Ad­just­ment urged as dig­i­tal TV chan­nels face com­pe­ti­tion for TV view­ers from on­line play­ers

The Nation - - BUSINESS -

Bangkok Bank, the cred­i­tor of over five dig­i­tal TV broad­cast­ers, said the bank’s bor­row­ers have re­mained fi­nan­cially sound and their debts have not turned bad.

How­ever, Se­nior Ex­ec­u­tive Vice Pres­i­dent Vi­rasak Su­tan­thav­ibul said these com­pa­nies may have to ad­just their strate­gies to keep pace with the cur­rent sit­u­a­tion in the mar­ket when view­ers are in­creas­ingly turn­ing to watch TV pro­grammes on on­line chan­nels.

Ad­ver­tis­ing spend­ing on dig­i­tal TV chan­nels have also been de­clin­ing amid com­pe­ti­tion from on­line TV plat­forms .

He said many dig­i­tal TV broad­cast­ers have al­ready ad­justed their busi­ness strate­gies through closer col­lab­o­ra­tion and seek­ing cash-rich in­vestors for fi­nan­cial sup­port. Some have opted to lay off staff as a cost­cut­ting mea­sure.

He be­lieves most dig­i­tal TV broad­cast­ers will soon un­der­take busi­ness re­struc­ture and fo­cus more on de­vel­op­ing on­line TV chan­nels.

Mean­while, Nielsen re­ported last week that ad­ver­tis­ing spend­ing on mag­a­zines dropped sig­nif­i­cantly by 37 per cent year on year in De­cem­ber last year to only Bt108 mil­lion.

Ad­ver­tis­ing spend­ing on news­pa­pers de­clined by al­most 20 per cent to about Bt511 mil­lion dur­ing the same month.

How­ever, to­tal ad­ver­tis­ing ex­pen­di­tures on me­dia in­creased slightly by 0.8 per cent year on year in De­cem­ber last year to about Bt8.9 bil­lion, com­pared with a 3.9 per cent in to­tal ad­ver­tis­ing ex­pen­di­ture for 2018 to about Bt105.5 bil­lion.

The re­port also re­vealed that ad­ver­tis­ing ex­pen­di­tures on ca­ble and satel­lite TV dropped by 16.7 per cent year on year in De­cem­ber last year to about Bt180 mil­lion.

Ad­ver­tis­ing spend­ing on out­door me­dia also dropped by 4.7 per cent to Bt547 mil­lion in De­cem­ber, while spend­ing on the in­ter­net also dropped 0.83 per cent to Bt119 mil­lion. Ad­ver­tis­ing spend­ing on cin­ema shows the high­est in­crease of 33 per cent year on year in De­cem­ber to about Bt750 mil­lion, while spend­ing on in-store me­dia posted an in­crease of 24.4 per cent to about Bt107 mil­lion.

Ter­res­trial TV also recorded a growth of 0.78 per cent in ad­ver­tis­ing spend­ing in De­cem­ber last year to about Bt5.57 bil­lion.

At the same time, ad­ver­tis­ing spend­ing on ra­dio surged by 7.9 per cent in De­cem­ber last year to Bt439 mil­lion, and by 8.5 per cent to Bt551 mil­lion for tran­sit me­dia.

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