Published on June 24, 2005

maximise mass media outlets to educate the public about how to save energy.

“We [UBC] are happy to promote tips and guides on how to save energy and we are willing to broadcast them on our channels,” he said.

He said the government should focus on other energy-saving measures such as introducing lower speed limits on the roads. d Thailand has traffic laws but there is no actual enforcement, so people can still drive over the speed limit, he added.

As a pay-TV operator, UBC is supposed to broadcast 24 hours a day. The company has already seen its business hurt as the cost of fuel began to rise, with 1.3 per cent of subscribers ending their subscriptions in 2004 and 1.4 per cent fewer expected in the first quarter.

Chatchai Tiemthong, director for finance at BEC World Plc – operator of TV Channel 3 – said the measure would have a negative impact on the advertising industry, which has shown meagre growth of just 2 per cent in the first half of the year.

“While the manufacturers of essential consumer products have tightened their belts in terms of advertising budget, the manufacturers and distributors of many luxury items will hesitate to spend money to advertise their products,” Chatchai said.

Parames Rachjaibun, honorary chairman of the Advertising Association of Thailand, said the plan to stop broadcasts at midnight was more of a psychological ploy to get consumers to save energy, rather than a way to actually cut consumption. But TV stations will be hit hard if such a measure comes into effect, due to the lower advertising revenue.

“Most TV commercials broadcast on free TV after midnight are premium ads that cannot be screened during prime time,” Parames said.

Those commercials are mainly from alcohol manufacturers and distributors who cannot advertise their products before 10pm.

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