Joint campaign to re-boost redemption of digital TV vouchers
Since the rate of redemption of the Bt690 digital-TV vouchers has begun to slacken, the broadcasting regulator, distributors and dealers are redoubling their efforts to encourage voucher recipients to take full advantage of this opportunity to savour the
So far 1.36 million of the 4.6 million coupons distributed in the first phase have been used to purchase a digital TV receiver. The regulator and the trade would like to expand the digital TV audience.
The second phase starts today with 4 million coupons going out to 20 additional provinces – Ubon Ratchatani, Lamphun, Phitsanulok, Surat Thani, Amnat Chareon, Chon Buri, Nakhon Ratchasima, Khon Kaen, Lop Buri, Maha Sarakham, Chiang Mai, Chanthaburi, Saraburi, Phetchaburi, Pattani, Phitchit, Kanchanaburi, Kamphaeng Phet, Kalasin and Prachin Buri.
Takorn Tantasit, secretary-general of the National Broadcasting and Telecommunications Commission (NBTC), said yesterday that he hopes this new phase would stimulate people to procure a digital TV receiver.
Next year, 16.58 million coupons will have been delivered, and the NBTC estimates 12 million to 13 million of them will be redeemed.
The NBTC will spend Bt65.3 million to engage a special public-relations agency to promote and build awareness of digital terrestrial TV broadcasting services. The PR agency is expected to be revealed in January and the campaign kicked off in February. The watchdog will collaborate with all provincial administrations to communicate with the people in their provinces.
Takorn was meeting with the Chiang Mai governor and officials of local administrations in the province.
Leading dealers of digital TV receivers and antennas are also introducing a series of marketing campaigns to stir up demand in the market in a bid to hit their sales targets.
Prapat Rathlertkarn, chief executive officer of Planet Communication Asia, a leading supplier of telecommunications and broadcasting equipment and digital TV receivers, said that to stimulate demand, particularly among those holding NBTC coupons, the company would spend about Bt25 million for marketing campaigns until June.
Customers who buy either a digital TV set-top box or antenna will get the chance to enter a monthly lucky draw with a Mercedes-Benz A180 as the grand prize.
The rush to redeem the coupons might not be as high as on launch day, but with this marketing strategy, the company should achieve its target of 400,000 digital TV set-top boxes and thousands of antennas.
It is aiming at about Bt500 million to Bt600 million in sales of set-top boxes and antennas next year, he added.
Amorn Memano, managing director of Crown Tech Advance, another manufacturer and distributor of digital TV receivers under the “AJ” brand, said his company is offering its DVB-93 model for Bt690, a steep discount from the original price of Bt990. Next year, the company plans to sell 5 million digital TV set-top boxes.
Busaba Srirattanakorn, senior vice president of MCOT, said her company has kicked off a marketing campaign to promote its MCOT HD Box digital TV receiver. Buyers of the box can send an SMS to join a contest for gold necklaces and a pickup truck.
