Developing a Cross-Media Communication Framework for Television Broadcasting in the Hybrid Media Era

Abstract

The rapid transformation of the media landscape from traditional broadcasting to hybrid media
ecosystems has compelled television stations in Thailand to strategically adapt their
communication approaches to sustain audience engagement. This study aims to develop a
Cross-Media Communication Framework that enhances the effectiveness of television
broadcasting in the hybrid media era. A mixed-methods design was employed, comprising indepth interviews with 20 media executives and content experts, followed by a quantitative
survey of Thai television viewers of 400 samples. Qualitative thematic analysis revealed four
key dimensions contributing to cross-media success: content integration, platform synergy,
audience engagement, and organizational transformation. The proposed model was then
validated using Structural Equation Modeling, demonstrating strong model fit and significant
causal relationships among the framework’s components (CFI = 0.96, RMSEA = 0.052, p <
0.001). Results indicate that platform integration and participatory audience communication are
critical drivers influencing communication effectiveness. The findings contribute to media
convergence and hybrid media theory while offering a strategic operational guide for Thai
broadcasters seeking to increase competitiveness and public value in a multi-platform
environment. This framework supports television stations in designing data-driven, interactive,
and coherent content pathways that strengthen viewer loyalty and media sustainability in
Thailand’s evolving media ecosystem.