Page 42 - Mono Technology Public Company Limited : Annual Report 2014 EN

Besides, in December 2013, the National Broadcasting and Telecommunication Commission (NBTC)

arranged an auction for the national commercial digital television license for broadcasting in standard definition
(SD) variety channel. Consequently, 24 digital TV channels are now broadcasting via standard definition (SD)
channel beside the 6 analogue free-to-air channels. Such a significant change of television industry has
driven television media in Thailand to a stage of free competition in terms of customers choices on varieties of
contents. The media ownership monopoly will be diminished as a result, while competition on television airtime

rental business will be aroused more intensively in the market. Therefore, the TV commercial rate tends to be
lower, which enables the client companies or business entities who wish to advertise their products and services
to have more alternative choices of advertising. Expectedly, the advertising spending will diverge equivalently

based on TV rating. The Digital TV audience measurement is enhanced to generate more accurate result,
which constitutes creditability for Ads buyers. Currently, categorization of Digital TV channels is unequivocal
so the Ads buyers can make a right decision to choose the channel that targets the audience they demand.
Furthermore, the NBTCs forecasts that the advertising spending is expected to grow at a double-digit pace
in the next 5 year after the transformation into digital terrestrial TV broadcasting. The increase of Digital TV

channels causing the intensive competition due to the Ads rate reduction will provide more opportunity for
small and medium enterprises which were incapable of purchasing the previous Free TV commercial airtime
to spend the Ads budget with the new Digital TV channels.

Moreover, the NBTCs promotion of the public access of Digital TV is the distribution of Digital TV
coupons which every household will receive one discount coupon for purchasing an Integrated Digital TV

(IDTV) or a Set-top Box which is a digital terrestrial TV receiver. The purpose of this subsidy campaign is to help
reduce the expenditure of consumers, stimulate them to view digital TV more, and to enjoy more channels with
superior signal quality. On October 10, 2014, NBTC started to hand out the first lot of Digital TV coupons to 4.6
nd
million households in 21 provinces where digital signals covers over 80% of all areas. Followed by the 2 lot on
November 28, 2014, the coupons were mailed to approximately 1.8 million households in another 21 provinces
rd
and the 3 lot on December 24, 2014, the coupons were mailed to roughly 0.6 million household in another
4 provinces. This is regarded as a good sign that encourages people to view Digital TV more.

Mono Group regards that the participation in Digital TV auction for the national commercial digital
television license for broadcasting in standard definition (SD) variety channel as an exceptional opportunity

for its media and content businesses. With its specialization background in digital media, the Company can
proficiently extend and apply its content assets such as news, music and movie licenses, artists, etc. to the new
digital free TV business. The Companys expectation is to increase its customer base and further occupy TV
Media business, of which the customers will become its largest target in the future. The Company concentrates

on production, acquisition, and broadcast of quality programs and premium contents, and elucidate the
MONO29 channels position as Free TV with the most number of Great Movies and Popular TV Series, leading
to the continually arising rating. In December 2014, TV rating, measured by average viewers of age 4+ per
minute and recorded during Monday to Sunday at 6.00 23.59 hrs., of MONO29 was 0.164 point, ranking the

third among the new digital TV channels and ranking the eighth among all free-to-air TV channels including
those that simulcast in analog and digital platforms. This demonstrates a quantum leap achievement of the
new free TV player, MONO29.

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