Thailand★Terrestrial Digital Broadcasting Officially Launches in Thailand; Japanese Media Content Also Expands
In Thailand, terrestrial digital broadcasting commenced at the end of April, instantly increasing commercial channels from the previous six analog channels to 24. The first year's implementation covers Bangkok and 11 other provinces, with the goal of completing the nationwide switchover within the next year. Analog broadcasting is scheduled to end in five years.
During the analog era, commercial channels "3" and "7" held 75% of the advertising share. A June viewership survey by an advertising industry group showed little change in the overall picture: the digital stations "3HD" and "7HD" under the respective umbrella of Channels 3 and 7 ranked first and second, with the newly established "Workpoint Channel" closing in for third place. Attention is now focused on whether the new station's rapid rise will spur market restructuring.
Dentsu Inc. Media Thailand Accelerates Content Business
With an eye on revitalizing the TV industry, moves like content expansion from Japan are also accelerating. On July 21, the Thai version of the viewer-participation variety show "Takeshi's Castle" began airing on the popular channel "7HD". Filming utilized Thailand's largest-ever TV set, spanning 2.4 million square meters (equivalent to about 53 Tokyo Domes), recreating popular attractions from the original like the "Dragon God Pond" and "Strait of Gibraltar." TBS personnel, including producer Kunihiko Katsura who oversaw the original, traveled to Thailand as production consultants. Next year, the Thai version of Fuji TV's drama "The 101st Proposal" is also scheduled to air.
Dentsu Inc. Media Thailand, collaborating on production, already has a track record of procuring over 500 hours of content annually for Thailand's TV industry. Its localized version of "Iron Chef" won the "Best Game Show Award" for two consecutive years. CEO Mitsutaka Nakamura explains the current situation in Thailand: "Because of their affinity for Japan, Thai consumers will embrace content that meets their needs. This is largely due to the long-standing distribution of Japanese content in Thailand and the high level of trust in Japanese products, exemplified by cars, Japanese cuisine, daily necessities, and confectionery. As the middle class grows wealthier and more people travel to Japan, this cycle of acceptance will likely accelerate."
Dentsu Inc. Media Thailand has also invested in Workpoint Channel, a prominent new broadcaster. Furthermore, in collaboration with the Sports Division at its Tokyo headquarters, it is actively pursuing broadcast rights sales for sports events such as the Olympics and volleyball.
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