RS eyes ratings boost with Bt2-bn investment
RS has earmarked Bt2 billion for mainly new TV programmes amid expected intense competition.
"With this investment, we expect to see an improvement in our ratings and an increase in advertising rates of at least 50 per cent for every time slot," Pornpan Techarungchaikul, chief operating officer of the country’s leading media and entertainment company, said yesterday.
The budget will be broken down into Bt1 billion for producing more than 30 dramas, Bt800 million for variety, sports and news shows and Bt200 million for promoting brand awareness.
It would particularly communicate to its viewers the new channel numbers for cable and satellite TV after the broadcasting regulator ordered those operators to rearrange channel numbers.
About 70 per cent of its budget is for Channel 8 and the rest for its satellite TV channels – Channel 2, Sabaidee TV and You Channel.
"We are a well-rounded entertainment company with potential growth in every area, so our advertisers are confident in us.
"We offer competitive rates and reach out to the right customers who are ready to close long-term deals within this year, which is about 50 per cent of our total advertising.
"The remaining 50 per cent will be based on ratings in the future. We are sure that our rating in 2016 will continue to grow just like this year," she said.
RS projects that next year the TV industry will still expand, thanks to the stimulus measures from the government, interest-rate decrease and the first-home scheme, which should boost the domestic economy.
Companies will then be more willing to spend on advertising, and billing rates are expected to rise.
In general, 2015 is either a decrease from or the same as last year because of the economic slowdown, resulting in companies spending money more carefully and cutting back their ad budgets, especially for consumer products, automobiles and banks, she added.
RS’ flagship TV station Channel 8 has seen significant growth due to three success factors.
First, its artists and team are professionals, and the channel can produce 95 per cent of its contents in house, which helps control the budget.
Second, the channel has expertise in content, such as dramas, variety shows, news and sports, meeting the needs of all viewers, which is important in this industry.
And last, it is experienced in setting the right marketing strategy for its positioning. About 60 per cent of its viewers are in Bangkok and major cities, and 40 per cent in the provinces.
