NEEDS FOR POTENTIAL DEVELOPMENT AND ESSENTIAL SKILLS OF MEDIA PRODUCTION PERSONNEL FOR ADAPTING TO THE DIGITAL ERA - Results and Curriculum Guidelines

Sep 11, 2026

Investigates essential digital competencies for media production personnel to adapt to rapid digital transformation reshaping the global media landscape. Employs a Mixed Method Research design with quantitative survey data from 750 participants across seven Thai media sectors and qualitative focus group insights. Framework draws on the European Commission’s DigComp 2.2 and Kotler’s Marketing 5.0. Results show high basic digital literacy but a critical shortage in advanced competencies, including data analytics and AI/VR integration.

LanguageEnglish

CategoryPresentations

FormatPDF

Pages3

Reading Time1 min

AccessFree to download

Introduction

Objectives

Literature & theory

Digital competence framework (DigComp 2.2)

Marketing 5.0 framework

Methodology

Mixed method research design

Results and recommendations

Advanced competency gaps

Training curriculum guidelines

NEEDS FOR POTENTIAL DEVELOPMENT AND ESSENTIAL SKILLS OF MEDIA PRODUCTION PERSONNEL FOR ADAPTING TO THE DIGITAL ERA Jakkanit Kananurak 1 Choakchai Eaimrittikrai2 Suan Sunandha Rajabhat University, Bangkok, Thailand 1E-mail: [jakkanitjeff@gmail.com](jakkanitjeff@gmail.com) 2E-mail: [choakchai.ea@ssru.ac.th](choakchai.ea@ssru.ac.th) Wassana Bootpo Ramkhamheang University, Bangkok, Thailand [E-mail: wassana.b@rumail.ru.ac.th](E-mail: wassana.b@rumail.ru.ac.th) This research aims to investigate the essential digital competencies required for media production personnel to adapt to the rapidly evolving digital landscape. The global media industry was valued at USD 2.4 trillion in 2022 and is projected to expand to USD 2.9 trillion by 2026, representing a growth rate of 20.83% compared to 2022. This growth trajectory, however, is taking place amid profound disruptions driven by digital technology. The digital era has compelled the media industry to undergo significant transformation to sustain growth and effectively engage audiences. In Thailand, the Digital Economy Promotion Master Plan (2018–2022) was introduced to accelerate the nation ’s transition into the digital age. Strategy 1 of the plan emphasizes Human Resources Development, recognizing that skilled professionals are the cornerstone of digital transformation. Personnel in Thailand’s digital media industry are required to possess a diverse set of competencies that align with the demands of the 21st century. The study utilized a Mixed Method Research design, combining quantitative data from 750 participants across seven media sectors in Thailand with qualitative insights from focus group discussions. The objectives were to examine international best practices, assess the current digital skill levels of Thai media personnel, and develop guidelines for potential development. The research framework was grounded in the European Commission's DigComp 2.2 and Kotler’s Marketing 5.0 concepts. The results indicate that while basic digital literacy is high, there is a critical gap in advanced competencies. In the domain of Information and Data Literacy, personnel are proficient in search tools but require development in data analytics. For Digital Content Creation, there is a heavy reliance on mobile-based editing tools (e.g., CapCut) and template-based design (e.g., Canva), signaling a shift towards speed and agility. Qualitative findings highlight an urgent need for "Reskilling " in virtual reality (VR) and "Upskilling " in Artificial Intelligence (AI) integration. The study recommends a strategic overhaul of training curriculums to focus on"Highlight Skills " such as AI-collabourative content creation and data-driven storytelling to maintain competitiveness in the global market. Keywords: digital skills, digital technology, digital literacy, media production, marketing 5 .0, DigComp 2.2, reskilling, artificial intelligence Introduction The global media and entertainment industry is undergoing a major shift driven by the convergence of technology and content. According to PwC's Global Entertainment & Media Outlook, the industry's growth is increasingly fuelled by digital platforms, gaming, and data-driven advertising, necessitating a workforce that isnot only creative but technically proficient. In the context of Thailand, the government ’s"Thailand 4.0" policy emphasizes value-based economy driven by innovation, yet the media sector faces a significant "skills gap" as it transitions from traditional broadcasting to multi-platform digital delivery. The rapid adoption of technologies such as Artificial Intelligence (AI), Big Data, and the Metaverse has redefined the role of media producers. It is no longer sufficient to possess solitary skills in writing or editing; modern professionals must function as "technocreatives" capable of leveraging tools to analyse audience behaviour and optimize content performance. This aligns with the paradigm of Marketing

FAQs

What is the main goal of the study?

To identify essential digital competencies media production personnel need to adapt to the digital era, and to develop guidelines for potential development.

How does the study assess digital skills?

It uses a Mixed Method Research approach combining quantitative data from 750 participants across seven Thai media sectors with qualitative focus group discussion insights.

What key competency gaps were found in the results?

Basic digital literacy is high, but advanced competencies lag—especially in data analytics, and in AI and VR-related upskilling/reskilling needs.

Sep 11, 2026

Uploaded by Sophia Brooks