MCOT, BEC look for ways to lure more TV advertising
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MCOT, the operator of Modernine TV, plans to strengthen its prime-time programming and eyes additional revenue from event organising, while BEC's ThaiTV3 will highlight its weekend programmes to expand its viewer base, particularly the family segment.
During this final quarter of the year, local companies are preparing their advertising budgets for next year, while major television broadcasters are planning to revamp their programming to attract ad revenue.
Kematat Paladesh, MCOT’s vice president for marketing, said Modernine TV’s programmes needed to be improved, particularly during weekday prime time, from 5-11pm.
“Though the recent revamp in our TV programmes is on the right track, some prime-time shows remain considerably weak. So we need to rejuvenate them make them more productive,” Kematat said.
Shows produced in-house will account for 51 per cent Modernine’s programming by next year, from 40 per cent now. This is an attempt to prepare the state-owned enterprise for the coming transformation from analog to digital terrestrial broadcasting by the National Broadcasting and Telecommunication Commission.
Family viewers
Kematat said the company next year would seek additional revenue from organising events for its clients. These could be tailor-made projects, partner’s activities or joint partnerships.
Meanwhile, Surin Krittayaphongphun, vice president for marketing and sales at Bangkok Entertainment Co (BEC), the operator of Thai TV3, said the company would focus on weekend programmes to attract family audiences.
The company witnessed very good feedback both from advertisers and viewers on the international formats “Thailand’s Got Talent” and “The Voice Thailand”.
Surin said ThaiTV3 would bring in another international format, the name of which could not be disclosed, to be screened after “The Voice Thailand” completes its first season.
ThaiTV3 plans to increase the time slots for a drama made by the new production house Chan 25 from six days to seven days a week next year as it brings in satisfactory revenue. This TV drama airs from 6-6.30pm on weekdays and 5.45-6.15pm on Saturdays, and is produced by Chan 25, co-owned by Surang Prempree, former boss of Bangkok Broadcasting and Television (BBTV), the operator of Channel 7.
