Guidelines for Promoting Thai Television Program Production in Response to the Notion of Creative Economy

Abstract

This research investigated three types of television program formats, i.e. news, documentary, and variety show or drama programs, which are suitable for and match the objectives of target audiences and also studied the audiences’ satisfaction toward Thai and foreign television programs. The survey research collected data from 548 participants. In addition, data from seven in-depth interviews showed that development of the program production process, funding sources, and promotion from the government and relevant independent organizations are factors influencing the ability of Thai television programs to support the concept of creative economy. Finally, the strategies for producing television content to create cultural products were also suggested in this paper. © 2020, The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG.