Nation Group marks 56th year with innovation-ethics revamp
Nation Group marks its 56th anniversary with a restructuring and a 2027 business model focused on balancing business, society and ethics.
- On its 56th anniversary, Nation Group is launching a major business restructuring to combat challenges from digital disruption, AI, and a sharp decline in traditional advertising revenue.
- The company is developing a new "Business Model 2027" which will create a data-driven, application-based ecosystem to generate sustainable revenue and new growth.
- This revamp is guided by a balance of three pillars: business innovation, social responsibility, and a continued commitment to professional ethics and credibility as a core asset.
- The group's leadership views AI as a tool to assist journalists, not replace them, emphasizing that AI relies on original information produced by media.
Nation Group marks its 56th anniversary with a major business restructuring, aiming to balance innovation with professional ethics as Thailand’s media industry faces digital disruption, artificial intelligence (AI) and a sharp contraction in advertising revenue.
Shine Bunnag, chief executive officer of Nation Group (Thailand), outlined the company’s direction as it continues to overhaul its business structure.
He pointed to the mounting pressure on mainstream media from digital platforms, AI and the economic downturn, which have reshaped the media landscape and severely reduced traditional advertising income.
Media revenue shifts as digital disruption deepens
Over more than a decade, media organisations in Thailand and around the world have faced heavy disruption from technology, cross-border platforms and, most recently, AI.
Advertising budgets that once formed the lifeblood of mainstream media have moved towards social media platforms as businesses seek channels that better serve their marketing needs.
The shift is clearly reflected in industry figures. Television advertising revenue, which once reached more than 73 billion baht in 2014, has fallen to just 29 billion baht.
Online media advertising, meanwhile, has risen to 32 billion baht, pushing television into second place in terms of advertising spending.
With resources reduced, the quality of content production has inevitably come under direct pressure, Shine noted.
Beyond the advertising crisis, the media industry is also facing uncertainty from the government and the National Broadcasting and Telecommunications Commission (NBTC), particularly over digital television licences that are due to expire in April 2029.
This lack of clarity has made it difficult for private operators to plan for the future, he added, while the government has yet to seriously recognise the need to restructure the media sector or provide it with meaningful support.
Amid these challenges, some may view AI as a replacement for the media. In reality, however, AI cannot replace journalism because it remains a tool that depends on source information produced through news reporting.
Without original data from the media, AI cannot analyse developments or forecast what may happen next, Shine said.
Business Model 2027 aims to open new growth path
As Nation Group marks its 56th anniversary, the company has chosen not to wait for circumstances to improve or rely solely on government support. Instead, it has set out a vision for “Business Model 2027” as both a survival strategy and a new growth path, or New S-Curve.
Shine explained that the new business model, due to begin in 2027, is currently under development and in the research phase.
“We have data that can be expanded into an ecosystem, together with quality, in-depth and premium content. We expect to move this forward within the next two months. This will completely change our business model,” he noted.
Three balances to guide Nation Group’s next stage
He emphasised that Nation Group’s next stage will be driven by a balance of three key pillars: business, society and professional ethics.
On the business side, the group will adapt towards data-based systems and build an application-based ecosystem to generate stable and sustainable revenue.
On the social side, the group will continue to act as a mirror of society and as part of the nation’s communications sovereignty, while helping to filter false information.
Shine also reaffirmed that AI cannot replace journalists. “AI can be a tool that helps us work, but it is not something that can replace us. It cannot analyse the future without source information from the media,” he said.
On professional ethics, Nation Group will continue to uphold credibility and ethical standards, which remain the most valuable assets for media professionals.
Media ethics remain core to Nation Group’s mission
Despite the difficulties facing the industry, Shine affirmed that Nation Group remains committed to the principle that “the media are a mirror of society”.
Its role is not only to pursue maximum profit or chase superficial ratings, but to stand alongside Thai society, screen information and present content that benefits national development on the basis of strong professional ethics and media standards.
