Page 36 - Mono Technology Public Company Limited : Annual Report 2013

Publishing business - As of the end of 2013, ad spending via magazine dropped by 1.38 percent

over year because other types of media may better fit consumer lifestyles that shift focus towards Internet or
social media. Nevertheless, the competition within magazine market should be intensified, in terms of both format
and contents. In the future, magazine publishers have to adjust themselves in order to better meet consumers’

changing behaviors.

Advertising Value via Each Media during 2012 – 2013
million Baht
80,000
70,000
2012
60,000
2013
50,000
40,000

30,000
20,000
10,000
0
TV Radio Newpapers Magazine Cinema Billboard Transit media In-store media

Source : Report arranged by Nielsen Company (Thailand) Limited
Information is available via www.adassothai.com

TV business - After Radio and Television Broadcasting Business Act B.E. 2551 was put into effect
on March 5, 2008, a non-frequency business is allowed to generate income from airtime under the condition
that the maximum advertising time shall not exceed six minutes per hour and the total advertising time shall not

exceed five minutes per hour per day. Thus, a number of advertising agencies are more interested in satellite
TV broadcasting business. Also, satellite dish market becomes more popular due to its low prices. Meanwhile,
the satellite dish installation process is not complicated, with better picture quality, compared with traditional

antenna. As a result, more viewers prefer satellite TV channels. Currently, satellite TV business shows tough
competition due to a number of proprietors. Each channel has its own target group and a strategy to maintain
their advertising customer base. Although the TV advertising is regarded as a large market, with ad spending

value of more than 69,249 million Baht in 2013 and the advertising budget were mainly spent for free TV channels,
it is expected that the number of SMEs should be interested in advertising via satellite TV channels due to lower

expense. Also, they can precisely select the target group.

During 2013, the Company’s subsidiary participated the bidding for digital TV license in variety SD channel
category. This should help the company to expand business and enlarge their customer base.

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