The Guideline for Development of Thai Television Drama Production Into Creative Industry
Keywords:
Development, Thai television drama, Creative industriesAbstract
The purposes of this qualitative research are to (1) study factors supporting the development of Thai television drama production into creative industries and (2) propose the guideline for developing Thai television drama into creative industries. The Ethnographic Delphi Future Research technique was applied in this research. The 20 key informants of the study were selected using the purposive sampling and snowball techniques which were experts and practicians engaging in policymaking, mass communication, marketing and Thai television drama industry. The researcher divided the key informants into 4 groups: (1) key informants involving with policies on creative industries or creative economy, (2) executives of the company involving purchasing and distributing international television programs, (3) producers or directors of television drama from the companies exporting their programs abroad and (4) scholars, researchers or lecturers on media and marketing communication.
The research results revealed as follows:
The factors supporting the development of Thai television drama production were (1) the internal factors: skillful Thai personnel who have been ready to enhance their competency in creative production, effective production instruments and quality of Thai television drama and (2) the external factors: marketing opportunities, uniqueness of Thai culture and the exposure towards Thai television drama among Thai and international audiences.
The guideline for developing Thai television drama into creative industries was composed of 3 important factors related to: (1) politics (2) the promotion of policies and measures and (3) private sectors. In terms of factors related to politics, the government should settle a section responsible for policymaking and planning the direction of television drama as creative industries in Thailand, offering opportunities to experts or professionals to involve in promoting the marketing of Thai television drama as well as supporting international collaborations. For factors related to the promotion of policies and measures, the government should set up strategic plan developing Thai television drama as one of Thai creative industries as well as improving skills and competencies of Thai television drama producers. At last, the private sectors should take part by integrating collaboration with the government to set up strategic plans, promote initiative story lines focusing on cultural content and make Thailand’s image more popular among domestic and international market. Moreover, the private sectors should collaborate with the government, investors and television drama producers in terms of strategic marketing plan to export Thai television to international market.
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