Dhospaak Co Ltd, authorised to provide live broadcasts in Thailand of all 64 World Cup matches, has added another package to attract more advertisers as it has yet to reach its goal since launching two earlier packages.

Managing director Vorawoot Rojanaparnich said yesterday many negative factors - including political uncertainty and the economic downturn - were behind it failing to reach its target.

Its earlier two packages were Package A worth Bt15.5 million - 30-second advertising air-time during the highlight periods of all matches and for reruns as well - and Package B worth Bt11.5 million: 30-second advertising during all matches only.

So far, Package A has attracted 17 advertisers and Package B 10 advertisers, worth a total of Bt200 million. But this figure is 50 per cent lower than company's expectation while the competition is about to start in two weeks, said Vorawoot.

Therefore the company has launched Package C, with a cheaper price of Bt5 million. This package allows advertisers to show commercials during reruns and highlight periods.

Moreover, the company is now offering a 20-per-cent discount for all three packages.

He said some advertisers had already shown interest, but declined to specify the figure.

Although the company has not yet achieved its financial expectations, its mother company - Thai Beverages Plc - has already promised Bt150 million in advertising support. In addition, the company will gain sales from sending World Cup broadcasting signals though fibre-optic lines to many large screens in public areas. Interested companies will have to pay Bt250,000 for all 64 matches.

 Dhospaak has spent Bt300 million to be the authorised broadcasting agency for the Cup in Thailand this year. Vorawoot estimates that Fifa, owner of the World Cup licence, will increase licensing fees to US$8 million-$10 million (Bt3 billion-Bt3.8 billion) for the next World Cup.

The bidding to become an authorised agency for the next edition of the Cup will be conducted soon after Germany 2006, and Dhospaak hopes to win.

Vorawoot claims Thailand is the only country where people could watch all 64 matches on free TV.

For example, each household in Malaysia will have to pay Bt1,200, Singapore Bt600, and Hong Kong Bt1,000, to watch all the matches. Those who do not pay will only be able to watch eight games.

Free-TV games made Thailand one of top 10 soccer-crazed countries during the last World Cup in 2002, according to information provided by Fifa. Each match drew as many as 30 million Thai viewers.

Globally, the audience for the final World Cup game was 1.1 billion.

Vorawoot sees the World Cup as alerting companies to the supreme power of sports marketing.

 Nitida Asawanipont

 The Nation