Interview with Thai Animation & Computer Graphic Association's Lak Taechawanchai







 

 

     





By AMRITA VALECHA

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11 May, 2010 - 14:58




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What  is TACGA?
 Thai Animation and Computer Graphics association (TACGA) was  formed in 2006 after gathering all the companies in the industry having forums  in TAM (Thailand Animation and Multimedia Exhibition) conducted by SIPA (Software  Industry Promotion Agency) for 3 years. Although the organization has been strongly  backed by SIPA, the association is supported by several government organizations  related to the field including Ministry of ICT, Ministry of Commerce, Ministry  of Industry, etc.


SIPA has focused  on one of the four main national policies, called National ICT Flagship Projects,  on building Thailand as a Digital Content Center in the region. As Thailand also  has a solid history in terms of artistic ability and creativity, plus a workforce  for both the local and the international market, Thailand might find a way to  help put its digital content industry on the world map of this lucrative market.


Once  we formed the TACGA, we had SIPA to conduct TAM, so it was like a forum and once  we knew each other we started to think how to move forward the animation industry  in Thailand, not governmentally, but we as a private had to lead them and that  is why we tried to make TAM more focused. I am the Chairman of this TACGA and  we have more than 50 members and a few hundred more individual members. It's very  fortunate that this year the government announced a strong stimulus plan for creative  Thailand. The prime minister announced in front of all countries and all the agencies  a five year plan starting this year to support creative industries including animation,  because animation is one of 7 or 9 creative industries like design, multimedia,  architecture etc.


The TACGA has proposed  a $25 million government fund for co-productions with international firms in five  countries to gain global recognition in order to promote animation as a creative  industry. The Thai delegation has also visited the United States to discuss the  possibility of developing world class features with US producers.


What  have been the recent activities of TACGA?
 
 The SIPA has launched three projects under the Digital Media Asia (DMA) 2010  scheme with the initial budget of Bt50 million. They include Co-production 2010,  the Toy and Comic Expo Asia 2010 and the Asia Animation Awards 2010, costing Bt  25 million, Bt 15 million and Bt 10 million respectively. The three projects will  be managed by the TACGA. The DMA 2010 scheme is part of the government's creative  economy policy. It is regarded as a vital effort to drive Thai digital content  into overseas markets, to attract foreign investment to the country and to make  Thailand the hub of the digital-content industry in the Asia Pacific region with  the next three years. 


Co-production  2010 aims to help local animation companies to find sources of investment. The  project is designed to serve both long film animation developments and the production  of animated series. SIPA's coproduction model directs investment to companies  with approval from Sipa's judging or assessment committee. The Asia Animation  Awards 2010 will be a combined effort between SIPA and TACGA. Animators from all  parts of Asia will be encouraged to enter the competition. Whether they win or  not, they will have a chance to meet judging panels comprising representatives  of important stakeholders from around Asia, including television broadcasters  such as Thailand's Channel 7, Modernine TV and TV Thai, Japanese NHK and Chinese  CCTV. 


This contact is expected to  give participants a chance to develop commercial products out of their work, as  well as the opportunity to win awards and recognition. The organizers expect to  attract about 200 entries in categories for animated series. There are expected  to be 10 winners in each category for animated series, ranging from professionals  to students. The Toy and Comic Expo Asia 2010 aims to encourage the development  of animated characters design for Asian companies. By exhibiting animated designs,  business matching and content development, it offers to direct these animated  characters towards the merchandising business.


Other  projects under DMA 2010 that are expected to be launched later this year include  Cyber Games Asia 2010, the Animation Youth Festival Asia, Asia Business Matching  for a Creative Economy, Film Expo Asia, The Asia Music Festival, the Asia Game  Awards, The Asia Music Awards, Venture-Capital Forum Asia, the Animation and Computer  Graphics Asia Expo, Professional Game Training Asia and Professional Animation  Training Asia.


In what ways does  the TACGA support and nurture the local players and Industry?
 TACGA has  proposed its main missions:


·  To develop a standard of animation and gaming human resources and organization.
 · To develop animation and software game products and content up to the  international standard
 · To collaborate with international partners  and develop a marketing network for co-production, joint venture, and knowledge  transfer for the Thai animation and game industry
 · To promote the  strength and capability of Thai animation entrepreneurs in the international market  arena




We are still young  and as a contributing association, we cannot provide funding right now. That may  change since what we have is the leading role of the industry so we managed to  convince policy makers such as government agencies and other funds to look at  us. One of our missions is to have our own fund expected next year.

What  is your role at TACGA?
 I am acting as the President of TACGA for the second  round. The first round during establishment 2007-2008 was to gather all key players  in animation industry and we managed to get almost all companies in the country  to become TACGA members. This second round I plan on establishing TACGA as a dependent  association for Thai animation industry.


