Chatchai said the programmes would help Channel 3 overcome the disadvantage of having few children among its viewers and also serve the increasing number of advertisers targeting children.

He said BEC's initial objective was to gain bigger audiences of families and children, in order to attract advertisers manufacturing children's products. This will increase the company's sales as well as tightening and increasing its audiences. He declined to put figures to his expectations.

Until now, Channel 3 broadcast three main types of programmes: soap operas, news and women's programmes. About 70 per cent of BEC's advertising revenue is generated from soap operas.

As well as adding the new children's-programming category, BEC World plans to inject more sports content into its news and women's programmes.

Chatchai said the improved variety would allow Channel 3 to serve particular audience groups better and offering advertisers in several industries the opportunity to ensure their commercials reached targeted groups.

It will also help Channel 3 generate higher advertising revenues during non-prime-time periods, when air time for commercials remains unfilled. Most advertisers prefer the prime-time period from 6.30-10.30pm, but it is hoped the new variety will lift revenues from non-prime-time programming to more than 10 per cent of total revenues.

In the first quarter, BEC World recorded a profit of Bt465 million, up 7 per cent on quarter and 103 per cent on year.

Chatchai said this resulted from the company's ability to sell almost all of Channel 3's advertising air time compared with last year, when selling advertising spots was difficult.

He predicts second-half advertising revenues will be just as good as in the first half, as long as there are no more "negative factors". Also, the October election will help by boosting revenue in September - normally the lowest season for television advertising.

Nitida Asawanipont, The Nation