Media agencies are advising TV channels with low ratings to improve their content or be left behind and not have viewers' attention.
Payao Thammateerasuntorn, TV investment manager of Mindshare Thailand, said digital TV competition would grow fiercer next year, while channel popularity would be based on content.
Leading channels such as Channel 3 and Channel 7 and new players such as Thairath TV, Workpoint TV and RS's Channel 8 will invest big budgets to enhance content.
Channels 3 and 7 will run special marketing campaigns to promote their content.
Normally, they promote new programmes on their own channels and some media outlets, but next year promotions will include special events and promotions.
For instance, Channel 3 holds a special event to promote its new drama line-up twice a year, while popular morning news programme Rueng Lao Chao Nee is sometimes broadcast live from the provinces to get close to upcountry viewers.
Channel 7 is planning to produce diversified TV programmes to suit viewer groups, particularly in urban areas.
New digital TV operators have been creating content with new presentation to reach the mass market. Soap operas produced by RS and Grammy have received good feedback.
Ms Payao said advertising spending on digital TV would double to 20% of total spending on TV next year.
Digital TV viewers are expected to rise to 87% of all viewers in the next three years.
"Poor-performing digital channels that have no or very low TV ratings should revise their channel's positioning immediately, as viewers won't watch them and they won't be able to survive," Ms Payao said.
She said they had no excuse for not being ready to run the channels, as digital TV infrastructure such as networks had been completed.
Moreover, the regulator began distributing subsidy coupons to buy set-top boxes in late October.
As of Nov 30, Nielsen Co listed the five lowest-ranking channels as MCOT Family, Now TV, Bright TV, Voice TV and the Loca Channel.
To increase ratings, channel operators should rethink their content to decide whether it suits mass viewers, said Kanokkarn Prajongsangsri, managing director of investment and knowledge at IPG Mediabrands.
He said some channels had positioned themselves in a segment of viewers with higher spending.
As the current TV ratings measurement cannot track such segmentation, these channels will have low ratings, Mr Kanokkarn said.