Komsant Chetchotisak, left, managing director of SkyHigh Network, together with Jakapan Puangkaew, director of 106 Life Plus FM, at the press conference yesterday to announce the radio station’s revamp.

Under a Smart Life, Smart Radio concept, it is expected to become 106 Life Plus FM on June 1.

Managing director Komsant Chetchotisak said yesterday that the station would focus on a mix of lifestyle and music content to target a working group aged between 25 and 44 years.

"We have refreshed the station's image to emphasise more clearly its provision of music with content of substance," he said, adding that he is confident the refreshed station will meet the target group's demands.

Sky-High Network is a content provider under RS Group's radio business for such stations as Max 88.5 Digital Radio and Cool 93 Fahrenheit, as well as 106 Life Plus FM.

According to Nielsen Media Research, overall advertising spending on radio spots shrank by almost 11 per cent year on year in the first quarter. Sky-High Network's ad revenues dropped by more than 9 per cent in the period, it said.

Komsant said the radio industry overall had grown steadily in the first five months of the year, compared to the same period last year. However, the second half is expected to be flat, as long as there are no positive factors to spur the economy.

Sky-High Network expects to meet its revenue target of Bt450 million this year - a 20-per-cent increase over 2006.

Meanwhile, the renewed 106 Life Plus FM will employ an "icon representation" strategy to attract listeners, similar to that used by the company to gather audiences for Max 88.5 Digital Radio and Cool 93 Fahrenheit.

Six DJs will be employed as "icons" represent different programming styles, including tourism, health, music and shopping.