Voice TV targets younger viewers

Voice TV targets younger viewers

Voice TV, the Shinawatra family-owned digital TV channel, has earmarked 600 million baht to enhance its content in a bid to gain a wider viewer base among the younger generation after missing its revenue target by an estimated 10% this year.

Voice TV's new chief executive Makin Petplai (right), with adviser Songsak Premsuk, says the station will focus on improving content to attract the younger generation.

Makin Petplai, the newly appointed chief executive, came in with a mission to oversee content enhancement with creativity to expand Voice TV's viewer base from white-collar workers to younger people aged 18-22.

Two programmes for youngsters, Club Jobber and U-Debate, are due to be launched next year.

Morning news is its most viewed TV programme, especially among urban viewers.

"Competition among news content alone is very challenging for Voice TV, as our rivals are not only news channels but also channels in other categories that deliver news as well," Mr Makin said.

Voice TV found its direction of opinion and news analysis was a hit with viewers wanting more than news reporting. 

The channel is preparing to cash in on the bright prospects of digital TV next year.

The 24 digital channels have grabbed a 20% share of audiences from analogue TV, which is beyond the expectations of many industry experts.

According to TV ratings last month by Nielsen Thailand, Voice TV was ranked 23rd among 27 channels and fifth among seven news channels. Nation TV, TNN and New TV were the most watched news channels. Of the channels, 24 are digital and three are analogue channels that do simulcast broadcasts.

Previously a vice-president of Thaicom Plc and chief executive of Airports of Thailand Plc, Mr Makin will use his business experience to help build Voice TV's brand amid fierce competition in the broadcasting industry.

Voice TV is also looking for strategic partners to create an online platform and event marketing to serve advertisers.

Songsak Premsuk, an adviser to Voice TV, said he was working with other TV operators and media agencies to push for a reform of ratings measurement.

The accuracy of TV ratings is very important, as media agencies and advertisers use them as guides for allocating their advertising budgets, he said.

Although Voice TV has already missed its revenue target by 10% this year due to the impact of economic slowdown and unclear regulations, it still maintains its goal of being the leading news channel and breaking even in the next three to five years.

Voice TV faced a blackout for one month after the coup due to an order by the National Council for Peace and Order, which said the channel had a close relationship with politicians and was part of the social divide.

Do you like the content of this article?
COMMENT