The Use of Data and Need for Big Data Analytics in Thai Television Operations
Keywords:
Data, Big data, Data analytics, Thai televisionAbstract
This research aimed to study the use of big data by Thai television stations and issues related to needs and problems for big data analytics in their operations. Mixed-method research was quantitatively conducted using questionnaires, sent to 356 staff members of eight Thai television stations with the highest number of viewers in each type of program offered, and
qualitatively researched by in-depth interviews of 10 executives in the stations. The methods employed were stratified random sampling and purposive sampling, respectively. It was found that most of the Thai television station operators use the data of audience behavior and use data sourced from email and Facebook. However, the stations’ need for big data was moderate while the staff’s need for big data was high. It was also found that most stations and their staff faced moderate difficulty in data use and analytics.
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Yeanthanakul, P. (2007). Data Analysis using Microsoft Excel. Thaksin University Journal, 10(2), 12-20. (in Thai)
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Coraline team. (2017). Skill of data scientist. Retrieved 7 May 2020, from https://www.coraline.co.th/single-post/Skill-of-Data-Scientist. (in Thai)
Egebjerg, N. H., Hedegaard, N., Kuum, G., Mukkamala, R. R. & Vatrapu, R. (2017). Big social data analytics in football: Predicting spectators and TV ratings from facebook data, pp. 81– 88, 2017 IEEE International Congress on Big Data (BigData Congress). Honolulu, Hawaii, USA.
Hongwiset. S., Siriprasertchok, R., Pimoljinda, T., Thopurin, E., Sapprasopchok, M., Somrotrat, P., & Sangurai, S. (2019). Competency for the new generation of journalists: Handbook for organization development. Chonburi, GSPA. (in Thai)
Jianping, C., Xingyi, P., Fulian, Y. & Juanfang, C. (2015). Study on the impact of big data on radio and television ratings. International Conference on Automation, Mechanical Control and Computational Engineering (AMCCE 2015). Changsha, China
Kanchanakul, S. (2017). Behavior and opinion of Bangkok consumers toward live video Streaming. Master’s thesis in Business Administration, Dhurakij Pundit University, Thailand. (in Thai)
Khattiya, P. (2012). Principles of broadcasting. Bangkok: Prayoonwong. (in Thai)
Kosterich, A. & Napoli, P.M. (2016). Reconfiguring the audience commodity: The institutionalization of social TV analytics as market information regime. Television & New Media, 17(3), 254 – 271.
Larsen, H. H. Forsberg, J. M., Hemstad, S. V., Mukkamala, R. R., Hussain, Abid & Vatrapu R. (2016). TV ratings vs. social media engagement: Big social data analytics of the Scandinavian TV talk show Skavlan, pp. 3849 – 3858, 016 IEEE International Conference on Big Data (Big Data). Washington D.C., USA.
Mueandaw, A. & choompolsatean, A. (2016). Procedure in applying social media sources to television news presentation. Retrieved 18 March 2018, from http://203.131.210.100/ejournal/wp-content/uploads/2016/02/JCIS58051.pdf. (in Thai)
Murschetz, P. C. & Prandner, D. (2018). ‘Datafying’ broadcasting: Exploring the role of big data and its implications for competing in a big data-driven TV ecosystem. Competitiveness in Emerging Markets. D. Khajeheian et al. (eds.), 55 – 71.
Nakpong, R. (2018). Factors in news management of digital TV and the adaptation in changing media landscape. Master Thesis, M.A. in Communication arts, Bangkok University, Thailand. (in Thai)
National Broadcasting Services of Thailand. (2017). NBT digital 2HD: History. Retrieved 10 January 2020, from https://tv11.prd.go.th/main.php?filename=about. (in Thai)
Nation Multimedia Group Public. (2018). Nation Multimedia Group Public: Annual report 2018. Retrieved 10 January 2020, from http://www.nationgroup.com/attachfile/Final_Annual_Report_2561_TH.pdf. (in Thai)
National Research Council of Thailand, National Science Technology and Innovation Policy Office. (2018). Draft 20 year research and innovation strategy. Retrieved 18 March 2018, from http://www2.nrct.go.th/NewsSection/tabid/78/ctl/ArticleView/mid/388/articleId/2573/--20--20-25602579.aspx#.XhlRw8gzY2w. (in Thai)
Navar-Gill, A. (2017). Knowing the audience in the information Age: Big data and social media in the US television industry. CSCW 2017, February 25–March 1, 2017, Portland, USA
Nielsen. (2013). The followback: Understanding the twoway causal influence between twitter activity and TV viewership. Retrieved 9 January 2020, from https://www.nielsen.com/us/en/insights/article/2013/the-follow-back-understanding-the-two-way-causal-influencebetw.
