Thai media experts have expressed concerns about the rising popularity of Facebook Live, which could become an online TV station to challenge digital TV operators in the future.
During the New Year holidays, banned TV news anchor Sorayuth Suthassanachinda made his comeback by reporting the floods in the South live on his Facebook fanpage.
His appearance was the talk of the town as the live feature on Facebook helped him report news again even though he has been prohibited since last February from appearing on TV for a year.
The issue has also put a pressure on the digital TV industry, incentivising digital TV operators to adapt to online channels.
Apart from Mr Sorayuth, popular TV host Wutthithorn "Woody" Milintajinda and former Rak Thailand Party leader Chuvit Kamolvisit frequently make live reports on Facebook.
Time Chuastapanasiri said Facebook Live is a new threat for digital TV operators. It does not only affect the digital TV industry but also the cable and satellite platforms.
"The emergence of Facebook Live will soon change the way TV broadcasters do business. Programmes no longer air only on TV screens. They must think about the online broadcast," he said.
Facebook Live is considered the most convenient way to broadcast content through smartphones, negating the need for broadcasting facilities. Live appearances on Facebook can draw viewership as high as those for prime-time programmes at some digital TV channels.
The feature also allows broadcasters to have real-time engagements and two-way communications with audiences. Comments from audiences can be seen by broadcasters as they come in.
"Facebook might become a TV station in the future, using digital TV operators as its tools or content providers," Mr Time said.
A simulcast broadcast on Facebook Live could be useful for digital TV operators as they can attract more viewers through multiple platforms. Regulations related to broadcasting via Facebook Live has not yet been implemented by any regulators, including the National Broadcasting and Telecommunications Commission (NBTC).
The absence of rules and regulations might allow digital TV operators to broadcast exclusively on Facebook Live and leave behind traditional TV, which would require audiences to have internet access.
"If Facebook Live becomes a real TV station, it will absolutely affect the digital TV industry and shrink it with lower advertising revenue. Staff may face unemployment and there may be a chain reaction in the overall economy," Mr Time said.
Meanwhile, he said audiences, when consuming news, should be aware of differentiating propaganda from actual information as it is very easy for anyone to produce news anywhere at anytime.
A source in the media industry said Facebook recently asked several Thai digital TV operators to co-produce content to serve its platform, and Facebook is confident it will earn revenue from the collaboration with broadcasters in the future.
Kitthanes Tungsirithananan, editor of Dailynews online agency, said media operators should be ready to adapt to Facebook Live and brace for its impact by using it wisely alongside traditional media.
Many broadcasters now offer content via Facebook Live along with their linear channels, but the vast majority of viewers still watch TV.
"The proliferation of new technology has only amplified the TV viewing experience as TV and Facebook Live complement each other," said Mr Kitthanes.
He said Facebook Live reports might be considered as a useful sources for audiences, so they can easily gain access to what's going on immediately, but it could also be used for nefarious hidden agendas. "We must reassess the reports with independent sources," he added.