SET-listed Workpoint Entertainment Plc, the operator of Workpoint TV, will raise its digital TV channel's advertising airtime rates for both prime time and non-prime time by 5-7% by year-end.
The move comes as Workpoint TV is gaining popularity among audiences and advertisers despite fierce competition in the digital TV market, said chief financial officer Surakarn Sirimothya.
Workpoint TV ranks third in terms of viewership ratings among 27 free TV channels after Channel 7 and Channel 3, according to Nielsen Co (Thailand).
The channel captured 10.4% of digital TV viewers in July, while Channel 7 nabbed 28.8% and Channel 3 18.8%.
Workpoint TV's airtime rates for prime time range from 150,000 to 250,000 baht a minute, while the rate for non-prime time averages 50,000 a minute.
"We're confident in our content quality because most of the programmes can successfully draw attention from TV audiences and advertisers," Mr Surakarn said.
He said most ad agencies would be undaunted by the rising airtime rates as Workpoint TV has a strong and wide fan base nationwide.
"In my opinion, competition among digital TV channels will be more intense and those in the middle tier of the ratings will struggle to find their niche markets," he said.
The company plans to spend 600 million baht next year to enhance the content for Workpoint TV, which will include variety shows to be produced by its business partners.
Mr Surakarn hopes the new content line-up will draw more viewers and advertisers while strengthening Workpoint TV's positioning as a channel for general entertainment and variety.
In the third quarter of this year, the channel's new content highlights are Fan Pan Tae Super Fan 2016, Mai Mod Nee and Mai Thongkam (Golden Microphone) season 5.
It will soon launch a new season of Let Me In Thailand, The Mask Singer and Mai Thongkam (Golden Microphone): Mor Lam Fang Petch.
Workpoint TV's target audience covers all ages and genders, with 35% of viewers living in Bangkok, while the majority are from provincial areas.
This year, Workpoint Entertainment expects its revenue will reach 3 billion baht, up from 2.48 billion last year.
During the first half, net profit stood at 162 million baht on total revenue of 1.37 billion, of which 1.18 billion or 89.2% came from its TV business, 4.8% (events), 3.6% (concerts), and 2.4% (other).
For its digital TV operation alone, first-half revenue rose 59% year-on-year and the full-year projection is 2.6 billion baht, up from 1.8 billion baht last year.
WORK shares closed yesterday on the Stock Exchange of Thailand at 45 baht, up 4.50 baht, in trade worth 733.4 million baht.
