THE TV BROADCASTING market appears to be heating up as some leading stations are revamping their programming to capture more eyeballs, which should bring them higher ratings and revenues.
Market leader Channel 7 is reshuffling its TV schedule this month to broaden its audience by focusing more on non-prime time slots.
Palakorn Somsuwan, managing director of Bangkok Broadcasting and Television, the operator of Channel 7, said last week that besides offering blockbuster dramas and variety shows to lure mass audiences, his station had realised the importance of non-prime time slots – 9.30am-11am and 12.10am-1.10am.
“With the aim to boost audience ratings during those slots, Channel 7 has prepared a new line-up of entertainment programmes including situation comedies, variety talk shows and game shows, mainly targeting the family group,” he said.
The new daily non-prime time line-up features “Funny Family’s Show”, “The Family Million”, Chumtang Dao Thong” and “Ama Apartment”.
For the after-midnight time slot, the company is airing new shows related to movie reviews, food and travel news and culinary views.
“The new content strategy for non-prime time slots aims to help Channel 7 become an all-day prime-time station for all types of viewers,” he said.
Despite facing intense competition from new rivals, Channel 7 was able to retain its position as the No 1 broadcaster with an audience share of more than 30 per cent.
However, it seems to be a different story for No 2, Channel 3, run by Bangkok Entertainment Company, as its market share is being constantly nibbled away by strong competitors on the digital terrestrial TV platform.
To deal with this challenge, Surin Krittayaphongphun, acting president of BEC, said that besides continuing to emphasise top-rated programmes in this second half, Channel 3 and its networks – the 3SD and 3 Family digital channels – would add live broadcasts of top sports competitions such as the FIVB World Grand Prix Final and the Rio Olympic Games to boost ratings.
BEC and its affiliates recently secured an exclusive deal from the Federation Internationale de Volleyball (FIVB) to broadcast four tournaments – Volleyball World Grand Prix, Volleyball World League, Women’s Club World and Championship/Men’s Club World Championship – for four years.
Run by RS Television, Channel 8 last month did not seem to be happy with its audience rating by media measurement firm Nielsen (Thailand) because its ranking slipped from fifth to sixth.
Surachai Chetchotisak, chairman and chief executive officer of RS, said his company decided to re-image its brand identity along with adding top South Korean series such as “Uncontrollably Fond” and “Doctor” on its night-time prime time slots starting from 10-11.15pm.
New variety shows such as “Sexpert” and “The Guest” would also appear this month.