New TrueVisions boss maps out a fresh strategy
BY COMBINING the strength of two terrestrial-based digital free television channels and its subscription-based TV business, the new head of TrueVisions has an ambitious goal of Bt10.5 billion in annual advertising within three years, from just Bt450 milli
In a recent restructuring of True Corporation’s management, Birathon Kasemsri Na Ayudhaya was promoted as the head of commercial and business development and TrueVisions. One of his responsibilities involves advertising revenue from its various outlets.
Under True Corp, Thai News Network has obtained a digital-TV licence to run a 24-hour news station called TNN 24, while True4U Station holds another licence for a digital variety channel.
Meanwhile, TrueVisions, the country’s largest pay-TV operator, has an aggressive plan to expand its subscriber base into the middle-to-mass market.
“The growing numbers of [potential] mid-tier and mass subscribers means an opportunity for TrueVisions to gain more viewers. In so doing, the company will be able to extend an opportunity for local companies to advertise via this medium,” Birathon said.
To turn this vision into reality, he said his key strategy was to make it easier for new customers to enter TrueVisions’ world. This month, the company launched two new packages – Sport Family HD, priced at Bt590 a month, and Smart Family HD, priced at Bt490. Both packages come up with free entrance and installation fees.
The two packages are expected bring in 400,000 subscribers next year on top of this year’s projection of 3 million. “Two more packages targeting mass consumers will also be included in our strategies for next year as there is more room to grow in this market despite being bombarded by both direct and indirect rivals,” he said. For its premium Platinum HD and Gold HD packages, TrueVisions is luring new customers and retain its existing subscribers by introducing value-added service through a rewards programme.
However, Birathon still believes that a customer profile that is 30 per cent premium, 20 per cent mid-tier and the remaining 50 per cent mass customers is a good way to go.
Looking at the growth of broadcasting platforms, he said satellite-based service remained as important as the cable-based platform.
“Satellite-based service is able to cover the areas not reached by cable. But once cable-based service can reach those areas, the picture and sound quality offered by our high-definition channels will be discovered by the customers,” he said.
Besides providing HD channels, TrueVisions is luring viewers with its more than 90 exclusive channels.
Birathon, who has extensive experience in various businesses such as information technology at Microsoft Thailand and entertainment at Sony Music Thailand, said that within three years, his goal would be achieved, particularly in advertising revenue. By the end of this year, combined advertising revenue from TrueVisions, True4U and TNN24 is expected to be just Bt450 million.
