Mono 29 working to hit No.1 spot
SET-listed Mono Technology Plc aims for digital TV channel Mono 29 to overtake Channel 3 for second position in the ratings next year through boosting its omnichannel platform and investing 1.2 billion baht in content this year.
The company yesterday announced that it will roll out a total online solution with social media management for entertainment under its 2019 direction plan to better capitalise on media ad spending, which has been migrating to over-the-top (OTT) platforms.
Pete Bodharamik, chairman of Mono Technology, said ad spending on overall media in the country has not declined significantly, but is instead shifting to OTT platforms owned by foreign companies, tallying at more than 10 billion baht a year.
Mono Technology will increase ad spending from 1.2 billion baht this year by 20% for next year.
“Our new positioning will boost total revenue for Mono Group in 2019 by 20-30% from 2.8 billion baht this year,” he said.
The latest TV ratings put Channel 7 at No.1 with 1.866 points for the first nine months this year, followed by Channel 3 at 1.309 and Mono 29 at 1.12 points.
Mr Pete said digital TV channel operations through Mono 29 have grown since launching in 2014.
The TV segment contributes 70% of total revenue for Mono Technology a huge leap from 2013, when Mono Technology had revenue of 1.5 billion baht — 61% from value-added services for mobile operators, 14% from websites (mostly MThai. com), 9% from publishing, 4% from music, 3% from TV, 3% from films and 6% from miscellaneous.
Mr Pete said the group’s new positioning entitled “Universe of Entertainment 2019” comes after the group has tightened its three core segments — TV channel, contents and activities through omni-channels comprising TV screen, smart devices, and its websites.
Navamin Prasopnet, president of Mono Broadcast, subsidiary of Mono Technology said Mono 29 operates as a non-stop motion channel featuring films, series and local news content.
Mono Group has secured film rights from four Hollywood studios — Sony Pictures, Paramount Pictures, Universal Studios and Warner Bros Pictures, for a total of 10-12 films per year.
The group also produces its own Thai movies, 2-3 films a year in average.
The group owns Mono Vampire, its basketball team, and a basketball stadium as part of efforts to pave the way for Thai basketball to be No.1 in Asean.
Mono Group has had 6.9 million downloads of mobile and service applications.
Mr Navamin said Mono’s MThai platform has 35 million visitors per month and 16 million followers.
MThai.com also has a cumulative 3 billion views per year for all channels. Of total views, 29% are for news, 22% for entertainment, 17% and 13% for women and men, respectively, 12% for teens, and the rest for other segments.
For the TV segment, 59% of viewers are men and 41% are women. Mono 29 reaches 91% of people — 37% in Bangkok, 35% in other urban areas and 29% in rural areas.
Mr Navamin said when the group brings all of its contents and activities together via omni-channel, a better business system will be developed to help corporate customers access the mass market.
According to the company’s research, when content is delivered through all channels in the space of an hour, it will be viewed by 4.9 million TV viewers and 3.2 million social media followers, with a reach of 1 million through website banners, and notifications to 2 million app users.