A FEASIBILITY STUDY ON THE MANAGEMENT OF RADIO STATIONS IN THAILAND TO SUPPORT TRANSITION FROM ANALOG TO DIGITAL RADIO BROADCASTING

บทคัดย่อ

The Challenges and opportunities in the transition from radio analogue to digital audio broadcasting. This paper is the part of a feasibility Study on the Management of Radio Stations to Support the Transition from Radio Analogue to Digital Audio Broadcasting. The objectives of the study are concept development and understanding the current situation for the adaptation and preparation for the change to digital radio stations in Thailand. The study aims to study the principles of digital radio management that are appropriate and relevant to the change. The study considers the digitally motivated situation and adaptation to the changing situation. This study used qualitative methods with in depth interviews of 13 people who are in top–management positions, regarding of the trial of the digital transition project of NBTC Thailand in 9 provinces.
Five academics including policy makers from NBTC were also interviewed. The result found that it is possible to transition from analogue to digital broadcasting systems, though the relevant technical and systemic issues would need to be managed. The investment in DAB+ is quite expensive, but the system is high quality and may be worth the outlay. Of significance for the transition is financial support and expanding the signal to receivers that have changed their media perception on social media which includes both radio and television broadcasts but still has limitations, however, digital radio can combine with social media on the digital platform