A-time Media, a radio subsidiary of GMM Grammy Plc, will move its Chill 89 FM radio station entirely online on April 1 to attract young listeners and generate higher ad revenue.
Saithip Montrikul na Ayudhaya, chief executive of A-time Media, said going online will also help track audience feedback more efficiently. That information, in turn, will help develop radio operations beyond the traditional model.
She said modern audiences still listen to music from radio stations but many, particularly younger demographics, primarily listen online.
"Radio is not dying but Thais, especially younger people, are shifting to listening to radio via online channels, so we need to keep an eye on them and cater to their needs," said Ms Saithip.
Chill 89 FM will pioneer A-time Media's efforts to shift entirely online. Its other two stations, Green Wave 106.5 and 94 EFM, have plans for the online shift down the road.
She said the timetable for moving those stations online will depend on several factors, including consumer behaviour.
"The three radio stations under A-time Media have strong engagement between their audiences and DJs. But if we move them online, I think they will be successful," said Ms Saithip.
Chill 89 FM will be the first and only online radio station in Thailand operating entirely online, which will be facilitated by launching its own application and specific advertising package for clients.
She said the Chill 89 application is forecast to attract 600,000 to 1 million downloads this year.
"Chill 89 FM will have more room for generating revenue online as members of Generation Y are the target audience and it will be easier to reach them," said Ms Saithip.
The move is further intended to cut back on costs.
A-time Media also has its own app that includes Green Wave 106.5, 94 EFM and Chill 89 FM. That app has been downloaded 4.6 million times.
The company has already returned its frequency for its 94 EFM radio station, and will move its content to a new radio station, 104.5 FM, on April 1.
A-time is ready for the country's imminent digital radio scheme by the National Broadcasting and Telecommunications Commission, but says the government should offer more support to make radio's digital transition smooth in order to avoid the problems being faced by digital TV.
Meanwhile, Ms Saithip said A-time will launch a music application in the upcoming months to diversify its business.
A-time's radio business grew 15% last year thanks to cost management efforts, aggressive marketing campaigns and online exposure.