TV channels set to resume normal programming
STARTING FROM THIS WEEK, most new entertainment television programmes will resumed on free-to-air TV stations to stimulate audience ratings while advertisers are still waiting for the appropriate time to run their paid commercials, the chief of media business association said.
Triluj Navamarat, chairman of the Media Agency Association of Thailand (MAAT), said last week about 90 per cent of normal TV programmes on local free-to-air television stations will return to normal.
“This change was advised early this month by the broadcasting committee of the National Broadcasting and Telecommunications Commission [NBTC] to manage public sentiment after the passing of His Majesty the King in mid-October,” Triluj explained.
Despite the granting of greater flexibility by the broadcast watchdog, TV shows with restricted content for those aged below 18 and certain specified programmes still remain prohibited during the first 100 days of national mourning for the late King.
However, the chief of MAAT said that his association would continue to keep a close watch on demand from local advertisers during the current week as well as feedback from audience after the full line-up of TV programmes were broadcast on TV and radio stations.
In adding to this point, some corporates pending their launch of marketing campaigns to stimulate consumer demand in this quarter also took a wait-and-see approach to make sure that all media outlets could be allowed to run commercials.
“TV stations, radio stations as well as online media are a crucial part of the marketing campaigns of all corporates to reach target customers,” he stressed.
Programming returning to normal
GMM Grammy, which operates two digital TV channels namely One31 and GMM 25, is planning to resume normal TV shows and to rerun top-rated dramas to boost ratings.
GMM25 digital channel recently announced its gradual change of TV programming to normal had begun since November 14. The full line-up in evening prime-time slots, including top-rated TV series”Club Friday To Be Continued”, “O-Negative”, “ and “Club Friday The Series 8” as well as music contest “Stage Fighter”, will be resumed this week.
One31, another digital TV channel run by GMM Grammy, said that it would bring “Pit Sawat”, one of its most popular patriotic period dramas, back on screen on evening prime time, starting from tonight.
RS chief operating officer Pornpan Techarungchaikul said normal programming at Channel 8 would be fully resumed today.
According to media research giant Nielsen (Thailand), an estimated Bt4. billion worth of advertising spending last month was cancelled because the government had ordered all media outlets to suspend paid commercials as well as entertainment radio and TV programmes following the passing of the King.
The study suggested that the value of cancellations represented about 45 per cent of total advertising spending of Bt10.24 billion in the same month last year.
