The demonstration was part of the launch of Asia's first movable light-emitting-diode (LED) screens. Bangkok is only the second locale in the world to feature the innovation, after Las Vegas, Nevada.

Matching Studio recently joined hands with Siam Piwat Co Ltd, the owner of Siam Centre and Siam Discovery Centre, to create a new advertising medium of indoor liquid-crystal-display (LCD) screens and movable outdoor LED displays located throughout the mega-shopping zone. The project, christened "Cheese Media", has been budgeted at more than Bt120 million.

"We've already installed LCD screens throughout Siam Centre and Siam Discovery Centre. Apart of those, 39 new movable LED screens have been installed at key locations throughout, both indoor and outdoor and including three units at the outdoor terrace next to Siam Paragon," said Somchai.

The three LED screens between Siam Paragon and Siam Centre are each 3 metres tall and 4 metres wide and can move freely along a 40-metre rail. The three screens can display different images separately or be combined to make one giant screen.

"During football season, we can broadcast three different matches live at the same time," said Somchai.

He said the movable screens would be viewed by 200,000 visitors a day.

"These new moveable LED screens will be another media choice for businesses and ad agencies. We expect them to generate Bt40 million in revenues this year and break even in two and a half or three years," said Somchai.

He said doing business successfully meant being dynamic.

"We have to develop our businesses along the lines of the latest trends and current economic situation and offer new services

that have their own selling points," said Somchai, but added that not all operations would prove successful.

He said that under the current economic and political uncertainties, the company would not be making any big investments. Rather, it would be making smaller investments in staff and software.

Kwanchai Rungfapaisarn

The Nation