The Thai Entertainment and Media (E&M) industry is currently undergoing a historic transition, driven by a digital revolution that has shifted consumer behavior from linear television to Over-the-Top (OTT) platforms. Despite the industry's significant economic potential—projected to reach 690 billion THB in 2024—it faces structural vulnerabilities, including funding gaps, intellectual property challenges, and a dependency on foreign digital platforms which often relegate Thai producers to the role of service providers rather than content owners. This research addresses the critical need for a strategic framework to enhance the value of the Thai drama and series production industry. The study aims to develop a "Value Addition Model" by examining the causal relationships between consumer media consumption behaviors, financial support mechanisms, government policy frameworks, and media technology infrastructure. Adopting a mixed-methods research design, this study integrates quantitative and qualitative approaches to ensure comprehensive analysis. The quantitative phase involves a survey of 400 viewers in the Bangkok metropolitan area, utilizing multi-stage random sampling. Data analysis is conducted using Structural Equation Modeling (SEM) via the LISREL program to test hypothesized relationships among variables. Complementing this, the qualitative phase employs in-depth interviews with 20 key informants, including policymakers, streaming platform executives, and industry experts, selected through purposive sampling. The expected outcomes include an empirical model serving as a strategic blueprint for the Thailand Creative Culture Agency (THACCA) and related government bodies. This research contributes to the broader discourse on "Soft Power" by offering evidence-based guidelines to transition the industry from organic growth to sustainable, high-value creation in the global market. By identifying the antecedents of value addition, this study provides a roadmap for elevating Thai content competitiveness in the digital era.
Keywords: Thai Media Industry; Value Addition Model; Structural Equation Modeling (SEM); Soft Power Policy; Over-the-Top (OTT) Platforms; Digital Media Economics; Creative Industries.