Thailand's broadcast television sector faces an existential shift as linear TV viewership has declined 21% cumulatively (2017–2024), while OTT platforms have grown to 48.11 million users. With digital TV licenses expiring in 2025, the article argues that building a new government streaming platform would be costly and redundant; instead, integrating traditional broadcasters with existing telecom infrastructure and leveraging the upcoming 3500 MHz spectrum reallocation offers a smarter policy path. This matters to SMEs in media, content, and telecom, as it signals urgent regulatory changes and business model shifts ahead.