Paichit Thienthong, executive consultant of Carat Media Services (Thailand) and co-founder of the MAC, said yesterday that before registering the body, club members were discussing the name of the association and the work each department would carry out. The club was formed informally a few years ago to give agencies the opportunity to discuss the movements within the various sectors of the media, including problems and potential cooperation.

The 20 members have set up a rough structure for the association and a working plan. The association will consist of six departments to deal with interests such as scholars, government agencies and agencies abroad.

It plans to arrange training, seminars, symposia, and media awards both on its own and linking in with international awards ceremonies such as Cannes. The association will also offer continual updates to members on developments within the industry through research, e-newsletters, a website and other channels, as well as providing information through both a traditional and an electronic library.

Meanwhile, the MAC has set up a Research Technical Committee to approve the quality of media research methodologies and results.

There are currently two standard research methods: face-to-face, conducted by AGB Nielsen Media Research, and automatic phone calls, run by Synnovate, said Wisarn Sirijantanon, executive business director of Carat Media Services.

The association expects to have 362 members, comprising 250 media operators, 17 media agencies and a further 95 members from creative agencies, research, Internet companies, public relations firms and event-management agencies.

As to media spending during the second half of the year, Wisarn said the situation was expected to be better than the first half due to the general election and the opening of Suvarnabhumi Airport.

He predicted the media industry would grow by only 5 to 6 per cent over last year.

Nitida Asawanipont

The Nation