MEDIA WATCH: Channel 9 presents a mixed bag of goods to advertisers

With its eye on becoming Thailand's first free, all-day television station, Channel 9 is revamping its programme line-up and news.

The broadcaster has been forced to take the ambitious step as Thailand's two dominant channels - 3 and 7 - have made it near impossible for it or rival station iTV from getting a bigger share of the ad pie. Channel 9's initial goal is to emerge as the recognised third station, ahead of iTV, which plans to spend US$9 million on programme production and acquisition this year.

The opportunities are immense, so too are the likely defensive moves by entrenched rivals. On the one hand, Channel 9's low viewership, the strength of rival channels and the Iraq war have conspired to dampen enthusiasm.

However, a unique approach to securing shows by some of Thailand's top producers has resulted in a veritable gold mine of quality shows. Under a new scheme, Channel 9 offers the airtime, the producer offers the programme, and ad revenue is split between the two according to a pre-agreed formula.

Will it work?

"Whether Channel 9 will be successful or not depends on how they do their marketing to get people to tune in to their station," notes Initiative Media managing director Wannee Ruttanaphon.

Universal McCann media planning manager Chantani Padmasuta says that several programmes by local production company WorkPoint are already fully booked "because a lot of advertisers believe in it".

But low viewership figures continue to hamper ad sales, she says.

"We will see some movement (to Channel 9) but from a limited number of advertisers. Any budget goes first to channels 3 and 7, and if there is anything left, then Channel 9 and iTV get some. If there's no extra budget, advertisers will stick with channels 3 and 7; they know they have an audience there."

For now, it looks like advertisers will be hard pressed to come up with that extra budget. The Iraq war caused many to trim spending. At the same time, there are some who are unsure if the channel's strategy to offer alternatives to prime-time drama aired on rival stations will work. To counter the soap opera appeal of its rivals, Channel 9 has started screening game and variety shows after its 8pm news. "I think that the mass consumer will still watch drama," said CIA Media Innovation planning director Wiriya Vorasithisak.

Nielsen Media Research shows Channel 7 ahead in audience share (42 per cent), followed by Channel 3 (31 per cent), and Channel 9 and iTV at eight per cent each.