After a glittering career in the radio circle, Surachat Tangtragool is moving on. The 36-year-old recently announced his resignation as managing director of Sky-High Network and the launch of his own business, television production company Media Lover.

"It's time for me to put my skills, experience and connections to use for myself," he says.

Surachat invested Bt5 million in Media Lover, and set about producing his debut show, the military-oriented "Samakkhee 4 Lao" ("Unity of Arms"), for Channel 5.

The army was pleased with the feedback and offered him two more timeslots. The young media mogul came up with travel show "Thiew Yang Diew", which airs on Saturday at 5.05pm and documentary "Khun Khru Thammachat", which goes out on Sunday at 5.05pm.

He's also responsible for managing the air time for 126 radio stations nationwide that are under army administration.

With so much experience and such a high profile, why is Surachat playing it safe in the broadcast world rather than taking chances and launching his own station or opting, say, for community radio?

"I'm confident enough but I haven't come alone. I have a production team to think of," he says.

"I understand what it takes to set up a radio station. Not only do you need to acquire the concession. You also require huge capital investment.

"Community radio is on my mind but I'm not ready yet. I have goodwill and the potential for running my television business, although I know it's risky."

While still with Sky-High, Surachat spent more than Bt100,000 researching projects for the radiowaves.

For Media Lover, he brainstorms with a small focus group.

"No matter how bad the economic situation gets, people still consume the media, especially TV, which earns about 60 per cent of its revenues from advertising.

"I have a talent for creative thinking, focusing on target groups and programming concepts, and I'm determined to jump on the television business bandwagon," says Surachat, who worked as a TV host and radio DJ before going into management.

But while his programmes are drawing viewers now, will viewers still want to watch them once the novelty has worn off?

"I think so. 'Khun Khru Thammachat' is based on CSR - corporate social responsibility - and is about nature and the environment. It talks about the melting ice at the North Pole, floods and ethics and gives the viewpoints of the teenage group.

"It's not telling people how to preserve the environment, but what's happening to it. It's a kind of edutainment."

Surachat points to the popularity of other documentaries, such as "Kob Nok Kala" and "Khon Khon Khon".

"In the past, people only cared about themselves but over the past few years, they've become more aware of their social responsibilities," he says.

"There's much more interest in informative programmes on health and the environment."

Apart from dramas, documentaries and variety shows, today's small screen is also dominated by travel shows, many of them presented by celebrities from the entertainment world.

What makes "Thiew Yang Diew" special from other programme?

"It is a conceptual combination of general travel programmes, which focus on beautiful destinations and exciting activities, and a Japanese show for those on limited budgets," he discloses.

"My programme is more about how to get there.

"The objective isn't different from other travel programmes.

"Take Koh Samet as an example. I suggest going to the island at night and looking for accommodation at midnight instead of in the afternoon. I show it's possible to stay there for two days and one night on a budget of Bt3,000."

Surachat isn't just the founder and managing director of Media Lover but also the presenter of "Thiew Yang Diew".

"It saves on manpower and material resources. And as budget travelling requires creativity, I think I'm suited to the job, too."

What are the main differences between working for Sky-High and running his own company?

"Previously, I faced pressure from my bosses. Nowadays, I worry about my bank statement. But both jobs made me happy; it's just a different kind of enjoyment."

Surachat is optimistic that Media Lover will flourish this year.

"The entertainment business is continuing to grow. People still consume the media because they are hungry for knowledge and entertainment. Nowadays, most families have more than one TV set. Television is still the cheapest form of entertainment."

And why the name "Media Lover"?

"It describes me and I hope those who I am trying to reach," he says.

Kitchana Lersakvanitchakul

The Nation