Thai free-TV channel, GMM25, extends its Valentine’s Day vibe with new prime-time romantic drama, "Beauty Newbie", which premieres on 19 February at 8.30pm with a simultaneous debut on regional streaming platform, Viu.

Starring Thai A-listers Baifern Pimchanok and Win Metawin, "Beauty Newbie’s" release comes two weeks after the launch of sister entity, one31/oneD’s first originals slate of five premium dramas.

Both one31 and its oneD app and the GMM25 channel are part of Thai-listed The One Enterprise, which is also involved in concerts, events and idol marketing as part of a cross-platform media business.

The one31 channel is a consistent top five channel in Thailand, behind BEC World’s 3 and Channel 7, which took the top two spots in October, November and December 2023. One31 ranked third in October, giving way to Mono29 in November and December, according to Thailand’s Adteb. GMM25 ranked 13th in October, November and December 2023.

The oneD Originals banner, unveiled in Bangkok this month, underscores The One Enterprise’s expanded focus on audience segmentation.

The strategy includes channeling resources into a broader range of premium drama productions along with a significant increase in production spend.

From July to December last year, the company spent THB63 million/US$1.8 million of its IPO proceeds on programming/production development, The One Enterprise said in a stock exchange filing.

This represents its highest six-month content spend since its IPO in November 2021, bringing the 2023 total to THB118 million/US$3.3 million – more than double 2022’s total of THB58 million/US$1.6 million.

oneD’s five new original dramas for 2024 include "Bangkok Blossom", about a woman fighting for her dreams and humanity; 'The Empress of Ayodhaya', starring Mai Davika and Film Patarapat in the story of an empress directed by Sant Srikaewlor with the screenplay by Siriluck Srisukon; and "Thicha", starring Baifern Pimchanok, Lookgade Metinee and Patchra Chiratiwat in a tale of revenge directed by Koo Eakasit.

2024 release dates for the five have not been confirmed.

The new oneD strategy follows a concerted effort in the second half of 2023 to develop teen-focused content for free-TV channel one31, including titles such as "Laws of Attraction", "Love in Translation" and "Across The Sky", directed by Boy Takonkiet ("My Lovely Bodyguard').

Coming up next week, GMM25’s 14-episode "Beauty Newbie" is based on Maenggi Ki’s webcomic, "My ID is Gangnam Beauty", from Wattpad Webtoon Studios. 

This is GMM25’s first Wattpad Webtoon adaptation and the platform’s first beauty-themed series. 

The show also raises the bar in terms of narrative depth and character development, the company’s production bosses say. 

"Beauty Newbie", which pairs Metawin ("F4 Thailand: Boys Over Flowers") and Pimchanok ("A Tale of Ylang Ylang") for the first time, is about college freshman Liu, played by Pimchanok, who dreams of becoming a perfumier and decides to undergo plastic surgery after being bullied her whole life for how she looks. Things don’t, however, go according to plan. 

Metawin plays campus heartthrob Guy, and Great Sapol stars as graduate student and the guy-next door, Saint, who judges people by their hearts and not by their looks. Jane Ramida plays Liu’s first-ever friend, Faye. 

The series is directed by Mui Aticha Tanthanawigrai ("F4 Thailand: Boys Over Flowers").