Next Step Co, a producer of TV documentary programmes, has jumped on the satellite TV bandwagon, introducing its first free-to-air platform.
Its new Freeview HD offers quality content for viewers, said Next Step, adding the company will spend 5 billion baht on satellite TV operations over the next decade.
Amornphat Chomrat, managing director of Next Step, acknowledged satellite TV channels face many uncertainties and extra fees in order to acquire easy-to-remember channel numbers on major viewing platforms. This leads to inconsistent viewership and ad revenue.
Moreover, several satellite TV operators have struggled with the intense competition because of an oversupply of channels, keeping their ad air rates low.
But Next Step sees business opportunities in the segment, particularly from middle-class households in urban areas, as they want to watch high-quality content. They hope communications technology can help them watch TV at cheaper prices.
Philipp Heussen, Next Step's head of its Freeview HD platform, said its satellite TV set-top box with a free monthly subscription for three years will feature 111 channels. Among them are 24 digital TV channels and those from Next Step and its local and foreign partners.
Content will suit the lifestyle of family members, with shows about nature, travel and food as well as movies, he said. About 40 channels will be transmitted in high definition.
"All of our channels will have high-quality content, ensuring something for everyone in the family," said Mr Heussen.
Next Step will transmit TV signals from the US-based satellite Intelsat in the KU-band system. Some 5 million households use KU-band dishes in Thailand, comprising Freeview HD's target audience. Its set-top box is priced at 1,200 baht.
Next Step targets set-top box sales of 500,000 and 750,000 units in the first and second years, respectively, before reaching 2 million boxes in 2018, representing some 44% of the total KU-band satellite dish market.
Infosat, a giant satellite dish and set-top box maker, will help Next Step with marketing activities and handle technical work.
Infosat has a close relationship with satellite dish dealers.
Mr Amornphat said revenue from the Freeview HD platform will contribute 70% of the company's total in the next three years, with the remaining 30% from content production.