GMM Grammy, AIS strike up live streaming partnership

“Under the cornerstone partnership with this telecom giant, we hope that our branded content can create a more effective return on investment for our programme sponsors and advertisers,” Fahmai Damrongchaitham, vice president for marketing and sales at GMM Grammy’s music unit, said yesterday. 

Prattana Leelapanang, executive vice president of marketing for AIS, said that having GMM Grammy as a strategic content partner would help increase data consumption in its telecom network.

AIS’s mobile users would consume more data after the company’s 3G/4G wireless network has been rolled out nationwide. 

AIS also predicts that the number of active mobile users mainly watching streaming video will double or even rise threefold after establishing the partnership, he said.

 

1.5m customers 

Currently, there are 1.5 million AIS Play app download customers, of whom around 1 million are active users, he added. 

Fahmai said the AIS Play mobile app and AIS Playbox (Internet Protocol television box) would be priority online platforms that allowed viewers to watch live programmes from the GMM 25 digital-TV channel, concerts and music videos, as well as catch-up service. 

GMM Grammy aims to extend its viewer base through both new channels. 

All content is produced by GMM Bravo – a business unit developing branded content for the GMM 25 channel – the executive said. 

The unit aims to make at least 10 TV series this year, targeting an audience aged between 15 and 34, he added. 

GMM Bravo has challenged itself by targeting revenue of Bt250 million this year, with advertising and sponsoring income accounting for around 70-80 per cent and the remainder coming from digital-content management, the vice president said. 

Fahmai also hopes GMM Bravo will be a key revenue contributor for GMM 25 achieving Bt800 million in revenue this year.