Workpoint ratings may be affected by7 order on channel
After the order on digital TV channel numbering, the digital TV industry expects to see a minor impact on TV ratings of Workpoint TV, considered the market leader in the digital TV business, caused by confusion among local viewers, according to stock anal
In an attempt to set a single standard across all platforms for digital terrestrial TV channels, the National Broadcasting and Telecommunications Commission (NBTC) had issued the administrative order to rearrange the digital TV channel numbers on cable and satellite platforms.
This order went into effect last Wednesday and forced all cable/satellite TV platforms to move all 36 digital terrestrial TV stations to the first group of channels numbered 1-36, beginning with the 12 public-service stations followed by the 24 commercial stations.
They had been occupying channels 11-46.
Analysts at Capital Nomura Securities and Bualuang Securities found that Workpoint TV, which ranks No 1 among the 36 stations, witnessed a slight drop of about 5-10 per cent in average TV ratings.
Workpoint TV had been airing on both channels 1 and 33 on PSI Holding’s satellite TV platform. PSI had claimed that 14 million local households had watched free TV programmes via its satellite receivers.
Workpoint TV is now only available on Channel 23.
The Capital Nomura analyst said that although Workpoint TV still enjoys a privilege from PSI Holding, which sets Workpoint TV as the default channel on its platforms, the channel still faced the drop, but now the situation has improved.
Workpoint Entertainment, the operator of Workpoint TV, also has a strong relationship with PSI.
However, Ong-art Singlum-pong, executive vice president of Channel 8, which is No 2 in the digital terrestrial TV market, told The Nation that after the change, there was no impact on Channel 8’s audience rating.
Ong-art said viewers would find a way to watch the quality content of Channel 8 despite the change. Channel 8 used to be on channels 8 and 37 on PSI and on RS Sunbox, before it moved to Channel 27 on all platforms.
The company has earmarked Bt200 million to build public awareness of its channel nationwide. The promotional campaigns will use billboards, transit media, its own TV network and digital media.
Since the new broadcasting rule was issued, most digital and analog terrestrial TV broadcasters – Channel 7, Channel 3, MCOT HD, Nation TV and Now 26 – are also aggressively promoting their channel numbers to the public via their own media outlets and social media.
