When music magazine On Air hit the stands 10 years ago, it took Bangkok by storm. For the first time ever, here was a Thai publication devoted entirely to the foreign music scene.

The magazine, which remains a best-seller to this day, has since been used a model for many other publications with a foreign music bent, but none has lasted the course.

"I have stuck to my principles," says its founder, Taveesak "Mop" Bureerak who is also the marketing director and executive editor of On Air Entertainment (Thailand).

"On Air is a challenging magazine to put out."

This year, the magazine and its publishing parent company are celebrating their 10-year anniversary with a photo gallery, a collectible album featuring 50 greatest hits and interesting packaging, and a major show. All are scheduled for release sometime between September and the end of the year.

"For the show, we have confirmation from Ronan Keating and Boy Zone," says the 29-year-old editor.

On Air was inspired by England's teen gossip magazine "Top of the Pops", a spin-off of the BBC's popular weekly music show of the same name. Among the famous artists that have appeared on its pages are The Beatles, Spice Girls and Oasis.

On Air was launched at exactly the right time. Ten years ago, foreign artists such as Spice Girls, Backstreet Boys, 911 and The Moffatts had a strong fan base in Thailand but were receiving little attention in the local music press. Popular magazines "Ther Kap Chan" ("You & Me") and "The Boy" offered very different coverage.

The first issue of On Air featured foreign teen idols, Kavana, dressed in traditional Thai costumes celebrating the Loy Krathong festival. But what attracted readers were the original features.

Unlike other magazines, which carried translations of English articles, these blended facts with Thai insights.

"Our presentation and style was friendly and down-to-earth," says Taveesak.

"At first, we were criticised for not encouraging Thai musicians, for showcasing Boy Zone, 911 and Spice Girls rather than UHT, Lift & Oil or Christina Aguilar?"

Following in the footsteps of "Top of the Pops", in 1997, On Air Entertainment cooperated with music company, Universal Music (Thailand) in producing a greatest hits compilation album, titled "Funky On Air".

"The albums weren't only sold in Thailand but also other Asian countries," he recalls.

"After six albums, we had to stop the project because of illegal pirating of the CDs."

No matter whatever "Top of the Pops" does, On Air Entertainment follows. In 1998, the company turned into a promoter, organising concerts by British popsters S Club 7 among others.

"You can make more money from promoting than from a show but you take more risks. The concert can easily be cancelled but you will already have shelled out on the advertising," he explains.

In 2003, the company The Rock, a new magazine focusing on Britain's rock scene. Like On Air, it was an instant success.

"People may be facing uncertain economic times but they still love rock," says Taveesak, who is a fan of British music.

With the flagship pop music show now cancelled by the BBC after 42 years on the air, apparently because it can no longer compete with the music channels, is the music magazine's future also threatened?

"It's a shame about the programme. But we certainly won't come to an end like 'Top of the Pops'," replies the young editor with a smile.

Kitchana Lersakvanitchakul

The Nation