It is expected that the upcoming introduction of terrestrial digital TV broadcasting, with 24 free commercial digital TV channels, set for their first broadcasts here in 1Q14, will help enhance the development of domestic home TV shopping business significantly. However, we at KResearch are of the view that home TV shopping retailers will be facing a number of challenges ahead. These challenges include consumer buying decision toward the products and services being offered if they are the same or similar to those available in retail outlets.
The most important challenge for them would be how to attract consumers to view and order from their home TV shopping programs amid intense competition from modern trade centers - shopping malls, hypermarkets, convenience stores, specialty stores and community malls - plus direct selling and e-commerce that now include many new competitors.
Given this, home TV shopping retailers are being urged to create more interesting program content, improve their understanding of digital TV technologies and find ways to bolster consumer confidence toward their business. KResearch expects that the home TV shopping business in Thailand will see turnover reaching THB5 billion in 2013, which should grow even higher after the first digital TV broadcasts in 1Q14.
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