ศาสตร์เกษตรดินปุ๋ย : ขอบคุณแหล่งข้อมูล : หนังสือพิมพ์ The Nation
DESPITE TEPID advertising spending this year, digital-TV broadcasters both top- and low-rated insist on investing in content and marketing in the hope of expanding their audience base, |while incumbents keep providing quality content to protect their strongholds.
“We are on the right track, so Bright TV will continue to invest at least Bt600 million to develop content to attract more viewers,” Somchai Rungsrithananon, chief executive officer of the news station, told The Nation recently.
Although among the stations rated low by AGB Nielsen, Bright TV has prepared a strategy to engage directly with its target audience via its unique social-responsibility activities. The station believes this approach can help attract sponsors and advertisers.
The two digital TV stations under Nation Multimedia Group are also focusing on providing quality programmes, particularly news and current affairs.
The Nation TV news channel continues to offer news, talk shows and entertainment news around the clock under the concept of “variety news show”. NMG’s Now 26 variety channel will offer its flagship programmes – “Chua Mong Tee 26” (The 26th Hour), “Money Wise” and “NOW Society”.
In collaboration with the Kom Chad Luek daily newspaper, Now 26 will air a half-hour entertainment show called “Kom Chad Luek Did Daow” at 3.30pm on Sundays.
After logging only Bt110 million in revenue last year, 50 per cent below its projection, DN Broadcast is aiming for Bt400 million in revenue this year from its New TV news station.
It has also earmarked about Bt800 million for TV production and content. This year’s highlights to take New TV into the top 10 are news, documentaries and foreign series.
GMM Grammy has set aside Bt2 billion for its One and GMM 25 channels.
Takornkiet Viravan, chief executive officer of GMM One Digital TV, said One would use about Bt1.5 billion for new programmes lined up this year.
More than 10 dramas and situation comedies will be created and aired in prime-time slots, targeting Bangkok and other urban areas.
One is aiming for Bt1.8 billion in revenue this year, mainly from commercials, product tie-ins and on-ground events.
GMM 25, led by CEO Saithip Montrikul na Ayudhaya, has also prepared Bt600 million for entertainment dramas including the hit “Club Friday The Series”, and fun premieres at 8pm for youngsters. The station targets doubling revenue to Bt800 million this year.
The top players are putting their efforts mainly into TV dramas, |variety and sports to expand |their audience base and boost ad revenue.
Workpoint TV has gathered at least Bt600 million for dramas, series, and game and variety |shows, while RS has Bt2 billion |ready for content investment. |Mono 29 will cough up Bt800 million to acquire the rights to foreign movies and series and to make local dramas.
Faced with the aggressive onslaught of digital TV players, the analog majors are taking significant action after analog advertising continued to drop last year while digital advertising leaped to 26.7 per cent in 2015 from 11.7 per cent per cent in 2014.
Market leader Channel 7 HD has rolled out 360-degree marketing and communications campaigns to retain its target viewers by highlighting four key strengths – hot soaps, live sports, variety shows and news insight shows.
Channel 3 HD continues to emphasise prime-time dramas and big-format shows to keep its viewers in urban areas tuned in.
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