Coolism, a radio business of RS, aims to grow revenue by 20 per cent to Bt690 million this year from Bt500 million last year.
It is injecting more than Bt100 million to develop new media and launch a series of marketing campaigns to reinforce bonds with its listeners.
Sutee Chatratanakul, managing director of the operator of Cool Fahrenheit 93 and Cool Celsius 91.5 radio stations, said yesterday that the Internet had enhanced the potential of the radio industry by reaching working people during office hours.
People used to listen only to the radio, but now there are many ways to stay tuned such as smartphone applications and computer websites.
The company plans to reach out to new listeners under the 360-degree engagement strategy. It has set aside Bt20 million to continue developing its online broadcasting system, particularly smartphone apps and websites, which are becoming increasingly popular.
It is planning to build a broadcasting studio to welcome the digital era since this year Thailand will see its first digital TV broadcast.
Cool Fahrenheit 93 has remained the No 1 radio station for 12 years. This year, the advertising rate is 20 per cent higher than last year.
Cool Celsius 91.5 is also becoming better known and this year the station is expected to see a jump in ad revenue.
The company has partnered with Thai and international music labels to organise Coolism Camp, an entertainment workshop aimed at educating communication arts students about the music radio station industry in the digital age.
Industry professionals will share their experience – valuable knowledge that cannot be taught in class.
The activity is a way to give back to society and expand its listener base to students.