A Copyright Trading Strategic Management for TV Global Program

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Pornpoj Viroontanawong
Chaiwut Chimnoi
Kamonrat Iadrod
Pimpisa Chanted

Abstract

This academic journal aims to study television program producers' management strategies on television program copyrights and dynamics of the Thai television industry arising from the purchase of copyright television programs.  Data were collected via studied documents and literature reviews related to copyright trading, television programs; and
in-depth interviews with information providers, executives and senior executives from top management at Workpoint Co., Ltd. Information from foreigners who are the Thai copyright buyers via email were also collected as data to have an in-depth understanding towards commercial science in the form of international copyright trading.  It is very useful for Thai television industry. The results of the study found that the beneficial strategy for purchasing TV programs is creativity, planning and measuring the success of television programs.  It is also important to pay attention to the details of the television program that must be adapted to the culture and traditions of the destination country in which the program will be published and can be used to generate income from advertising customer support in the country as well.  In terms of TV sales strategy, reputation of the producer, the list of works, the awards received and the opinion of the media and consumers is an important factor in the decision to purchase television rights.  The last point is the government's support in promoting the producers on the international stage so that target groups can see the potential of Thai TV producers.

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Section
บทความวิชาการ