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Abstract

                  The basic idea of the communication technology determinism theory assumes that information technology and the media determine its social structure and cultural values. That is, if the information and media technology changes, the society will also change. As Thailand has been moving towards the digital age, new forms of online social media are more and more available and accessible to Thai people. This has forced a transformative change in television industry and left one important question whether the digital new media will replace or even put an end to the current influentialroles of old media, especially television, in the near future.
                  The digital adaptation of television industry has firststarted in the West and gradually emerged in Thailand with the following strategies: (1) solving financialproblems with an increase in investment capital and the sales of shares (2) downsizing budget by an early retirement program (3) changing organizational practices, e.g., dissolution and/or convergence, professional executive employment, and (4) changing the way to deliver content by using more integrated media to create revenue and draw back television audiences.
                   For the current situation of digitized television industry in Thailand, some broadcast channels are likely to be terminated. The frst ones would be children channels and news channels as their overall contents do not quite respond to the viewing habits and pattern of Thai audiences.
                   However, television media would not yet be completely replaced by online media. The decreasing sectors scheduled linear television will only be those scheduled linear television stations which get stuck with traditionally distributing processes and methods. If any television media knows and tries to distribute its contents with available social media technologies and devices to successfully attract new audiences and keep old ones, they will survive.