SET-listed Workpoint Entertainment Plc (WORK) plans to add new content to its digital TV channel later this year when the TV ratings are more stable.
"We've seen the TV ratings become more stable after facing high volatility in the first year of digital broadcasting," said Chalakorn Panyashom, executive vice-president for TV.
Channels 3 and 7 remain the leaders, controlling 50% of the market in terms of viewership and ad spending on TV.
Workpoint was ranked third but its viewership is far below that of the two leaders. Channels 3 and 7 have 1.2 and 1.5 million viewers per minute on average, respectively, while Workpoint has 400,000.
The digital TV channel wants to boost figures to 600,000 viewers per minute later this year.
However, it must allocate a bigger budget for TV production in order to draw more viewers. At the same time, the company must balance investment cost and return.
Last year Workpoint saw its net profit drop 92% to 20 million baht. Profit is expected to revive this year and rise to 200 million baht.
Mr Chalakorn said big shows will be aired later this year ranging from popular programmes such as Fan-Pan-Tae and Golden Stage to Let Me In Thailand.
"We test-run our TV shows about six months before airing to ensure quality content and production," he said.
At the same time, it will gradually revise its programmes on a weekly basis in order to stay abreast with rivals who also review their output more frequently.
TV series and news shows will be its next focus to keep viewers' attention. Its TV series will be developed differently from that of its competitors in a bid to create a new group of viewers who want to see different things.
Mr Chalakorn said the company plans to generate more revenue from its strong creativity. First, it will export its TV format as it has received good feedback from viewers in other countries.
Workpoint sold the format of Fan Pan-Tae to a Swedish broadcaster, The Band to a Peruvian TV station, Lightning Puzzle to Asian broadcasters and the Envy Game series to a Vietnamese broadcaster.
"We hope to produce TV programmes to supply the international market one day," said Mr Chalakorn.
In addition, it has seen a significant increase in online viewers, meaning it can generate revenue by launching a customised marketing scheme for online media.
Workpoint has already sold ad air time in advance worth 1 billion baht. This year, it aims to generate 2 billion baht in ad revenue.
WORK shares closed Friday on the Stock Exchange of Thailand at 42.25 baht, an increase of 50 satang, in trade worth 60.3 million baht.