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Published on March 1, 2008

That prediction is based on the assumption that ad income from both radio and television will continue to rise.

"MCOT has a policy of focusing on content in its prime-time slots, while our advertising rates remain below those of other channels. That's why we think our ad revenue will grow this year, while overall ad spending on television and radio is expected to contract 10 per cent and 3 per cent, respectively," said president Wasan Paileeklee.

If that target is achieved, MCOT's market share will increase to 16-17 per cent, from 14 per cent as of the end of last year.

The operator of Channel 9 last year saw total revenue fall at an annual rate of 9 per cent to Bt3.96 billion and its net profit plunge at an annual rate of 26 per cent to Bt1.11 billion.

He said last year's slump in MCOT's revenue and net profit was attributable to a shake-up of the company's top executives and policy changes in the first half.

MCOT's television revenue improved 33.74 per cent to Bt972 million in the second half of last year, from Bt1.3 billion the first half. Radio revenue surged 23.67 per cent, from Bt376 million in the first half to Bt465 million.

MCOT will consider whether to raise its advertising rates again after adjustments to its television programming in the third quarter. It already raised its rates once in January.

Commenting on speculation that he may be removed from his post now that the Power People Party-led coalition government has been installed, Wasan said he was not worried.

"I'm not concerned about the issue. I just do my best," he said.

He said he scored 78 per cent in a performance evaluation in January. The assessments are scheduled twice a year, in January and July.

He said he met with Prime Minister's Office Minister Jakrapob Penkair, whom he said wanted MCOT to cover news precisely and with balance.

"MCOT has so far acted as an independent body when airing news, and we have a clear goal of being neutral," he said.

Siriporn Chanjindamanee

The Nation