GMM25, the digital TV arm of GMM Grammy, is embarking on a restructuring of its programming in a drive to increase revenue to 800 million baht this year.
The operator of GMM25 channel yesterday officially unveiled its newly established content creation operating unit, GMM Bravo, headed by Fahmai Damrongchaitham, with the aim of maximising the use of the group's music resources to produce TV drama series.
GMM Bravo was set up especially to transform GMM25 channel's broadcasting business, said Phawit Chitrakorn, chief marketing officer of GMM Grammy.
The new unit will use the strength of the parent firm in the areas of music lyrics, strong audience target segments and experience in multi-platform media.
GMM Bravo will invest 150 million baht in producing TV drama series.
Mr Phawit said GMM Bravo would be a starting point for GMM Grammy's business innovation, with the integration of the company's abundant music assets providing a new way to present content on digital TV and other platforms.
A total of 10 drama series inspired by music and lyrics will air during the "super" prime-time period of 8.30-10.30pm, with each running 13 episodes.
Mr Fahmai said the business model would set GMM25 apart from other digital TV operators and secure the channel's strong position in producing TV drama series for urban audiences.
If the model is successful, it will generate at least 200 million baht this year as a part of the channel's revenue target of 800 million, he said.
"This will enhance the content engagement of GMM25's audience while increasing competitiveness in multi-platform services," Mr Fahmai said.
Of the targeted revenue, 80% is expected to derive from TV business while the remaining 20% will come online, including through TV streaming and the Line TV application.
GMM25 ranks seventh in the ratings among 24 digital TV operators, according to Nielsen Thailand.