The INTERNATIONAL TRADE OF TELEVISION PROGRAMS IN THAILAND IN THE AGE OF DISRUPTIVE TECHNOLOGY
DOI:
https://doi.org/10.17501/24246778.2018.4206Keywords:
International trade of TV programs, franchised TV programs, TV program copyrights, TV market in ThailandAbstract
This article studied the evolution and characteristics of the international trade of TV programs in Thailand as a guideline for TV station executives and TV program producers to identify an opportunity to develop their media business amidst the changing technology and audience behavior in the age of disruptive technology. The research methods included documentary analyses and interviews with mass media scholars, TV station executives, and advertising agency representatives. Most of the popular TV programs at present are copyright shows purchased from overseas, in the forms of purchases of the copyrights of finished programs as well as the copyrights of format programs; most of which were game shows, reality shows, and drama series. The characteristics of the international trade of the TV programs in Thailand included (1) trade of TV programs in the content market, (2) exchanges of TV programs between Thai and international TV stations for broadcasting, and (3) international co-productions of TV programs. Three factors that influenced TV stations in Thailand to purchase foreign TV programs were (1) changes in technology, (2) changes in consumer behavior, and (3) business survival. Therefore, the international trade of TV programs is another solution for TV stations and TV program producers in Thailand to reduce production costs, increase revenues, and expand the audience base worldwide. TV programs that are popular among a great number of audiences can serve as exported products and cultural products.
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This work is licensed under a Creative Commons Attribution 4.0 International License.
