Modernine Television is reshuffling its non-prime-time programming, following a significant drop in ad revenues in the first quarter.

Yesterday, MCOT - the station's operator - introduced nine new programmes to strengthen Modernine's non-prime-time slots, mainly talk shows.

"We plan to increase our ad revenues at least 15 per cent via our non-prime-time programmes," said Kematat Paladesh, marketing vice president at MCOT.

Total TV ad spending dropped almost 10 per cent in the first quarter, Kematat said. "Advertising agencies and product owners reduced their TV budgets, because they have no confidence in the economic and political situation," Kematat said. "The move affected our ad revenues in the first quarter, which saw a significant drop from the first quarter last year," he said.

As a result, MCOT needs to strengthen its programming, particularly outside of prime time, he said. The move was also in line with a drive by its largest shareholder, the Finance Ministry, to improve the economic and social value of its assets.

"What we've done is increase our concern for both social and commercial benefits," Kematat said. "It is a trend among big corporations around the world to be more concerned about corporate social responsibility," he added.

Previously, BEC World and Bangkok Broadcasting Television, the operators of the top two television stations, channels 3 and 7 respectively, said their ad revenue could rise in the first quarter due to the fiasco at iTV. As the conflict between the station and the PM's Office escalated, iTV advertisers shifted to the top two channels.

However, Nielsen Media Research recently reported that total TV ad spending in January and February rose merely 2.16 per cent year on year to Bt7.9 billion. Total media spending in the two months rose 3.95 per cent year on year to Bt13.6 billion, Nielsen said. Significant drops in ad spending were seen in radio, newspapers, magazines and transit ads, it said.

After failing to generate enough income to pay to costs of their television programmes, several producers have taken some programmes off the air.

JSL recently withdrew "Thur-Thueng-Thur". The programme had aired from 11pm to midnight on Fridays on ModerNine channel since January. TV Burapa also withdrew "Phu Ma Yuen" from the channel. The programme had been airing since January from 11pm till midnight on Wednesday.

Kematat said MCOT planned to increase the ratio of programmes it produced to 40-50 per cent.

Currently it produces about 30 per cent of its total programming itself and co-produces 5 to 8 per cent with independent producers. About 8 per cent of its programmes are imported and reproduced, and the rest are time-sharing with independent producers. Most programmes, 75 to 80 per cent, are news and documentaries and about 20 per cent are entertainment.

The nine new programmes MCOT introduced yesterday are: MCOT News, an English language news report; Sa Mo Sorn Sukaphap, a heath show; Nine Entertain Midnight, an entertainment report; Vetee Rachathammanoon, a political talk show; Pom Den Praden Ron, a news talk show; Sam Noom Sam Moom Variety, a variety talk show; Kao Khon Kon Kao Special, a current issue talk show; Kabuan Karn Kae Kong, a variety show; and soap opera Tam Roi Por.

Kwanchai Rungfapaisarn

The Nation