GMMTV
GMMTV (Thai: จีเอ็มเอ็มทีวี) is a prominent Thai entertainment company focused on television production, artist management, and multi-platform content creation, primarily targeting teenage and young adult audiences.[1] As a subsidiary of The One Enterprise Public Company Limited within the larger GMM Grammy conglomerate, GMMTV produces popular drama series, variety shows, music programs, and films for broadcast television, online streaming, and digital platforms.[2] Established in 1995 as Grammy Television Company Limited, GMMTV was spun off from GMM Grammy (founded in 1983) to specialize in media and content development.[3] The company manages a roster of over 100 artists, including actors, singers, and hosts, fostering their careers through training, promotions, and global fan engagement.[1] It has built a strong international presence, particularly through youth-oriented content that resonates worldwide, with projects like the drama series 2gether: The Series and The Gifted achieving top trends on social media platforms such as Twitter.[1] In addition to content production, GMMTV expands its ecosystem via merchandise sales available in Thailand and overseas, organization of live concerts and fan meetings streamed to over 200 countries, and the GMMTV mobile application for on-demand access to its entertainment offerings.[1] Since becoming part of The One Enterprise in 2020, GMMTV has emphasized borderless entertainment, integrating music hits like Kan Goo and Still 2gether with innovative digital strategies to drive sustainable growth in the competitive Thai media landscape.[2]History
Founding and early development (1995–2010)
GMMTV was established on August 3, 1995, as Grammy Television Company Limited, a subsidiary of the Thai entertainment conglomerate GMM Grammy, primarily to handle television production and talent management within the group's expanding media operations.[4] Founded by executives from GMM Grammy, the company aimed to create content that leveraged the parent company's strengths in music and entertainment, marking an early foray into scripted and variety programming for Thai audiences.[4] This setup positioned GMMTV as an integral part of GMM Grammy's diversification strategy, focusing on producing shows that could integrate music artists and emerging talents from the label's roster. In its initial years, GMMTV concentrated on non-scripted formats, launching television game shows and music programs broadcast on major analogue networks such as Channel 3, Channel 5, Channel 7, and iTV, targeting broad family demographics.[4] By the mid-2000s, the company expanded into scripted content, debuting its first lakorn series, Girl Gang Malang Za, in 2005, which introduced a focus on youth-oriented narratives.[5] Concurrently, GMMTV began signing initial talents, particularly young performers from teen idol groups affiliated with GMM Grammy, to build a dedicated artist pool for its productions and foster cross-promotion between music and television.[4] The early business model emphasized partnerships with established Thai broadcasters for traditional linear TV distribution, relying on Channel 7 and iTV as primary outlets to reach mass audiences through prime-time slots without significant investment in owned channels.[4] This approach allowed GMMTV to prioritize content creation over infrastructure, securing revenue from production fees and advertising tied to high-viewership slots on these networks.[4] GMMTV achieved its first major successes in the mid-2000s through teen dramas that capitalized on relatable coming-of-age stories, such as the 2008 series Love Beyond Frontier, which helped solidify its reputation for engaging younger viewers and expanded its young actor roster.[5] These productions not only boosted ratings on partnering channels but also established GMMTV as a key player in cultivating teen idols, setting the stage for further growth in talent development by the end of the decade.[5]Expansion in the 2010s
