dtac launches “dtac accelerate Creator” in response to the growth of video content as Thailand is one of top ten countries in terms of YouTube viewership time.
Panthep Nilasinthop, Acting Chief Digital Officer, Total Access Communication PLC. or dtac, said “dtac accelerate Creator” is an attempt of dtac to incubate new content creators, changing their passion to be profession, in the same way that dtac has been supporting startups in “dtac accelerate” for six years.
dtac accelerate Creator will select 16 potential teams from universities and they will learn video production, video editing, and storytelling, creating their own channels and attract interest from viewers across the country.
“We see that these teams will help telling stories of dtac brand to the group of millennial,” he said.
The story telling via the third person can boost the view of audiences such as YouTubeHackthon project that dtac held two times through a partnership with professional creators in February and June could encourage the click through rate up to 70% compared to the telling the story by dtac itself, and the viewership time is longer, around 3-5 minutes, from 30 seconds previously.
Currently, content creator is a new profession needed in various businesses. It also attracts people of new generation as they can make good income while being freelancers.
This project will help new content creators have better skill in story-telling and more importantly, they will have understanding and experience in working with brands, dtac, meanwhile will be able to have new content for online communication. “This is very cost efficiency as today dtac spends on digital advertising more than one third of total advertising budget and it reflects the same direction that telecom is the second largest top spender in digital ad in Thailand which has total ad spending of 15 billion baht this year.
According to the TNS survey, over 90% of Thai internet surfers use YouTube and more than 75% watch contents on YouTube every day, with the average daily usage time over 2 hours.
Ben King, Google Thailand Country Director said Thailand is one of top ten countries in terms of YouTube viewership time. The project of dtac will help the growth of local content creation and also support the strategy of Google for Thailand.
Thailand also has Gold Channels which is the channels that have over one million subscribers. There will be more variety of content, besides entertainment, there are interests of content production of kids and learning, and how-to.
By the end of this year, Google will launch a “Pop Up Space”, the temporary studio for creators and will build a network of creator partnership as well.
dtac will start promoting dtac accelerate Creator program in this coming September and October by organizing roadshows at 5 leading institutes: Chulalongkorn University, Thammasat University, Bangkok University, Rangsit University, and Mahidol University. The roadshows aim to attract 300 college students who dream of having their own YouTube channels. The best content will be selected to participate in the program.
The participants will gain knowledge and develop themselves to be content creators using video content platform via YouTube for five weeks. They will learn video production, video editing, and storytelling to help them attract interest from viewers across the country with their creative and powerful contents on YouTube.
