True4U, a digital TV channel owned by True Corporation, has set aside 2 billion baht for content and studios this year and repositioned itself as a sports and entertainment channel, aiming for the top three in digital TV.
"This is our aggressive investment to reflect our commitment in the digital TV business in the long term, even though the industry is facing another tough time," said Naetchanok Wipatasinlapin, managing director of True4U Station Co.
Of the 2-billion-baht budget, 1.2 billion is for content and 800 million for studios and equipment.
True4U's new sports-and-entertainment strategy reflects the channel's integrated platform, which lets viewers access content from mobile apps, digital terrestrial TV, satellite TV and cable TV.
Viewers can also engage with True4U programmes in several ways, such as joining a lucky draw to win a house built by Magnolia, a property arm of CP Group, the parent of True.
Since its start-up last year, the channel has adopted the "4U" strategy targeting urban viewers.
Ms Naetchanok identified sports as distinctive content amid the game shows, soap operas and movies favoured by rival channels.
International and local sports programming represents 30% of airtime on True4U, which features Uefa Champions League, Uefa Europa League, National Basketball Association, National Football League, Thai Premier League and Volleyball Thailand League.
"We guarantee that we feature the most sports tournaments in the market," Ms Naetchanok said.
Other content to strengthen the channel's schedule will include blockbuster films, game shows and produced series.
True4U aims to use premium entertainment content to fight its rivals, which prefer to air soap operas during prime time.
News will account for 25% of airtime and family content 15%.
True4U ranks sixth among 27 digital TV channels, boosted by 15 Thai Premier League matches each month.
The channel plans to generate 2.4 billion baht this year and break even within six years.