iTV lifts proportion of news programmes

Independent television station iTV yesterday announced a reshuffle of its prime-time programming, with an increase in news and documentary content completely produced by the station.

Under the reshuffle - the result of pressure from the PM's Office, the concession owner and which is also pressing for payment of Bt2.21 billion in overdue concession fees - the station will increase the proportion of news and documentary content 30 per cent. These programmes will represent almost 80 per cent of total prime-time slots from 6.30-10.10pm.

"Although facing difficulties related to the concession, we are quite confident iTV is still a healthy station and that its quality programming contributes to viewers and society. We have successfully increased our viewer base and are ready for future growth," said managing director Songsak Premsuk.

Executive chairman Niwattumrong Boonsongpaisan yesterday reportedly said the company could not meet yesterday's deadline for paying the overdue concession fees and that if the PM's Office would extend it for another 30-45 days, the company would try to find the money by then.

Deputy Prime Minister MR Pridiyathorn Devakula insisted yesterday there would be no negotiating with iTV on any issue unless the firm paid the overdue amount.

Songsak said iTV would operate the prime-time programming itself so that the station could control the programme slots more efficiently and effectively. The self-production and -operation of prime-time programmes will encourage iTV to be more flexible in managing its prime-time slots and using its manpower, including news announcers and 300 editorial staff.

Prime-time programmes contribute almost 82.8 per cent of advertising revenues to iTV.

The highlight of the new prime-time programming, which begins today, is the launch of its own live talk show "Tonight with Saisawan". Hosted by well-known news announcer Saisawan Kayanying, who will also serve as the programme's director, the show will be on air each weekday from 8.30-9.10pm and reflect the broad views of modern women.

Other highlights include iTV's own documentary programme, "World Class of Thailand", which will air each Saturday at 10.10pm; "Zero Hour", an imported documentary to be shown at 10.10pm each Sunday; and "Smart", a children's documentary to be broadcast each Sunday at 10am. "With our own programmes during prime time, we can immediately withdraw a programme anytime and replace it temporarily with any emergency or 'hot' news suddenly happening," said Songsak.

Songsak said iTV enjoyed third place in viewer share last year with 12.6 per cent, behind Channel 7's 40.6 per cent and Channel 3's 26.1 per cent. iTV was also ranked third in television advertising spending last year with a 17.3-per-cent share, after Channel 7's 27.4 per cent and Channel 3's 22.2 per cent.

"iTV also enjoyed an all-day rating of 1.2 last year and 3.16 during the prime-time slots. Our evening news programme had a rating of 3.17 per cent last year, and our iTV Hot News has a good rating at 3.09," said Songsak, adding that its ratings for the evening news increased by 16.5 per cent in the fourth quarter last year, particularly with urban viewers aged 25 and up.

Songsak said that with the new programming, iTV would broadcast news up to eight hours a day, representing 31 per cent of all day slots and 60 per cent of prime time. Documentary programmes will contribute about 10 hours a day for 42 per cent of all day slots and 28 per cent of prime time. Entertainment will have only six hours a day for 26 per cent of all day programmes, and only 12 per cent of prime time.

Kwanchai Rungfapaisarn

The Nation
Thu, February 1, 2007