DN Broadcast, the TV arm of the country's second-largest daily newspaper Daily News, is set to spend more than 800 million baht next year to broaden its viewer base for New TV to reach the top of news channel category.
Digital channel New TV plans to broadcast more diverse content such as variety, series and cartoons, in addition to its news and documentary content.
"We received positive feedback from viewers, which have tripled to 1.6 million in the past six months," said Panuchai Srinualnad, managing director of DN Broadcast, the operator of New TV.
New TV will spend 600 million baht on content production, 100 million on marketing and 120 million for enhancing infrastructure.
Digital TV business should see more intense competition after the subsidy coupons are distributed and networks expand.
Mr Panuchai said New TV operates under four pillars. The first is a resumption of branding strategy including events and digital marketing campaigns to create more awareness and excitement, particularly in rural areas, over the next two years.
Second, it will offer more attractive, tailor-made ad packages, with branded content programmes and media integration with Daily News. This will communicate brand messages directly with target viewers, which leads to effective ad spending as current viewership measurement is not stable enough.
Third, the digital channel will broadcast more diverse content such as variety, series and cartoons, in addition to its news and documentary content.
Surveyed viewers appreciate informative content, and its news programme ranked No.1 among viewers from 6.20-8pm.
Lastly, New TV will expand its digital platform to engage viewers, as New TV's Line account has 5 million subscribers.
New TV expects to reach 1 billion baht in revenue next year. Mr Panuchai said revenue this year would reach about 120 million baht, down from its previous target of 200 million baht, but it remains optimistic next year New TV can control expenses and fixed costs.