Media and entertainment giant RS Plc has launched new music company "Cho Music and Entertainment" under the concept "Pop Mass", aiming to cement its leadership in the teenage audience segment. The new company is designed to serve its fans with various entertainment content on the 360 degree basis. Cho Music will be managed by RS television production house YAAK TV. The company has already forged a strong partnership with companies in the teen product market segment and has already gained their total sponsorship of over Bt50 million.
RS chief executive officer Surachai Chetchotisak said that according to its business strategy this year, the company has still focused heavily on the fast growing music and digital content businesses. Its music firm Kamikaze is still the clear leader in the teen audience segment, while its R-Siam firm has enjoyed over 50 per cent market share of the country- music segment. Its 24-hour satellite TV programme channel YAAK TV is also one of the top variety programme channels for teens and also the leader in the social network entertainment arena on a satellite TV channel.
And now YAAK TV is making new phenomenon in the country's music industry with its debut of Cho Music, according to its fully digital music strategy.
He added that the Thailand's music industry, which has undergone a dramatic change in the past few years, is offering various new business opportunities. Cho Music has seen these opportunities and the demand of both its target groups and general people.
He said that Cho Music has differentiated itself from the others by having a clear target group - the teenage audience, and with the clear and strong marketing strategy. Cho Music is positioned to be the centre of new generation with various artistic talent, from artists, actors, MC, presentors, and those in show biz, and it can fully serve the demand of the entertainment lovers on 360 degree basis.
Cho Music already started the audition to search for the artistic talent. By the audition, the company will be able to recruit the right artists for the right target groups. RS will also capitalise all of its strong media and entertainment channels to support and promote Cho Music's artists. This means the audience will be able to get close to their favourite artists and those behind their success via all channels, from a free TV channel to the satellite and social and new media channels. This is the new business model no company had ever adopted before.
"With a strong business model, Cho Music has successfully drawn in leading partners in the teen product segment and has gained their total sponsorship of over Bt50 million, which can cover its content production and marketing activities throughout the end of this year. Though the music industry has witnessed the intense competition from the new players, we believe that Cho Music under the YAAK TV management will be able to achieve the success within a short period," Surachai addded.
YAAK Phatthira Panwatwichai, Managing Director --- said that Cho Music offers a pop mass music style and with comprehensive entertainment solution to offer, from music to entertainment shows under the concept "Big Group, Big Gen". It has a plan to create both male and female artists with all-around talent, who can produce various kinds of creative performances. It will also capitalise its existing strong media channels from a free TV channel to satellite TV channel, social network and new media channels to promote its artists. RS is confident that Cho Music will be successful in further broadening YAAK TV mass audience base.
Currently Cho Music is holding the audition to recruit talent from nationwide to become its first 16 artists. The applicants, both males and females, must be between the ages of 15 to 23 and with singing, dancing, and acting talent. For more information, visit WWW.CHOMUSIC.COM. The application will last until the end of July. The company is expected to introduce its first 16 artists in August and release their debut singles in October.