TV Burabha offers full service advertising agency
TV Burabha, Thailand’s leading documentary production house, is launching TVB Plus, a full service content advertising agency, as a new business division.
Chanawat Vachanonad, managing director of TV Burabha Co, said TVB Plus is a diversification of the company to maintain its revenue as traditional media declines, especially the TV industry.
“TV Burabha’s six existing businesses are still active, and
TVB Plus will help generate revenue for the company in the future,” Mr Chanawat said.
The company operates content and production, media, IMC (integrated marketing communication), digital content, international marketing, and business development.
He said TVB Plus will provide full service and business development for clients as a one-stop-service advertising agency using TV Burabha’s experience.
BMW Thailand is the ad agency’s first client.
TVB Plus is expected to contribute 5% of the group’s total revenue this year, around 250 million baht.
Mr Chanawat said digital content, international marketing, and TVB Plus will enable the company to cope with the slowdown in the documentary content market and media industry.
“TV Burabha’s ad revenue decreased more than 80% as airtime costs for the prime time period are now much cheaper, at around 50,000 baht compared to 300,000 baht in the past,” he said.
“That’s why we need a new business.”
The company is also focused more on exporting content overseas this year because the market value of documentary content in Thailand is low compared with other countries.
TV Burabha wants to generate revenue by exporting documentary content to Asia and Europe, aiming to earn at least 10 times local income for the same programme.
Mr Chanawat said it started this strategy in December and had great feedback, selling Tasty Journey to Discovery Asia, the first Thai production house to do so.
He said TV Burabha’s show, Creepy Crawly Super Foods has drawn big interest and was sold to many countries such as the US, Japan, France and Italy at the Sunny Side of The Doc annual event last year in France.
“Documentaries are high-value content as they can be used over and over again,” said Mr Chanawat.