Top TV broadcasters preparing for the launch of multi-screen ratings

IN PREPARATION for the multi-screen audience measurement that will soon to be ready for implementation, some major TV broadcasters have developed digital-media platforms and redesigned content packages to respond to different demands from audiences and advertisers.

It is still unclear whether the broadcasting industry will eventually stay with old players in TV rating services such as Nielsen or make the move to UK-based Kantar Media. But multi-screen ratings are what they want, whoever provides it. 

Back in 2007, Bangkok Broadcasting and Television decided to set up BBTV New Media to manage websites and mobile applications for its Channel 7 station. In a previous interview, Pattanapong Nuphan, assistant managing director of BBTV, said it saw big potential in digital media.

Chakrapun Leelamasavat, managing director of BBTV New Media, said that after putting a lot of effort into developing its new-media platform, its main website and applications (ch7.com and BBTV Ch7), and its time-shift website and apps (Bugaboo.TV and Bugaboo TV), the broadcaster now enjoyed more than 20 million impressions per month. 

Channel 7 is now leveraging its digital-media platform to provide live programme streaming and marketing activities via its mobile apps and website. Chakrapun said his firm had entered a partnership with Nielsen to help measure advertising ratings on BBTV’s online platforms.

New players in digital TV have also realised the importance of digital media and content management. 

GMM Grammy, which operates the GMM 25 and One 31 digital television channels, recently hired Phawit Chitrakorn, former head of Ogilvy & Mather Thailand, as its new chief marketing officer to transform the 30-year-old music and entertainment giant into a provider of digital and marketing content.

“I am also here to help the company’s digital-TV business get ready for new [forms of] TV audience measurement,” said Phawit, who specialises in advertising and digital-media strategy. 

Ong-art Singlumpong, executive vice president of Channel 8, told The Nation that digital media platforms offered an opportunity for the TV station to engage with young audiences. 

According to a survey by the University of the Thai Chamber of Commerce, about 59 per cent of Thai teenagers watch TV programmes via conventional television sets, while 94.8 per cent said they watched TV programmes via connected devices such as smartphones, tablets and personal computers. 

“To deliver their preferred content through convenient channels, Channel 8 has developed its official website, mobile applications and social-media network to respond to this new growing demand,” Ong-art said.

Bangkok Media and Broadcasting, the operator of PPTV, has invested heavily in digital-media development. 

Kematat Paladesh, president of PPTV, said his company had earmarked about Bt100 million for developing digital content and media to work with third parties like Line TV and YouTube to make sure the content broadcast via free TV could also suit online demand and viewing behaviour. 

“This new investment is part of our preparation for the coming multi-screen TV audience measurement,” Kematat explained. 

With this new expansion, PPTV is eyeing a greater revenue stream through revenue sharing with third-party platform providers on top of income based on sponsorships and advertising. 

However, some digital-TV operators have questions about the methodology of multi-screen TV rating. Patompong Sirachairat, chief operating officer of Mono Group, parent company of Mono29 digital TV channel, said his company was now fully equipped for digital media and content management, but he had no idea about how to measure content on different platforms under a single rating currency.

After relying heavily on imported content, Mono29 is now turning its focus more to producing local content to open more doors for sponsors and tie-in products, while holding full rights to the content to be provided via its website, mobile app and other media platforms.