New TV battlefield puts a new take on old challenges

Is the industry now set to offer something more remarkable than copycat game shows, cliché-filled evening soap operas and commentary-oriented news programmes? We shall know soon enough, although the focus is now on the National Broadcasting and Telecommunications Commission (NBTC) and the upcoming bidding process. What is in store for viewers is only known vaguely – we will have more variety, news and children’s channels – and that’s about it.

The auction should breathe fresh air into the industry, which seriously needs to break new ground. The expected upheaval, we hope, should not be limited to fierce battles over human resources or advertising income. Viewers are expecting greater creativity, smart use of the social media to get ideas and feedback, and programmes that not only entertain but also enrich them with knowledge.

It’s not up to the NBTC alone. The agency can do little more than lay down guidelines and decide who offers the most money. The real work will come after the auction, and all aspiring operators and content providers have the responsibility to take a lacklustre industry to a new level.

For example, few Thai media professionals boast the expertise to produce quality documentaries. This weak spot should be taken into consideration. With Thailand rich in history and culture, the raw materials are there, begging to be presented in a way that opens eyes rather than sending viewers to sleep. Might we soon see a documentary about, say, Thai boxing, that’s entirely produced by a Thai creative team, not AXN?

To add to the abundance of local materials, the imminent inauguration of the Asean Economic Community will open up countless opportunities for content providers in terms of resource materials, trans-border cooperation and sponsorship. Viewers will expect content that educates them – in a friendly, smart and entertaining way – about our regional neighbours, culturally, socially and politically.

The NBTC is handling two different “animals” that were previously under strict state control. The agency emerged bruised from the 3G-telecom auction after critics claimed the process was carried out without consumers’ best interests at heart. But while “liberating” the telecom industry calls for cheap services that can only be achieved through fair and wider competition, the NBTC’s work concerning the broadcasting field requires different end results.

Thais don’t “pay” to watch free TV. Yet the “cost” of our poor-quality TV industry could be high in the long run. If the broadcasting sector is “liberated” but still cannot generate fresh content, nothing will have been achieved. If TV programmes stick to the same old formulas designed exclusively for advertisers and high ratings, which often compromise creativity and quality, it won’t matter how many more TV channels Thailand has.

In business, new battlegrounds don’t always present new challenges – they often magnify the old ones. TV stations rely fundamentally on advertising income, and the “red ocean” battle in this respect will only become redder. Operators and content providers will face the same question that haunted those before them: How much should professionalism be compromised for high ratings and advertising income?

If the same question gets the same answer, the big increase in the number of TV stations might not amount to much. But one can always pin hopes on the power of a bigger number. There can be good content that earns high ratings. Whether or not such a breath of fresh air will be enough to reinvigorate the entire industry, we shall know very soon.