Digital TV channel TNN 16 is focusing on economic and political news as part of a new push for growth amid the sluggish media industry.
"We see a lack of economic and political content in local and international news channels today and this is an opportunity for TNN," said Ong-Ard Prapakamol, co-managing director of Thai News Network (TNN) Co, the operator of TNN 16.
The programme adjustment will start from the beginning of next month.
The move is aimed at tapping 15% of Thai viewers living in Bangkok and major cities who consume economic and political news.
The channel will add technological content for the first time as it faces digital disruption, also giving more weight to green and sustainability issues, health and food as Thai society ages.
More content related to English Premier League football is also planned.
"We will increase economic news from 15% to 30% of the total, international and local politics from 2% to 10%, technology by 5%, and sports from 1% to 10%," Mr Ong-Ard said.
The channel will partner with JKN News on a programme called CNBC Conversation in which policymakers will be invited for interviews.
JKN has been authorised by CNBC and Money Channel Co to produce business shows that analyse SET-listed firms for value investors.
"We will focus more on vertical specific content, such as analysing the property industry," he said, noting that the content will be sponsored by brands, differing from the conventional practice whereby ad sales are counted by minutes.
Birathon Kasemsri, chief of content and media at True Corporation, which runs the channel, said True is using data analytics and artificial intelligence to recommend personalised content.
TNN news will be aired through the True ID mobile app that has 15 million users, along with other social media platforms, to boost viewership.
It will also embark on an omni-channel strategy meant to integrate multiple channels to reach customers.
The strategy, Mr Birathon said, will allow brands to track and measure real viewership through all online and TV platforms.
He said content will be aired across various platforms as a single package for ad sales.
True also has unique data on users and will synergise it with other businesses of True and CP Group.
Audiences will get loyalty points from the mobile app and redeem points make purchases at 7-Eleven shops.
Mr Birathon said the existing TV ratings may not be accurate, as audiences can now use various platforms to view programmes.
"We should not have a 'prime time' anymore for ratings," he said. Content and viewing times are completely dependent on the convenience of individuals.
Mr Birathon said news is the third most popular content among viewers, trailing entertainment and sports.
True expects to break even from the new TNN strategy within one year.
TNN's news channel is not ranked among the top 20 channels for digital TV, in part because of the conventional TV rating model.
Mr Birathon stressed that the new strategy will give more weight to particular content and learn from the best practices of CNBC, Netflix and other partners, as well as leverage synergy from True's infrastructure.
