PPTV, a digital TV station run by Bangkok Media and Broadcasting Co, aims to be a top five digital TV operator this year thanks to its range of drama and variety shows.
Finding success in broadcasting sports programmes, the channel wants to air full entertainment content with drama and variety programmes. PPTV is now working with some 10 drama producers and several companies making variety shows.
"Moving to drama and entertainment content is a big decision because we cannot make only one drama. We have to do many and select appropriate choices," said Surin Krittayaphongphun, president of Bangkok Media and Broadcasting.
On Tuesday, the company held the "PPTV World Class TV & More" event to promote the first 10 dramas to be broadcast on PPTV.
There will be at least 6-7 dramas broadcast this year during prime time slots, starting from the end of the second quarter.
"Football programmes is a significant factor affecting what should we do with the broadcasting time of dramas because both content are on air at the same time," said Mr Surin.
The content mix broadcast on the channel last year was 35% entertainment, 30% news, 15% sport, 10% documentaries and the rest miscellaneous.
However, entertainment content will be increased to 50% this year, with 30% news and sport and other content accounting for the rest.
The channel is broadening its audience to the rural massive market, so it is adding more entertainment content, mostly drama and variety shows, said Mr Surin.
The three target audiences are retirees, housewives and the unemployed.
The company plans to invest a total of 2 billion baht by this year, with 500 million covering the cost of producing drama programmes.
Audiences will see more variety content on PPTV and so far Kik-Doo and The Voice are the two new magnets of PPTV, said Mr Surin.
He said ad spending on TV will not increase much this year, even with a general election. However, PPTV projects its revenue to double this year.
"To be a successful TV channel, we must have content with a great deal of viewers," said Mr Surin.
PPTV is the only free TV channel in Thailand that has obtained the rights to broadcast live football matches from the world's best leagues for three years, from 2016 to 2019.
Last year Facebook won the exclusive broadcast rights for the English Premier League in Thailand and Malaysia.
He said Facebook is waiting for the rights from EPL and they then will look for a partner.
PPTV is ranked 10th out of some 20 digital TV channels.