AEC ought to usher in a new era in TV content

The advent of regional economic integration brings more than just changes to the business mindset in Southeast Asia. Creativity among professionals is also going through a major reform. It can no longer be localised – geared to limited, national audiences. Innovation no longer carries weight if it doesn’t cater to the diverse social, cultural, religious and political situations across the region.

On the upside, professional creativity now has a vaster and more lucrative market to exploit. And when it comes to creativity, the entertainment industry leads the way, which means TV stations will play a primary role in providing a new kind of content for the region-wide audience.

Prior to the introduction of the Asean Economic Community last month, TV content was just another localised product. Thai producers of comedy shows could afford to pay little heed to what tickled funny bones in Laos or Singapore. The makers of political dramas paid scant attention to accuracy when depicting scenes beyond their countries’ borders. With TV content fixed in one nation’s eyes, cultural sensitivity could be safely ignored.

“Think regional” is a term now being widely used to inspire businesses. They have to plan on a regional scale, taking into consideration the importance of logistics and networking. “Think regional”, though, also has to become the guiding tenet for everyone embracing the regional market, and those involved in television have to consider different public sensitivities in different places. The Association of Southeast Asian Nations groups 10 countries with varying religions, ways of life and political systems, and our histories do not always concur. Conflicts of the past have to be kept in mind and handled deftly.

The AEC can facilitate the blending of entertainment content, and the industry is apt to expand quickly. Adding to the increased exposure is the popularity of the social media, as well as constantly improving online technology. The downside becomes apparent: any mistakes made, particularly if sensitivities are trampled in a neighbouring country, will be greatly amplified.

TV documentaries of a constructive nature would appear to be a sound choice for local investment and regional cooperation. Southeast Asia is rich in history, culture, interesting people and alluring tourist attractions, and people everywhere would like to learn more. Most of the 10 nations have marvellous temples and other cultural sites that would also be of interest to viewers across the region. Then there are the fascinating political stories behind each country’s founding, particularly the rise and fall of colonialism – and how Thailand managed to avoid it.

Meanwhile the number of TV stations in the region has skyrocketed in the past two years. And yet, despite promises to the contrary, those charged with producing content have not freed themselves from the trap of tried-and-trusted, ratings-generated formulas – the game shows, the soap operas and little else, besides sports. We have seen a mere handful of worthwhile documentaries. Somewhere out there must be the pioneer willing to invest in the fostering of a viewing public more interested in helpful, informative programmes. 

Thailand at the moment feels inextricably trapped with its fresh wave of digital TV stations competing in a “red ocean” business environment, everyone pursuing the same audiences and the same sponsors. It’s a battleground, to be sure, but it’s not one likely to produce any heroes – or any displays of courage. Giving viewers different kinds of shows that don’t merely amuse through the waking hours will take real courage, along with the stamina to wait for ratings and sponsorship to materialise. In the long run, though, it’s this kind of content that will answer the question as to how regional TV stations should evolve in the new era.