean, standard deviation, t-test, Chi-square, One-way ANOVA, and Scheffe's method. Qualitative research utilized in-depth interviews and brainstorming sessions with 30 radio broadcasting executives and academics from four Eastern provinces. Results: 1) The number of radio broadcasting listeners has decreased, and most operators are elderly who cannot adapt to rapidly changing communication technologies; 2) Convenient and rapid communication technologies have caused listeners to shift their behavior toward consuming online media instead; 3) Strategic management should focus on developing technological skills for personnel and producing modern content that aligns with the online media consumption behavior of contemporary listeners. This research provides guidelines for developing radio programming that corresponds to the media consumption behaviors and online media usage of listeners, helping radio broadcasting to increase market share and revenue, as well as achieve success in business operations. Conclusion: The findings suggest that radio broadcasting in the Eastern region must undergo digital transformation to remain competitive. By adopting technological innovations and adapting content to match current audience preferences, radio stations can maintain relevance in the evolving media landscape despite the challenges posed by online platforms.
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