During the early 2010s, GMMTV underwent rebranding and structural changes to position itself for growth in the digital era. In 2011, the company formed a joint venture with Rungtham Pumseenil to establish Memiti Co., Ltd., a subsidiary focused on expanding and innovating Thai television production through new digital formats and content strategies.[6] This shift emphasized digital production techniques, enabling GMMTV to produce more interactive and multi-platform content, moving beyond traditional broadcast lakorns to include web series and youth-oriented programming that built on the company's early foundations in teen dramas. Key milestones marked GMMTV's expansion, including the launch of its official YouTube channel in 2014 alongside the debut of GMM 25, its digital terrestrial television channel awarded by the National Broadcasting and Telecommunications Commission.[7] This allowed for full episode catch-ups and behind-the-scenes content, broadening accessibility for younger audiences. The company also ventured into its first international co-productions during this period, collaborating with regional partners to adapt Thai stories for broader Asian markets, while the rise of the boys' love (BL) genre gained momentum with the 2018 series Love by Chance, a groundbreaking adaptation of the novel My Accidental Love Is You that aired on GMM 25 and LINE TV, attracting millions of views and establishing GMMTV as a pioneer in queer youth narratives.[8] Artist development accelerated with the introduction of annual showcases beginning in 2015, events like "GMMTV 2015 Part 1/2" that previewed upcoming series and introduced new talent to fans through live performances and announcements.[9] These initiatives helped expand the talent pool to over 50 artists by the late 2010s, fostering a roster of young actors and singers targeted at teen demographics through rigorous training in acting, music, and fan engagement. GMMTV's market impact was evident in its dominance of Thai teen viewership, consistently achieving top ratings in the 13-24 age group with series blending romance, school life, and social themes.[10] Strategic partnerships, such as the strengthened collaboration with LINE TV in 2018, enabled exclusive streaming of full seasons and boosted digital reach, with co-produced content like Love by Chance garnering millions of views on the platform.[11]Recent developments (2020–present)
The COVID-19 pandemic significantly impacted GMMTV's operations, leading to a pivot toward virtual events and online premieres during 2020–2021 to maintain fan engagement amid lockdowns and production delays. The company hosted initiatives like the Global Live Fan Meetings, which allowed artists to interact with international audiences through live streams, adapting traditional fan events to digital formats. This shift not only mitigated the cancellation of in-person activities but also accelerated GMMTV's exploration of online platforms for content distribution.[12][2] A pivotal milestone in the early 2020s was the global surge in popularity of the BL series 2gether: The Series in 2020, which garnered massive international viewership and social media buzz, propelling Thai BL content into mainstream awareness beyond Asia. Building on this momentum, GMMTV announced expansive lineups in subsequent years, culminating in the 2024 "Riding the Wave" showcase (as of November 2025, with ongoing productions), where the company revealed 20 new series—comprising 17 BL, 2 GL, and 1 heterosexual romance—emphasizing diverse genres while leaning heavily into its core BL strength. These announcements underscored GMMTV's strategy to sustain high-volume production amid evolving viewer preferences.[13][14] International expansion gained traction with Netflix collaborations beginning in 2022, enabling broader distribution of series like He's Coming to Me and others to global subscribers, enhancing accessibility in key markets. Complementing this, GMMTV launched its first major overseas artist tours in 2023–2024, including the "WE ARE FOREVER ASIA TOUR" in 2024, which brought popular talents to fans across multiple countries and solidified the company's regional footprint. Recent successes include the formal introduction of GL content in the 2025 lineup with two dedicated series, signaling diversification, alongside strategic artist contract renewals to retain top talents. Revenue has benefited from increased content exports via streaming rights deals, contributing to sustained growth in the Thai Y-series sector's international value.[15][16][14][17][18]Corporate structure
Ownership and subsidiaries
