Indian entertainment companies are eyeing the Thai market, aiming to cash in on the rising popularity of Bollywood films and Indian TV series among viewers here.
The trend has been growing for a couple of years and has prompted Mumbai-based Zee Entertainment Enterprises Limited (ZEEL), which has been operating in Thailand since last year, to launch Zee Nung, its first Thai-language TV channel.
Vaishali Kasturia, ZEEL Thailand's country head, said the channel marks the beginning of a new era for Bollywood movies and Indian TV series, which boast high production values, contemporary themes and modern settings.
"Bollywood aims to expand its dominance with intercultural exchange with people worldwide," she said.
Thailand and India share deep-rooted cultural traditions, which are reflected in many aspects of Thai culture including architecture, arts, drama, dance and literature.
Ms Kasturia said the entry of ZEEL into the Thai market reflects its commitment to building a strong bond with Thai fans. Besides Thailand, the company has also made a footprint in the Malaysian and Indonesian markets, receiving very good feedback.
In fact, the boom in Bollywood entertainment has made Indian stars very popular in Malaysia.
"The Asia-Pacific region is one of our fastest-growing regions," said Ms Kasturia.
In Thailand, Zee Nung Channel is now broadcasting its two top series, Ramayan, an adaptation of the Indian epic poem, and Razia Sultan, a biography of the female ruler, aimed at strengthening the channel.
Meanwhile, digital TV channel Workpoint TV is airing Indian TV series the Life of Gautam Buddha, which is jointly produced by ZEEL and its Indian investor, B.K. Modi.
Vichanee Srisawat, chief marketing officer of Workpoint Entertainment Plc, said the feedback has been overwhelming and boosted Workpoint TV's viewership rating by one point.
Workpoint selected this Indian series with the aim of promoting Buddhism and social responsibility among Thai people.
In the past, Thai people associated Bollywood films and Indian shows with unique classical style and dated plots. Many song-and-dance routines in Indian films often featured unrealistically instantaneous shifts of location or changes in costumes between verses of a song.
Now Bollywood has revolutionised its production and become more realistic so that it can draw more viewers.