True Corporation Plc., operating through TrueVisions, has officially announced a landmark strategic partnership with NTT DOCOMO, INC. to deliver premium Japanese entertainment to Thai audiences. This collaboration introduces the “Lemino Japanese Collection,” which will be available for streaming on the TrueVisions Now platform starting March 25.
The launch will feature a robust catalog of 128 live-action titles, totaling approximately 1,500 episodes of series and variety programs. Notably, this content is being broadcast for the very first time in the Asian region outside of Japan.
Supporting “Cool Japan”
This initiative is a crucial step in supporting the Japanese government’s “Cool Japan” strategy, which aims to elevate the content industry into a core economic driver. Nobuo Kiriyama, Director-General for International Affairs, Global Strategy Bureau, Ministry of Internal Affairs and Communications (MIC), shared that the government’s goal is to expand overseas content exports to a value of 50 trillion yen by 2033. Thailand has been strategically chosen to spearhead the live-action content segment, driven by the belief that Japanese series and variety shows can generate economic value rivaling the anime industry.
“All Japan” Collaboration
Takeshi Saito, Senior Executive Vice President, NTT DOCOMO, INC., emphasized that the project is an “All Japan” effort, bringing together 76 television stations and content producers across the country. This network includes major broadcast stations in Tokyo, Osaka, and Nagoya, alongside various local stations.
To ensure the content resonates with local viewers, NTT DOCOMO is overseeing the translation and localization processes, adapting the language to suit Thai contexts. The selection of programs was heavily informed by the interests of Thai users on social media. Audiences can expect a highly diverse lineup, including dramas highlighting LGBTQ+ themes, stories of strong and independent women, deep human dramas, and unique travel and food variety shows that explore local Japanese destinations rarely found in standard guidebooks.
Building a Japanese Content Community
Birathon Kasemsri Na Ayudhya, Chief Content and Media Officer, True Corporation Plc., stated that True intends to merge its technological strength and network with a quality content ecosystem to elevate the premium entertainment experience. This collaboration will elevate TrueVisions Now as a gateway to the Japanese entertainment universe for Thai viewers, with a shared vision of building the largest and strongest community of Japanese culture enthusiasts in Thailand.
Ongard Prapakamol, Head of TrueVisions & Media Business, True Corporation Plc., added that the content includes top-ten popular hits in Japan as well as exclusive titles. TrueVisions is confident that its strong base of 1.1 million viewers nationwide will help expand the audience for Japanese content in Thailand. During the initial launch phase, the service will be available for free viewing for a certain period, allowing a wider Thai audience to easily access and experience it.
Regulatory Support for Soft Power
The partnership also aligns with the vision of national regulatory bodies. Clinical Professor Dr. Sarana Boonbaichaiyapruck, Chairman of the National Broadcasting and Telecommunications Commission (NBTC), stated that content has become a powerful economic tool and soft power asset connecting people and cultures. The initiative aligns with the NBTC’s policy to facilitate equal access to quality content for Thai citizens under transparent and fair regulations. He also expressed confidence that Thailand is acting as a crucial strategic point connecting Japanese culture to the ASEAN region, which will further drive the domestic content industry.
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