Walk the line: Next Step delivering richer, more relatable stories to viewers in Thailand & globally

By Shaun Lim

As audience behaviours evolve and demand for culturally grounded, regionally resonant content grows, APB+ spoke with Managing Director Amornphat Chomrat to understand how NSC is navigating Thailand’s changing media environment and strengthening its position in both local and international markets.

How do you segment your content across satellite, OTT, and digital platforms to serve different audience groups, and what metrics do you use to determine which segments are performing best?

Amornphat Chomrat: Next Step takes a tailored approach for conventional media and streaming over-the-top (OTT) platforms. On traditional TV, we focus on high-end documentaries that meet global standards and serve audiences seeking depth and quality. For streaming and digital platforms like YouTube, we create lifestyle and culture content that is shorter, more agile, and locally resonant, appealing primarily to Thai viewers.

Our dual strategy allows us to deliver world-class documentaries for international audiences while building strong, engaged communities on digital channels. We closely monitor viewer data, from watch time on OTT to ratings on TV, to adapt and refine our content.

Behavioural segmentation and AI tools help us understand audience preferences in real time, enabling smarter creative and marketing decisions.

This approach ensures we serve both local and global audiences effectively, maximising engagement and brand recognition across platforms.

What criteria guide your choice of production topics, and how are you experimenting with formats to adapt keeping pace with changing consumption habits in Thailand and overseas?

Chomrat: In selecting topics, we focus on balancing cultural uniqueness with global appeal while aligning with each platform’s strengths. For OTT streaming, we prioritise lifestyle, travel, food, and culture themes that resonate locally and regionally, crafting formats that are accessible yet distinctive.

For conventional media aimed at global markets, we commit to in-depth, long-form documentaries — typically one hour or more — to ensure storytelling depth and high production values.

We are experimenting mainly with long-form documentary series for traditional distribution, while lifestyle content on OTT platforms might be delivered as flexible or episodic series. Although short-form and immersive formats are not primary focuses now, we stay adaptable to evolving consumption habits across Thailand and abroad.

This approach helps Next Step preserve global content quality while staying responsive to dynamic OTT trends in local and regional markets.

As you expand into global distribution, how do you balance local cultural authenticity with universal appeal? Do you adapt elements such as editorial voice, story structure, or narration when bringing content to international audiences?

Chomrat: Next Step’s approach to global distribution focuses on maintaining local cultural authenticity while making content accessible and engaging for international audiences. The key challenge is adapting unique Thai stories and production sensibilities in ways that resonate universally, creating shared understanding and common interests across regions.

To achieve this, Next Step carefully selects topics — such as wildlife, nature, and culture — that naturally translate across borders while retaining their local essence. These universal themes serve as bridges to global audiences without diluting the authenticity of the original story.

Adaptation strategies may include subtle adjustments like adding multilingual narration or subtitles and restructuring story arcs to emphasise universally relatable narratives and emotions. However, the primary goal remains preserving cultural integrity, letting the distinctiveness of Thai perspectives shine through while inviting global viewers into a dialogue of shared values and curiosity.

This balance ensures content is both deeply rooted locally and broadly appealing internationally, supporting Next Step’s ambitions for successful global distribution.

With multiple platforms and a 24-hour documentary network in Thailand, how are you approaching monetisation and distribution and how is the evolving Thai media landscape shaping your business model?

Chomrat: The landscape is challenging for everyone in the region. With conventional media, our focus remains on delivering long-form, premium documentaries that our legacy Thai audience values. At the same time, the rise of streaming and OTT means we are segmenting more by targeting niche interests and younger viewers with content specifically designed for these platforms.

In terms of monetisation, we balance linear broadcast with direct-to-consumer, licensing, and partnerships, adapting our strategy to the demands of each territory. The Thai shift toward niche, regional content has pushed us to become even more agile, combining the reliability of broadcast with the flexibility and reach of digital, so we can meet viewers wherever they are.

Looking ahead, which thematic areas and formats are you prioritising for growth? What emerging trends are you exploring, and how do you expect them to shape your future content slate?

Chomrat: Looking ahead, we recognise there is no one-size-fits-all solution in today’s deeply segmented media landscape. For us, growth means balancing innovation for both our older, conventional media audience and the younger generation consuming content on new platforms.

Over the next two to three years, we are prioritising themes like culture, nature, and social change, which are areas where Thai stories carry both local authenticity and cross-border appeal. We are also keeping a close eye on emerging trends, including regional narratives and the evolution of immersive storytelling.

Short-form and vertical video formats are being tested for digital and OTT, but we remain committed to impactful long-form content for traditional outlets.

We are actively exploring interactive and multi-platform series, as well as experimenting with AI-assisted production tools that help us personalise content and speed up our workflows.

Ultimately, these developments will let us reach more granular audience segments and deliver richer, more relatable stories to viewers both in Thailand and globally.