Thai PBS’s Public Media Research and Development Center, in collaboration with Supercat Studio, LB Global Media, Thai Media Fund (TMF), and the Creative Economy Agency (CEA), organized the Masterclass titled ‘Content is King, Distribution is Emperor, IP is Your Asset’ at TCDC Bangkok.
The event brought together producers, filmmakers, writers, content creators, and media industry professionals to exchange knowledge on creating quality content for international markets and to understand business systems and legal frameworks for developing sustainable value in intellectual property (IP).
IP as Legacy: Beyond Legal Protection
Dr. Piset Chiyasak, Deputy Director General of Thai PBS for Administration, participated in the discussion topic ‘How Important is Intellectual Property (IP) to the Future of Thai Filmmakers?’ emphasizing that IP is not merely a legal concept but represents the value of ideas, the legacy of creators, and a space for power negotiation that society must design fairly.
Copyright protection extends throughout the creator's lifetime and, in Thailand's case, continues for 50 years after the creator's death. This means descendants can still benefit from the work. Copyright is like a legacy or value passed from one generation to another. This is why we must protect ideas—because we recognize their value
Dr. Piset explained.
Practical IP Negotiation Strategies
Dr. Piset provided practical guidance for content creators entering business negotiations:
First, you must know your IP well and consider how to utilize it. When at the negotiation table, you don't have to give everything away. Set time limits. One work may contain multiple IPs, and you can specify durations—for example, five years, then in the sixth year, the rights revert to you. This is an achievable agreement. Character rights, actors, music, etc.—you don't need to surrender all rights to your negotiating partner.
The Deputy Director General emphasized that creators should maintain control over different IP elements within their work, strategically licensing rather than transferring ownership entirely.
Industry Perspectives: IP from Concept to Production
Panu Aree – Content Director, M Studio
You must recognize the importance of IP from the beginning. For example, when writing a screenplay, if you believe your script is strong and has impact, you can register the copyright. Think carefully and deeply from the start. Directors should think even more strategically about how to benefit from their work.
Dr. Dhanakorn Srisooksai – Chief Executive Officer, Thai Media Fund
Currently, Thai media producers have a limited understanding of IP. If we can make IP more accessible and relatable, it will benefit creators across all fields. This will help people give more importance to and respect each other's rights.
The Thai Media Fund CEO emphasized that making IP concepts tangible and relevant to daily creative work would strengthen the entire media ecosystem and foster a culture of mutual respect for intellectual property rights.
International Distribution and Funding Opportunities
The masterclass featured diverse topics beyond IP fundamentals, including:
- International Distribution Innovation Models – Examining new pathways for Thai content to reach global audiences
- Funding Sources for the Creative Industry's Future – Identifying financial support mechanisms for content development
Distinguished speakers from Thailand and international markets shared insights, including:
- Rajawil Naruhon – Chief Executive Officer, Benetone Films Co., Ltd.
- Tom Waller – Owner and Managing Director, De Warrenne Pictures Co., Ltd.
- Pongamorn Suksonjit – Creative Director, CreAsia Studio, Banijay
- Rachel Y. Wu – Co-Founder/COO, N8
Strengthening Thailand's Creative Industry
This masterclass reflects Thai PBS's commitment to supporting and developing Thai content creators' potential through:
- Knowledge Building – Comprehensive IP education tailored to media professionals
- Market Access – Understanding international content distribution opportunities
- Sustainable Growth – Building long-term value in Thailand's media industry
The event underscores the importance of IP literacy as fundamental to professional success in the creative industries, moving beyond viewing copyright as merely legal compliance to recognizing it as a strategic asset that shapes careers, secures livelihoods, and builds generational wealth.
Building a Fair Creative Ecosystem
The collaborative nature of this event—bringing together public media, private studios, development funds, and government agencies—demonstrates a multi-stakeholder approach to strengthening Thailand's creative economy. By equipping creators with IP knowledge and business acumen, the initiative aims to level the playing field in an industry where understanding rights and negotiation can determine whether creators thrive or merely survive.
As Thailand's content industry gains international recognition, understanding IP becomes not just advantageous but essential for Thai creators to compete globally while retaining fair value for their creative work.
