Abstract:

The research objective is to study the relationship between the acceptance of Retro Dramas and the selection of Thai TV Drama Script Writing among audiences in Bangkok, Thailand. This research is a quantitative research. The research sample consisted of Thai TV audiences for Retro-Marketing. According to the Krejcie & Morgan table, the sample size is 384 people. Stratified sampling was used, with the target group as a criterion for stratification. The statistics used in this research are Mean, S.D., t-Test, and Pearson’s simple correlation moment product/ Pearson’s product-moment correlation. The research found that 1) the audience accepts Thai Retro Dramas overall and in 4 categories at a high level 2) the audiences’ selection of Thai TV Drama Script Writing overall and in 3 categories are at a high level 3) the acceptance of Thai Retro Dramas among Gen X and Baby Boomers are not different, but Baby Boomers’ level of acceptance for scene/ costume are higher than Gen X, statistically significant at the 0.05 level 4) in the selection of Thai Retro Drama scripts, overall and of each category, there was no difference between Gen X and Baby boomer audiences 5) the relationship between the acceptance of Thai Retro Dramas and the selection of Thai TV Drama Scripts is low overall, statistically significant at 0.01 level, with a correlation coefficient of 0.361.

Keywords: