Pongsak, formerly an executive of Matichon Plc, was appointed to the post on Tuesday with the mission of drawing up a framework to turn MCOT into a model state media agency.

He is among the new directors appointed to replace the previous board, which resigned en masse to show responsibility for allowing the broadcast of a speech by former Prime Minister Thaksin Shinawatra's speech on the night of the September 19 coup.

"My job is to make a sustainable change at MCOT and to make it an 'independent' media agency that is owned by the public and represents the state, not governments," said Pongsak.

He promised across-the-board change in the organisation, from management to programming, with special focus on the power of media in changing society.

"A framework of principles will be put in place to ensure that there no interference from any stakeholders," Pongsak said, adding that MCOT was expected to become the role model for state media with good ethics and a focus on providing content that contributed to society.

"I don't care about TV rating by advertising agencies, because social rating on its contribution is far more important," he said.

However, making social benefit its top priority does not mean MCOT does not care about its shareholders, he said.

"It is easy to explain this to shareholders - the state or taxpayers who own 70 per cent and minor shareholders owning 8-9 per cent. If the social benefits exceed monetary benefits, all of society including individual shareholders will gain immensely. Many social problems caused by media need huge funds to remedy. Comparatively, if the media is good and responds chiefly to society, MCOT's revenue of Bt100 million is tiny."

Pongsak said there was no suggestion to delist the company, as listing was done to allow public ownership.

"However, shareholders should not stick to share prices," he said.

Asked if the programming reshuffle would affect revenue, Pongsak said MCOT was doing fine with the revenue from its seven Bangkok radio stations and 60 provincial radio stations as well as concession fees from UBC.

MCOT's share price yesterday dropped Bt1 to Bt29.25.

With the new board of directors in place, MCOT will soon set up a committee made up of scholars, consumers and the general public to oversee the Thai News Agency, its news provider service. The committee will monitor the agency to ensure that its content and working direction meet social needs.

Pongsak yesterday also explained the new board's policies to MCOT's labour union, which has been urging the government to reinstate former president Mingkwan Sangsuwan, in a two-hour meeting.

The acting president said MCOT's board would next Friday discuss the procedure to find a new president who could follow its framework for social policy and ethical principles.

Pongsak compared media organisations to water pipes through which good or bad water could flow to consumers.

"Our aim is to eliminate bad water from our pipe so that consumers will have confidence in consuming the water," he said.

Kwanchai Rungfapaisarn

The Nation