Once Thailand's market-leading station, Channel 3 is attempting to claw its way back to the top, freezing a planned rate hike and initiating efforts to improve content.
Even so, media professionals say the task at hand won't be easy. "The problem is that they're not the only ones making improvements," says Carat business director Jaruwan Niratisai. "Competitors Channel 9, iTV and Channel 7 have all been working very hard too."
Market leader until 2000, with 40 per cent of primetime viewership against Channel 7's 37 per cent, Channel 3's share has since fallen to 28 per cent, even as Channel 7's share inched up to 40 per cent. Meanwhile, new leadership and complete revamps at Channels 9 and iTV have turned the two channels into smaller but nonetheless, viable competitors. Channel 9, for example, has just rejigged its programming for the fifth time in under two years to sharpen its competitive edge, Jaruwan notes. "They've brought in a new game show, which is very popular, and has improved their primetime rating."
The extent of Channel 3's slide became clear when it found itself with unfilled primetime ad space this year, a first for the station in recent times. Operator BEC World reacted swiftly, cancelling a 10 per cent rate hike originally planned for October. "The rate freeze will stop the erosion, but they will still need to boost viewership to get advertisers interested," says the managing director of Initiative Media, Wannee Ruttanaphon.
Wannee says that Channel 3 is doing well to increase support for new programmes with events and on-the-ground activities.
OMD's associate director for media planning, Atthaporn Pratoomrat, points to its recent scheduling policies to quickly replace non-performers and swap around programme times as a plus. Channel 3's news programme, for example, has been moved to an early evening slot, making way for popular Thai drama to screen at 7:30pm, and hopefully draw viewers from other rival news programmes.
The initiatives have yet to yield significant gains, but industry members say the station is on the right track. "The competitive area for them is Thai drama, and if they work to improve that, they might be able to (somewhat) close the gap (with Channel 7)," says Creative Juice/G1 CEO Witawat Jayapani.
BEC itself is realistic about the task at hand. "In the television business, you need momentum, and gaining momentum when your competition is not making any mistakes is not easy," says its financial director Chatchai Thiamthong.