Buoyant Modernine shuffles progress

MCOT president Wasan Paileeklee said the programme reshuffle began four weeks ago in a bid by Modernine to maintain its share of viewers and advertising revenue.

Already this month, Modernine has increased the ratio of its news and documen¬taries from 34 per cent of programming to 40 per cent.

"We [MCOT] have raised our share of total advertising expenditure allocated to TV chan¬nels from 12 per cent at the beginning of 2007 to about 19 per cent today. We also achieved revenue growth of 32 per cent in the first six months of the year by making better use of air¬time and adjusting prices for our airtime," Wasan said.

He said MCOT wanted to maintain 1520percent growth in total revenue this year. Of this, about 60 per cent would come from Modernine TV, which is expecting revenue growth of more than 20 per cent this year.

Modernine TV now has a 10percent share in television ratings, taking third position in the market after Channels 7 and 3.

"As part of the programme reshuffle, we've strengthened our news reports by introduc¬ing more news anchors and promoting the quality of content in terms of speed, accuracy and teamwork," Wasan said.

The improvements will reduce the effect on its news programmes from the departure of Kitti Singhapat, who will join Channel 3 on Friday.

Wellknown news anchor Thira Thanyaanantpol will join the Modernine news team later this week, and he and Orawan Krimwiratkul will anchor the station's evening news from Monday to Friday. Sophon Navaratanapong and Penphan Laemluang will be news anchors for the evening news on weekends.

The station is also adding new programmes to its portfolio, including "9 Ruamjai Khon Thai Mai Tingkan", a variety talk programme. It has already begun and will be on air week¬days from 1011am. A new South Korean game show called "Sponge" will be on air Thursdays from 8.309.30pm starting on August 21.

Modernine has also changed the time slot for "Sleepless in Bangkok", hosted by Sanya Kunakorn, which will now be on air Wednesdays from 10.15pm to midnight.

A new sitcom called "Neua Khu Pratu That Pai" (The Soulmate Next Door), made by local production house GTH, will begin on October 4.