• 
• 

Published on April 2, 2008

The Thai Public Broadcasting Service yesterday launched its new logo and programming, kicking off the first chapter of the country's inaugural public-service station.

Acting managing director Thepchai Yong said the new logo and content would be fully applied at Thai PBS on May 1 and that the channel would be renamed from Thai PBS to TV Thai.

"We've received positive feedback from our viewers over the last couple months of the prelaunch period, particularly on our news and documentary programmes," he said.

"According to TV rating agency ACNielsen and information from our own research team, Thai PBS has been ranked third or fourth in the market, following Channel 7, Channel 5 and Channel 3, particularly in the areas of news and documentaries," he said.

"From today, with the new line-up of quality programmes, we are ready to move forwards into full public television and to be a new valuable alternative to viewers," he said.

TV Thai's success criteria will not depend on ratings, but the quality of its offerings, which will reflect the people's interests at all levels of society, he said.

The new programming will start this month with about 10 shows added.

Thepchai said the choice of new programmes would be based on content aimed at raising the learning skills of people to cope with the dynamic changes in the world, as well as improving their quality of life and preserving the good culture of Thailand.

With the revamped programming, about 39.85 per cent or eight hours a day will be news, 6.63 per cent will be news documentaries and analysis, 22.63 per cent will be documentaries and 14.37 per cent will be non-news and informative-content programmes. Children's and youth programmes will account for 6.74 per cent and entertainment programmes 11.94 per cent.

TV Thai will produce 54.73 per cent of the programmes while 17.64 per cent will be licensed, such as imported documentaries, 24.37 per cent will be fully sponsored by non-profit organisations and 3.26 per cent will be from hiring or outsourcing to independent producers.

The Excise Department has provided Bt233 million in operating funds for January and February from "sin" taxes. As of March, the station had used up Bt122 million, of which about Bt40 million was for staff salaries, Bt41 million for operating costs such as electricity, building rent and the broadcasting fee, and Bt40 million for television programmes, including documentary licences and programmes made under contract with independent producers.

Deputy director Takerng Somsup said TV Thai Channel would feature content suited to every member of the family, particularly kids and youths, as well as for public interest such as health and consumer protection issues.

For example, on weekends some programmes will be focused on smart-family content, he added.

Kwanchai Rungfapaisarn

The Nation