The Strategic Management of the National Broadcasting Services of Thailand in Nakhon Si Thammarat Province in Media Convergence era

Abstract

This research aimed to study the strategic management of television stations of the National Broadcasting Services of Thailand in Nakhon Si Thammarat Province and the outlook for the future adaptation of the National Broadcasting Services of Thailand in Nakhon Si Thammarat. A qualitative study using SWOT analysis and indepth interviews. The samplings were purposive sampling those were; the 7 executives of the National Broadcasting Services of Thailand,Nakhon Si Thammarat and 2 scholars in mass communication sciences. The results were as follow: The analysis within weaknesses were lack of talents, the budget received from the center.The strengths were proficient personnel, an organization has been providing reliable data and support from the community. Finally, the external factors were nationwide network and a distinctive culture that is used as raw material for production. The threat is the increasing number of communication channels and media to reach their audience.The National Broadcasting Services of Thailand in Nakhon Si Thammarat should implement management ST strategies refers to the effort to using its strength to avoid or reduce threat that arise outside.