The Study of Thai Film Distribution on Over The Top (OTT) Platform

Abstract

This research focuses on Thai film distribution on Over The Top (OTT) platform, conducting by theories of film business, technology and social change, audience and customer behavior, OTT's significance and scope, as well as marketing and business management. Using qualitative methodology, the study examines relevant documents and legal regulations, collecting data through in-depth interviews with purposively sampled key informants in Thailand's OTT film distribution sector. The participants include: A)  Thai Film content creators and distributors (both independent and businesses), B)  Thai film OTT providers, and C)  Thai government official responsible for OTT were interviewed between June 2011 and June 2012.

The findings indicate that OTT has become the primary target window for both Thai theatrical release-oriented films and films specifically oriented towards OTT as the first window. By providing funds for film production, OTT platforms are becoming film studios, bypassing the traditional distribution process and gaining the ability to license their content to other distribution windows, thereby increasing opportunities for Thai filmmakers to distribute their films through diverse channels. However, the lack of governmental assistance along with appropriate regulations and financial support, which are crucial for adapting to rapid changes, poses challenges to the growth of OTT.