The digital TV battle is getting hotter, and RS is readier than ever. To welcome the New Year, RS will continue with its motto "Everyone watches Channel 8", with value centric strategies to reach out to the audience. Its coverage is now 80% of the Thai audience as planned, thanks to the phase 3 content adjustment and new content, which has attracted the male viewers. Agencies respond positively to its new content and many businesses have expressed interest in event partnership. Recently, it has partnered with Caltex to organize "Drive safely with Channel 8", starting Dec 27 nationwide.
Ladprao - Ong-art Singlumpong, Executive Vice President of Channel 8, RS Public Company Limited, said that earlier this December, the channel has adjusted its content by introducing new programmes such as Chinese series Miracle of White Fox's Romance, Jub Pid Suptar, Rong Laek Like Thailand singing contest, Naruto, and Hunter X, and rescheduled some of its existing programmes such as new dramas and news programmes, to respond to the lifestyle of Channel 8's audience. This will help the channel reach out to the male audience, in line with its motto "Everyone watches Channel 8".
At present, Channel 8's coverage includes 80% of the Thai audience according to its plan. Its aim to reach out to the male audience has been successful, thanks to the value centric approach, which focuses on understanding the audience's needs in the long run. More sport content has also been added, such as the live broadcast of La Liga, live Muay Thai competition from Lumpini Stage in Muay Dang 8 Tid, and sport highlights such as the opening match between Bernard Hopkins and Sergey Kovalev for unified three light heavyweight world titles. Thanks to its wonderful rating, RS has decided to buy the license from HBO Boxing to broadcast the matches for the Thai audience to view for free, starting in February 2015.
"I think that by introducing this content, Channel 8 will be able to attract a wider base of audience, especially the male Thais who love boxing. The female audience base is also growing. We bought the license to broadcast this boxing content because we want Thai people to enjoy premium content and make Muay Thai more popular among Thais, so that they will love our traditional sport more. Next year, there will be more than 10 competitions to watch on our channel," he said.
Recently, AC Nielsen's survey revealed that Channel 8 is the 5th most popular channel in Thailand, shortly after its launch. The success factor is its strong and complete content, such as drama, variety, news, and sports, attracting all age groups and genders. Advertising agencies and product companies have committed to long term plans with the channel. On January 1, 2015, Channel 8 will increase its advertising rate, from an average of 10,000 baht to 60,000 baht per minute. There are also many products who share the same target group showing interest in jointly organizing marketing campaigns. Channel 8 is a new channel that breaks even within its first year of operation.
"Today, the audience has changed their viewing behavior. The turn on the television when they want to watch a particular program, and go straight to that channel. In the past, they would leave the television on at one channel. We want to produce content that people can watch all day. In the past, we have our signature dramas as the main attraction, but we will gradually introduce new content. The DNA of our channel is different. We want the viewers to be a part of our programme, so that they feel more connected. That will create brand loyalty and make Channel 8 their main choice in TV," he said.
RS has recently partnered with Caltex, organizing a safe drive campaign, in which Channel 8 personalities will hand out stickers to raise awareness about safe driving during the New Year holidays. The stickers will be handed out at Caltex stations nationwide, starting December 27, 2014 until the second week of January 2015.