GMM Z targets major provinces for pay-TV service

GMM Z, a satellite-television business arm of GMM Grammy, has set its sights on the provinces as a key market for its pay-TV service, while earmarking more than Bt2.5 billion to purchase imported content next year.

"We are putting the mass market first, as in a low-cost airline's business strategy.

We have set affordable prices, and will have killer content from leading international production houses to attract almost a million subscribers by the end of next year," Rafah Damrongchaitham, chief operating officer for |content management, said |yesterday.

Some 70 per cent of the company's pay-TV subscribers will be in key provinces such as Chiang Mai, Phuket and Udon Thani, with the remainder in Greater Bangkok.

By the end of this year, GMM Z expects to have between 450,000 and 600,000 pay-TV subscribers. The target is that this will rise to a million customers next year.

The company reportedly sold 1.5 million set-top boxes last year and is targeting 1.5 million more this year, including high-definition boxes, which are scheduled for launch soon.

Customers must pay by prepaid card to access exclusive TV channels. The entertainment package is priced at Bt200 per month, the sports package at Bt300, and the combo package at Bt400.

Rafah said GMM Z had set aside about Bt2.5 billion for new imported entertainment content from leading international production houses such Warner TV and Fox, and for sports content from leading soccer leagues.

Currently, GMM Z's pay-TV service provides eight exclusive channels via its set-top boxes. By the end of this year, it will add three more channels: Star Chinese, Star Chinese Legend and Fox Crime.

By the end of next year, the number of pay-TV channels will grow to 30, Rafah added.

To promote its pay-TV service, the company is spending Bt200 million this year on marketing activities and sales promotions.

This forms part of GMM Grammy's plan to promote its pay-TV and imported content in line with incentive programmes for dealers.