To achieve the goal, the company has set aside an investment budget of more than Bt2 billion for quality programme content, information-technology enhancement and marketing communication for the channel throughout the year.

Of the total investment, Bt1 billion is going towards 30 new TV dramas, which RS expects will attract more viewers in both urban and rural areas. The company has also partnered with TV production house Dee Wan Dee Kuen, which is owned by celebrity stars May Feungarom and Kanchai Kamnerdploy, and Kiatrapee – another TV production firm, owned by Isariya Saisanan.

Channel 8’s big new dramas for this year include “La Dub Tawan”, “Chaloey Suek” and “Rabam Fai”.

Apart from dramas, which comprise the channel’s strongest content, the company has earmarked Bt800 million for the production of variety shows, sports programmes and news.

Meanwhile, the remaining Bt200 million will be allocated for upgrading IT systems and public relations to create awareness of Channel 8 at 27 in the channel-numbering system through various media outlets, ranging from billboards at public transit points to digital screens at department stores.

“With our well-equipped content strategies, we expect that our rating will reach 700,000 to 800,000 viewers per minute by the end of this year, a significant increase from the current rate of 350,000 viewers per minute,” RS chief executive officer Surachai Chetchotisak said yesterday. Channel 8 has already booked 60 per cent of this year’s revenue target from the digital-TV station, he said.

Although the economy in the first half of the year does not yet seem to be in recovery mode, conditions are expected to improve following the government’s policies and measures to stimulate the economy and spending, encouraging a better cash flow in the country, the CEO added.

“So, I am confident that advertisers will spend more on advertising this year, especially the communication industry, which will see an increase in advertising budget to promote 4G services, particularly in the second half,” he explained.

RS this year aims to generate income of more than Bt4.5 billion, with 10 per cent in net profit, Surachai said. About 65 per cent of the revenue will come from its media business – including terrestrial-based digital-TV Channel 8, satellite-TV Channel 2 and Sabaidee TV, and Cool 93 radio station.