MCOT HD targets young urban audiences via revamp of show line-up
MCOT HD plans to revamp its programming in 2018 with new shows including “Black Coffee”, “Morning News Talk”, sitcoms and game shows to attract younger urban audiences.
At the same time, the company said it would continue to improve existing programmes to make them more appealing.
Key performance indicators will be used in evaluating programmes’ success. Any programme with high ratings will receive production subsidies, while those with low ratings will be eliminated.
Kematat Paladesh, president of MCOT Plc, said that MCOT HD (Channel 30) will start airing the new programs in the middle of March. The new lineup includes Morning News Talk (Chao Chuan Kui); “Black Coffee” (Ka Fei Dum Kum Nee) on weekdays, hosted by Suthichai Yoon and covering world events; a variety show called Hot Widows (Mai Tua Mae) hosted by Sawika Chaiyadech (Pinky), Yanee Jongwisut and Daraneenuch Pohpiti; musical game show “Shower Singer”; sports programme “Crossfit” (Baa Palung), documentary programme “The Amazing Show” (Plaek Tae Jing); a travel show for young people, “Banana Split”; drama series “The Person You Are Waiting for” (Kon Nee Tee Ror Koy) developed from the popular drama show “The Day You Are Waiting for” (Wan Nee Tee Ror Koy), sitcoms ,and Chinese series “The Destiny of White Snake”.
Also, the station aims to increase the viewership of its existing programmes such as Timeline (Khao Dang Kham Wela), which has already been broadcast on Netflix and Sure & Share on social media platforms.
“MCOT has a strong audience base especially those who are over 40 years with high purchasing power. Many advertisers have been successful in promoting their products on MCOT HD. This new programming is expected to target the younger audiences living in urban areas,” Kematat said.
Suthichai, a co-founder of Nation Multimedia Group, said: “MCOT was where I officially produced TV programmes. The channel gave me an opportunity to create many news shows, starting with news and situation analysis, Countdown to the Persian Wars, Roving Election, Nation News Talk and Cheepajorn Lok.
“I am thrilled to be back at MCOT in the “Black Coffee” show. I was writing the “Black Coffee” column in Bangkok Biz Newspaper quite so long. This time, “Black Coffee” will be aired on television and served as a bedtime companion for the viewers with more fun, creativity, information and experiences being added. The viewers can only find such unique programmes on 9 MCOT HD.”
Suthichai also voiced his opinion on the Central Administrative Court’s ruling on the case in which Thai TV Co Ltd filed a lawsuit against the National Broadcasting and Telecommunications Commission (the NBTC).
He said: “The regulator should not only govern or regulate but also provide support to the operators, as practised in other countries. The NBTC does not quite understand the situation. Therefore, it has a brought a crisis to the industry. It might be too late to provide remedies, since the crisis has already happened, not only in the business perspectives but also with the quality of content and producers.
“It has been only three years, but I have seen much deterioration. The structure of media companies has changed. To investors, profitability may be their priority instead of content quality. This concern has troubled me as a media producer.”
