SET-listed RS Plc is hopeful of thriving in the crowded digital TV industry next year because of its new content line-up during the prime time period, and aims to raise its advertising rate by 40% .
Surachai Chetchotisak, the company's chief executive, said the digital TV industry is expected to become more intense next year and RS's Channel 8 digital TV wants to secure the top tier of ratings to generate 2 billion baht through its Prime Time Focus strategy.
Under the strategy, the company is committed to offering premium content from Thailand and overseas to attract 700,000 viewers during the prime time slots of 6am to 9am and 6pm to 11.30pm.
The channel has secured famous Bollywood series including the popular Hanuman, Wallop Maharaja and Legend of Ganesha.
The channel also aims to continue securing the status as the king of fight sport, planning to present special programmes for sports lovers, such as 8 Max Muay Thai, Muay Thai Battle and The Champion Muay Thai Tad Chuek, Channel 8 World Boxing, HBO Boxing and UFC.
Mr Surachai said Channel 8's news contents are still going strong, offering news in all categories of politics, economy, sports, entertainment, and social issues with a goal to stay at the top among new players.
"Thailand's digital TV has come a long way to its fourth year in 2018 and all digital TV operators are adjusting themselves with the aim of winning," he said. "Some may be successful and some may continue struggling."
Mr Surachai was optimistic media spending would rise next year with the digital TV industry highly expected to improve, thanks to a more stable business operation and the helping hand from the government, which extended the payment period for licence fee instalments.
He believes Channel 8 will be able to grow because of a well-managed plan and be among the country's top five digital TV operators.
Mr Surachai is confident the revenue goal of Channel 8 next year will be more than 2 billion baht, with 700,000 viewers per minute on average during the prime time period.
"More viewership means a higher advertising rate. Channel 8 is the winner in this game but there's still room for our higher growth," Mr Surachai said.
Channel 8 has also expanded its online viewership, connecting TV screen and online platforms such as Facebook, YouTube, Line TV, and website. The news programmes, Bollywood series, and dramas are broadcast live on Facebook along with its TV broadcast, resulting in higher viewership.
Meanwhile, Mr Surachai said the company also plans to buy media space at Suvarnabhumi, Don Mueang, Khon Kaen, Sakon Nakhon, Nan and Lampang airports in order to reach a wider audience base nationwide.
For foreign markets, it has sold licences to neighbouring countries such as Cambodia, Myanmar, and Vietnam as these markets have a lot of potential for growth -- another step towards success in its expansion in Asean, he said.
He said recently RS could see revenue exceeding its target of 3.5 billion baht, a 15% growth from last year's 3.12 billion.