TrueVisions, the country's leading pay TV operator, has vowed to either secure or retain the broadcast rights to three major football leagues for several more years. The rights are due to expire this year.
Having the broadcast rights to these football tournaments will reinforce its claim as the "king of sports" pay TV firm.
The three leagues are La Liga in Spain, whose broadcast rights in Thailand currently belong to RS Plc; the Uefa Champions League, whose rights are held by beIN Sports; and Italy's Calcio Serie A, whose broadcast rights in Thailand are held by TrueVisions.
Attaphon Na Bangxang, chief programme and content officer at TrueVisions, said the company aims to secure various programmes including sports and entertainment to satisfy every group of subscribers.
The Uefa Champions League broadcast rights have just been secured by beIN Sports. TrueVisions will hold talks with the Qatar-based channel to broadcast all the matches in Thailand via both beIN Sports and TrueVisions sports channels.
Meanwhile, La Liga Spain and Calcio Serie A are likely to start a new bidding process for the 2016-18 seasons in the second half of this year.
Although TrueVisions did not set any budget to secure the broadcast rights of these tournaments, the bidding or sub-licensing prices should be practical for it to do business and make a profit.
"Thailand's pay TV industry has been very dynamic with a number of newcomers over the past three years, but only two operators, TrueVisions and CTH, could shake up the market," Mr Attaphon said.
Other pay TV operators such as RS and GMM Grammy pay less attention to bidding for sports programmes as they are now focusing on their digital TV channels.
"The variety and quality of content is the heart of the pay TV business to meet the demand of various viewer groups in each segment," he added.
TrueVisions has proven even without content from the English Premier League, it could retain its subscribers during the past two years.
Mr Attaphon said the Thailand Premier League (TPL) is its rising star for content. TrueVisions has secured TPL rights at a cost of 1.8 billion baht for three years (2014-16).
The TPL 2015 season will kick off on Feb 13. TPL matches will also be aired via the TrueVisions Anywhere application.