A comprehensive review of entertainment supply chain : the case study of Thai Seire

Name: Jirayu Akkarawiboonkij

Organization : Rajamangklala University of Technology Tawan-Ok. Faculty of Business and Information Technology

Email : Jirayu_ak@rmutto.ac.th

Name: Manisra Baramechai

Organization : University Of Thai Chamber of Commerce. Faculty of Engineering

LCSH: Supply chain management -- Risk assessment

LCSH: Thai seire

Abstract: The entertainment industry, particularly in the realm of television series, has undergone significant transformations with the rise of digital platforms, globalized markets, and evolving consumer preferences. This study provides a comprehensive review of the entertainment supply chain using the case of Thai television series (lakorn) as a focal point. By analyzing key stages of the supply chain—including content creation, production, distribution, marketing, and audience reception—this research aims to highlight the structural framework, opportunities, and challenges faced by the Thai television industry. The Thai television industry has historically been driven by traditional broadcasting networks such as Channel 3, Channel 7, and Workpoint TV. However, the rapid adoption of over-the-top (OTT) streaming services such as Netflix, Viu, and WeTV has expanded Thai dramas' reach to international audiences. The integration of digital technologies has played a crucial role in optimizing production efficiency, enhancing storytelling, and personalizing viewer engagement. The study highlights how these digital shifts have redefined content distribution, enabling Thai television series to compete in global entertainment markets. From an economic perspective, the Thai television industry contributes significantly to the creative economy through job creation, advertising revenue, and tourism. Thai television series, particularly those in the Boys’ Love (BL) genre, have gained an international fanbase, contributing to Thailand’s soft power and cultural diplomacy. However, despite the industry's rapid growth, challenges persist in supply chain coordination, intellectual property rights protection, content localization, and regulatory compliance. The study identifies gaps in research regarding cross-cultural content adaptation, economic sustainability, and long-term industry impact. Moreover, sustainability considerations in the entertainment supply chain remain underexplored. The study examines the environmental and social impacts of television production, emphasizing the need for eco-friendly production methods, ethical labor practices, and sustainable resource management. As consumer demand continues to shift towards personalized and on-demand content, the study argues that future research should explore how artificial intelligence (AI), big data, and blockchain technology can enhance supply chain transparency and operational efficiency. The findings suggest that optimizing the entertainment supply chain requires cross-sector collaboration among content creators, producers, distributors, and policymakers. The adoption of flexible supply chain strategies can help mitigate risks associated with digital disruption, shifting audience behaviors, and economic uncertainties. The research also underscores the importance of brand integration, merchandising, and transmedia storytelling in driving revenue growth beyond traditional advertising models. In conclusion, this study provides a holistic overview of the Thai television series industry, highlighting both its strengths and limitations. By addressing research gaps and industry challenges, stakeholders can enhance content quality, expand market reach, and solidify Thailand’s position as a global entertainment hub. Future research should focus on supply chain innovation, sustainable production practices, and consumer behavior analysis to ensure the long-term viability and competitiveness of the Thai entertainment industry. This comprehensive review serves as a foundation for scholars, industry professionals, and policymakers to navigate the rapidly evolving landscape of the entertainment supply chain in Thailand and beyond.

Address: BANGKOK

Email: library@kmutnb.ac.th

Created: 2025

Modified: 2025-10-17

Issued: 2568-10-17

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BibliograpyCitation : ใน สมาคมข่ายงานวิชาการวิศวกรรมอุตสาหการ, และมหาวิทยาลัยสงขลานครินทร์. คณะวิศวกรรมศาสตร์. การประชุมวิชาการข่ายงานวิศวกรรมอุตสาหการ ครั้งที่ 43 ประจำปี 2568 (IE Network 2025) (ID103-1-13). อุบลราชธานี : มหาวิทยาลัยสงขลานครินทร์, 2568

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