Zense Entertainment is following up six years of adapting international formats for Thailand with a new plan that takes the company in the other direction. The two titles kicking off the export of its own home-grown formats to the international market areThe ProducerandSinger Auction, both created with a global audience in mind.

Zense credits include 13 adaptations for Thailand, includingStill Standing Thailand(NBCUniversal) andMoney Drop Thailand(Endemol Shine) for free-TV national broadcaster Channel 7, andCrazy MarketandShow Me The Money(CJ ENM) for digital terrestrial channel PPTV. Now company founder and chief executive, Varavuth Jentanakul, says: “We learned a lot, we’re ready to export”.

Singer Auctioncombines a concept familiar to Thai audiences (singing reality) with an auction element, which Jentanakul says is a familiar idea to Western audiences “but not to Asian viewers”.The Producersidesteps the usual singing talent shows in favour of a hunt for the country’s top music producer.

The two originals emerge from a market flush with game shows and talent formats. In the first half of 2018, 30% of Thailand’s 53 formats commissioned or on air were game shows, includingCatch Me Out(all3media),5 Gold Rings(Talpa),Golden Tambourine(CJ ENM),Hollywood Game Night(NBCUniversal) andThe Price is Right(Fremantle). Reality was 26% and singing competitions were third with 15%.

Jentanakul identifies interactivity as one of the next big trends in Thailand, along with new types of collaboration with a wider range of partners.

Zense is currently developing an interactive game show where audiences can play along on their smartphones. A year-end launch is within sight. The company is also working with a European production house on co-developing a dating show.

Zense is not alone in pursuing an international agenda. Asian format exports are currently led by Korea’s CJ ENM, which has been aggressive in pursuing an international agenda, and China – including mainland media authorities – has its sights set on global expansion. Jentanakul also has his eye on Vietnam, the region’s second most-vibrant formats market in the first half of 2018.

Looking ahead, Jentanakul outlines a Thai market with more than 20 free TV broadcasters, crazy competition, and a slower ad market. Next year’s elections could make all the difference. “After the election it should be fine”.

Published in ContentAsia's Issue Five 2018, 4 October 2018