No Way Around It – Why Thailand Must Broadcast the World Cup, and Why It Must Be Complete and Free
Thailand's government approved free live broadcasting of the FIFA World Cup from June to July, with the Public Relations Department coordinating coverage and private sector sponsors being sought to cover licensing costs.
The Cabinet meeting last Tuesday approved live broadcasting of the FIFA World Cup, with the Public Relations Department coordinating the coverage from June 11 to July 19. The licensing cost details will be announced once the PR Department completes its work. Prime Minister Anutin Charnvirakul confirmed that Thai people will definitely watch the World Cup for free, but the broadcasting method awaits coordination between the PR Department and NBTC. The government spokesperson emphasized that government budget will not exceed over a billion baht. The government has tasked Deputy Prime Minister Suphamas Ittipakdi to coordinate with the NBTC and secure private sector sponsors. However, details remain unclear due to complications regarding funding sources, legal issues around removing the World Cup from the "Must Have" broadcasting requirement, and ongoing conflicts at the NBTC from previous broadcast disputes. World Cup broadcasting has become chaotic repeatedly, raising the question: why does Thailand struggle with this issue? Why must Thai people watch every single match for free when the Thai national team doesn't even participate? The answer is that Thais have become accustomed to wanting complete coverage at no cost, creating constant pressure on the government. If the government provides live broadcasts, it gains tremendous popularity and can claim to be promoting sports among Thai youth and keeping them away from drugs. Looking back 50-60 years, Thailand only broadcast World Cup finals initially, gradually expanding to quarterfinals and knockout rounds. During General Challit Yongchaiyudh's military leadership, he famously ordered TV Channel 5 to urgently broadcast deeper rounds due to high public demand, demonstrating the World Cup's crucial role in generating political popularity. Thasphakas Company under Thai Beverage famously dominated World Cup broadcasting in 2002, purchasing complete rights with free viewing and no commercial interruptions. Since the 2014 World Cup introduced the "Must Have" rule, it became restrictive until recently being abolished. Now Prime Minister Anutin must find ways for Thai people to watch live. Despite economic crisis and private sector hardship, if Thais don't get free viewing, there will be more complaints.
