TrueVisions, the country's largest pay TV operator, is increasing its presence in the lucrative show business market as it reinvents itself as a media and entertainment company.
"Under the group's convergence strategy, we're looking to move beyond cable TV to multiple media platforms via online and on-ground," said Birathon Kasemsri Na Ayudhaya, head of commercial and business development.
"We plan to deliver our content through many broadcasting platforms, ranging from cable TV, digital TV and over-the-top content services referring to video, TV and other services provided over the internet."
Mr Birathon cited Comcast, the largest cable TV company in the US, as shifting from pay TV to telecommunications and the internet to meet changing consumer demands.
TrueVisions, through subsidiary Panther Entertainment, has explored the potential of show business for a decade.
"We're now ready to move aggressively to capitalise on show business opportunities," Mr Birathon said.
He said its pay TV business had sustainable subscriber growth.
"It's the right time to shift our focus to show business and create a new revenue source," Mr Birathon said.
Vit Suthithavil, managing director of Panther Entertainment, said the company spent 200 million baht to bring the world famous Cirque du Soleil Quidam show to Bangkok, with performances to be held from July 29 to Aug 3.
The family entertainment market still has room to grow, as it is valued at only an estimated 5 billion baht in Thailand, he said.
TrueVisions plans to take advantage of its solid marketing networks and distribution channels from parent firm True Corporation and Charoen Pokphand (CP) Group.
CP is the major shareholder in True and operator of 7-Eleven convenience stores.
The company plans to organise up to six concerts this year.
Mr Vit said Panther wanted greater variety in the show business segment, particularly with sporting events such as golf tournaments, motor racing and football.
TrueVisions also wants to build a large-scale events facility.
Panther hopes to double its revenue to 1 billion baht this year, Mr Birathon added.