Thaicom launches Loox TV platform
Integrated content app offered to viewers
The sole satellite service provider Thaicom yesterday launched Loox TV, an integrated TV content digital platform via mobile application, in a bid to revitalise the TV broadcasting ecosystem in the country.
Mr Paiboon says the more TV channels on Loox TV platform, the easier it is to improve the industry's ecosystem. Tawatchai Kemgumnerd
The Loox TV app was designed to make viewing easier for both real-time and on-demand programmes, including terrestrial digital TV channels, cable and satellite TV via set-top boxes.
Thaicom will also periodically report the viewing rate for all TV channels on the platform, categorised by screen type. The report should be a new benchmark for Thai TV ratings, offering a more precise indicator for advertisers.
"Consumers, TV channels, TV producers, content providers and advertising agencies can benefit from Loox TV application," said Paiboon Panuwattanawong, Thaicom's chief executive.
Mr Paiboon said apart from the increasing popularity of viewing video-on-demand via video-sharing sites, many factors weakening the TV industry in the country include too many TV channels, difficulties in viewing interesting TV programmes and the mismatch between on-air programme timing and viewing availability.
Thaicom developed Loox TV as a hub for TV content. The application can be downloaded for free on both iOS and Android platforms.
After downloading the application, users will see TV contents categorised by types such as news, variety programmes, entertainment, sports and soap operas. The application allow users to search for programmes with keywords.
Additionally, users who want to see programmes on TV screens at home can use "smart remote", a function that will automatically switch broadcasting from mobile devices to big screens through satellite TV set-top boxes. The application will also support Google Chromecast dongle, allowing users who are not satellite TV subscribers to watch TV shows and films on the big screen.
Mr Paiboon said as of today there are 50 TV channels available in the Loox TV platform, and the company encourages all TV channels to join the platform.
"No matter how the world changes, TV content is still the best, the most credible and the most accessible to all targeted audiences. The more TV channels in the Loox TV platform, the easier it will be to improve the industry's ecosystem," he said.
Mr Paiboon said Thaicom will not directly benefit from the Loox TV platform. On contrary, the platform directly benefits all existing TV channels in the ecosystem as it will be a powerful alternative for viewers to access TV programmes.
Thaicom senior vice-president of media business Ekachai Phakdurong said Thaicom targets for 300,000 users to download the application by the end of 2018.
The company has also developed and installed data analysis software supporting the Loox TV app to recommend programmes or TV channels to users that suit their tastes.
The software will also analyse viewers' watching time and behaviours, and deliver the data to all TV channels on the Loox platform.
"It will work as new benchmark of TV ratings indicator, with more precise results than the existing ones run by big market research agencies," Mr Ekachai said.