How quickly things can change in Thailand.

The first tests for 24 new digital terrestrial channels are underway ahead of commercial launch in June, a move that puts Thai TV years ahead of Southeast Asian neighbors such as Indonesia, Malaysia and the Philippines.

Regulatory indecision preceded the arrival of Thailand’s latest media and telecoms regulator the NBTC, set up just over two years ago, snarling up long-term media investment, from international companies in particular.

Digital terrestrial television (DTT) – a disruptive technology poised to shake up Thailand’s US$1.4 billion TV ad spend – is changing all that.

Later this decade, similar opportunities will emerge in other big TV markets, especially Indonesia.

Right now however, Thailand is top of the agenda in Southeast Asia for media majors such as 21st Century Fox and Turner, as well as private equity investors, along with numerous program-makers and rights-holders.

By opening up the broadcast spectrum to more channels, DTT creates demand for content to fill them – an urgency that has been heightened by the short space of time the NBTC has set between auctions for DTT licences, held in December, and channel launch six months later.

Auction winners might benefit with external help, especially smaller players keen to chip away at the dominance of Thailand’s broadcast duopoly of BEC World (which runs Channel 3) and Bangkok Broadcasting (which operates Channel 7).

Further down the line, DTT costs and competition could still prove overwhelming for many auction winners, especially those without content libraries or production experience, triggering likely consolidation in the medium term.

Widespread coverage for DTT channels will also heap more pressure on Thailand’s beleaguered pay-TV sector, already challenged by free satellite broadcasts, which are beaming hundreds of channels into millions of Thai homes.

From a standing start just a few years ago, Thai TV is firing on all cylinders today. And nobody wants to be left behind.