Creative Strategies for Developing a Romantic–Comedy Television Series Centered on the Girls Love Genre

Author Information

Athip Techapongsatorn, Srinakharinwirot University, Thailand
Kanyarath Larpto, Srinakharinwirot University, Thailand
Chawannuch Tanutong, Srinakharinwirot University, Thailand
Patcharamai Saichaemjan, Srinakharinwirot University, Thailand
Proudpatcha Santikanavin, Srinakharinwirot University, Thailand
Fahsai Sriket, Srinakharinwirot University, Thailand

Abstract

The Girls' Love (GL) genre has experienced significant growth in the Thai television industry, becoming a prominent cultural export and rapidly expanding market segment. However, limited academic research has examined the storytelling and creative strategies that distinguish successful GL productions, particularly within the romantic comedy subgenre. This study aimed to identify the key storytelling elements and analyse the creative strategies for developing romantic comedy GL television series in Thailand. A mixed method approach was employed through focus group interviews with industry professionals and target audiences, including screenplay writers, directors, producers and audience totally 117 participants. Data were analysed using thematic analysis, involving systematic coding and identification of recurring patterns, as well as online questionnaires. The findings showed that character relationships played a crucial role in shaping emotional engagement and viewers’ intention to continue watching the series. In addition, the integration of narrative clarity, humor quality, production feasibility helped maintain audience interest. Most participants expressed positive attitudes toward the pilot and demonstrated strong interest in watching the full series. The findings suggest that character-driven storytelling combined with creative humor can effectively enhance audience engagement in contemporary series production.

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• Category: Arts - Media Arts Practices: Television, Multimedia, Digital, Online and Other New Media

Posted by James Alexander Gordon

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