Mono eyes Bt3 billion revenue on popularity of blockbuster channel

"The digital-TV business is the growth engine for the group," Navamin Prasopnet, assistant chairman and chief marketing officer of Mono Technology, said yesterday.

"We expect Mono 29 to contribute more than Bt1.5 billion this year, a huge increase from last year’s Bt600 million, because advertisers and brands are now confident to invest their budgets with our media outlets."

The company is ready to pay the third instalment of the upfront licence fee in May.

Mono 29 has now set a clear market direction as a free TV station showcasing hot films and TV series.

To boost its ratings, the company has prepared about Bt800 million for producing contents and acquiring TV programmes form abroad.

It also struck exclusive deals with leading distributors including Warner Brothers, NBC Universal, Paramount and Sahamongkol Film International to deliver blockbuster films to its viewers’ homes.

Local content is also important, so the station will produce about eight to ten local dramas which will be aired on Mondays and Tuesdays after evening news.

Mono 29 will be a spearhead of the company, Navamin said. Half of the Bt3-billion projected revenue this year will come from digital TV, followed by the Internet and mobile with 40 per cent and film production, radio, music and publishing.

Last year, the Internet and mobile business was the key revenue contributor at 50 per cent, while digital TV accounted for 40 per cent.

"Besides revenue, we hope to| see further growth in the digital-TV business in the near future," he said.

By year-end, Mono 29 hopes to score an average rating of 0.8 point, doubling its 0.4 rating last month. This would allow it to raise its billing rate from Bt50,000 per minute for prime-time slots from 6pm-10.30pm.

Mono 29 wants to maintain its No 5 ranking in the TV broadcasting business but improve its advertising revenue and utilisation. It expects to balance revenue and expenses, which suggests that the group would widen its margin.

Third instalment

"Following this positive sign, we believe that we can pay the third instalment of upfront licence fees to the National Broadcasting and Telecommunications Commission, as planned. The payment is about Bt400 million," Navamin said.

After putting more weight on the digital-TV business, other businesses like publishing and music will continue to decline in parallel with the market trend.

The company has reassigned some staff from publishing to |support and provide content |for the digital media platform, he said.