Channel 3 switching to on-demand streaming to attract young viewers

Channel 3 switching to on-demand streaming to attract young viewers

Mello is a website, mobile app and 'responsive platform' that lets users watch current Channel 3 content and archived reruns. (Photo via ch3thailand.com)
Mello is a website, mobile app and 'responsive platform' that lets users watch current Channel 3 content and archived reruns. (Photo via ch3thailand.com)

BEC World Plc, the operator of Channel 3, is switching from traditional broadcasting to on-demand services as the company strives to compete in the over-the-top (OTT) market and attract younger audiences.

Prachum Maleenont, vice-chairman of the board group and chief executive of BEC World, said the move will secure the company's place in the competitive market for online platforms that currently dominate the media industry, especially among digital TV operators.

"Our new digital platform, Mello application, designed for both mobile and website, will diversify the company's services and reduce the risks involved running a media business amid today's changing landscape," Mr Prachum said.

BEC World has been trying to improve its online platforms to catch up with rapid-fire trends, he said.

The company operates four online platforms: 3Live, Kribkruakao, CH3 Thailand and Mello.

Mello is a website, mobile app and responsive platform that lets users watch current Channel 3 content and archived reruns.

Mr Prachum said Mello will boost current audience engagement with its parent firm's operation, Channel 3.

The Mello platform is expected to launch this year and is currently in the developmental process.

In the meantime, BEC World has launched CH3 Thailand, an online platform that ties Channel 3 audience together through social media platforms such a Facebook, Instagram, Twitter, Line, and YouTube.

BEC World's main channel, 33HD, is popular among Thai audiences, while the company's other two channels, 13 Family and 3SD, are expanding and are expected to become more well-known by the end of 2017.   "This year, BEC World's three channels will focus on content improvement and actors' creativity," Mr Prachum said.

At the beginning of this year, BEC World underwent minor restructuring.

The company refined its focus on utilising the channel's archive to its advantage, promoting online platforms to match audience demands, and improving resource management to increase efficiency.

Mr Prachum went on to say that this year BEC World will heavily focus on digital and online content to adapt to changing consumer preferences, and that an increase in revenue is expected by the end of the fourth quarter.

In 2016, BEC World reported a net profit of 1.21 billion baht on consolidated revenue of 12.53 billion baht, down from a profit of 2.98 billion baht on revenue of 16 billion in 2015.

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