59-05-032 Proceeding

124 Proceedings of the Princess Maha Chakri Sirindhorn Congress be well acquainted with the content of the message and the ability to adjust the message to fit the level of knowledge, and social and cultural context, of the receivers. However, this model does not directly address the problem of meeting the needs of the receivers for whom the message is intended. Elderly viewers should be given the opportunity to communicate their opinions and needs to the TV stations 4) Expanding viewer age groups: The research found that TV stations should expand the age limits of their target audiences because at present most of the viewers of health programs are elderly people and it would be beneficial for the elderly and people who are soon going to be elderly. It could also encourage children and grandchildren to participate in caring for their elders. The Health Information System Development Office (2009) reported that caretakers and family members play an important role in insuring the happiness and well-being of the elderly. [18] In the market there are only a limited number of products, such as nutritional supplements, that are aimed at elderly consumers, so TVprograms for the elderly should find sponsors that sell products aimed at a wider age group of consumers. IV. Conclusions The researcher sincerely hopes that this research will be of benefit by providing guidelines for the setting of policies, plans and measures by the agencies responsible for providing TV programming for the elderly. Acknowledgements The researcher would like to thank the Interdisciplinary Network of the Royal Institute of ThailandUnder the Royal Patronage of HRHPrincessMaha Chakri Sirindhorn; Assistant Professor Dr. Santad Thongrin, my PhD adviser, and Associate Professor Dr. Wittayatorn Torkaew, my PhD co-adviser, who sacrificed their valuable time to advise me; Dr. Somkiat Onwimol, Associate ProfessorOranuchLertjanyarak, Assistant Professor Police Lieutenant General Dr. SiriwanAnanto, and all the other teachers and qualified experts who gaveme advice and information and helped test my data collection tools. Lastly, thank you to all my friends who gave me constant moral support. References National Statistical Office, Report of the Mass Media Survey (Television) B.E. 2551 , Bangkok : National Statistical Office, 2551. Office of the National Economics and Social Development Board , The Tenth National Economic and Social Development Plan (2007-2011), Bangkok: Prime Minister’s Office, 2549 . The Nielson Co., (2009) Weekly Time Spend Watching Traditional TV. [Online]. Available: http://blog.nielsen.com/nielsenwire/online_mobile/three-screen-report-q409/ Grajczyk, Andreas and Zollner, Oliver, “How Older People Watch Television” Gerontology, vol. 44(3), pp.176 -181, May - June. 1996.