MCOT Plc yesterday announced a revival plan to lift its Channel 9 to the No.3 spot in viewership after a big decline.
MCOT found itself in a leadership vacuum for six months last year, resulting in falling ratings at Channel 9, which has transformed itself from analogue into a digital TV channel. It holds a licence for a high-definition variety channel.
"We're now ready to come back," said MCOT president Sivaporn Chomsuwan, who joined the company at the end of 2014.
Channel 9 ranked sixth among all 27 TV channels in the first week of February, a decline from No.4 in January. Channel 7 came in first, followed by Channel 3, Workpoint TV, Channel 8 and Thairath TV.
This year, MCOT will set aside a 3.2-billion-baht investment budget, of which 2.7 billion will go to digital TV and 500 million to content enhancement.
To cope with intense competition in the broadcasting industry, Channel 9 has revised its programming schedule for a March launch.
The new schedule will enhance the channel's signature shows such as live broadcasts and Woody Talk, while advertising airtime for news programming will increase.
Most of Channel 9's top shows are produced by outside content providers. Channel 9 will create new shows to replace those whose content provider moved them to other digital channels.
Half of Channel 9's content is informative and half is variety and entertainment; MCOT aims to produce 50% of content on its own.
"This is our first phase of programme rescheduling, and we're ready to revise more for broadcast flexibility," Mr Sivaporn said.
The next phase will be strengthened by sports programming, another favourite of Thai people.
After the revisions, Channel 9 expects to have an 80% occupancy rate, up from 60% now.
MCOT's radio business will also diversify its format into TV.
The company aims to increase revenue by 20% to 5 billion baht this year, of which 3 billion will come from TV and 1 billion each from radio and other sources such as digital TV network rental fees and new media.
MCOT will spend one more year studying a suitable development plan for a 50-rai plot of land on Rama IX Road. The company had intended to build a broadcasting complex on the site.
Non-broadcast business is under review: MCOT needs new revenue to compensate for concession fees set to expire in 2020.
MCOT's financial status remains healthy with the brighter business outlook, Mr Sivaporn said, adding that the company is likely to pay dividends this year.
MCOT shares closed yesterday on the Stock Exchange of Thailand at 15.80 baht, down 10 satang, in trade worth 21 million baht.