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MThai on Mobile
TV Business
TV advertising market is considered the largest market. In 2016, the market value totally was 71,009 million Baht or 65.8% of all advertising value. The advertising value divided into analog TV 43.7%, digital TV 18.9%, and cable & satellite TV 3.2% respectively. Comparing to 2015, the TV advertising market value was 84,398 million Baht decreased 15.9%. However, the overall TV advertising value was severely decreased during the last quarter of the year due to an unexpected national incident which caused media business and entertainment business to be suspended for months. Moreover, the cable and satellite TV businesses were affected by the close-down of CTH, a major cable TV production. As a result, the advertising value of cable and satellite TV fell dramatically by 42.3 %, analog TV 17.9 %, and digital TV 2.6 %.
For the past 3 years, digital TV business competition was highly critical. Regard of being popularized, audience rating of TV channel and TV programs are key factors to generate revenue growth in TV business. The Company required a lot of investment to acquire and produce good quality contents. While the analog TV popularity was slowly decreased, the new TV digital channels were recognized extensively. Each TV channel attempted to work on various strategies such as content management, marketing campaigns, and activities on social media to reach the target groups. In 2016, Media Research Development Association (Thailand) has engaged in development plans to improve Thai media industry with cooperation from media agencies and TV businesses. The association signed contract with Kantar Media Company to create a new rating system that is able to monitor the rating of all platforms and multi-screens such as television, mobile phone, and computer. Hence, data obtained from the new system is accurate and in accordance with the international standard. It is expected that the result of the research will be formally applied in the third quarter of 2017.
In recent years, the positive factors concerning the shift in TV system from analog to digital, the expansion of digital TV signal network, the accessibility of digital TV set top box, and the deduction of annual fee to assist TV entrepreneurs slightly progressed in a clear direction. Nevertheless, TV business strongly believes that the government would have some strategies to support and move forward TV business in 2017. However, the Company has continually acquired, produced, and broadcasted premium and good quality contents as well as working on relevant strategies to reach the target groups and keep up with rating growth correspondingly. As a result, in December 2016,
Annual Report 2016
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