The shift from television to multi-screen in Thailand

As Thailand becoming more digitalization, Internet penetration has been growing radically and gradually. Not only Computer was the way to access online anymore, but also the smart phone. Besides, the emerging of digital TV and the augment of the Internet penetration through mobile phone and tablet drive people viewing behavior changed dramatically. People were more selective, and switch to television channel to other devices. This research aimed to summarize the industry media trend and multi-screen issues.There were three main objectives of the research. First was to identify the change of screen media penetration trend in Thailand. Second was to identify the difference of viewing behavior between before and after the emerging of multi-screens. Last was to identify key channels that reach the viewers effectively in multi-screen era.The research was conducted by using the exploratory research and descriptive research. Secondary data was used to provide media trend in another countries and Thailand. Questionnaire survey self-administer using quota sampling aimed to represent Thai consumer behavior on media.The independent study would provide insightful information about media penetration trend, TV viewing behavior, the effect of digital TV, multi-screen devices, multi-screen content, and multi-screen behavior which would be beneficial for media owner and marketer in Thailand in order to improve their business in the future.