The Professional Practices of Television Producers in the Era of Media Convergence

Abstract

          This study investigates the factors influencing the work and operational processes of television producers in the era of media convergence. This study used a qualitative approach, with purposive sampling to select 19 producers from 19 currently operating digital television stations in Thailand. All participants have at least three years of professional experience in their roles and supervise and manage the entire production process across television and online media platforms at all stages. The researchers collected data through in-depth interviews as the primary research instrument. The data were then systematically analyzed using thematic analysis in accordance with the established research objectives.

            The findings indicate that television program producers' work in the era of media convergence is influenced by both internal and external organizational factors, which drive significant transformations in production processes and professional roles. Important internal factors include human resources, professional competencies, and production technologies. These factors require media personnel to possess multi-skill capabilities and the ability to perform cross-functional roles. At the same time, digital technologies have transformed media production processes at every stage and intensified competitive pressure to produce content quickly. In addition, external factors, particularly changes in audience media consumption behavior and prevailing social trends, have significantly influenced the direction of content development. Consequently, producers increasingly rely on audience data to analyze and develop content that aligns with viewing patterns across multiple platforms. As a result, the television producer's role has shifted from traditional production supervisor to integrated content manager within a multi-platform media ecosystem.