Bangkok radio station operator looks to synchronise content
To cope with media fragmentation and high demand from its sponsors, Independent Communication Network, the operator of three Bangkok-based radio stations and the Chic fashion channel, is turning its focus more towards synchronising its content, marketing
"This is the age of integration to create more value for our customers while there are a number of choices available in the market after the media landscape has changed," Dew Waratangtragoon, chief operating officer, said yesterday.
"Nowadays, clients and sponsors are looking for cost-effectiveness and the right way to communicate. Offering them as wide a range of choices as possible appears to be the key to winning the game," he said.
The arrival of the 24 commercial digital TV channels generated fierce rivalry in the media industry due to their competitive advertising rates.
The rise of the online audience in the country was another factor that shaped the new form of media consumption, including radio listening.
Independent Communication Network had to change its strategy.
The company’s three radio stations are FM One 103.5, Get 102.5 and Love 104.6. It also has an online radio station, Click Iconic.
Its Chic fashion channel is available on cable TV networks. Under the channel, the company also produces and supplies lifestyle TV programmes – "In Trend", "Follow Me Weekend" and Krua Kit Len" – for TV5, run by the Army.
The company publishes the Priew monthly magazine and organises both local and international shows and concerts.
The media integration strategy should increase revenue from cross-media and marketing services to about 30 per cent of total billings.
"This is a significant development," Dew said.
The radio business is still the key revenue contributor at 60 per cent while TV production and show business represented 20 per cent each.
The company targets raising its revenue by 20 per cent to Bt400 million this year and its net margin this year is expected to be around 20-30 per cent.
"Despite facing a sluggish economy, we believe our key target audience, which is middle to high spenders in urban areas, is not affected much by this factor," he said.
To cash in on the surge of online media consumption, the company is developing its digital media interface to open more doors to online business including e-commerce and advertisement.
