Creative Economy Agency (Public Organization) or CEA has officially launched “Virtual Media Lab”, an official digital and virtual reality laboratory. It is a space for incubating skills to produce creative content, which utilizes Virtual Production technology. This is part of Thailand’s first ever program of a Creative Ecosystem Development Project focussed on the virtual world. The initiative aims to prime new business opportunities for Thai creators, with the intent to level up Thai content and build a soft power phenomenon in international markets.
Currently, amidst the rapid changes brought about by technology, people, businesses, and various industries need to adapt, especially the Thai content industry with export potential including software (games and animation), film and video, broadcasting, advertising and events, must adapt by unlocking the benefits of technology. It is necessary to adjust and leverage technology to benefit from Virtual Production (VP) or virtual reality production. In 2022, the global virtual production economy is valued at 6.4 trillion baht, and it is projected to exceed 2.38 trillion baht in 2030. It is worth noting how virtual technology in content creation can develop the potential of the Thai creative economy on a global scale.
Virtual Media Lab: a new creative space for Thai creators.
Dr Chakrit Pichyangkul, Executive Director of the Creative Economy Agency, stated that CEA’s research found that the majority of Thai people currently have some shortfall in knowledge and understanding, as well as lacking the space and equipment to generate creative content, including products and services in the virtual. This is because the tools and equipment utilize cutting-edge modern technology, which is complicated to understand and requires high investment. Thai users have thus been unable to access such tools and lead to missed opportunities to upskill and perform, ultimately hindering the country’s competitiveness.
“CEA, which takes direct responsibility for powering Thailand’s creative economy, recognizes the critical role of the Thai content industry to project Thai soft power on a global scale. The need to grow with potential has required us to establish the “Virtual Media Lab”, as a space to experience, explore, and experiment about deploying Virtual Production technology in Real Time. It is an incubation center nurturing and supporting Thai content creators, from students to creative entrepreneurs. They can polish their creative skills, upskill, and reskill to access and learn about new cutting-edge virtual production techniques until they can expertly deploy virtual technologies. Furthermore, Virtual Media Lab acts as a springboard, connecting the capabilities of the educational people and Thai creative workforce with the aim of entering the professional content creation industry in Thailand.” added Dr. Chakrit.
Virtual Production: The Answer to the New Era of Media Production
The Virtual Media Lab comprises over 20 high-quality hardware, software, and cutting-edge tools that are part of the standard Virtual Production (VP) process on a global streaming platform. VP elevates the production process by combining Virtual Reality (VR) and Augmented Reality (AR) techniques with Computer-Generated Imagery (CGI) using Real-time Engine technology. Additionally, the lab features a Full LED Screen Virtual Production Studio measuring 45 square meters, capable of producing content as an exciting Immersive Experience. The lab also includes IN-CAMERA VISUAL EFFECTS (ICVFX) and high-performance Render systems for post-production, ensuring sharp and high-resolution visuals.
Besides enhancing the potential of content entrepreneurs with the Virtual Media Lab, CEA has signed MOUs with 12 leading educational institutions including Chulalongkorn University, Thammasat University, Silpakorn University, Mahidol University International College: MUIC, King Mongkut’s University of Technology Thonburi, King Mongkut’s Institute of Technology Ladkrabang, College of Social Communication Innovation: Srinakharinwirot University, Bangkok University, Rangsit University, Sripatum University, University of Thai Chambers of Commerce and Dhurakij Bundit University. This is to provide a space for students to access the lab for free, which is also developing personnel in the educational sector to be ready for work in the content industry and transition efficiently to labor markets. Additionally, CEA has collaborated with the private sector, specifically Cloud 11, a content creator hub, to promote Thai content and to project soft power for strengthening Thailand’s creative industry globally.
Virtual Media Labs are therefore hubs for training and cultivating new experiences for students and the creative professionals. It provides various opportunities in the content industry, including Technical Artists and Creative Technologists, as well as support for SMEs to reduce production costs. It also serves as a learning platform to help create a creative economy and inspire imagination and understanding for over 62,500 people by the year 2030.
“I believe that the Virtual Media Lab Will be a critical tool in leveling up the capabilities of the content industry professionals to access international labor markets. We can build world-class content with new contents and formats which enhance the country’s competitiveness on a global scale, and further increase the value of the creative economy in the future,” concluded Dr.Chakrit.
For more information the Virtual Media Lab, please contact virtualmediala@cea.or.th
Tel 02 105 7400 # 112, 165
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