Bangkok--6 Oct--RS
Khui Khao Chao attracts 1.5 million viewers on weekends, pushing Channel 8's rating to the top among new programmes watched by the new generation
Khui Khao Chao has reached 1.5 million weekend viewers, as Channel 8's new programme becomes the top among new digital TV operators and the third of the country. The channel is ready to build its news brand with the concept "easy to view, easy to understand", targeting all ages and genders. It will expand its viewership base steadily and sustainably, as digital TV operators are eyeing a share of the news pie in digital TV.
Ladprao - Mrs. Pornpan Techarungchaikul, Chief Operating Officer of RS Public Company Limited, which operates Channel 8, said that Khui Khao Chao has been successful as the longest morning news programme in Thailand, presenting various kinds of news to attract all ages and genders. Recently, its rating has grown significantly and constantly, making it rank first among news programmes by new digital TV operators and third in the country (following Channel 7 and Channel 3). It is confident in its strategy to expand its news programmes to attract viewers in four periods of the day.
AGB Nielsen Media Research has revealed that Khui Khao Chao by Channel 8 is the longest news programme in Thailand – four hours during weekdays at 5am-9am and four and a half hours during weekends at 5am-9:30am. It attracts many viewers and keeps them with the programme. The best rating during weekdays is 1.28, or about 846,206 viewers, and 2.34on weekends, or 1,544,706 viewers.
More news personalities have been invited to join the team to expand its economic news, hot entertainment news, general news and its already strong sports news throughout the day, namely Khao Den Thiang daily at12pm-1pm, Khui Khao Yen on weekdays at 4:30pm-6pm and weekends at5pm-6pm, and Khao Den Rob Wan on Mon-Thu at 9:09pm-9:45pm, and Fri at 10:45pm-11:15pm. Another news variety programme has been introduced - Sadud Khao Ded, which is light-hearted local and international news covering politics, sports, and regional news, every Saturday at 10pm-11pm. It has been well-received and contributed to the rating in the news segment.
Channel 8 is taking another step to expand its viewership base sustainably and steadily in the long run. From now, news programmes will be treated as a brand to highlight the concept "easy to view, easy to understand", suitable for all ages and genders. It will boost brand recognition and brand awareness for its news programmes, which will help with the overall rating of the channel, while also adding marketing value to the channel.
"We see that branding our news programmes is very important, especially now that we are a strong brand already in the top three, which means we can succeed faster. With a strong brand, people know us, remember us, talk about us, and recommend us. That leads to brand loyalty and good relationship. The viewers would leave the TV on as a friend because of the familiarity, while new viewers will be attracted and boost our rating. This results in more advertising, and better revenues that match the rating," said Pornpan.
However, looking at digital TV today, key contents are dramas, variety shows and sports programmes. News is also another main player which can help boost the rating. In the past, although some of the new digital TV operators had experience in entertainment, they have been great at pushing their news contents. News consumption trend today has changed from the past. Before, people watched the news to stay up to date, but today they also look for entertainment. Morning news programmes are the most popular, and many operators see them as "Big Bang Content" which will attract viewers as well as agencies who are looking to invest in such contents.