A Preliminary Assessment for Creative Lanna Multimedia Archive Needs (Photo, Audio, and Footage) Among Creative Media Industry Personnel

Abstract

Photographic, footage, and audio files were among the important material for media industry. These files also represented cultural aspects. Currently multimedia archive business took a role as a bridge between the grassroot file producers and the media industry. This study primarily evaluated the demands for using the Creative Lanna Multimedia Archive (CLMA) files; photographs, audio, and footage. Five key informants were purposively sampled based on their qualifications that were working positions such as manager or department head and had at least 10 years of working experience from local, regional, and international organizations. These key informants also had the authority to make final decision in production and multimedia archive service usage. This study made 4 key discoveries. First, the key informants' needs for using the multimedia archive varied due to their different production budgets, and the service charge was a major consideration. The national media producers chose to use in-house, unlicensed, and free media files as they had smaller budgets. On the other hand, worldwide media producers wished to utilize licensed media files to avoid a copyright lawsuit. Second, in terms of the business model, most users will come from the creative industry. A single file purchase, a monthly or annual membership fee, and additional income from affiliated governmental and commercial groups can all contribute to the CLMA's revenues. The key informants expected CLMA website to offer a search engine, helpful file categories, visual graphics that represent keywords or contents, and various file types and resolutions. Fourth, consumers of content related to Lanna culture had less demand for it. The uniqueness of Lanna content prevents its widespread use. The key informants may use the Lanna content that were classical Lanna and historical records. For the contemporary content, the mix of Lanna and modern music instrument was identified. The key informants also said that CLMA had a business opportunity, however the government sector must support until the Lanna culture gains widespread recognition on a national and international scale through the "soft power" of the entertainment sector.