Universities offering media-convergence degrees

The transition to digital terrestrial TV by the end of this year will also open up opportunities for new graduates to work at new digital TV stations.

Peeraya Hanpongpandh, dean of communications arts at Bangkok University, said last week that the industry required qualified employees to meet growing demand, particularly from the media, advertising and broadcasting businesses.

"The key drivers are the full launch of third-generation wireless Internet service in the telecommunications segment and the introduction of digital terrestrial TV broadcasting," he said.

Siwat Chawareewong, chairman of the Digital Advertising Association (Thailand), said the association had witnessed a rising skilled-personnel shortfall over the last couple of years due to the rapid growth of the industry, particularly from increasing client demand in line with changes in customer behaviour following the development of communications in the digital age.

To cope with the shortage, Bangkok University has collaborated with the association and top marketing communications professionals to launch "B.U.I.L.D", an intensive course for breeding new-generation marketers.

In the first phase, the programme consists of four intensive courses – digital marketing for tomorrow's brands, how to win AEC online consumers for Thai SMEs, building tech start-up brands with creative marketing, and unconventional creative media.

Peeraya said the second phase would focus on digital broadcasting next year. Her faculty was also considering doubling its production capacity to 1,600 broadcasting graduates a year.

In the last couple of years, Bangkok University earmarked about Bt300 million-Bt400 million on training facilities for communication arts at its Rangsit campus, which consist of a convergence digital newsroom and three studios with cutting-edge technology.

Mana Treelayapewat, associate dean of communications arts at the University of the Thai Chamber of Commerce, said that due to the media revolution, his faculty also developed bachelor and master programmes.

For the bachelor programme, media convergence training was added while for the master’s degree, media management was emphasised across media platforms such as online, TV, radio and other traditional media channels.

Pong-in Rak-ariyatham, president of Nation University, said that besides embracing the digital era, the faculty of communications arts underlined the transfer of knowhow and knowledge with other media in the region in preparation for Asean economic integration by 2015.

Undergraduates will be trained in media convergence involving digital advertising, digital TV and social media.

"Our students are also trained by professional journalists from Nation Multimedia Group and experts in related fields," he said.

The university recently introduced a Master of Communication Arts Programme in New Media Management. Students can learn from 10 case studies in the real "new media" world and from professionals in all fields – TV, new media, press, entertainment and advertising.

This programme would also serve as a further step for some 300 communications arts undergraduates, which were recruited this year. The faculty now has 500 students.

Not only does the change in the media landscape offer an opportunity for those private universities but it also attracts international universities to cash in on this trend.

Thailand-based Orchestra Investor Group has joined forces with Kyung Hee University from South Korea and Tokai University from Japan to establish the Superstar College of Asia. This Bt130-million talent development institute offers an international programme for students yearning to become an artist or star. Teaching is by professional actors and actress and leading experts in the music and entertainment business.

Panupong Vorasetakarnkij, founder and finance director of Orchestra Investor Group, said that once digital terrestrial TV broadcasting was in place, the industry would need artists and stars for music and entertainment programmes. In the first year, his college expects to recruit the first 200 students.