The Asia Video Industry Association‘s (AVIA) Thailand in View conference brought together over 150 industry leaders for a day of insightful discussions on the state of video content in Thailand and the role of soft power in promoting Thai culture worldwide.

The conference was marked by an air of optimism regarding Thailand’s burgeoning role on the global stage. Sompan Charumilinda, Executive Vice Chairman of True Visions Group, emphasized the success of Thai and Asian content, highlighting the rich heritage of content production in the region, a press statement from AVIA stated yesterday.

Commissioner Pirongrong Ramasoota of the National Broadcasting and Telecommunications Commission (NBTC), Thailand, underscored the significance of soft power as a major national strategy. This strategy aims to address regulatory challenges and create a strategic database of Thailand’s creative and content assets.

The NBTC is focusing on 11 sectors, including film, gaming, and fashion, to promote content diversity and cultural uniqueness. Thailand’s strength lies in its ability to produce diverse content that can be co-produced with other countries.

Leading streaming platforms, such as WeTV Thailand and iQIYI, are increasingly investing in local original content. They are also utilizing artificial intelligence (AI) to improve efficiency and reduce costs. The industry is recognizing the potential for Thai content to appeal to international audiences.

Piracy remains a challenge in Thailand. Sirapat Vajraphai, Director of the Copyright Office, Department of Intellectual Property (DIP), Thailand, stressed the importance of raising public awareness about copyright protection to reduce theft. The DIP is adapting to the changing landscape of streaming content and working on legal reforms to better protect the rights of actors and content creators.

Industry leaders discussed the importance of soft power in promoting Thailand’s culture and entertainment worldwide. Soft power helps attract visitors and build brand love for the country. Video content serves as a powerful tool for emotional communication and connection.

The conference highlighted the value of premium content for consumers and brands. Premium content is not just about price but also quality, safety for brands, and content produced by professionals. The level of spending on premium OTT platforms is expected to grow significantly in the coming years.

Takonkiet Viravan, Group CEO of The One Enterprise, emphasized the need to strike a balance between commercial and artistic elements in content creation. Thai content should maintain its uniqueness, while adapting to international preferences. Understanding the target demographic and strategically placing content is key to success in the evolving industry.