Paper Title
News Ombudsman in Media Organizations: A Challenge to Thailand Media Self-Regulation

The purpose of this study was to examine the challenge of Thailand media self-regulation through news ombudsman, which included the international practices of news ombudsman and the factors which might support or hinder this self-regulation mechanism. The study applied document analysis and in-depth interviews. Ten news editors and executive editors of both newspaper and broadcasting media were the key informants in this study. The findings showed that in Thailand both newspapers and broadcasting media had set up news ombudsman committees in their organizations. While the Thai Press Council was the key organization initiating this system of self-regulation among its members, broadcasting media on the other hand were required by NBTC regulation to establish this organ. In the U.S., news ombudsmen usually were former senior editors and working alone, whereas in Japan they worked in the form of committees. In both countries, the news ombudsman not merely received and considered complaints from readers/audiences but monitored the coverage and contents of media productions. The factors affecting the work of self-regulation by news ombudsman included: the policy of media organizations, internal communication among its staff, especially editorial staff, freedom of news ombudsman and their understanding of media professionalism, as well as clearly stated guidelines, rules and directions of self-regulation. The main goal will be self-regulation to enhance media credibility and accountability. Index Terms - News ombudsman, self-regulation, mass media organization, Thailand.