GMMTV was established as a subsidiary of GMM Grammy Public Company Limited in 1995, operating initially as its television production arm within the broader entertainment conglomerate. In 2013, GMM Grammy founded The One Enterprise (initially as GMM HD Digital TV Trading Company Limited) to consolidate and manage its digital television and content production businesses. A significant corporate restructuring in 2020 saw The One Enterprise acquire GMM Channel Holding Company Limited, with GMMTV placed under this holding structure as its direct parent to support expansion in broadcasting and integrate it fully into the group's TV content operations; GMM Grammy continues to hold a major stake in The One Enterprise, reported at approximately 35% as of recent filings.[19][20][21] Throughout its history, GMMTV has maintained 100% subsidiary status under its parent entities, with no major acquisitions or divestitures recorded up to 2025, allowing stable focus on core production and talent activities.[22] It also maintains collaborative ties with talent agencies within the GMM Grammy ecosystem, such as the now-defunct Nadao Bangkok, which served as an affiliate for select youth-oriented productions until its permanent closure in June 2022.[23][24] As a pivotal component of GMM Grammy's entertainment division—encompassing media, music, and content creation—GMMTV contributes substantially to the parent company's revenue streams through television licensing, artist endorsements, and international content sales, though detailed segmental breakdowns are not disclosed in public reports.[22]Operations and facilities
GMMTV maintains its headquarters in the GMM Grammy Place building, a 43-story office complex located at 50 Sukhumvit 21 Road (Asoke), Klong Toei Nuea, Watthana District, Bangkok 10110, Thailand. The company's primary operations, including administrative offices and production studios, are housed on the 30th floor of this facility, which serves as the central hub for its television and digital content creation within the broader GMM Grammy ecosystem.[25][26] The production pipeline at GMMTV follows an annual cycle focused on developing and releasing 15 to 20 television series, encompassing scripting, casting, and full production oversight conducted primarily in-house to cater to teen and young adult audiences. This process begins with concept development and scriptwriting by internal teams, followed by casting selections from the company's talent pool and external auditions, enabling a streamlined output of diverse genres such as dramas and romantic comedies.[27][2] As of April 2024, GMMTV employs approximately 247 staff members across key divisions dedicated to television production, film development, merchandising, and licensing, supporting its integrated entertainment operations. These departments collaborate to manage end-to-end content creation, from pre-production planning to post-production distribution, ensuring alignment with market trends and audience preferences.[3][28]Talent management
Current artists
GMMTV manages a roster of approximately 151 artists as of 2025, primarily consisting of actors, singers, and idols who contribute to the company's diverse content across television, streaming, and music.[29] The talent pool is categorized by primary roles, with actors forming the largest group, often specializing in genres like romantic dramas and boys' love (BL) series, while singers and idols participate in music releases and variety shows. Representative examples include seasoned actors like Gun Atthaphan Phunsawat, known for lead roles in series such as Theory of Love, and emerging idols like Tay Tawan Vihokratana, who balances acting with music performances.[29] Other prominent figures are Win Metawin Opas-iamkajorn, celebrated for his chemistry in BL pairings, and Fourth Nattawat Finkler, part of the popular Gemini-Fourth duo that has boosted GMMTV's international appeal.[29] In 2024 and 2025, GMMTV expanded its roster through annual auditions, introducing rookies focused on diverse representations, including performers in BL and girls' love (GL) productions to cater to growing global audiences.[30] These new talents, such as those debuting in the 2025 lineup Rising the Wave, undergo rigorous selection to ensure alignment with the company's emphasis on versatile storytelling.[30] The management model relies on exclusive contracts, typically spanning five years, which secure artists' commitments while providing structured training programs in acting, vocal skills, and media training.[31] This approach facilitates cross-promotion, allowing artists to appear in multiple GMMTV projects simultaneously, from series leads to concert tours, fostering career longevity and brand synergy.[31] Current artists have achieved notable recognition between 2020 and 2025, including wins at the TV Gold Awards; for instance, GMMTV talents secured accolades in categories like Outstanding Supporting Actor.[32] Additionally, the company's artists contributed to GMMTV's nomination as a 2025 TPDA Award Laureate by the Thai Ministry of Foreign Affairs, highlighting their role in promoting Thai culture globally through high-impact series.[33]Former artists
