Continued improvement of content Amarin TV's focus
Facing uncertainty in regard to regulatory policy and challenged by intense competition, Amarin TV is committed to continue developing its content quality and expanding its target audience with a view to becoming a top-10 rated television station in the n
"It is not easy to change the behaviour of Thai viewers, who have been used to the same viewing pattern for more than five decades. But we strongly believe that Thai audiences will definitely alter their ways of consuming TV programmes in the next couple of years, following the arrival of digital television," chief executive officer Chokchai Punjarungroj said last week.
He acknowledged that he needed more time to develop content for Amarin TV’s variety digital terrestrial channel in high-definition.
Asked about the direction of the station’s content development, Chokchai said that with almost 40 years of experience in the media industry, "we provide information and entertainment to serve the basic needs of human beings".
"We have expertise in providing information and entertainment related to four essentials for people’s lives; that is, home building and decorating, healthcare and life enhancement, food and clothing, which also means fashion and beauty," the CEO explained.
Amarin TV will develop its own programmes in accordance with those four directions, he added.
He also said Amarin TV was just one part of a range of media channels to deliver those key contents to target audiences, alongside other windows such as on-ground events, online sites, printed media and bookstores.
To synergise with those key media and get deeply engaged with targeted audiences, the company is investing in the creation of new media platforms, such as digital and social media.
For example, it invested more than Bt20 million on developing a media platform for this target group after experiencing high participation on the Facebook page of Real Parenting Magazine Thailand, which has about 2 million visitors per month.
Under this budget, the company also revamped the official website of the magazine to improve the experience for its readership.
Amarin TV’s production team is also planning to produce programmes related to the content of the magazine on its digital-TV channel, said the chief executive.
The programme is expected to be aired by the end of this year.
Besides integrating offline and online media, Amarin TV is also upgrading its mobile application for watching live streaming of television broadcasts, with the new version providing an interactive service for viewers.
Asked about the company’s programming strategy, Chokchai said the content and programming strategy for digital terrestrial-TV channels must be different from the strategy used by analog free-TV stations, in order to appeal to audiences to change their viewing behaviour.
Having a synergy strategy with other media platforms, Amarin TV currently relies on direct clients via bundled advertising for 60 per cent of its revenue, with the remainder coming from advertising agencies.
Although Amarin TV’s brand position still requires time to be developed, the head of the station hopes that his goal of turning it into one of the 10 top-rated TV stations in the country can be achieved within the next five years.
