Thai series producers push beyond TV ratings to expand soft power

Thai series producers on May 9, 2026 outlined strategies to break away from traditional TV ratings, strengthen Thailand’s soft power and adapt to the AI era. The discussion highlighted how the industry is shifting toward global platforms, a change with relevance across Thailand, including Phuket’s growing creative economy.

Industry focus shifts to global reach and AI

Producers said survival will depend on moving beyond the old ratings model that long shaped television commissioning and advertising decisions.

They identified international distribution as a key route for Thai series to build wider audiences and raise the country’s cultural profile through soft power.

The industry also pointed to artificial intelligence as an immediate challenge that producers must manage rather than ignore.

That includes adjusting production strategies and protecting the distinct creative value of Thai storytelling as technology changes how content is developed and delivered.

Source: https://www.matichon.co.th/entertainment/news_5711081