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Thai media agency boss welcome military coup to ‘end deadlock’ of market uncertainty

Thai military coup live on television

Thai military coup announced live on TV yesterday

The military coup that rocked Thailand yesterday has been welcomed by media agency bosses who say that the action will bring an end to the political deadlock that has curbed media spending in the kingdom.

Political uncertainty amid ongoing protests in Bangkok have prompted both local and international clients to curb advertising spend by up to 50 per cent in recent months, according to some media agency bosses.

Yesterday, Thailand’s state-run, satellite and cable TV providers stopped broadcasting commercial programming altogether, switching to army content.

But Sunee Paripunna, head of Omnicom Media Group in Thailand, said the media industry’s response to the coup has been “positive” as it promises to bring an end to the deadlock.

“Our reaction is positive given that the military action will potentially bring about the end of the rally which has been prolonged for too long now,” Paripunna told Mumbrella.

“Media spending in some sectors might be impacted for a short while, for example in the hotel and travel sectors. However, we still take a positive view of the industry overall, thanks to constant growth in digital and the introduction of new 48 digital TV channels which had lifted market demand and given more opportunity for advertisers.”

Wanne Ruttanaphon, boss of IPG Mediabrands in Thailand and chair of the Media Agency Association of Thailand, said that the impact of the coup will only be short term, and media activity should pick up soon after the dust has settled.

“There will be a short term impact on media spending in June. Otherwise, we are hoping that the coup will end the deadlock,” Ruttanaphon told Mumbrella. “When everything is settled business should pick up quickly.”

The latest military action is the 19th coup Thailand has experienced in 82 years.

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