In this cross-cultural collaboration, a team of Thai and American students identified strategic opportunities for Thai Public Broadcasting Service to increase public awareness and expand the audience base for its children’s programming. Group interviews with TPBS employees revealed the needs of the broadcaster’s children’s programming department. A comparative study of five public broadcasters –TPBS plus those of Australia, Japan, the UK, and the US– identified expansion opportunities in three modes of public participation: community outreach activities, children’s websites, and Web 2.0 applications. The corresponding strategic recommendations involved development of outreach activities, design of children’s websites, and promotion of programming using Web 2.0.
