Bangkok Media and Broadcasting Co (BMB), operator of PPTV Channel, plans to spend 1.6 billion baht this year for content enhancement with the goal of becoming a top-five digital channel.
Of that amount, 1 billion baht will be used for content production, 250 million for equipment technology, 200 million for marketing activities and 100 million each for studio construction and new media.
"We believe our new phase of TV programming is on the right track to gain more viewers and meet the target as one of the five most–viewed digital TV channels by year-end," president Kematat Paladesh said yesterday.
Currently, the top five digital channels are Workpoint TV, RS's Channel 8, Thairath TV, Mono TV and Grammy's One Channel.
Mr Kematat said PPTV Channel was currently ranked ninth, up from 14th last year, after it began broadcasting new content this year.
The station, which is owned by Prasert Prasarttong-osoth of Bangkok Airways, will strengthen its content, particularly soap operas, game shows, reality shows and seasonal programmes, which are very popular among Thais.
However, the PPTV Channel remains focused on premium mass viewers who are quality product spenders as well.
About 40% of the channel's content is targeted at premium mass and 60% at urban mass residents.
Moreover, the channel has also revised some TV programmes to suit the changing behaviour of viewers. For instance, South Korean series have been shifted to the evening to avoid competition with local soap operas.
The channel also offers news for those not wanting to watch soaps, so its news presentation is different to attract a new viewer target.
Mr Kematat said this year's highlight for the channel was soap operas. Six will be launched this year including Pueng-Dao, produced by talent scout and star manager A-Supachai Sriwichit, and Prissana, a popular period drama.
"Korean series are key to retaining existing viewers who are addicted to Korean stars. We'll have more than 50 Korean series this year, while additional activities such meet-and-greet events with popular stars, concerts and other roadshows will be held throughout the year," he said.
BMB expectss to generate 700 million baht in revenue this year.
Mr Kematat said digital TV had faced a tough situation since being introduced last April. Many channels remain in the red due to high fixed costs.