Ad spending 'shifting to satellite, cable Tv'
GroupM projects that advertising spending on cable and satellite television will double in three years, while a new satellite TV operator is focusing on content development to attract more advertising and viewers.
"However, we don’t think total TV spending will drop a lot because of the cable and satellite TV channels because the star power and production quality of free-TV stations are still much better than many cable and satellite channels," Rathakorn Surbsuk, trading partner at GroupM, said yesterday.
The media agency estimates that about Bt300 million to Bt500 million per month of spending has moved to cable and satellite channels.
This year cable/satellite TV spending is estimated at about Bt3.6 billion to Bt5.5 billion, or about 5-9 per cent of the overall TV industry.
GroupM believes that if content providers continue to improve their programmes, viewers will follow.
Very Entertainment, the operator of the Very TV music and lifestyle channel on TrueVisions 85, is among those TV stations that emphasise content development.
Smitthi Bhiraleus, managing director and founder, said the company planned to introduce eight TV shows, aimed at a young audience aged 12-35.
