Local information-technology companies have gathered together to set up the Digital Content Association of Thailand, with the aim of generating income from international markets for locally produced digital content.
The new organisation's president, Wiwat Wongwarawipat, said the association aimed to attract membership from local digital-content producers who were interested in creating material of international standard and serving global markets.
He said digital content could be divided into four areas: games, movies, music and e-books. The digital-content market is in the throes of dynamic change and crucial growth, following widespread access to new technology and changing customer-behaviour patterns, in which they are now actively accessing and using information from digital networks.
"I think there is a big opportunity for Thai digital-content producers to promote their products and provide digital content to global markets, because local producers have various strong points, such as quality and imagination, that will allow then to meet market demand," Wiwat said.
The new association also plans to develop and improve the standards of local digital-content producers so that they can reach international levels. This will allow them to attract outsourcing development and products from global markets.
"We believe that supplying digital content to the Thai market is a first step that will boost local developers and help them to step up to the global stage. Therefore, we will start by providing business [opportunities] in Thailand and then expand our business base into global markets," he said.
In approaching overseas markets, the association plans first to promote Thai digital content in Japan. It will ask Thai government agencies for support in setting up a branch office in Japan as a marketing arm to promote Thai digital content.
In its next step, the association will take Thai digital content into the United States market.
Wiwat said that by the end of next year, the association expected that its members would be generating about Bt500 million from international sales of their digital content. Of this, games will generate 60 per cent, music 30 per cent and movies 10 per cent.
Looking further ahead, the association expects international sales of Thai digital content to reach Bt3 billion within three years.
Meanwhile, the Software Industry Promotion Agency (Sipa) says animation and gaming are the most active areas of Thailand's digital-content industry, although it covers advertising, film and video production and includes animation, music and video gaming.
Sipa believes that revenue generated by the animation and gaming sectors of Thailand's digital-content industry will reach Bt30 billion in 2013.
Promotion of local digital-content production is also a major objective of Thailand's ICT Master Plan 2009-2013, launched by the Information and Communications Technology Ministry. The plan seeks to support any action that will result in significant growth of the Thai digital-content industry, supporting its ability to supply both domestic and international markets.
The master plan foresees the industry achieving revenue of Bt165 billion in 2013, given that locally produced digital content makes up at least 50 per cent of the total domestic market.
The Thailand Digital Content Centre is another organisation striving to promote the local animation and gaming industries. The centre plans to promote Thailand as a digital hub for the digital-content industry in Southeast Asia in the near future.
The Nation
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