GMMTV has experienced a series of artist departures since the 2010s, with a notable increase in the 2020s as talents sought greater autonomy, contract flexibility, or new professional directions following the expiration of their agreements. These exits, often amicable and without reported controversies, reflect the evolving landscape of Thailand's entertainment industry, where artists increasingly transition to freelance work or other agencies to diversify their portfolios. During their tenures, former artists contributed significantly to GMMTV's portfolio of television series, films, and digital content, particularly in the popular boys' love (BL) genre, helping to elevate the company's global profile.[34] In the late 2010s and early 2020s, departures were sporadic, often tied to long-term contract completions. For instance, actors who joined through GMMTV's artist training programs in the mid-2010s began exiting around 2020–2021 to pursue independent projects. By 2023, a wave of high-profile exits occurred, with six popular actors leaving within a single week in December, signaling a shift toward more individualized career paths amid the company's expanding roster. This trend continued into 2024 and 2025, with additional talents departing to focus on personal growth, international opportunities, or non-exclusive arrangements.[34] Key examples illustrate the impact of these transitions. White Nawat Phumphotingam, who joined in 2014 and starred in seminal BL series such as Love Sick and Theory of Love, left in December 2023 after nearly a decade to operate as a freelancer, allowing him to balance acting with family life; he welcomed his first child in 2025. Victor Zheng, signed from 2014 to 2023, contributed to projects like Room Alone and Water Boyy before departing for freelance work, enabling him to explore roles beyond GMMTV's ecosystem, including international media consulting. Fluke Pusit Dittapisit, who joined in 2022 and appeared in Never Let Me Go, exited in late 2023 to pursue solo endeavors, maintaining a focus on acting and hosting without agency ties. Pluem Purim Rattanaruangwattana, a 2022 joiner known for Never Let Me Go, similarly left in December 2023 for independent projects, quickly securing roles in non-GMMTV productions. Mike Chinnarat Siriphongchawalit, active since 2020 in series like 2gether: The Series, departed the same month to expand his career scope, emphasizing creative freedom. Lee Thanat Lowkhunsombat, who joined in 2021 and featured in Bad Buddy, also left in December 2023, transitioning to freelance status to diversify his portfolio in acting and modeling.[34][35] The pattern persisted into 2025, with further notable exits underscoring artists' desires for broader opportunities. Drake Sattabut Laedeke, who spent eight years with GMMTV from 2017, contributing to hits like Bad Buddy and Thame-Po, announced his departure in June 2025 via a heartfelt statement, citing gratitude for his growth while shifting to freelance to explore new ventures. Luke Ishikawa Plowden, joining in 2019 and known for roles in At the Moment and The Three Gentlebros, left in September 2025 after six years to pursue diverse paths, including modeling and international acting, while expressing appreciation for GMMTV's support. These departures highlight the company's role in launching careers that often thrive independently, with former artists frequently collaborating on external projects or building personal brands. Overall, from 2020 to 2025, at least 10–15 prominent cases emerged, contributing to a dynamic talent flow that has bolstered GMMTV's reputation for nurturing adaptable professionals.[36][37]| Artist | Tenure | Key Contributions | Reason for Departure | Post-Departure Path |
|---|---|---|---|---|
| White Nawat Phumphotingam | 2014–2023 | Love Sick, Theory of Love | Contract end; freelance pursuit | Freelance acting, family focus[34][35] |
| Victor Zheng | 2014–2023 | Room Alone, Water Boyy | Contract end; independence | Freelance, media consulting[34] |
