TV Shift from Ratings to Demand Generator

MGR Online•Economy•2d ago

Reader Briefing

The Marketing Association of Thailand suggests TV media is transitioning from chasing ratings to becoming a Demand Generator to create sustainable brand value.

•The Marketing Association of Thailand (MAT) shared perspectives at the TV Demand Generator 2026 seminar.
•TV media is shifting its role toward becoming a Demand Generator and building brand trust.
•MAT identified three core strengths of TV: Universal Media, Companion Media, and Trusted Media.
•Asst. Prof. Dr. Ake Phattanokkul stated that TV should be used as a foundation for trust while online media closes the sale.

Overview

•The TV Demand Generator 2026 seminar was organized by the Digital Television Association (Thailand), the Federation of Broadcasting Professional Associations, and the Broadcasting Council of Thailand.
•The Marketing Association of Thailand stated that TV is transitioning from the era of chasing ratings to becoming a tool for creating purchase demand (Demand Generator).
•The Marketing Association of Thailand identifies TV as Universal Media because it creates shared experiences and social conversations, unlike algorithm-driven digital content.
•The Marketing Association of Thailand describes TV as Companion Media because it acts as a shared device in the home, creating familiarity for brands in daily life.
•The Marketing Association of Thailand classifies TV as Trusted Media due to strict information screening processes compared to the fake news and AI-generated data found online.
•Asst. Prof. Dr. Ake Phattanokkul noted that new innovations typically force old media to change their roles rather than kill them completely.
•Asst. Prof. Dr. Ake Phattanokkul suggests TV stations and marketers shift focus from ratings to becoming Demand Generators that build Brand Equity.

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Key Quotes

Asst. Prof. Dr. Ake Phattanokkul

"TV is not dead."

ทีวียังไม่ตาย

Asst. Prof. Dr. Ake Phattanokkul

"I don't think TV will never die, but TV must certainly change."

ผมไม่คิดว่าทีวีจะไม่มีวันตาย แต่ทีวีต้องเปลี่ยนแน่นอน

Key Entities

Organization

Marketing Association of Thailand(สมาคมการตลาดแห่งประเทศไทย)

An association that provided perspectives on the transition of the media industry and the strengths of TV.

Digital Television Association (Thailand)(สมาคมโทรทัศน์ระบบดิจิตอล (ประเทศไทย))

One of the organizers of the TV Demand Generator 2026 seminar.

Federation of Broadcasting Professional Associations(สมาพันธ์สมาคมวิชาชีพวิทยุกระจายเสียงและวิทยุโทรทัศน์)

One of the organizers of the TV Demand Generator 2026 seminar.

Broadcasting Council of Thailand(สภาวิชาชีพกิจการการแพร่ภาพและการกระจายเสียง (ประเทศไทย))

One of the organizers of the TV Demand Generator 2026 seminar.

Person

Asst. Prof. Dr. Ake Phattanokkul(ผศ.ดร.เอกก์ ภทรธนกุล)

President of the Marketing Association of Thailand who spoke regarding the evolving role of TV media.