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Baht/$ 33.17/22
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GOLD |
13,850
+ 150
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ENTERTAINMENT
PORNNALAT PRACHYAKORN
Warner Music Thailand has joined with MSN to introduce a new radio station on MSN's Windows Live Messenger to tap the growing online user market in Thailand. Soundzero, the new radio station, is available on the instant messenger service provider MSN. It provides various services including music, game, voting and mobile content downloading.
Soundzero features four different channels: Hits, Rock, Rare and New Releases. Warner Music would provide songs under its company's umbrella along with other music companies including Sony BMG Music and other independent music labels.
Of the estimated total of 13.4 million internet users in Thailand, the Microsoft portal MSN claims to have 4.25 million as members, compared to 2.9 million last year.
The new partnership is expected to raise the number of its members to at least five million users by the end of the year.
''We believe reaching five million should be possible. Also, apart from the radio, there will be more products and services coming such as MSN in concert which would also help expand our user base and increase user engagement,'' said Craig Law-Smith, MSN's marketing director for Southeast Asia.
The expanded user database and an increase in user engagement or time spent using MSN are expected to help attract revenues from advertising companies.
A study by the market-research firm Synovate shows that Thais aged between 18 and 24 years spend more time per day on the internet (6.7 hours) than other media such as TV (5.5 hours), print (three hours) or radio (2.1 hours).
''In the entertainment industry today where technology plays a significant role in shaping peoples lifestyle and ideas, we can see sign of rising niche audiences,'' said Nadda Buranasiri, Warner Music Thailand's managing director.
He added that marketing to mass audiences had become less effective and that the entertainment industry needed to create a community where producers and consumers could interact with each other.
''I believe digital media would dominate the entertainment market in Thailand in three to five years' time,'' said Mr Nadda.
Warner Music Thailand hopes that 10% of daily MSN users will listen to Soundzero initially.
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