Fahmai Damrongchaitham (right), GMM Grammy’s vice-president for marketing and sales, shakes hands with AIS executive vice-president for marketing Pratthana Leelapanang in front of GMM Grammy artists.
GMM Grammy Plc has joined hands with Advanced Info Service Plc (AIS) to stream live concerts through mobile applications for the first time, boosting Grammy’s multi-platform digital entertainment content.
Fahmai Damrongchaitham, Grammy’s vice-president for marketing and sales, said the collaboration with the country’s leading mobile network provider would benefit GMM25 digital TV channel.
“AIS already has strong network coverage nationwide, so using its mobile network will help GMM25 channel’s content to reach people across the country, especially through the mobile platform,” he said.
GMM25 channel is focusing on providing content through multi-platform channels by using a total viewer experience strategy to deliver strong music and TV dramas and offering a new way to present content on other platforms such as mobile phones and tablets.
Mr Fahmai said Grammy would be the first TV operator to broadcast a live concert via the AIS Play mobile application. It will begin with the Pack 4 concert featuring Thai rock bands Potato, Kala, Clash and AB Normal.
GMM25 is ranked 19th in the ratings among the 24 digital TV operators, according to Nielsen Thailand.
Mr Fahmai said the collaboration with AIS would benefit GMM25 viewers as they will stay connected to the channel’s content anywhere, creating online engagement to pave the way for the company’s future business.
This will also create engagement with advertisers and media agencies who could use multi-platform content to address more people.
This collaboration will help drive revenue for GMM25 channel to reach 800 million baht this year.
Of the revenue target, 80% is expected to derive from TV business while 20% will come from online activities including TV streaming and the Line TV application.
All GMM25 content will be produced by content creation unit GMM Bravo with an aim to maximise use of the group’s music resources to produce TV drama series.
Pratthana Leelapanang, AIS executive vice-president for marketing, said he was confident that partnering Grammy would create the best experience for both Grammy and AIS clients.
He said AIS was the first mobile operator to team up with renowned music and TV drama content provider Grammy to broadcast quality content through strong mobile networks.
The AIS Play app has about 1 million active users and 1.5 million downloads. Users are expected to expand to 3-4 million in the next year.
GRAMMY shares closed yesterday unchanged on the SET at 8.10 baht in thin trade of 268,000 baht, while AIS (ADVANC) shares closed at 178 baht, up 1.50 baht, in trade worth 2.77 billion baht.
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This source first appeared on Bangkok Post Lifestyle.