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Radio Business
By the end of 2016, advertising spending on radio was 5,262 million Baht, calculating to 4.9% of the total advertising value, comparing to 5,675 million Baht in 2015, decreased by 7.3% due to the reduction of the total advertising media and the increase of other digital media. For this reason, audience spent less time on traditional media.
As a radio business operator, the Company has operated the business under the name Mono Fresh 91.5 FM. The business aims to increase Mono Group’s media channels so that it could access the group of customers with music lifestyle, to support the music business of the Company, and to build up another PR channel for advertising the services and the activities of the subsidiaries. However, Mono Fresh 91.5 FM would need time to build brand awareness and recognition by introducing songs that satisfy the audiences, promoting the radio channel on social media, increasing online customer bases, and creating marketing campaigns with partners to build up good relationships with the audiences.
Overview of Industry and Competition of Entertainment Business
Consumer’s behavior on listening to music via CDs or DVDs players has changed to digital media via smart devices. Entertainment businesses have generally adjusted themselves to cope with this trend by developing contents and delivering services via digital media. This is a way to continuously improve income while digital media seems to become a key distributing channel for entertainment contents very soon. Mono’s music business can be categorized as a medium-sized music labels which is an alternative for audiences, with no business rival. Mono Group music business focuses on Thai pop music and easy-listening songs that own largest market shares due to relatively high popularity among teenagers, the key target, until working-age people. The Company aims at creating music with preferred quality and delivering downloading service via popular digital platforms such as YouTube and online music store, with many services available, including music download and ring back tone service. Mono Group advantage on technology and long-term business experience with a variety of media can support our viability. In addition, the Company has used social media to support the public relation program and marketing schemes.
Annual Report 2016
Mono Technology Public Company Limited 31
Music Business