Thai free-TV network, Channel 3, has unveiled its 2021 line-up, promising 30-40 new drama series with greater story-telling diversity, a push for higher novelty factor in variety programming, and a new format for streaming platform Ch3+. The Bangkok-based network is also reshaping its news strand in 2021; details not yet disclosed.

Channel 3 operator, BEC World, said at its upfronts in Bangkok late yesterday that the 2021 strategy revolved around “single content, multiple platforms”.

“We will look at the change [in consumer behaviour] as opportunities rather than obstacles,” BEC Multimedia’s TV business president, Surin Krittayaphongphun, told guests, adding that although overall market advertising forecasts were dire, “I think we have passed the lowest point”.

The station reported a profit in Q3 2020, and is optimistic about the coming year.

Thailand’s advertising industry is expected to contract 40% this year, and forecasts are that the decline will continue through to 2023.

“Even though we are a downward business, and people cut their advertising budget, that doesn’t mean they quit, they just choose more carefully,” he said, highlighting the critical importance of content.

“The only reason brands will advertise is content... we may have focused on the end-point too much by building a platform without looking at how good content will actually lead us to everything,” he added.

Channel 3’s 2021 focus is on drama, news and variety. “We may reduce the corporate size and other unnecessary costs, but the quality of the programmes must not decrease,” he said.

The 14 drama titles showcased at the upfronts included “The Curse of Love”, “The Unidentical Twins”, “Illusion of Love” and “Eternal”, and well as “The Intriguing Accident” and “Wife on Duty” (working titles in English). The entertainment shows included “Hollywood Game Night Super Champ” and “Idol Paradise”.

Krittayaphongphun said audiences for variety programming had decreased as a result of fierce competition, but that shows such as “Suek Sib Song Rasee” (“Battle of 12 Zodiac”), “Sam Saab” (“3 Spices”) and “Tee Tai Krua” (“Snooping Around”) were still a “vital force”. He added that discussion would be held with production houses to increase the value of variety content.

Streaming video was a vital part of what BEC called the “new normal”.

“We don’t look at Thailand’s many OTT players as competitors, but rather as partners. Each platform comes with Hollywood or Korean content, but Thai people still want to see Thai content and our OTT platform Ch3+ will also have a new format next year,” Krittayaphongphun said.

The company also said that after months of disruption as a result of Covid-19 containment measures, production and scheduling were back to normal.

BEC World forecast stronger international distribution in 2021. “The foreign market is an important revenue generating source, especially from China and ASEAN,” Krittayaphongphun said.

Revenue from global content licensing and digital media is forecast to increase from 20% of total revenue to 25% in 2021.