Channel 3 will raise its advertising rates by 5-10% on weekend evenings from Oct 1 on the back of brisk demand despite the economic slowdown.
Channel 3 executives pose with actors during the PanoDrama gala night featuring the station’s plans for soap operas for the rest of this year.
The increase will be for the 5.45-7.15pm time slot on Saturday and Sunday.
Surin Krittayaphongphun, an executive vice-president of BEC World Plc, the operator of Channel 3, said this time slot has been gaining in popularity and become a new weekend prime-time period for family viewers.
Many advertisers want this period, but availability of airtime is limited.
Broadcasting regulations limit commercials on free TV to a maximum of 12 minutes per hour.
Channel 3 broadcasts Thai versions of many foreign TV programmes including Thailand Got Talent, The Voice, The Voice Kids and Dance Your Fat Off during this evening time slot.
Moreover, Thailand Dance Now, a talent show adapted from an original reality competition in Australia, will be aired from early October.
The Thai version will be co-produced by GroupM ESO, an entertainment and sports marketing firm under GroupM, and Creatist Media, a production house under TV Thunder Co.
Channel 3 has also extended its prime-time slot for soap operas on weekdays by an additional 15 minutes, to 8.15-10.45 pm from 8.15-10.30 pm, bringing the total to two and a half hours for the most expensive airtime for advertising.
The prime-time extension will increase revenue for the station and create opportunities for advertisers to reach their target groups, who watch soap operas.
Prasan Maleenont, a vice-chairman of BEC World and the station's acting managing director, recently laid out the direction of soap operas for Channel 3 for the rest of the year.
With Suparbburoot Chutathep a big hit with viewers, Channel 3 will enhance its soap opera line-up and add more series and short soap operas over the next five weeks.
"This strategy will satisfy our viewers as they can enjoy a diversity of entertainment content," said Mr Prasan.
In celebration of His Majesty the King's birthday this year, Channel 3 will offer a special five-episode miniseries, Look Mai Khong Por, to be aired from late this month until year-end.
Ad industry growth in the first half of this year was only 1.4%, less than the earlier projection of 10%, due to the economic slowdown and budget cuts by advertisers.
However, Channel 3's performance remained good thanks to its strong content and high ratings.
BEC World posted a first-half net profit of 2.8 billion baht, up by 20% year-on-year, on revenue of 8.15 billion.
Shares of BEC closed yesterday on the Stock Exchange of Thailand at 54.25 baht, down 1.75 baht, in trade worth 200 million baht.