Superjeew producer looks to the next decade
Having produced "Superjeew", the longest-running children's television show in Thailand, for 20 years, Viwat Wongphattarathiti is undertaking a revamp of his company's activities with a view to ensuring the long-term survival of his beloved kids-educati
Four additional children’s and family programmes are planned over the next six months.
Viwat, the 41-year-old executive director of Superjeew Co, and better known by youngsters as "Phi Soop", yesterday said that producing a children’s television programme was not an easy task, and it could no longer be done on a low budget.
"Most sponsors have usually recognised kids’ television programmes as charity programmes, just helping by donating money without realising any business return," he said.
"Anyway, these programmes are today entering a new chapter, as they require a strong mix of creative ideas, in-depth marketing research and a high production budget, if they are to be successful."
"Superjeew", which was first aired in May 1991 on Channel 9, now called Modernine TV, is recognised as the country’s longest-running television programme for children.
Viwat decided to continue the show when its founder, Kannikar Thammakesorn, wanted to pull the programme after being hit during the financial crisis of 1997.
"For me ‘Superjeew’ is not only a job, but part of my life," said Viwat.
He said that to commemorate the 20th anniversary of the programme, he wanted to undertake another revamp of the company based on its strong expertise and proven track record in the child and youth markets.
He said the company would leverage this experience and expertise by creating new content that will enhance its position in the industry.
Superjeew Co will launch four new children’s and family television programmes by the end of March next year. "Vitamin News" is a kids’ news programme that will be easy for youngsters to understand, while "Muang Jai Dee" is a game and reality show for university-age viewers.
"Por-Mae Mue Mai" is a quiz and reality talk show for new parents, while "Hero 77" will be the first children’s reality show in Thailand, bringing together 77 youngsters, one from each province, to take part in activities that build leadership.
Viwat added that the children’s television programme segment in Thailand was worth about Bt1.3 billion last year, with a mix of imported content and locally produced shows. About 70 per cent of the programming is imported, such as animated cartoons.
Children’s programming accounted for just 2.7 per cent of overall television airtime last year, he said. Superjeew Co achieved revenue of about Bt43 million from television programmes in 2010.
