Asian Animation
Internationalization and Collaboration
Presented by
Lak Taechawanchai
Committee
Thai Animation and Computer Graphics Association

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widely praised as "the world creative hub", defines it as"the economy that consists of industries that are based on individual creativity, skill and talent, which create wealth and jobs and can be accumulated and passed on between generations through the protection of intellectual property".
follows the definition made by the UK's
Department for Culture, Media and Sport, that the creative economy involves"industries that require creativity and skill, with the potential to create wealth and jobs through the development and exploitation of intellectual property.” 3

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Key Members of Thai Digital Entertainment
Content Federation(TDEC)
Thai Entertainment Industry Association(TENA)
Thai Animation and Computer Graphics Association
Thai Game Software Industry Association (TGA)
Thai Music Industry Association (TMA)
Thailand Cable TV Association (TCA)
Satellite Television Association (STA)
Electronic Amusement Association (EAA)
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Total Business Members of Each Association
Number of Companies as of 2011
Thai Entertainment Industry Association 59
Thailand Animation and Computer Graphics Association 105
Thai Game Software Industry Association
Thai Music Industry Association
19
48
Thailand Cable TV Association
Satellite Television Association
250
80
Electronic Amusement Association 22
Total 583 member companies/organizations
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TDEC -Organization Chart
Pramote Choksirikulchai
President
Paskorn Hutawanich
Secretary--General
Srirat
Noochniyom
VP-TV
Permbun
Aimsupasit
VP-SW, Game
Vanida Vanasirikul
VP-Broadcast
Content
Lak
Taechawanchai
VP-Animation
Vichit Uaareevorakul
VP-Cable TV
Preecha
Thammapipop
VP-Music
Dr. Nipon
Naksompob
VP-Satellite
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Thru put of Thailand Entertainment Business 2010
Number of Local Film Produced
Number of Radio Station
AM stations,
FM stations
Shortwave
Community radio stations
Number of Television Station (Free to air)
Number of Television Channel run by True Vision
62
204
334
6
4,000 (Approx.)
6
112
- As of November 2010, True Visions offered high-end subscribers three HD channels (one
HBO and two sports) via special extra subscription.)
Number of Cable TV Station
(2,500,000 households or 12,000,000 viewers in the business.)
500
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Thai Animation and Computer Graphics Association
• Formed in 2006 starting with 19 members
• Growing to 110+ members in 2012
• The association is supported by several government organizations related in the field of digial content and computer graphics:
– SIPA (Software Industry Promotion Agency, under the
Ministry of ICT)
– Ministry of Culture
– Ministry of Commerce
– Ministry of Industry
– Ministry of Science

• To develop the standard of animation human resources and organization.
• To develop animation products and content up to the international standard
• To collaborate with international partners and develop a marketing network for co-production, joint venture, and knowledge transfer for the Thai animation industry
• To promote the strength and capability of Thai animation entrepreneurs in the international market arena

TV Industry
Cable TV
Entertainment industry
TV
Music Industry
Movie Industry
Digital Broadcasting
Movie
Health and Medical industry
Publishing
Industry
Internet
Education
Industry
Digital
Storage
Transportation
Satellite industry
Communication
Extended products
(toy,book)
Data resource ： Industrial Development Bureau, Ministry of Economic Affairs, R.O.C

• Long-Form Animation: TV Series, Animated Feature
Film
• Short-Form Animation: Advertising, Commercial
• Visual Effect (VFX)
• Character Development
• Merchandising
• New Media

• 1955: First Thai Animation “Wonder phenominon’ 12 minutes long
• 1957: ‘The adventure of Hanuman’ and ‘a child and a bear’ 20 minutes long each
• 1979: First Thai Animated Feature, “
The Adventure of
Soodsakorn ”*
*Source: The Adventures of Soodsakorn, Prayuth Ngokrajang 14

• Master Payut Ngaokrajang at his 80 years old
*Source: The Adventures of Soodsakorn, Prayuth Ngokrajang 15