| Fluke Pusit Dittapisit | 2022–2023 | Never Let Me Go | Solo career focus | Independent acting/hosting[34] |
| Pluem Purim Rattanaruangwattana | 2022–2023 | Never Let Me Go | Creative freedom | Non-GMMTV productions[34] |
| Mike Chinnarat Siriphongchawalit | 2020–2023 | 2gether: The Series | Career expansion | Freelance opportunities[34] |
| Lee Thanat Lowkhunsombat | 2021–2023 | Bad Buddy | Diversification | Freelance acting/modeling[34] |
| Drake Sattabut Laedeke | 2017–2025 | Bad Buddy, Thame-Po | Growth and new ventures | Freelance exploration[36] |
| Luke Ishikawa Plowden | 2019–2025 | At the Moment, The Three Gentlebros | New career paths | Modeling, international acting[37] |
Television and digital content
Broadcast series
GMMTV's broadcast series primarily consist of lakorns and dramas aired on linear Thai television networks such as GMM 25 and One31, targeting domestic audiences with scripted narratives typically spanning 10 to 16 episodes per season. These productions emphasize accessible storytelling suited for prime-time slots, often premiering between 8:30 PM and 9:30 PM ICT, and are designed to comply with broadcast standards for family viewing. Unlike digital-first releases, broadcast series prioritize traditional airing schedules to maximize viewership through terrestrial and cable distribution, with episodes later available on platforms like YouTube for catch-up.[38] The company's output for broadcast series has averaged 10 to 15 titles annually since 2018, reflecting a strategic focus on high-volume production to fill network slots and capitalize on advertising revenue. Genres predominantly feature teen romance, often infused with elements of mystery or supernatural themes to appeal to younger demographics, alongside family dramas that explore interpersonal conflicts and societal issues. This emphasis aligns with GMMTV's talent pool of emerging actors, fostering long-term artist development through relatable, youth-oriented narratives. Examples include romantic comedies and ensemble casts in school settings, which have driven consistent ratings in the 0.5 to 1.5 range for the genre, establishing scale in Thailand's competitive lakorn market.[39]) Key broadcast series from 2018 onward highlight GMMTV's evolution in production quality and thematic depth. "The Gifted" (2018), a 13-episode teen mystery drama, aired on One31 from August to November, achieving a peak rating of 0.7—the highest for teenage series that year—and explored gifted students uncovering conspiracies in an elite school. Its sequel, "The Gifted: Graduation" (2020), expanded to 13 episodes on GMM 25 from September to November, maintaining strong viewership with action-oriented plots involving potential abilities and institutional corruption, praised for its ensemble acting and social commentary. In 2021, "Bad Buddy," a 12-episode BL romantic comedy, broadcast on GMM 25 from October to January 2022, garnered significant popularity and became a cultural phenomenon for its heartfelt enemies-to-lovers storyline between rival families. More recent hits include "Enigma" (2023), a 4-episode mystery thriller on GMM 25, which delved into hidden agendas and psychological tension, and "23.5" (2024), GMMTV's first GL series with 12 episodes on GMM 25 from March to May, achieving 13.2 million total views across episodes and ranking third in engagement among 2024 GMMTV productions for its innovative take on queer teen romance. These selections represent GMMTV's shift toward diverse representations while sustaining broadcast viability.| Series | Year | Channel | Episodes | Peak Rating | Genre |
|---|---|---|---|---|---|
| The Gifted | 2018 | One31 | 13 | 0.7 | Teen Mystery |
| The Gifted: Graduation | 2020 | GMM 25 | 13 | N/A | Teen Action/Drama |
| Bad Buddy | 2021 | GMM 25 | 12 | N/A | BL Romance/Comedy |
| Enigma | 2023 | GMM 25 | 4 | N/A (strong digital crossover) | Mystery Thriller |
| 23.5 | 2024 | GMM 25 | 12 | High engagement (13.2M views) | GL Teen Romance |
Online and streaming series
