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BNT Radio Set to Launch Two Stations

Posted on: Saturday, 8 October 2005, 00:00 CDT

By Bamrung Amnatcharoenrit, Bangkok Post, Thailand

Oct. 8--BNT Radio Co, a radio-programme producer, has launched two new stations in its first major move since Traffic Corner Radio Co, a subsidiary of SET-listed Traffic Corner Holdings Plc, bought a 47 percent stake in the company last month.

The collaboration underlines a need to be more aggressive in both programme production and marketing ideas in order to remain competitive in the market, which has become more challenging as the growth of advertising spending slows.

The launch of the two stations, Bangkok Today FM 99.5 and Channel V FM 107.5, will help strengthen BNT Radio's position in the market. Previously, had only two stations: Love FM 94.5 and Luktung Rak Thai 98.

With the entry of Traffic Radio, BNT Radio can come up with a more aggressive marketing strategy. The companies have shared experience in programming of luk tung (country music) stations in which BNT specialises, creating a variety of programmes to capture a wider audience and attract more advertisers, according to Suraphong Triamchanchai, the CEO of Traffic Corner Holdings.

With two-year contract terms, the two new stations are projected to each earn about 100 million baht in advertising sales next year.

Mr Suraphong said the local radio industry was likely to undergo a big change next year after the new National Broadcasting Commission drafts and enforces its regulations.

On Thursday, the seven-member NBC selected Gen Thongchai Kuasakul as its chairman. High on the agenda of the panel is the reassignment of radio frequencies.

Mr Suraphong believes the local radio business will be more active in the future because all operators, both non-profit and commercial bodies, will have an equal chance to run radio stations.

As a result, he said, radio programmes would become more focused and tailored to target audience groups, making it easier for advertisers to make spending decisions.

In addition, producers will have more time to focus more on improving their programmes, a trend that will benefit the audiences. Currently, radio-programme producers have to work hard to ensure they earn enough to pay the station concession fee and make the most out of their investment because the concession terms are for one or two years only.

Shares of BNT Entertainment closed yesterday on the Stock Exchange of Thailand at 0.50 baht, up one satang, in trade worth 5.1 million baht.

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Copyright (c) 2005, Bangkok Post, Thailand

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Source: Bangkok Post

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