Ladprao – Dr Ongart Singlamphong, Executive Vice President of Television Station, RS Public Company Limited and Channel 8, said that from now on, the competition in the digital TV industry will be quite fierce, as seen in the reduction of advertising fees and tie-in advertisement as a part of a package. For example, commercials for analog TV platform are bought together with digital TV, or satellite TV with digital TV. It is expected that the advertising revenue in the second half of the year will grow, and there are already signs of improvement now.
This is thanks to many factors, including the political change which has brought confidence back to the private sector and prompted them to spend more on advertising following the holdback in the first half of the year, as well as a major global event as the World Cup 2014 in Brazil. The fierce competition by the 24 digital TV channels has seen many operators vying for attention from clients, luring them to spend more on digital TV after the rating of digital TV channels are being monitored more systematically.
Meanwhile, RS benefits from its sport content World Cup 2014, the biggest football tournament in the world anticipated by everyone globally. The content has pushed the success of RS’s digital TV. Channel 8 is the main channel used for broadcasting 56 matches and one-hour preview before the game begins. Four sport programs have also been included although it never had sport content in the past, in order to target the male audience age above 18. The programs are World Cup Daily, Stadium Side Talk, Check In World Cup, Inside World Cup and Highlight World Cup. Only one week after the tournament kicked off, the audience is already hooked to this channel, resulting in 300% growth in Channel 8’s viewership. It is expected that Channel 8 will reach top 3 by the end of June, faster than the formerly set goal of reaching the top 3 in 3 years.
However, even when the World Cup 2014 has finished, the channel will continue to produce other sport programs such as boxing matches from Lumpini to keep its audience. Japanese cartoons, Asian movies and Chinese blockbusters are lined up to help the channel reach a wider audience base.
Additionally, RS will implement value-centric approach in order to reach the heart of the audience. Channel 8’s brand will be integrated into every program to create brand recognition under the slogan “Your Friend Everywhere, TV for Everyone”. The schedule has also been adjusted in preparation for phase 2 in order to attract the mass audience using four main contents namely news, entertainment variety, sport and drama to help push its rating, keeping Channel 8 at the top 3 sustainably. The company is confident that by the end of the year, 850 million baht will have been generated, meeting its annual goal.
The second phase will see its news content increase to 6 hours daily from 3 hours daily or 25% of the total time, to target news lover age above 18 using the concept “Easy Talk, Easy Image, Easy Understanding”. The news content is produced by a team of over 100 people to keep the audience up to date through five programs. Kui Kao Chong 8 offers the latest updates and big issues every morning. Kao Tiang Chong 8 follows big issues and offers live report at noon. Kao Yen Chong 8 wraps up the day’s happenings with sharp analysis. Hong Kao Chong 8 tackles major issues. Krob Kao Chong 8 analyses big events of the day.
Its entertainment variety content will also increase to 70 hours a week from formerly 50 hours weekly, or 40% of the total air time. Its highlight programs include Term Fan Kamlangjai, Ung Tung Seaw, and the recently introduced Six in the City hosted by five celebrities from the “Angel Gang” – Paula Taylor, Janesuda Parnto, Ann Alicia, Nana Rybena and Woonsen Virithipa, who will be talking about the latest women’s interest issues, targeting modern women to secure its viewers in this group after the wildly successful Pak Pong and Entertainment News 108.
In the second half of the year, there will be five new dramas targeting viewers age between 15 and 50 years, including Mae Luek Kerd Dai, Wan Thong Lueng, Mia Thuen, Ching Rak Hak Sawat, and Ploeng Pai. Another drama which will debut on June 30 is Pua Chua Krao, while its current drama Dong Dok Ngew is very well received.
Recently, it has adjusted its advertising fees effective from June 1, 2014 onward. The new fees are between 20,000 and 200,000 baht from formerly 10,000-120,000 baht per minute, or double the former Deal of the Year rate. However, compared to the eye ball, the rate is very reasonable because the rating has increased tremendously as seen in the recent report by AC Nielsen last week, which says that Channel 8’s rating is the fifth, which is not far from expected. The program with the same rating as evening drama on former free TV channels is Siang Sawan Pitchit Fan.