Roles of Thai TV content on TV stations and audience in Lao People’s Democratic Republic (PDR)

Abstract

The study “Roles of Thai TV content on TV stations and audience in Lao PDR” aims to examine roles of Thai TV content on TV stations in Lao PDR as well as Lao audiences’ openness an attitude towards Thai TV content. Mixed research methodology, both qualitative and qualitative research approaches, was applied in this study through in-depth interviews, focus group and survey. For Lao TV stations, there were 3 representatives from the state-run Lao National Television and the private Lao Star TV joined the in-depth interview. For audience, there were students from the Department of Mass Communication, Faculty of Letters, National University of Laos attended a focus group and survey. The study found that TV is still influential in Lao PDR. Non-news content from Thai TV play an important role in the private station. Lao Star TV looks at content from Thai TV as their reference and inspiration to create their homegrown content. Moreover, the private station also let a Thai producer rent a time slot to air a program that was totally created by the Thai producer. The both Thai-inspired and made-by-Thai content got a warm welcome from Lao audience. The study also found that the Lao audience in this study welcome Thai TV content very well. They are watching Thai TV content directly via satellite TV stations and the internet. The popularity of Thai TV content among Lao audience are based on the variety of content that can not be seen in Lao TVs. Although the audience still concern about the value of Lao identity and culture, they accepted that Thai content has influence on their lifestyle. This highlights the potential of Thai TV content as a strong tool to galvanize Thai soft power. However, it has to be done strategically and creatively on the respect of Lao identity.