“It’s very difficult for us to increase our advertising rates this year,” Surin Krittiyaphongphun, executive vice president of Bangkok Entertainment Co (BEC), the operator of Channel 3 network, said yesterday.

He cited the intense competition in the TV broadcasting |industry and the economic slowdown.

“Despite having a full loading factor during our primetime slot normally starting from 8.20pm to 10.45pm for daily top-rated TV dramas, news programmes’ slots appear to be weakened in terms of ratings and advertising utilisation,” he said.

The morning news show called “Rueng Lao Chao Nee” was an example of weakening news programmes.

After the departure of outspoken TV news host Sorrayuth Suthassanachinda, the show has experienced declining TV ratings – from 2.0 points in January to 1.8 in February, 1.5 in March and 1.3 last month.

The advertising utilisation rate during this news programme also showed a declining rate from 95-100 per cent last year to 70-85 per cent now.

Channel 3 is planning to revamp the programme next month to boost its rating.

Primetime dramas are still the key pillar for the network as they can achieve full ad utilisation and maintain an airtime rate of Bt500,000 per minute.

Following this change in business, BEC expects to see zero growth this year.

However, it has high hopes that sports telecasts will help boost ratings and adverting in the second half.

Key sport events

The key sports events are Uefa Euro with 51 live matches, the Olympic Games and MotoGP racing.

The 3SD digital channel would be a key growth engine for the group.

This month, 3SD will open a new primetime slot from 7.30pm-8.30pm for fresh dramas instead of reruns.

Advertisers will be charged Bt180,000 per minute.

“Our good news is that the advertising loading factor in |that primetime programme reaches more than 90 per cent,” he added.