Pay TV operator TrueVisions plans to increase customers' average spending per bill to 900 baht from 763 baht in a drive to maintain growth of 5% this year amid high competition from digital and pay TV rivals.
Manus Manawuttivet (second from left), head of commercial and business development at TrueVisions, and marketing director Suksit Cholasit (second from right) attend the launch of the 'Committed to Be No.1 HD' campaign.
The pay TV company has faced a decline in average spending per bill over the past five years from 806 baht per bill in 2009 to 763 baht at the end of this year's second quarter.
To solve this problem, the company will soon launch the TrueVisions "Cheer Thai — Go for Goal" campaign for the Incheon Asian Games and upgrade mass and mid-tier packages to Gold for free from Sept 10 to Oct 5, said Manus Manawuttivet, head of commercial and business development at TrueVisions and True Online.
At the same time, Gold-package subscribers will be upgraded to Platinum, while the latter will have an a la carte service added.
TrueVisions will broadcast the Incheon Asian Games for Gold package via various sports channels with high-definition (HD) signals.
Subscribers can also receive privileges for other premium content such as Uefa Champions League, NFL and NBA games and the US Open.
"We want our mid-tier package subscribers to try premium content from the higher-priced Gold package hoping they'll upgrade to this service permanently after their trials," said Mr Manus.
TrueVisions is also pushing for customers to migrate to watch more HD channels. Some 70% of subscribers still use standard-definition set-top boxes.
The campaign is aimed at increasing the average spending per bill by existing subscribers after the company successfully gained new customers from the "Happyx2" campaign based on a convergence strategy.
Mr Manus said the pay TV market still has room to grow, especially in the premium segment, which is defined as households with incomes of more than 50,000 baht a month.
TrueVisions now enjoys a 30-40% share of the segment.
To reinforce its leadership in pay TV service, TrueVisions will add HD channels in each package including 14 for the True Knowledge package, 27 for Super Knowledge, 22 for Super Sport, 40 for Super Family, 50 for Gold package and 66 for Platinum.