March 10, 2014 00:00
By Watchiranont Thongtep
Workpoint Entertainment has targeted Bt1 billion in revenue during the first year of operating its digital variety channel called Workpoint Creative TV, thanks partly to its investment agreement with Dentsu Media (Thailand).
“With a new strategic content and advertising partner, we believe that our digital terrestrial TV channel for variety shows will attract good TV ratings and more revenue,” Chalakorn Panyashom, executive vice president for business television 2 and special projects, told The Nation last week.
The deal entered into last month is expected to help strengthen variety programming and advertising strategy for the territorial channel, which will start broadcasting in standard definition next month.
Dentsu would purchase newly issued shares in Workpoint Entertainment valued at Bt200 million, or about 2 per cent of total paid-up capital.
Dentsu is the largest media agency in Japan with a strong client base, particularly in Japanese brands. It has secured broadcasting rights for famous TV programmes and sports tournaments like the Volleyball World Championship.
Dentsu was behind the great success of “Oshin”, a Japanese period drama series, in Thailand. It was broadcast by Channel 3 20 years ago. “The Adventure of Pan and James” and “Pan: Chimpanzee and Bulldog on Errands” or locally known as “Punkung” on Modernine TV was another good example.
Not only would Dentsu provide quality content, but it would also bring titled sponsors for programmes.
Workpoint Entertainment will soon rename Workpoint TV, a satellite TV channel, to Workpoint Creative TV under the new concept of “Creative Variety”. The service on satellite TV will come to an end.
The company has prepared about Bt600 million for content development and production.
Highlights include sit-coms, a game show hosted by Panya Nirankul, who also serves as CEO of the company, TV series from China and South Korea and Thai TV series. This year’s Volleyball World Championship will be telecast on Workpoint Creative TV.
The company has set advertising rates for prime-time slots at Bt160,000-Bt200,000 per minute and non-prime at Bt60,000-Bt80,000.
Workpoint Entertainment will continue to produce and supply TV programmes for analog free-TV channels and for its subsidiary Thai Broadcasting, which secured a Bt2.35-billion licence to operate a standard definition digital terrestrial TV channel for variety programmes last year.
Last year its revenue grew 1 per cent to Bt2.18 billion.