We  started at 19 founding registered companies and now we have about 50 registered  companies. Other types of members include 30 agencies and 25 institutes/universities  and students. All famous animation companies are likely to be members of TACGA  including Kantana, Vithita, Imagimax, Imagine, Anya, Appreciate, The Monk, BBoyed,  Surreal, etc.


What is the current  size of the animation industry in Thailand?
 Thailand entered this industry  since Payut Ngaokrachang developed a 12 min animation in 1955 called 'Haed Mahasajan'  while 'The legend of White Snake' was Japan's first full length color animated  feature released in 1958. However the industry lacks support from the government  compared with neighboring countries like Malaysia, Singapore as well as Vietnam  and Cambodia which aggressively promote animation by attracting big studios to  invest in the country as well as staging animation exhibitions. As part of the  policy entailing a Creative Economy, animation is one creative industry which  involves both art and technology.


Many  government agencies and other private stakeholders recently gathered to brainstorm  with 3D agencies to build six strategic plans to develop a creative industry in  animation aiming to make Thailand a centre of creative and animation production  within the next four years.


TACGA focuses  on animation eco-system. Our members comprise of 4 areas:
 1-Animated TV series
 2-Animated Feature Film
 3-Visual Effects and Commercials
 4-Characters  and Licensing
 We have about 50 registered companies and its growing fast due  to recent support from the government.
 


What would you say about the  ratio of Intellectual Property V/S outsourcing work in Thailand
 In terms  of companies in the industry, we have more IP companies than outsourcing companies.  But I would say that market value of outsourcing work surpasses IP based work.  TACGA has developed a plan to propose to the government of subsidizing co production  between five countries- China, USA, India, France and Thailand. The co-production  model will lift the kingdom to have joint Intellectual Property beyond its own  existing outsourcing service that can boost the visibility of Thai Brands. Moreover,  the fund can help to subsidize TV airtime costs for animation companies because  the domestic animation has less than 10 percent of the market with most animated  features coming from Korea and Japan due to import cost which are lower than domestic  animation. In 2009, airtime for Thailand animation on TV channels was reduced  by 20-30% because of the economic crisis and most animation companies are SMEs  that cannot afford airtime costs. If the Govt can subsidize 50% of airtime cost  with the remaining 50% coming from advertising, we can get revenue sharing from  animation companies. This will boost new animation by least 10 stories each year.


Which  are the most successful Intellectual Properties and original shows coming out  of the Thailand?
 Definitely Kan Kluay  1 & 2 (The Blue Elephant). Currently there are at least 5 companies developing  full animated feature films in Thailand. Among others, they are Kantana, Workpoint's  Ban Itirit, Sahamongkol's Surreal, True's BBoyd, and Imagine.


The  first 3 formers are using their own fund which is quite challenging and rare in  this global industry. For some, TACGA has approached the new strategy with SIPA.  For its part, TACGA is committed to render active support for strategic co-operation  and partnerships between members and related companies. TACGA requested SIPA to  give support and also seek opportunity to work with other Asean companies for  co-production. A recent example was a joint-development for a 2D animated series  from Korea and Thailand plus another new co-Production project under DMA (Digital  Media Asia)


Do you have any flagship  events?
 SIPA has launched the first  three projects under the Digital Media Asia (DMA) 2010scheme, with initial budgets  totaling Bt50 million. They include Co-Production 2010, the Toy and Comic Expo  Asia 2010 and the Asia Animation Awards 2010, costing Bt25million, Bt15 million  and Bt10 million respectively. The three projects will be managed by TACGA.


The ministry of commerce                        just launched the Character Licensing Expo (CLEA 2010).                        It's going to be from 6th May to 9th May. TAGCA is one of                        the committee. Also TACGA is responsible for another 4 projects                        from SIPA including Asia Animation Award (AAA), Co-Production                        Asia (CPA), Animation & Computer Graphics Expo Asia                        (ACGA), and Toy&Comic Expo Asia (TCA). All events and                        projects are being launched in concert to grow the industry                        and these projects are under the umbrella of SIPA's DMA                        (Digital Media Asia) which all projects will be collaborated                        with other key partners in Asia. We believe that no country                        is an island so if we grow, we'll grow together as we always                        mention the phrase 'Asia as One'.


What are the plans of                        TACGA in 2010 ?
 Our mission is to go international. With our integration                        and collaboration among Asean countries, TACGA is confident                        that Asean digital contents are set to ride along with the                        world's best studios in expanding global digital content                        and the animation industry in the very near future. We are                        quite strong in terms of industry leads and when it comes                        to speaking to the government. We try to educate the government                        that we should have done this earlier as the animation industry                        in Asia has tremendous scope in terms of creativity, in                        the artistic field, especially Thai crafts, handicrafts                        and things like that. They will grow very fast and this                        will create revenue for the country. The government has                        just woken up, they listen to us and this is just the beginning.