GMMTV began producing digital-native series in the early 2020s, focusing on platforms like YouTube for global distribution with built-in English and multi-language subtitles to facilitate international viewership. These series typically feature concise episode counts of 8 to 16, enabling fast-paced storytelling suited to on-demand consumption. The format has allowed GMMTV to target younger, online-savvy audiences beyond traditional Thai television, with many productions emphasizing BL and emerging GL narratives. A pivotal entry was the 2020 BL series 2gether: The Series, which premiered on YouTube and quickly became a global phenomenon, drawing massive engagement through its relatable college romance plot and star-making performances by Bright Vachirawit and Win Metawin. This series set the template for GMMTV's streaming success, combining accessible storytelling with high production values. Subsequent titles built on this momentum, such as the 2024 comedy-drama Only Boo!, a web-first release on YouTube that explored friendship turning to romance among university students, amassing approximately 9 million cumulative YouTube views. In 2025, GMMTV's streaming lineup included fantasy BL My Golden Blood, available exclusively on iQIYI and GagaOOLala with YouTube catch-ups, centering on a vampire's quest for purpose through a human connection. Another highlight was the rom-com Sweet Tooth, Good Dentist, streamed primarily on iQIYI and YouTube, following a sweets-loving student's dental mishaps leading to unexpected love. These productions maintained the 12-episode standard, prioritizing emotional depth in shorter arcs. Since 2022, GMMTV has partnered with Netflix for co-releases, enhancing global reach; for instance, the 2024 GL series 23.5 streamed on Netflix alongside YouTube, marking an early foray into girls' love content with its astronomical romance theme. The 2025 slate expanded GL offerings, such as US, a heartfelt drama on unrequited bonds, available on YouTube with international subs. Viewership metrics underscore the impact, with 2024 series like Only Boo! contributing to GMMTV's growing digital footprint.Special productions
GMMTV has produced a range of variety shows featuring its artists in unscripted formats, blending reality competition, challenges, and interactive segments to engage fans. One prominent example is Safe House, a reality series that aired from 2021 to 2022 across multiple seasons, where groups of eight GMMTV artists cohabited in a shared house for a week, participating in daily tasks, games, and competitions for prizes while their activities were broadcast live.[42] Seasons included the inaugural run in September 2021, a winter camp edition in November 2021, Best Bro Secret in March 2022, and Vote in September 2022, each highlighting interpersonal dynamics and behind-the-scenes glimpses into artists' lives.[43][42] Special productions often encompass holiday-themed events and artist-centric pilots, such as annual New Year countdown specials that feature live performances, countdown segments, and fan interactions. For instance, the My School President New Year Special Live in December 2022 brought together cast members for a festive broadcast combining music, games, and year-end reflections, streamed on GMMTV's platforms.[44] Similar specials continued into 2024 and 2025, including a New Year 2025 countdown concert spotlighting artists like Bright Vachirawit and Gulf Kanawut, aired on GMM25 and online channels to celebrate the holiday with crossover entertainment.[45] These specials frequently tie into ongoing series, as seen in 2024–2025 promotions for Only Friends: Dream On (Season 2), which included artist-led short-form pilots and behind-the-scenes tie-in segments exploring character backstories and production insights, released digitally to build anticipation ahead of the 2025 premiere.[46] GMMTV Fan Fest events incorporate variety segments like talk shows, improv challenges, and artist crossovers, often excerpted for TV and online airing; for example, the Love Out Loud Fan Fest 2024: The Love Pirates featured interactive games and Q&A sessions with multiple casts, blending reality elements with fan engagement.[47] Overall, these productions mix reality, talk, and short-form content, distributed across television broadcasts on GMM25 and digital platforms like YouTube and LINE TV, emphasizing unique aspects such as artist collaborations and exclusive behind-the-scenes access to foster deeper fan connections.[48]Film productions
Sole productions
