Aware of the fierce competition in the satellite TV industry, RS believes content is the key to bring higher ratings and advertising revenue. RS is set to go forward as the leader of satellite TV, with 50 million baht budget set aside for rebranding, new logo and name change for Channel 2. The channel is aimed to be “the most popular satellite TV channel” in Thailand. The core strategy is to make the brand memorable and accessible. The channel will be positioned at channel 2 on every platform. The content has been developed to increase flavor and improve program style under the concept “Channel 2 Starmax: extreme flavor for Thai fans”. An extravagant variety show “Show Tak Fong” is expected to launch this march, and the company aims to bag 200 million baht by the end of the year.
Ladprao - Surachai Chetchotisak, chief executive officer of RS, said that after the company has worked on “Channel 8 – 24-hour variety TV” as a digital free TV channel, it is now planning strategies to strengthen its satellite TV business in order to be on top of the industry in the long run. The company sees that while the TV industry is very vibrant in anticipation for the launch of digital free TV in Thailand, satellite TV will see fierce competition. This is because TV is the largest media platform, reaching out to 60% of the population in the country or around 13 million households. Content will continue to be an important weapon in this battle to win the audience’s attention, as content determines both ratings and advertising revenue. Most importantly, the attempt to compete using content will benefit the audience, as they will have a broader choice of quality programs.
In order to respond to the situation, the company sees the importance of developing its satellite TV alongside its digital free TV business. In the past, the company has walked on the right path in terms of making its content popular and reaching the target, along with expanding viewing channels for more accessibility. RS has made its content available on every platform, through partnership with strong companies in each platform such as C-Band and KU-Band satellite box, cable TV, mobile phone application and website – all of which has been a tremendous success in terms of both significant growth and number one rating in every segment. This has positioned RS as the leader of satellite TV in just three years.
To reaffirm its success as the leader of satellite TV, RS has set aside 50 million baht to redesign the logo and rename Starmax to Channel 2 under the slogan “Channel 2 Starmax: extreme flavor for Thai fans”. The channel will be accessible at channel 2 on PSI platform, whose market share is over 50% of all satellite boxes. RS has also planned for the channel to be on channel 2 of every platform. This change will make Channel 2 more accessible and memorable for the audience. The new name and logo will be officially launched on February 1, 2014, and Channel 2 will be on channel 2 from April 1, 2014 onward.
Meanwhile, the company also aims to push Channel 2 as the most popular satellite TV channel in Thailand. At present, the channel has a strong fan base and is positively talked about on social network websites and in general. It is expected that this year, the channel will generate more than 200 million baht, or a 60% growth compared to last year. To achieve that, RS will make the channel more accessible and the content more relatable. The content will be developed under the concept “extreme flavor for Thai fans” to target audience from every age group and gender who likes celebrities and entertainment.
Pattira Palawatvichai, Executive Vice President Television Business, said that early this year, the company will launch an extravagant variety talk show Show Tak Fong, hosted by Panadda “Boom” Wongpudee and Siriporn “Tak” Yooyod. The show will be aired from Monday to Sunday at 10am, 4pm and 10pm. The first show will be aired in March. The company is confident that the show will be well-received just like other talk-of-the-town shows by RS, such as Kon Dung Nung Clear, which is the number one variety talk show featuring Ajarn Yingsak Jonglertjesadawong, aired every Monday to Sunday at 11am, 5pm, 8pm and 11pm; Dara Chalala, the latest game show introduced last year, hosted by Samapol “Kai” Piyapongsiri and Sripan “Aon” Chuenchomboon, aired daily at 9am, 12pm and 9pm; and To Kao Hi Entertain featuring Piya “Kong” Sawetpikul, Thong Thong and Sukonthawa Kerdnimit, aired daily at 8am, 2pm and 7pm.
“Channel 2 Starmax is flavorful in every way, and it will be a new phenomenon which brings together celebrities from different stations, to offer the most flavorful entertainment to the Thai audience. This is the first and only TV channel that brings together the most extravagant variety shows featuring actors, actresses, celebrities and artists to the audience 24 hours a day, to entertain those who like celebrities and full flavor entertainment. Over the past year since the launch, the channel has proved itself, generating a new buzz in the showbiz. I am confident that after the rebranding, Channel 2 will step up as the most popular satellite TV in Thailand in the near future,” Pattira said.