True exec cites three keys to success
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Content, technology, services are crucial, says Attaphon
Broadcasters will underline the three key strategic pillars of premium content, technology and services to survive tough competition in the cable- and satellite-television industry, says leading subscription and pay-TV operator TrueVisions.
“Our ambition is to be different not only from other players in the cable- and satellite-TV market, but also from major free-TV operators like ThaiTV3 and Channel 7,” Attaphon Na Bangxang, chief programme and content officer, told The Nation.
Attaphon said that as TrueVisions’ products must be different from those of its rivals, the company would place emphasis on enhancing the quality of its production and transmission technology.
Buying global content, namely documentaries, movies, and sports, kids and family programming, from leading production houses and major international entertainment companies remains the company’s priority, even though he believes TrueVisions can feel secure in its leading position in the pay-TV market.
In the next couple of years, the company hopes to replace some standard quality channels with high-definition ones. It currently has 11 HD channels, including HBO HD, TrueSport HD1 and 2, National Geographic HD, Discovery HD, Fox Movies Premium HD, Fox Family Movies HD, AXN HD, KMTV HD and iConcerts HD TV.
Locally produced programmes are another business opportunity for the company, which has invested more than Bt300 million on a film-editing and broadcasting system in order to produce high-definition programmes and live broadcasts.
TrueVisions will use this state-of-the-art equipment for live shows, news programmes and Thailand Premier League soccer matches.
Imported content currently accounts for 55 per cent of TrueVisions channels, but over the next few years, customers will see more local channels from the company, Attaphon added.
The company is seeking a partnership with cable-TV operators in Indochinese markets such as Laos to co-produce programmes.
Meanwhile, to tackle the problem of the hacking of signals from old set-top boxes, TrueVisions will get its customers to replace their boxes with a new version, the HD Plus.
“Once 500,000 of the new set-top boxes are installed at all registered customers by October, pirates who had accessed the TrueVisions signal via old-version boxes will be automatically shut down,” Attaphon said.
The company will also customise its services and packages. For example, the HD PVR system will allow subscribers easily to record programmes for viewing whenever it suits them.
The company also recently launched a monthly economy package, offering broadcasts of Thai and English Premier League matches.
The package, which costs Bt300 a month, offers 72 programmes, including seven English Premier League matches featuring Manchester United, plus three other matches in the league, during April and May. It also covers 306 Thai Premier League matches.
