After acquiring a Bt1.33-billion licence for a commercial digital-television channel for news programming, Voice TV aims to break even within three years.
“We are targeting a middle-class audience aged between 22 and 35 years, which has high purchasing power and influence on other groups in society. So our content must reflect this segment’s needs as well as what advertisers want to achieve,” said Songsak Premsuk, president of Voice TV. To achieve this goal, the company will pour about Bt640 million into content and production for Voice TV for the digital terrestrial platform after having been carried via the Internet and satellite for the past four years.
Of that investment, Bt570 million will be for news and variety shows. Another Bt30 million will be spent on new studios and production equipment. The rest of the budget will be reserved for branding and marketing activities throughout this year.
Morning news show “Wake Up Thailand”, “The Daily Dose” for analysis of foreign affairs, and “Diva Cafe”, a smart women’s talk show, will remain the station’s flagship programmes but will be enhanced. For example, “Wake Up Thailand Weekend” will be aired from 10-12am, while the weekday version runs from 7-9am. And “The Daily Dose” will be extended from a 30-minute programme to one hour.
Voice TV will also have new programmes aiming to appeal to its audience. From April 1, it will broadcast “World Idol”, a documentary show featuring biographies of globally famous personalities, and “The Master”, a talk show. There will also be a famous Korean drama series in its programme line-up. However, Songsak stressed that his station aimed to be a top news station with the best analysis programmes in the country in the morning prime-time slot from 6-9am and evening prime time from 6-11pm.
Sales director Kulaya Dejchai said the advertising rate for prime-time slots was Bt120,000 per minute.
While declining to comment on this year’s financial forecast, Songsak said he believed that Voice TV would break even within three years.
Apart from the digital television platform, Voice TV will also broadcast through smartphones, tablets and personal computers to broaden its audience base and to meet the demands of young people.
Last month, the company raised its registered capital to Bt2.31 billion, from Bt810 million in the previous year, to prepare for the digital TV operation. Panthongtae and Pinthongta Shinawatra, the son and daughter of self-exiled former prime minister Thaksin Shinawatra, are among major shareholders in Voice TV.