Thailand's digital TV licenses expire in 2029, prompting major broadcasters (BEC World, The One, Thairath, Workpoint, PPTV) to pivot from traditional free TV toward integrated multi-platform strategies. Key tactics include leveraging TV as brand-building "upstream" content while driving monetization through streaming apps, social media, licensing, and direct-to-consumer marketing. Broadcasters are positioning themselves as media brands rather than TV stations, using TV reach to build audiences they can convert to paid subscribers and sponsorship opportunities across content ecosystems.