Line Thailand looks to Asean to expand content
Line Thailand aims to make Line TV a professional content provider in Asean by 2023 while partnering with out-of-home (OOH) media to support advertisers using Line's platform to reach online and offline users.
"By the second half, Line TV will license local content to Cambodia, Laos and Myanmar, where people watch a lot of Thai media content. This is part of our strategy to provide professional content in Asean in three years," Kanop Supamanop, chief of content business for Line Thailand, said yesterday at its annual showcase "Line Nexplosion 2020".
Currently Line TV is only available for Thai users.
"We will make the Line TV app available in Asean," he said. Line TV will expand cooperation with more smart TV makers to pre-build its app to support a large-display experience.
Line TV will continue to work with partners for original content as well as expand variety including animation, sports/e-sports for men and sitcoms, said Mr Kanop.
In 2019, Line TV had 40 million viewers out of 45 million Line users. Viewers spend 176 minutes watching on average per day, mainly during lunch breaks, after work/school, and from 8-10pm, considered family time.
He said its news portal Line Today will "personalise infotainment" by embracing more artificial intelligence to recommend content for each user.
Line Today has 45 million users and 260 content partners. Some 41% of users are aged 25-34.
"We have 1 billion page views per month on Line Today. Thai readers read an average of 36,000 lines per year or nine pocket-sized books. Entertainment, lifestyle, fashion, health and sports are our most popular content," said Mr Kanop.
Norasit Sitivechvichit, commercial chief at Line Thailand, said the economic slowdown caused brands and advertisers to tighten budgets, especially large companies.
However, small and medium-sized enterprises, including online merchants, are increasing their advertising on Line Today, he said.
For the second half, Line TV will allow purchases while watching through the Line TV app or Line shopping features.
Nadhakriz Kanchanamantana, head of commercial content and media of Line Thailand, said the company will roll out a mixed online-offline advertising package by partnering with OOH advertising providers, including VGI Plc and Bangkok Metro Networks.
"We will offer advertising bundling packages and use technologies to track user reach," said Mr Nadhakriz.
The company also will work with Nielsen, a leading global market research firm, to launch "Line Reach Curve" programme to help brands measure their budget through digital ratings and across platforms, he said.