GMMTV has undertaken sole productions of theatrical films, serving as the primary financier, producer, and distributor, often leveraging its television content ecosystem to create feature-length adaptations that feature its roster of artists. These films typically align with the company's signature genres, including romance and coming-of-age stories, while promoting crossovers from popular TV series to capitalize on established fanbases. A prominent example is 2gether: The Movie (2021), an extension of the successful boys' love series 2gether: The Series. Directed by Weerachit Thongjila, Noppharnach Chaiwimol, and Kanittha Kwanyu, the film stars GMMTV artists Bright Vachirawit Chivaaree and Win Metawin Opas-iamkajorn in a narrative exploring fake relationships turning real, mirroring themes from the original TV production. It achieved notable commercial success upon release, recording one of the highest opening-day earnings for a Thai film at the time and contributing to GMMTV's expansion into cinema.[49] In 2023, GMMTV released My Precious, a youth romance adaptation of the Taiwanese novel The Girl We Chased Together in Those Years. Directed by Naphat Chitveerapat and Kanittha Kwanyu, the film centers on high school crushes and friendships, starring Nanon Korapat Kirdpan and Film Rachanun Mahawan, both GMMTV talents known from television roles. As a sole production, it emphasized nostalgic, relatable themes consistent with GMMTV's TV output, such as school-life dramas, and performed well at the Thai box office with earnings exceeding 16 million THB.[50] The 2024 release Love You to Debt represents another key sole production, a romantic action film directed by Wasuthep Ketpetch and starring Bright Vachirawit alongside non-GMMTV actress Urassaya Sperbund. Drawing on themes of debt, redemption, and budding romance akin to GMMTV's dramatic series, the film utilized the company's artists for crossover appeal and grossed over 9.6 million THB in its opening weekend, marking it as a top performer among GMMTV's cinematic efforts and the highest-earning for the company to date.[51] These sole productions highlight GMMTV's strategy of vertical integration, where television success directly informs film development, ensuring thematic continuity and artist utilization while targeting domestic audiences through major Thai theater chains.Co-productions
GMMTV has engaged in film co-productions primarily to leverage shared resources, expertise, and markets with other studios, particularly for international distribution. These collaborations often involve GMMTV contributing its roster of talent while partnering on funding and production logistics. A notable example is the 2023 romantic comedy Congrats My Ex!, co-produced with Benetone Films, T&B Media Global, Slap Monster, PTG Entertainment, and W Empire, marking an Indo-Thai project that blended Thai and Indian elements in its storytelling and cast.[52][53] In recent years, GMMTV has participated in Netflix-assisted features through its parent conglomerate's subsidiaries, providing key actors for projects like The Lost Lotteries (2022), a heist thriller produced by GDH 559 and Transformation Films in partnership with Netflix. GMMTV's role typically includes supplying prominent artists such as First Kanaphan, alongside partial financial backing via joint ventures, allowing for broader creative input without full sole responsibility.[54] These co-productions have yielded expanded global reach, with Congrats My Ex! premiering on Prime Video for international audiences, enhancing visibility in markets like India and Southeast Asia. Similarly, Netflix titles featuring GMMTV talent have garnered festival recognition, such as The Lost Lotteries screening at international events, contributing to the company's growing footprint beyond domestic theaters.[55] Post-2020, GMMTV's co-productions have surged, driven by the global popularity of Thai content on streaming platforms and a strategic push toward international partnerships to mitigate risks and tap into diverse markets. This shift aligns with broader industry trends, where collaborations like the joint venture with Benetone Films for Congrats My Ex! facilitate cross-border funding and distribution.[38]Music releases
Albums
