Voice TV looks to new and younger audience
Under its new boss, digital news channel Voice TV aims to expand its audience to first-time job seekers by introducing three new television shows on daily prime-time slots next year.
The company has also earmarked some Bt600 million for production in the new year.
Makin Petplai, who recently took over as the station’s chief executive officer, said yesterday that Voice TV already had a strong audience base of working people above the age of 35, who earn more than Bt30,000 per month on average.
Before joining Voice TV, Makin was president of Airports of Thailand and senior vice president of Thaicom. At Voice TV, he is replacing Songsak Premsuk, who is now the channel’s executive adviser overseeing branding strategy, direction of content and engaging with the industry for upgrading TV-rating measurement.
Songsak said that after the station was re-launched on the digital terrestrial platform, Voice TV saw high audience ratings that made it one of the top five news stations. It is because of this that the station is hoping to attract younger viewers who have greater purchasing power. It plans to offer three new programmes aimed at this sector, namely a news commentary segment, “Club Jobber” and “U Debate”.
The news commentary will be aired from 9.30pm to 11pm, followed by the other two shows.
Makin said Bt600 million had been set aside for content development and production costs – higher than this year’s Bt400-million budget.
“We have increased our investment to ensure that the quality of TV shows is better and can attract new advertisers, especially small and medium-sized businesses,” he said.
The new CEO added that creating brand awareness of the TV station was also important, and that the channel will use 7 per cent of its total income for advertising. However, he refused to disclose the total income estimated for next year.
