ศาสตร์เกษตรดินปุ๋ย : ขอบคุณแหล่งข้อมูล : หนังสือพิมพ์ The Nation
GMM Grammy is earmarking more than Bt2 billion for content production at its two terrestrial-based digital-TV channels this year to achieve its ambitious goal of becoming a major broadcaster in the new industry.
About Bt1.5 billion will be allocated for several programmes in high definition for One, while the balance of Bt600 million will be used to make shows in standard definition for GMM 25.
Under its key strategy founded on more than 20 years in the TV and music production business, One will develop super prime-time soap operas, series and situation comedies to attract its main targets, which are mass audiences in Bangkok and urban areas.
After its success in offering those kinds of TV programmes, One keeps expanding its super prime-time shows to weekends on top of weekday prime time in line with top-rated variety, sitcom and reality shows.
One will also focus more on midday airtime slots, starting at 11.30am and going to 1.30pm, filling them with daily news and entertainment shows.
In light of the volatile economy, the company has to take a cautious approach in spending on TV production this year.
Besides entertainment, sport is another area that One wants to key in on.
In March, it will telecast the rematch between Thailand and Iraq.
The company targets average ratings of 1 point to become a top-three player this year, increasing from 0.3 point and sixth last year, so that it can raise its average ad rate by about 50 per cent from Bt30,000 per minute this year.
The highest rate of Bt150,000 per minute could also be increased.
One aims to post Bt1.8 billion in revenue this year, mainly from ad spots, product tie-ins and show business, almost doubling last year’s Bt1 billion revenue.
Clients and media agencies have already booked about 50 per cent of total airtime.
According to an analyst at Bualuang Securities, GMM 25 will continue to focus on slotting entertaining dramas and fun premieres at 8pm for younger audiences.
GMM 25 has differentiated content, namely “Club Friday the Series” and “I Wanna Be Sup’tar”.
Led by Saithip Montrikul Na Ayudhaya, CEO of GMM Channel Digital TV, GMM 25 will strive to sell more product tie-ins, which already account for 70 per cent of total airtime.
GMM 25 channel has sold Bt200 million to Bt300 million worth of ad spots and product tie-ins so far this year. Revenue for the whole year is expected to double to Bt800 million.
To attract more advertisers and media buyers, GMM 25 also offers online and on-ground services.