GMMTV, through its in-house label GMMTV Records—a subsidiary of the larger GMM Grammy entertainment conglomerate—has focused on releasing full-length albums that support its artists' careers and tie into its television productions. These include studio albums by solo artists and groups, as well as compilation albums featuring original soundtracks (OSTs) from popular series. Production typically occurs in GMM Grammy's facilities in Bangkok, emphasizing pop and T-pop genres with a blend of Thai and English tracks to appeal to domestic and international audiences.[56] For boy groups, LYKN's debut studio album DUSK & DAWN (2025) represents a recent highlight, comprising 12 tracks that explore themes of transformation through a werewolf concept, produced entirely in-house. Released on October 14, 2025, it includes singles like "เลิกกับเขาเดี๋ยวเหงาเป็น" and emphasizes the group's vocal harmonies and electronic pop sound.[57][58] Solo albums have been less frequent but impactful, with Nanon Korapat's THE SECRETS OF THE UNIVERSE (2023) standing out as his debut full-length release under RISER MUSIC, a GMMTV-affiliated imprint. The 12-track album blends introspective pop with English-language cuts like the title track and "Butterfly Effect" (featuring Triple), drawing from cosmic themes to reflect personal growth; it garnered strong digital streams upon release.[59][60] OST compilation albums form another core format, aggregating theme songs from GMMTV series to capitalize on their popularity. The Japan-exclusive BEST OF GMMTV (2025) compiles 22 tracks from hit dramas like 2gether and Bad Buddy, including two new Japanese versions, and achieved high pre-order demand in international markets. Earlier examples include series-specific OSTs such as เพราะเรา (คู่กัน) The Series OST (2020) and F4 Thailand: Boys Over Flowers OST (2021), which often feature multiple artists and top Thai streaming charts upon release. These compilations not only extend series' reach but also integrate with standalone singles for broader promotional tie-ins.[61][62] Overall, GMMTV albums have contributed to the label's digital dominance, with representative releases like LYKN's works underscoring their role in elevating T-pop globally. Sales figures for physical editions, such as limited box sets, remain strong among fans, though exact numbers are not publicly detailed beyond streaming metrics.[63]Singles and soundtracks
GMMTV, through its subsidiary GMMTV Records, has produced a range of non-album singles and original soundtracks (OSTs) tied to its television series, emphasizing promotional and episodic music that complements narrative themes. These releases typically feature GMMTV artists and occasional collaborations, distributed primarily via digital platforms like Spotify, Apple Music, and YouTube, where they often achieve viral success through music videos and fan engagement. Physical formats, such as limited-edition box sets, have been offered for select high-profile OSTs to appeal to collectors.[64][65] Notable non-album singles include debut tracks from emerging talents. In 2025, the rookie girl group FELIZZ (formerly RISER ROOKIES under Riser Music, a GMMTV affiliate) released their debut single "See Through" on May 23, marking a fresh entry in GMMTV's music lineup with upbeat pop elements aimed at global audiences. Earlier examples feature solo and duo releases, such as "Lost & Found" by Bright Vachirawit in 2020, which served as a standalone promotional track blending emotional balladry with contemporary pop. These singles often precede or accompany artist debuts, garnering millions of streams on YouTube for their catchy hooks and visual storytelling.[66][67] Drama soundtracks form a core part of GMMTV's music output, with series-specific OSTs released to heighten emotional impact. The 2020 "2gether: The Series" OST, for instance, included standout tracks like "Tit Gup (Stuck On You)" and "Kan Goo" performed by leads Bright Vachirawit and Win Metawin, which amassed over 100 million combined YouTube views and boosted the series' international popularity. Similarly, the 2024 "Only Boo!" soundtrack featured thematic songs such as "Only Boo" by Keen Suvijak, "Station No. 0" exploring longing, and the collaborative "Gump (ติดกลางใจ)" by Keen, Aun Napat, Ashi Peerakan, and Louis Thanawin, all distributed digitally and achieving viral traction on streaming services. These OSTs frequently incorporate collaborations with external producers for polished production, though most vocals remain by GMMTV talents.[68][69]| Year | Release | Key Tracks/Artists | Notable Impact |
|---|---|---|---|
| 2020 | 2gether: The Series OST | "Kan Goo" (Bright & Win), "Tit Gup" (Bright & Win) | Over 100M YouTube views; propelled BL genre popularity globally.[70] |
| 2024 | Only Boo! OST | "Only Boo" (Keen Suvijak), "Gump" (Keen, Aun, Ashi, Louis) | Viral on Spotify; enhanced series' romantic comedy appeal.[71] |
| 2025 | FELIZZ Debut Single | "See Through" (FELIZZ) | Digital debut single; introduced rookie group to T-pop scene.[66] |