GMM's satellite TV to focus on world content
GMM Grammy's satellite and subscription television broadcasting platform, 1 Sky Multimedia, will focus on promoting exclusive international content such as European and Hollywood movies and sports, including Euro 2012 |and Germany's Bundesliga soccer ma
Managing director Vilasinee Chivanond told The Nation that the firm would launch its pay-TV service late next month or in February, so the company was marketing both TV programmes from international production houses and whole channels for its exclusive content.
With the exclusive programmes, the company strongly believes that new TV shows and channels will attract new customers by offering affordable packages at Bt200-Bt300 each.
The company’s 1 Sky set-top box can only access those exclusive programmes plus ACTS, Fan TV, Maxxi TV, Green, Money, Play, Saranair, JSL and Japan Korea Network – channels produced by GMM Grammy’s broadcasting business unit and its joint ventures. But in general those nine channels can be watched via other set-top boxes.
Paiboon Damrongchaitham, chairman of GMM Grammy, said recently that about Bt1 billion was earmarked to add six more channels next year – All Sports Network, Eurosport TV, GMM Sports One, WarnerTV, Kix! and BBC World Documentary.
Vilasinee said the additional shows would be combined into three channels – 1Sky One, Two and Three.
Sports is a key pillar of the company’s strategy in coming years especially after it won the exclusive media rights to Euro 2012 from the Union of European Football Associations and the coming Bundesliga season.
The aggressive marketing efforts led by 1 Sky’s adviser Thana Thienachariya will also help the company achieve its goal. Thana will be in charge of branding and marketing for 1 Sky to penetrate the mass market upcountry.
Thana, who used to be at Total Access Communication (DTAC), is known for his marketing prowess.
The company expects to hit its sales target of 1.5 million set-top boxes next year, of which 10 per cent would be for pay-TV subscribers.
However, a Bualuang Securities analyst has said 1 Sky will continue running deficits in the next couple years, particularly after it lowered this year’s sales target for 1 Sky set-top box to 144,000 from 500,000, though it maintained its 2012 target at 1.5 million boxes and Bt2.5 million revenue.
The deficits would reflect the uncertainty in the subscription-based TV business, the research note said.
