To support Thai producers in developing creative content to promote soft power in international markets, the Creative Economy Agency has launched the Virtual Media Lab, which acts as a digital and virtual reality laboratory.
In spite of the fact that those working in the content industry — which includes software, film and video, broadcasting, advertising and events — must change with the times by employing technology, the initiative aims to provide Thai creatives prime business opportunities amid the rapid transformation.
The value of the global virtual production economy was 6.4 trillion baht in 2022. It is important to note how virtual technology might expand the worldwide potential of the Thai creative economy.
“According to our research, the majority of Thai people lack knowledge and comprehension, as well as the facilities and tools necessary to produce original content such as virtual goods and services. This is due to the fact that the tools and equipment make use of cutting-edge, expensive and difficult-to-understand technology. Thai users have been unable to use such tools, which has resulted in lost opportunities to perform and upskill, eventually hurting the country’s ability to compete,” said Chakrit Pichyangkul, executive director of the Creative Economy Agency.
“The Virtual Media Lab is designed to be a space for experimentation, exploration and development of virtual production technology. It’s like an incubation centre where Thai content creators from students to creative entrepreneurs can sharpen their skills, improve their qualifications, and reskill in order to have access to and learn about new cutting-edge virtual production techniques.”
The Virtual Media Lab offers over 20 high-quality hardware, software, and cutting-edge tools for use in the standard virtual production process on a global streaming platform, which combines virtual reality and augmented reality techniques with computer-generated imagery using real-time engine technology.
Additionally, the lab has a virtual production studio with a 45m² LED screen for creating content as an immersive experience, as well as in-camera visual effects and high-performance render systems for post-production, ensuring clear and high-resolution visuals.