BBTV follows proven patterns to retain Channel 7 viewers
VARIETY SHOWS, dramas, news and sports programmes remain key to retaining viewership, according to Bangkok Broadcasting and Television, the operator of Channel 7.
Two years after the arrival of more players in the digital free-to-air TV broadcasting ecosystem, the audience shares of market leaders like Channel 7 were dented.
According to Nielsen Thailand, Channel 7’s share sagged 17.3 per cent to 32.7 per cent last month from 39.5 per cent in the same month last year.
To keep at least that market share as well as to boost its ratings, BBTV is preparing a new line-up of top-tier TV shows in four key categories – variety and game shows, prime-time dramas, news programmes, and telecasts of top-tier sports events.
“The mass audience remains our key target group. So we have to make sure that the content we develop and create or acquire will be premium offerings to cover all viewers’ needs, ranging from reality shows and travel programmes to talent and variety talk shows,” managing director Palakorn Somsuwan said yesterday.
Recently, Channel 7 launched “World War Star Thailand” on Sundays during the prime-time slot of 3.30-5pm.
Under the management of Heliconia H Group, which also produces “Iron Chef Thailand”, this talent show is set to search for the best performers in singing, dancing, music, lip sync, modelling, and comedy shows.
Miss Thailand 2016 will return to its home station in the form of a reality show to be aired late on Wednesday nights in July and August. Prime-time soap operas will continue to be the station’s flagship offerings. This year’s line-up includes “Ploeng Pranang”, “Tilip See Thong” and “Likhit Risaya”.
For sports, Channel 7 will broadcast live the AFC (Asian Football Confederation) Champions League 2016 and FIVB World Grand Prix 2016’s international round, which will kick off with a game between Thailand’s national women’s volleyball team and China’s on June 10.
Besides the content strategy, BBTV is also emphasising on-ground activities to promote its TV stars and programmes as well as to deepen its engagement with its target audience in the provinces with the help of its subsidiary Media Studios.
Media Studios is also the publisher of Channel 7 magazine, which is the first publication of this top-rated TV station.
To cash in on the emergence of online media, BBTV has another subsidiary – BBTV New Media – to manage websites and mobile applications for its Channel 7 station.
Recently, Channel 7 launched a new season of marketing promotions via its mobile application called “Do7HD” to increase viewing frequency.
Viewers have to click on “check-in” at the bottom of the app when watching TV programmes to collect points that can be redeemed for awards and prizes.
Through a major effort in developing its new media platform, its main website and application (ch7.com and BBTV Ch7) and its time-shift website and application (Bugaboo.TV and Bugaboo TV) enjoy a reach of more than 20 million impressions per month.
