RS Plc banks on the significant growth of satellite TV, believing four channels can able to increase adverting charges by 30% following the revolution of TV ratings of the Nielsen Company (Thailand) that will expand the survey sampling by three times. The increase survey sampling is expected to enhance the ratings of Channel 8 to be the top of the market.
Lad Phrao - Pornpan Techarungchaikul, Chief Operating Officer of RS Plc, unveils the growth of satellite TV industry in 2012 is expected to continue, supporting by the survey showed the more than 50%growth number of satellite dishes installation. The demand of installation is likely to increase every year and finally the satellite dish could replace antenna kit in the near future. Meanwhile, the growth of advertising expenditure on satellite TV has been double during the past few years, which RS Plc estimates the advertising spending in 2012 would rise to 3.5 billion baht and could jump to 5 billion baht in 2013. The satellite TV is one of charming business and attracts new players due to a low barrier to entry in terms of investment. Only those with strong contents will survive.
The key instrument to know who can survive in the satellite TV is the ratings measurement, which RS Plc currently use the TV ratings from the survey of the Nielsen Company (Thailand), a global information and measurement company. The high market value and the increased advertising expenditure in line with the growing satellite TV, prompts The Nielsen Company (Thailand) to expand a sampling size by three times to ensure the efficiency and the accuracy of the popularity of satellite TV channels. The first surveys with a larger sample size will be conducted during April onwards.
Pornpan comments that a larger sample size will enhance an accuracy of the rating that each channel can present to the advertising agency. A termination of many satellite channels in the previous year showed that only quality channels can survive in the industry, says Pornpan. The audiences need both a high number of channels on each platform together with the quality channels that they can select for viewing. RS Plc emphasizes more on producing quality contents rather than increasing for a higher number of channels.
The company operates four satellite-television stations: Sabaidee TV, You Channel, Channel 8 and YAAK TV, which four channels this year are expected to generate total revenue of 550 million baht or increase more than 100% from last year. As a result, the market share of the company is believed to increase to 30-40% and will send RS to become a market leader in satellite TV industry. After securing top ratings last year, RS Plc plans to increase ad airtime charges by 30% and despite the hike airtime charges, the Cost Per Thousand (CPM) of satellite TV is still much lower than that of free terrestrial TV.
The quality is priority for RS Plc, therefore, the company has started the year 2012 by adjusting the second phase of TV programs via Channel 8 to boost ratings. According to new programs of the second phase, RS Plc gathers superb programs include most popular drama series and entertainment variety shows in the free to air format to audiences nationwide. Channel 8 aims to be an efficient alternative to agencies and product owners to plan their marketing strategies to access customer groups nationwide.
Ong-art Singlampong, director of Channel 8, says that since the launch of Channel 8 in April 2011, the channel has gain good feedback from audiences, customers, artists and content providers, and those are interested to join with the channel. "We welcome all partners as we want our audiences to have quality entertainment contents, moreover, we want to create new phenomenon to TV industry. The new programs will be launched this month, features new contents and new drama series by quality producers such as Kong Piya Sawetpikul, Nana Ribyna, Aon Sarawut Martthong, Im Achita Thanasatanant. To celebrate the Valentines Day, we will introduce new drama series "Thong Prakai Sad" starring Pinky Savika Chaidej, Oil Thana Suthikamol, Asadawut Luengsunthorn and many famous stars. The series will start airing on Monday to Friday. Another series is "Kaewklangdong" starring by Kaew Jarinya Sirimongkolsakul, Oil Thana Suthikamol and Eed Ponglang sa-on. The channel plans to air around 8 series per year".
Beside the drama series, the channel is airing "Beauty Be Belle", moderators lead by Belle - Mananya Limsathian, a singer in the "Girly Berry", Thailand's top girl group from the RS music label. "Rob Ruu Loke" and new program that to be launched soon are "Ideal idea", "It's it", and "Dara Arthan" etc. Thanks to several well-known producers and artists joining with the Channel 8, RS is confidence the station can able to tap audiences. Customers can watch Channel 8 via C-band and Ku-band and cable TV across the country. Moreover, iPhone and iPad users can download Channel 8 application to follow valuable information and programs as well as audiences who watch via satellite dishes.