Line TV aims for 55m viewers
Line TV has outlined a three-year vision to become an online TV platform reaching all 55 million TV viewers nationwide by 2021.
“Line TV is a combination of over-the-top and linear TV developed for Thai consumers, and in the past four years Line TV was one of the highest-growth businesses of Line Thailand,” said Ariya Banomyong, managing director of Line Thailand, speaking at Line TV Nexplosion 2019 to an audience of digital agency heads and content producers before dodging reporters afterwards.
A source familiar with Line Thailand's activities said Mr Ariya plans to join BEC Tero in March.
Kawin Tangudtaisak, content business director at Line Thailand, said that by 2021 Line TV aims to be the No,1 online TV platform for Thais, reaching 55 million TV viewers (up from 33 million at present), accounting for 60% of TV viewers.
The watch time of Line TV is 2.43 hours daily. Female and male viewers make up 59% and 41% respectively, and the age bracket with the most viewers is 25-34 years old at 39%, followed by over 45 (25%), 35-44 (20%) and 18-24 (16%).
“We are no longer online TV for only young people, thanks to four soap opera hits in 2018 that have 1.2 billion rerun views on Line TV," Mr Kawin said.
According to Kantar, TNS and Infosearch, the top three categories of free internet content are Thai dramas, music and game shows, and the top paid content consists of movies and international series.
The study by the companies found that consumers are watching less traditional TV because they have no time (79%), the air times are unsuitable (41%) or a proper variety is unavailable (29%).
To achieve its goals, Line TV will feature more quality original content under the co-production model and offer more exclusive content such as Indian series from Channel 8.
Line TV expects to have more audience views from Bangkok and 35 provinces this year.
Norasit Sitivechvichit, commercial director of Line Thailand, said the company is ramping up its advertising revenue this year. Overall advertising spending on Line TV doubled last year, with 400% growth in the fourth quarter.
“We grew 100% consecutively and we aim to grow by three digits in 2019,” Mr Norasit said.