Seizing Stardom – GMMTV's Strategy for Winning Audience Hearts
From a fledgling entrant to a market leader, delve into GMMTV's evolution. How does the Thai entertainment giant balance fame and talent? Can they sustain their success in a fiercely competitive landscape?
At a glance
Country
Thailand
Industry
Entertainment
Founded
1995
Group* Revenue
US$ 175.5 million
*The ONE Enterprise; Approx. 6.3 billion Thai baht for FY 2022
Abstract
The Thai entertainment industry is constantly evolving, with companies needing to adapt to shifting audience preferences and technological advancements. As traditional media channels face challenges from digital platforms, entertainment companies must innovate and expand their reach to maintain relevance and success in a highly competitive market.
This case study explores the journey of GMMTV, a leading Thai entertainment company, and its strategic evolution under the leadership of Sataporn "Tha" Panichraksapong. GMMTV has successfully transitioned from traditional television to digital platforms, gaining global recognition, particularly through its Boys' Love (BL) content. The case analyzes the company's key strategies in talent management, content creation, and marketing while examining the challenges and opportunities it faces in the global entertainment landscape.
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(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
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