Line TV adding shopping feature for viewers in 2020
Line TV aims to embark on "TV commerce" next year, where audiences can purchase products shown on TV programmes by clicking on them.
The venture is expected to help Line TV reach 55 million viewers in 2021, up from nearly 40 million at present.
According to Nielsen Digital Content Ratings in September, Thais spent an average of 58 minutes watching digital video content per day.
Some 98% were programme re-runs and on-demand shows, while 2% was live-streamed.
A full 94% of viewers accessed content through smartphones, with 3% using laptops and 3% on tablets.
Norasit Sitivechvichit, chief commercial officer of Line Thailand, said Line in 2020 will focus more on TV commerce by synergising its various services -- Line TV, online TV platform and Official Accounts -- to help brands boost their sales.
Line TV will expand to allow viewers to purchase products while watching content real-time, he said. Viewers will also be able book delivery services with Line Man simultaneously.
If all goes as planned, Thailand will be the first country where Line TV introduces the service. Line TV also operates in Taiwan.
Line TV enables TV streaming via Chromecast. The Line TV app can be downloaded onto Android TV for viewing on large-screen smart TVs.
"TV commerce means brands can roll out ads on Line TV and sell their products to viewers," said Mr Norasit.
Following five years of service, Line TV has nearly 40 million viewers and a wide variety of viewers, he said.
It has become a "mass media" similar to broadcast TV, said Mr Norasit.
Kanop Supamanop, head of content business at Line Thailand, said Line TV has four main audience segments it targets: youngsters aged 14-25; young workers, regarded as "premium mass", aged 21-34; people aged 14-34 with specific format and narrative preferences in terms of content, such as LGBT; and the biggest group, aged 14-45, called mass that prefer easy-viewing family content.
Mr Kanop said the most popular time for audiences to watch Line TV is 3-6pm on both weekdays and weekends, which indicates viewers watch during their commutes or free time after school and work.
At present, there are more than 1,000 different shows aired on Line TV by over 200 professional partner creators.
The top content category on Line TV is drama or series (75%), followed by variety (15%) and entertainment (10%).
He said Line TV recently offered prime-time packages for ad sales to brands. The platform also plans to increase content variety, particularly Hollywood movies and soap operas.