SET-listed BEC World Plc, the operator of Channel 3 and three digital channels, is banking on the Uefa Euro 2016 football tournament to drive its revenue and viewership.
The company has acquired sublicensing rights from pay TV operator CTH through subsidiary Bangkok Entertainment Co to broadcast all 51 matches.
Surin Krittayaphongphun, acting president of Bangkok Entertainment, said it had recently obtained the remaining 31 Euro 2016 matches after earlier acquiring 20 matches.
The tournament will be broadcast from June 10 to July 10 on Channel 28 SD.
"Having Euro 2016 will help draw more sports fans from the other digital TV channels such as PPTV and True4U to watch Channel 28 SD, which is still an unprofitable channel," said Mr Surin, who declined to reveal the budget to acquire sublicensing rights.
Channel 3 earlier obtained sublicensing rights for Euro 2016 from GMM B. But after GMM Grammy sold GMM B, which owned Z Pay TV, to CTH LCO Co, a subsidiary of CTH, in July 2014, CTH now holds the broadcast rights in Thailand.
Apart from the revenue boost from the tournament, the company's sports image will benefit in the long term as a result of viewers watching one of the greatest football tournaments on free TV, Mr Surin said.
He said this would also create a valuable experience for his staff because they would learn more about how to deal with production and management of a world-class tournament.
The company has already sold 100% advertising airtime slots for the first 20 Euro 2016 matches and expects to sell all slots for the other 31 matches in this quarter.
CTH can still broadcast all 51 Euro 2016 matches on its pay-TV system.
Mr Surin said BEC World's three digital channels -- Channel 33 HD, Channel 28 SD and Channel 13 Family -- remain unprofitable as the overall TV industry dropped by 8-9% in the first quarter due to the sluggish economy.
BEC World will continue to produce more quality programmes to add in its line-up thanks to its popularity for variety programmes.
In the first quarter, the company posted a net profit of 574 million baht on revenue of 3.45 billion baht.
Last year, the broadcaster's net profit was 2.98 billion baht and revenue totalled 16 billion baht.
BEC shares closed yesterday on the Stock Exchange of Thailand at 22.80 baht, down 10 satang, in trade worth 28.4 million baht.