• 1979: First Thai Animated Film, “ The
Adventures of Soodsakorn ”*
• 1980-1990: Outsourced animation work from abroad (Japan)
– 1987: Kantana Group: “ Slam Dunk, Dragon
Ball, Saint Seiya ”
•
1990: First Thai animation content provider,
“
Broadcast Thai Television
”
• 1990: First Thai Animation Company,
“ Kantana Animation ”
– 1992: “ Imagine Group ” established
– 1998: “ Imagimax Studio ”, “ BBoydCG ” established
– 2001: “ Vithita Animation ” established
• 1994: First Thai CG Visual Effects in Film,
“ Kawaw Tee Bang Plaeng”
•
2002: First Thai 3D Animation TV Series,
“
PangPond
” and “
JaJingJar
”
•
2004: First Thai CG Visual Effects in Digital
Sci-
Fi Film, “
Paksa Wayu
”
• 2006: First Thai CG Animated Film, “
Khan
Kluay
”
*Source: The Adventures of Soodsakorn, Prayuth Ngokrajang
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• Localization of content for exported animations is increasingly gaining popularity
• More outsource animation work to South East Asia
• In Japan, “Hybrid Animation” which is composed of hand-written 2D character and pictures in the background is the mainstream. However, 3D animation is still costly, production period takes longer, and is unlikely to be materialized in Japan
• In Korea, a lot of attention is paid to 3D animation for games and animation
Source: Shogakukan, TAM 2006

© CAPCOM, © 2001 SHO-PRO ･ MBS ･ JRK, © 1983 ･ 2001 TOMY © 2006 IMD IMAGINE GROUP

• To make animated contents international in character, structure, or outlook
• To expand marketplace under the protection or control of several countries instead of one country

Opportunities for Asian Production and
Internationalization
• Emergence of nearby mass Asian consumer demand for entertainment and education
• Accessible 3D computer modeling, animation and
“virtual studio” tools
• New computer gaming market opportunities
• Edutainment and related e-learning content development and globalization
• Potential production partnerships with Asian entertainment and studios, as well as established
North American, Japanese and European leaders, to develop and adapt content for regional global markets
Sources : Digital Content Cluster Benchmarking Study – A Report to the Thai Competitiveness Initiative

• Thailand’s Animation and Game industry is valued at about 10,000 billion baht per year in 2006 (approx.
285 million US) and up to 16,400 billion (468 million
US) in 2009
• Has shown tremendous growth in the past decade according to the increasing number for usage of computers and IT-related products
• Digital Content labor force of 2,500 persons
• Industry trade partners include China, Japan, Korea,
Myanmar, Malaysia, Japan, U.S.A., and European
Countries
• Industry partners include Korea, China, India,
Singapore, and Vietnam

• Animation Market Value is estimated at 10 Billion Baht in 2006 and expected to be 22 Billion Baht (USD 620M) in 2010
• Growth Rate of Animation and Game industry in Thailand is 12-
17% upward

• Key products (games / movies) are starting to be recognized by international players
• Local market is still biased toward import contents (i.e. cartoon TV)
• Result in limited broadcast time / market in
Thailand
• Funding is limited in the past
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New!
1.
Government policy Creative Thailand sets approx.
570 Million USD to stimulate the industries
2.
Inject funding into industry to support over growth of Creative Industry
3.
Provide financial solution to financially viable projects
4.
Provide a way for small companies to grow or consolidate into medium / large size companies
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 Strong Leadership : Government commitment
 Human Resources Development : Turning talented workforce into specially skilled workforce for creative industry.
 Advanced Technology Platform : World Class
Technology.
 International Collaboration : Thailand to be one of international centers for collaborations
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SIPA
 R&D and Innovation Paradise in Phuket
 Cloud Computing Technology for Asia Digital
Content Exchange (First one in the World)
 IBM Excellent Center in Thailand
 Microsoft Regional Innovation Center in
Thailand
 Co-Production Funding for Animation and
Game
 SIPA Grant for Trailers –
(video1)
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Collaboration and Co-Production
Yona Yona Penguin
Japan – France – Thailand
Release: December 2009
Shelldon
Thailand-Singapore-Taiwan
Release: 17 Oct 2009
Qubo, NBC, ION,
Telemundo
?
Psychic Hero
Korea – Thailand
K-Production –Broadcast Thai TV
Release: 2010
Video 3

• TACGA is committed to render active support for strategic cooperation and partnerships between members, organizations, and related companies.
• Seeking opportunity to work with other Asian friends for digital content production
• The Thailand government strongly supports this industry and SIPA was established in part to help promote
Thailand’s Animation Industry to sustain growth and to be able to collaborate regionally
• TACGA, along with several government agencies, has the utmost confidence in Asian’s Animation Industry and will continue to commit its support for the industry
Mar 23, 2007 Thailand Animation and Computer
Graphics Association
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Thank you