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Business Backing, Modern Production Systems Boost Country Fare in Thailand.
Byline: Bamrung Amnatcharoenrit
Dec. 10--A convoy of 20 trucks carrying equipment chugs along a dusty village road. An excited group of bare-chested boys on bicycles gives chase. In a clearing they see people busily arranging light and sound equipment, building lucky-draw stalls and a huge stage.
It has taken most of the day to prepare the site, and now on the stage, singers, dancers and comedians are rehearsing.
The boys can hardly wait for the evening's extravaganza to begin.
The show is being put on by Look Tung Veteethai Co, a subsidiary of Media of Medias Plc, a major television programme producer. The firm was established three years ago to organise concerts of country music, or look tung, for corporate sponsors.
The business is growing, with more than 100 events organised this year, up from 80 last year. The number is expected to double to 200 next year.
Its clients include Red Bull energy drinks, also known as Krating Daeng, Mama instant noodles, Tham Jai painkiller, and Lion Corp (Thailand) Co, a manufacturer of consumer products affiliated with the Saha Group.
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