Content provider Tee Entertainment Co has entered Myanmar, joining with that country's Shwe Than Lwin Media Co ahead of the Asean Economic Community (AEC).
Tee Entertainment president Somchai Cheewasutthanon (second left) shakes hands with his Myanmar partner, Thien Tan Oo, executive general manager of Shwe Than Lwin Media, the owner of SkyNet TV.
Tee Entertainment president Somchai Cheewasutthanon said the subsidiary Tee International Myanmar was established with registered capital of 10 million baht.
It will produce three TV programmes to air on its partner's channels in the fourth quarter.
Shwe Tham Lwin operates the free MNTV and Channel 9 and a pay TV platform, SkyNet TV, the broadcast rights holder for English Premiere League (EPL) football in the neighbouring country.
"This is our first international move, one that's aimed at preparing for the AEC, which is set to kick off late next year," Mr Somchai said.
"Myanmar's ad industry grows at a double-digit rate each year, driven by international brands."
Tee Entertainment was granted the rights to manage advertising and sponsors in Myanmar including on-ground activities and extra TV programming for the EPL.
Packages start from US$1-2 million for major sponsors and have proved popular with Thai and other international brands.
SkyNet is responsible for airtime rents and sales, while Tee Entertainment oversees advertising.
The Thai-content company will receive 70% of revenue and Shwe Than Lwin 30%.
"This represents a new challenge for us to broaden our TV production expertise at an international level," said Mr Somchai.
"And Myanmar culture and interests are not much different from Thais'."
He said people in Myanmar were open-minded about exploring new things while at the same time remaining conservative and maintaining their religious traditions.
Present staff at Tee International Myanmar include Thais who are transferring know-how to the locals.
Thien Tan Oo, executive general manager of Shwe Than Lwin, said his company was pleased to join with an experienced partner such as Tee Entertainment.
Mr Somchai said the move would intensify Southeast Asian markets, particularly Laos and Cambodia, both of which still have much room to grow in terms of revenue.
This is Tee's first time to serve as a one-stop marketing service provider for media, events, concerts and strategies, both domestically and internationally, he said.
Mr Somchai said entertainment would remain the main revenue source.
The company also plans to expand into consumer goods production next year, he added.