New Competency to be the Professional Announcer by The Office of The National Broadcasting and Telecommunications Commission (NBTC),Thailand under the Digital Communication Technology Disruption

International Journal of Research and Innovation in Social Science (IJRISS) | Volume V, Issue XI, November 2021 | ISSN 2454–6186

New Competency to be the Professional Announcer by The Office of The National Broadcasting and Telecommunications Commission (NBTC),Thailand under the Digital Communication Technology Disruption

 Kamolrat Intaratat
Sukhothai Thammathirat Open University, Thailand

Abstract

The demanding for the new competencies among all reporters, announcers, communicators keep increasing in most parts of the world, especially about the digital technology disruption in the media world to serve the disruptive news industry transformation: digital technology, social platforms and the spread of misinformation and disinformation or fake news in short. most of the functions in the media world keep changing into the online basis. The Office of NBTC as the policy and regulation of communication system in Thailand has initiated the program to promote the announcer’s competencies since 2013 till currently then got its evaluation by using the quantitative research to achieve three objectives : 1) the general demographic of Thai announcers; 2) to evaluate the program to promote the announcer’s competency; and 3) the demanding announcer’s competency under the current digital communication technologies disruption.
The population is 17,000 announcers who had previously attended the Announcer’s Competency Program, then gained 1,008 samples by using the multistage random sampling techniques. the e-questionnaire was used then analyzed by descriptive statistics and inferential statistics. Results are summarized as follow;
1) The general demographic of Thai announcers registered under the NBTC, Thailand found quite equal in gender, having a bachelor’s degree, and average aged between 31 – 45 years is highest; 2) The evaluation of the NBTC’s Announcer’s Competency Program to promote the announcer’s competency assessed by LOGIC Assessment Model found the overall effectiveness of the Program is more than the required standard and the highest effective is the “outcome” of the Program followed by Program’s resources and impact; 3) The demanding announcer’s competency under the current digital communication technologies disruption. Four main competencies were studied : 1)be professional, 2) be ethic, 3) be E.Q., and 4) be digital literacy. The results found “be professional” is highest especially in being neutral follow by “be E.Q.” especially in working under pressure, “be ethic” especially in personal privacy respect and “be digital literacy” especially in knowledge and skills in all digital tools.
All findings tangibly getting along well with the current demands such as Colm Murphy, 2019 mentioned in “Changing by the Click: The Professional/Standard Announcers &Journalists”; Galina Melnik, Konstantin Pantserev,2020 mentioned in “Digitalization of the Communication Environment”; Oxford Economics Skills in High Demands in the Next 5-10 Years, 2021, and Paul Bradshaw, 2012 mentioned in the “Model for a 21st Century Newsroom : How digitization has changed news organizations in a multiplatform world”.
So, it could be final confirmed that all kinds of new knowledge and skills in the “Digitalization Communication” must be empowered to all announcers such as online chat; callback widget; analytics, search engine marketing, SEO (Search Engine Optimization), Social media marketing (SMM), email newsletters, content marketing, SERM (Search Engine Reputation Management), Twitter, Facebook, YouTube, Internet blogs, and information platforms.

Keywords: communication competency, professional announcer, digital technology disruption, NBTC

Introduction

The 21st century, demanding for the new competencies among all reporters, announces, communicators keep increasing in most parts of the world, especially about the digital technology disruption in the media world to serve the disruptive news industry transformation: digital technology, social platforms and the spread of misinformation and disinformation or fake news in short. Most of the functions in the media world keep changing into the online basis. The Office of NBTC (The National Broadcasting and Telecommunications Commission), Thailand as the policy and regulation of communication system in Thailand has set up its first Broadcasting Master Plan (2012-2016) in 2010 as a guideline for the development and promotion of free and fair competition among operators, the regulating of audio broadcasting and television broadcasting services as well as to improve diversity of information for equal and universal access by the public and also to promote the quality of community service broadcasting operators.
NBTC also has its strategy for the development of broadcasting service quality through development of personnel, programs and operators to 1) To promote the quality of personnel in the audio broadcasting and television broadcasting services so that they can provide their services with responsibility and consideration to the public interests; 2) To promote the quality of audio broadcasting and television broadcasting programs; and 3) To promote the quality of audio broadcasting and television broadcasting services. (https://www.nbtc.go.th)

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