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It also plans to make Max 94.5 Digital Radio the third most popular station among teenagers by the end of the year.

The advertising and marketing budget for these two stations for this year is Bt80 million, with 65 per cent going to Cool and the rest to Max.

The company yesterday launched the second of a planned three ads for Cool 93. Called "Cool My Society". Each ad will run for four months, with the current one focusing on corporate social responsibility (CSR), considered a rising trend among advertisers.

The campaign costs Bt5 million and features children selling garlands to drivers at street intersections. The youngsters ask motorists to help save the environment for future generations. It will be shown in cinemas and via other media, including the Internet.

"Emotional marketing enables us to appeal to consumers' hearts, the same as life-assurance firms and consumer companies have done in the past," said managing director Komsan Chetchotisak.

The online ploy is also expected to spread its message to 400,000 viewers, he said.

Komsan said the firm initially did not expect to earn money from any of Cool 93's three ads but that the current one had attracted several sponsors. Its first one, which ran from January to April, was called "Cool My World" and cost Bt7 million to make. The third one will be called "Cool My Life" and is expected to cost a similar amount.

Komsan said the strategy of using CSR should contribute 5 per cent to revenue growth. The firm expects to earn Bt250 million this year.

Sky-High is also working hard to promote Max. It plans to make Max the third most popular teen station, from fourth place today. It now has almost 200,000 listeners nationwide. Third-place rival 91.5 Hotwave has about 300,000 listeners.

Its strategy is to use a community website where audiences have interactive activities with Max deejays, playing games to collect points and sell products.

It is also working on an action plan to change Max's image by incorporating a more "teen look" for the station next month. A budget for this campaign will not be set until the plan is finalised.

Sky-High expects the station to generate Bt100 million in revenue this year, up from Bt70 million last year.

Komsan said the company had not yet planned to run another station yet. It lost its 106 Latte adult-music station last December.

"We must wait and weigh the political and economic situation first," he said.