'Communitainment' launched

The concept, combining three key elements - community, com¬munication and entertainment - will be carried out through the station's slogan 'You listen to music, we listen to you' as it will be open for any question, comment or feedback from business cus¬tomers and listeners.

True Music Radio expects the move will create a new innovative community of audiences who are dynamic and prefer a range of exciting activities.

According to Nielsen Media Research, overall radio ad expendi¬ture increased 9.93 per cent year on year to Bt609 million in June.

Vinit Lertrattanachai, CEO of True Music Radio, said the com¬munitainment concept would create a new phenomenon for the radio industry, adding convergence value to the company's radio business.

Programmes will also be broadcast through other channels, such as True Life Club, hi5/Blog and True Music Radio Fan Club.

"True Music Radio 93.5 FM is focusing on lifestyle. Research shows our main audience is people aged 1825. We have two radio stations. In the daytime, we will organise programmes at the True Shop in Siam Square in order to serve shoppers in the area. While at night, the radio programmes will be organised at RCA [Royal City Avenue] to cater to another group that loves to party," said Vinit.

He added that according to Nielsen Media Research, True Music Radio 93.5 FM was now close to the top five in the sector. The station is confident it can continue to increase its audience share. "We expect to achieve revenues of Bt60 million this year from both sponsorship and organising events and activities. This is double our first year's revenues," said Vinit.