70 ปีทีวีไทย สู่ทีวีดิจิทัล และอนาคต

70 Years of Thai Television: From Analog Roots to Digital Screens—And a Future Where Content Never Dies

Tracing the journey of Thailand’s television industry from the era of Plaek Phibunsongkhram to today’s digital and multi-platform landscape, Khemthat Phondej, President of the Radio and Television Broadcasting Professional Federation, offers a compelling perspective on the past, present, and future of Thai content—anchored by a clear call to action: “Think Global, Do Local & Regional.”

From its earliest days, Thai television placed strong emphasis on content development, drawing inspiration and know-how from NHK in areas such as news and documentaries. Over the decades, the industry expanded rapidly, with major channels like Channel 3, 5, 7, and MCOT becoming household names. In its prime, the industry was valued at over 50 billion baht annually, driven by strong content production, talent development, and iconic programming formats that kept television at the heart of Thai society.

However, the transition to digital TV marked a turning point.

“10 Years of Digital TV: A Disrupted Transition”
While the 2013 digital TV auction was expected to elevate the industry, the reality proved more challenging. High investment costs, limited regulatory support, and the rapid rise of digital platforms disrupted traditional viewing habits. Many operators struggled financially, and some channels—especially those targeting niche audiences like children—failed to survive.

Khemthat points out that regulatory constraints and a lack of content support mechanisms weakened the industry during this transition. At the same time, new platforms—from streaming services to social media—reshaped audience behavior, fragmenting viewership and redistributing advertising revenue.

Yet amid all this disruption, one thing remains clear: content itself is far from dead.

Content Isn’t Dying—It’s Evolving
According to Khemthat, content is simply shifting to new platforms and expanding its reach. In the future, production houses and content creators—not broadcasters—will take the lead, holding greater negotiating power across platforms. The rise of independent creators, influencers, and multi-channel distribution is already redefining the ecosystem.

If supported properly, this shift could mark a new growth chapter for Thai content—and a powerful engine for the country’s soft power on the global stage.

Rethinking the Playbook: “Think Global, Do Local & Global”
The past decade has also seen an explosion of production houses, digital agencies, and content creators. Influencers (KOLs/KOCs) have emerged as major players, drawing advertising budgets away from traditional TV. This forces broadcasters to rethink how they create and distribute content in a fragmented media environment.

Globally, the focus is no longer on platforms—but on content itself.

Countries like India and Japan have successfully embedded their cultural identity into content—whether through Bollywood storytelling or Japanese manga and anime—making their content globally recognizable. Thailand, with its rich cultural assets, has the same potential.

The Road Ahead: Building a Content Powerhouse
Khemthat outlines four key pillars for success:

- Think Global, Act Local & Regional – Create content that resonates locally but scales globally
- Invest in Foundations – From research to scriptwriting and talent development
- Government Support – Incentives, funding, and policy alignment
- Strategic Expansion – Multilingual content and global market readiness
He also emphasizes the need for structural support—such as content funds similar to Korea Creative Content Agency, education programs, tax incentives, and infrastructure development—to sustainably grow the industry.

A Final Word
If Thailand aims to harness content as a true soft power, it must start now—by nurturing talent, investing in creativity, and building a system that empowers content creators to compete on the world stage.

Because in this new era, platforms may change—but great content never dies.