JSL Global Media aims to be 'content expert' for digital TV
JSL Global Media is adjusting its strategy to become a "content expert" to seize growing opportunities in digital television broadcasting to achieve its revenue target of Bt1.2 billion this year.
"The new positioning of the company will enhance our capability to serve the tremendous demand from digital terrestrial TV broadcasters as well as further our opportunities to export content to overseas markets," said Ratiwan Srimongkolkul, president of JSL Global Media.
The 35-year-old TV production house, which is now overseen by the second generation of executives, acknowledges that the transition to terrestrial-based digital television from the 50-year-old analog system was a remarkable change for TV-related businesses, including content providers like JSL. Along with the change in broadcasting technology, including advances in mobile Internet access, viewing patterns are also evolving.
Ratiwan said that after assessing the market movement, her company found that some major digital-TV broadcasters were cautious about investing in content production as the audience for digital remained low. But there was still room to grow for content providers if they understand consumer needs and the targeted audience of each digital-TV channel.
To draw the attention of digital broadcasters, Ratiwan said her company had put more emphasis on market research and development as well as consumer analysis to make sure that its content responded correctly to the needs of audiences and helped boost ratings for its partner broadcasters.
Working with overseas partners is another key strategy for long-term benefits, she said. Yoshimoto Thailand is an example in this regard. Under this partnership with a Japanese company, JSL will recruit new actors and actresses, presenters and influencers for the Thai entertainment industry as well as facilitate actor exchanges with Japan. In addition, JSL has sold the format of "Martial Warrior" to a Vietnamese broadcaster.
Through this well-rounded strategy, JSL targets Bt1.2 billion in revenue this year. Of the figure, Bt350 million would come from sponsorship for TV production, content production and special project with Bt500 million, drama production for TV station with Bt150 million and additional revenue from its four subsidiaries with remaining Bt200 million.