Numnon, T. (2018). The Power of Big Data for a New Economy. Nonthaburi: IMC Outsourcing. (in Thai)
Office of the National Broadcasting and Televisions Commission. (2020). Analysis of competition and behavior in television industry: Q1/2020. Retrieved 27 April 2020, from https://broadcast.nbtc.go.th/data/academic/file/630300000002.pdf. (in Thai)
Office of the National Broadcasting and Televisions Commission. (2017). Competition and behavior report in television industry annual 2016. Retrieved 14 June 2018, from https://broadcast.nbtc.go.th/data/academic/file/600900000003.pdf. (in Thai)
Office of the National Broadcasting and Televisions Commission. (2018). Competition and behavior report in television industry annual 2017. Retrieved 3 January 2020, from
https://broadcast.nbtc.go.th/data/academic/file/611200000001.pdf. (in Thai)
Oh, C., Yergeau, S., Woo, Y., Wurtsmith, B. & Vaughn, S. (2015). Is Twitter psychic? Social media analytics and television ratings. Retrieved 20 March 2018, from https://www.researchgate.net/publication/274710544_Is_Twitter_Psychic_Social_Media_Analytics_and_Television_Ratings
Online manager. (2019). Countdown 7 digital TV channels, black "Voice TV" layoffs more than half "Spring News ". Adapt online. Retrieved 9 July 2019, from https://mgronline.com/onlinesection/detail/9620000062634. (in Thai)
Pongklang, P. (2017). Management of the television media in the 21st century. APHEIT Journal, 23(1), 90 – 102. (in Thai)
Royal Thai Army Radio and Television. (2019). Royal Thai Army Radio and Television HD Channel 1: Annual report 2019. Bangkok: Royal Thai Army Radio and Television. (in Thai)
Saelek, S. (2015). Decision making TV program schedule with dashboard for social media TV rating. Master Thesis, M.A. in Information technology, Mahanakhon University of Technology, Thailand. (in Thai).
Srijinda, P. (2015). Marketing communication in the early stage of digital television in Thailand. Retrieved 5 May 2020, from http://www.elfms.ssru.ac.th/prakaikavin_sr/file.php/1/_2558.pdf (in Thai)
Techsauce Team. (2019). Channel 3 prepares for layoffs for high positions Ready to return Channel 13 and 28 Rumored! Termination of news department, 139 people. Retrieved 9 July 2019, from https://techsauce.co/news/channel3-layoff. (in Thai)
Thongyam. L. (2018). Big data of Ouch! Buppasonn 1 month, create over 170 million engagement time. Retrieved 9 July 2019, from https://thestandard.co/buppasaniwasbig-data (In Thai)
Yeanthanakul, P. (2007). Data Analysis using Microsoft Excel. Thaksin University Journal, 10(2), 12-20. (in Thai)
Zhang, C., Shang, W., Lin, Weiguo, Li, Y., & Tan, R. (2017). Opportunities and challenges of TV media in the big data era, pp. 551 – 553, ICIS 2017. Wuhan, China.
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Published
2020-06-09
How to Cite
Ngernpoolsap, D. (2020). The Use of Data and Need for Big Data Analytics in Thai Television Operations. Journal of the Faculty of Arts, Silpakorn University, 42(1), 62–83. Retrieved from https://so04.tci-thaijo.org/index.php/jasu/article/view/242947
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