Thailand's Exit365 has commissioned season nine of ITV Studios' "The Voice", which will air on Channel One HD in 2024 alongside the first digital show, "The Voice: Comeback Stage" on "The Voice Thailand" YouTube channel.

"The Voice: Comeback Stage", targeting younger audiences, showcases talent who didn't make it through the TV contest selections and are offered a second chance online. Their fate is decided by a fifth coach.

The first version of "The Voice" premiered in Thailand in 2012, followed by multiple spin-offs including "The Voice Kids", "The Voice Senior" and "The Voice AllStars Thailand".

The season nine premiere date has not yet been confirmed.

With the addition of “The Voice Thailand” season nine, Thailand’s formats market is running third after India and Vietnam for this year, according to ContentAsia’s rolling Formats Outlook.

As of today, India had 29 titles, Vietnam had 24 titles and Thailand was in third place with 18 titles.

Drama/scripted formats dominate Thailand, with seven titles in the latest update.

These included "Second Chance", the Thai remake of NBCU's Spanish-language Latin drama, “El Cuerpo del Deseo”; and thriller "Game Rak Torrayod" (aka "Betrayal Love Game"), based on BBC Studios' “Doctor Foster”.

The rest are cooking and game shows with five titles each and one dating format.

In another ITV Studios announcement during ATF, the company signed a co-development agreement with China’s Jiangsu Broadcasting Corp.

The three-year deal will see the Jiangsu Broadcasting development team collaborating with ITV Studios’ to develop and adapt entertainment formats suitable for the Chinese and international market.

The deal was signed by Augustus Dulgaro, EVP Asia Pacific, global partnerships, ITV Studios, and GE Lai, president of Jiangsu Broadcasting Corporation.

The deal was brokered by Zoe Tsui, ITV Studios’ head of content & format sales (Greater China) and Hanchun Li, deputy director of international department, Jiangsu Broadcasting Corporation.