The objective of this research was to study the current situation of TV programs aimed at elderly viewers on free TV channels in Thailand. To investigate this topic, a qualitative research approach was applied. The re...The objective of this research was to study the current situation of TV programs aimed at elderly viewers on free TV channels in Thailand. To investigate this topic, a qualitative research approach was applied. The researcher interviewed 30 key informants, consisting of TV administrators, professional experts, academic experts, experts on the elderly, and TV program advertising sponsors. Data were collected using in-depth interviews and analyzed descriptively. This was an interdisciplinary research, drawing from the fields of communication arts, sociology, demography, psychology, management science, and government media policy studies to develop a broad picture of the future of TV programs for the elderly. The major finding was that TV programs aimed specifically at elderly viewers are likely to appear in the near future as Thai society becomes an aging society. The three major factors that will lead to suitable approaches to the development of TV programs for the elderly are： （1） the external factors of the rising numbers of elderly people in the population, CSR （Corporation Social Responsibility） marketing, and government policies; （2） the internal factors of the free TV channels＇ policies and the TV producers＇ policies; and （3） the program-related factors of the value of the elderly in Thai culture, the forms of TV programs for senior viewers, the psychology of the aged, and expansion of target viewer age groups.展开更多
文摘The objective of this research was to study the current situation of TV programs aimed at elderly viewers on free TV channels in Thailand. To investigate this topic, a qualitative research approach was applied. The researcher interviewed 30 key informants, consisting of TV administrators, professional experts, academic experts, experts on the elderly, and TV program advertising sponsors. Data were collected using in-depth interviews and analyzed descriptively. This was an interdisciplinary research, drawing from the fields of communication arts, sociology, demography, psychology, management science, and government media policy studies to develop a broad picture of the future of TV programs for the elderly. The major finding was that TV programs aimed specifically at elderly viewers are likely to appear in the near future as Thai society becomes an aging society. The three major factors that will lead to suitable approaches to the development of TV programs for the elderly are： （1） the external factors of the rising numbers of elderly people in the population, CSR （Corporation Social Responsibility） marketing, and government policies; （2） the internal factors of the free TV channels＇ policies and the TV producers＇ policies; and （3） the program-related factors of the value of the elderly in Thai culture, the forms of TV programs for senior viewers, the psychology of the aged, and expansion of target viewer age groups.
