Media Intelligence (MI) Group has called for Thailand to urgently develop a national media transition plan, warning the issue no longer only concerns digital TV broadcasting survival, but also the structure of the country's media and information systems.
Thailand's mainstream media is weakening, as ad revenue shifts to foreign digital platforms, while information and Thai values are being shaped by factors outside Thailand, said the group.
Ad spending in Thailand during the first five months of 2026 contracted by 4.48% year-on-year to reach 32.8 billion baht, reflecting muted market conditions caused by a slow economic recovery and the war in the Middle East.
MI Group predicts full-year ad spending to decline by 1.3% to tally 83.9 billion baht, supported by government stimulus measures, a tourism recovery, and a possible rebound in consumer spending in the second half of the year.
The main challenge for local broadcasters is the ability of global platforms to reach local consumers, said Pawat Ruangdejworachai, the group's president and chief executive.
