"RS" rocks the radio industry in Thailand by featuring world class content "On Air with Ryan Seacrest" following the success of "American Top 40 with Ryan Seacrest". The show pushes "Cool Celsius 91.5" - Thailand's first and only radio station licensed for cross-continental live broadcast - to number one among international music stations instantly.
Ladprao - Sutee Chatratanakul Managing Director of Coolism Company Limited, of Cool Fahrenheit 93 and Cool Celsius 91.5 by RS, said that after the company got the license for the world-famous program "On Air with Ryan Seacrest" - a show dedicated to Hollywood's latest and celebrity interviews - to be broadcast on Cool Celsius 91.5 from Monday to Friday at 7am-10am since May, the feedback has been overwhelmingly positive. The number of audience listening real time on the smartphone application and website is the highest among international music radio stations, over a million unique IPs a month, which is an impressive number for an international music station. Initially, the number was at 600,000 unique IPs a month. Previously, the station was successful with the broadcast of American Top 40 with Ryan Seacrest, live from Hollywood every Saturday from 2pm to 6pm. It marked a new chapter of Thailand's radio industry, and it is the first and only radio station to broadcast international music chart straight from the US.
For the second half of the year, Cool Celsius 91.5 has prepared COOLcelsius FABperience trip to take its fans to join the biggest electronic dance music festival in Amsterdam, Netherlands. Meanwhile, it will continue to use the signature color orange to raise awareness and recognition. It will also organize COOLcelsius Day road shows to visit offices in Bangkok to freshen up working people who might feel tired after four days of work.
As for Cool Fahrenheit 93, it will still continue to use traveling, dining and shopping activities, which are the main lifestyle preferences of the target audience. In the second half of the year, the station has prepared Ink Eat Around The World: Brusselicious, to introduce the audience to Belgium's delicious food together with ML Parson Svasti. Another activity is WonderCOOL World Rally from Bangkok to Khao Yai, which is the station's signature activity. Cool Fahrenheit will also partner with fashion brand PAINKILLER to offer prizes to the audience. The company is certain that by the end of this year, the station will remain at number 1 for 13 consecutive years because the number of listeners on smartphone application and website is still the highest, about 3.6 million listeners a month. As for revenue, it is estimated that the station will be able to reach its target of 690 million baht or a 20% growth compared to last year.
However, the radio industry is transitioning from analog to digital, and the TV industry is undergoing the same changes. There are signs that advertising budget is flourishing once again, so the company believes that the second half of this year will see the competition in the radio industry heat up compared to the first half of the year. Radio is still an effective communication tool because it is quick and the advertising fees are not very high. The competitive tool for this industry is the marketing campaigns that meet the lifestyle of the audience, not just the age group. RS has aggressive plans to develop its online broadcasting technology, believing that the trend would definitely emerge, and it went according to the company's observation. The company is therefore ready to enter the digital age and to welcome the changing trends in the business.