Workpoint TV surges in ratings

Channel boosted by ‘Mask Singer’ contest

Workpoint TV is on the rise as the channel’s TV ratings in February overtook Channel 3 and Channel 7 during the prime time period in Bangkok, proving that its content creativity is a key to success amid tough competition.

The rise of Workpoint TV, operated by SET-listed Workpoint Entertainment Plc, to become a champion in the prime-time slot in Bangkok reflects efforts to offer content and programming that appeal to audiences in the nation’s capital.

Channel 7, however, remains the leader nationwide. Channel 3 for its part had topped the ratings in Bangkok for years.

The growing popularity of The Mask Singer, a singing competition where contestants wear masks to conceal their identities, helped drive Workpoint TV to its ratings’ peak in February. The show, first aired in October last year, is an adaptation of the South Korean programme, Mystery Music Show: King of Mask Singer.

Chief operating officer Chalakorn Panyashom said while the TV industry is highly competitive, with many digital TV operators struggling to build their audience bases, Workpoint TV has gathered steam on the back of its quality content.

“Our programmes, especially game shows, can draw audiences to watch our channel. Moreover, we know what Thai audiences want to watch and how to present the programmes to attract them,” he said.

Apart from traditional TV screens, Mr Chalakorn said Workpoint TV also allows viewers to watch its programming via digital platforms.

Currently, many of its TV shows are available via online channels such as YouTube, Facebook Live and other videostreaming services.

The Mask Singer is now the channel’s most-watched content on YouTube and Facebook Live.

“Our victory over the two big channels in Bangkok shows that a new digital TV player like us can grow to become a leader amid heavy competition,” he said.

Meanwhile, executives at Channel 3 and Channel 7 could not be reached for comment. But industry sources said the two big channels are preparing new shows to take back their ratings.

The sources said BEC World, the operator of Channel 3, is struggling as it operates three digital TV channels, which require a lot of investment and content.

Pawat Ruangdejworachai, vice-president at Media Intelligence, said the digital TV industry is changing as the dominance of players like Channel 7 and Channel 3 is being chipped away by new channels that can appeal to niche markets.

The industry has become more fragmented as audiences have greater choices when it comes to content.

“I had no doubt that Workpoint TV would top the TV ratings during prime time in Bangkok. The channel has adapted itself very well to broadcasting quality content through many platforms,” said Mr Pawat.

Suthisak Sucharittanonta, chairman and chief creative officer of BBDO Bangkok, said the emergence of Workpoint TV is showing its prowess when it comes to content production.

“Quality content and creativity are still key to making new digital TV operators survive,” he said.

Workpoint TV’s share price has risen 2.25 baht since Mar 1.

WORK shares yesterday closed on the Stock Exchange of Thailand at 57.25 baht, unchanged, in trade worth 10.4 million baht.