TrueVisions, the country's largest pay TV operator, has debuted six software and interface upgrades focusing on video-on-demand (VOD) service for its premium subscribers.
Sueksith Cholasuek, TrueVisions' marketing director, said the six intelligent technologies would improve the TV viewing experience.
New TrueVisions is ready for installation with premium package clients on July 7. TrueVisions has 300,000 premium subscribers.
Sueksith: Consumers want new technology
The upgrades comprise an EVO12 translucent user interface, TrueVisions On-Demand, High Definition, HD Personal Video Recorder, TrueVisions Anywhere and Platinum Review.
"We will keep improving our technology to keep up with international standards," he said.
Nantanee Wongumnitkul, TrueVisions' director of interactive TV, said TrueVisions On-Demand is the highlight of the upgrades as more consumers want to watch movies on both home entertainment or portable devices.
Mrs Nantanee said the VOD service could be easily upgraded without having to pay additional fees.
The company is confident it could penetrate the local VOD industry because it has 200 new movies rotating monthly via its service, she said. The 200 movies will mostly come from the world's largest movie studios: Walt Disney, Fox, Paramount and Warner Bros.
The group's VOD service is different from its local rivals as it has no fixed rate for purchases because it is not a movie buffet format, said Mrs Nantanee. TrueVisions will provide 200 current and popular movies rotating monthly, with each available for download for 50 to 100 baht.
The VOD service will only be available to its gold and premium package subscribers initially, though TrueVisions expects to offer it to unsubscribed clients soon.
The company targets half of its 300,000 premium subscribers to buy the upgrades, raising that segment's revenue by 5-10%.
TrueVisions has 3.22 million subscribers, with 10% using the premium package, 40% the standard package and 50% the free viewing service.