Programme producers and ad agencies have been left in the dark, not knowing what will happen to TITV (formerly iTV) following the television station's operational takeover by the Public Relations Department (PRD) last week.

Producers and ad agencies said the PRD should come up with a clear policy soon on how to run the channel. They have also agreed with the principle that it should maintain the strong character of an independent news TV station without interference from the government or interest groups.

 "We would like to see certainty at TITV and policies set by the new management so that, as a programme producer, we can react accordingly," said Kantana Group president Jaruek Kanjaruek.

He raised the question of whether a new company would run the TV station commercially.

"We had two statuses as TV programme provider to iTV: through time-sharing and being employed by iTV to produce soap operas. And we don't even know who will employ us for soap-opera programmes after the transition of the station to TITV," said Jaruek.

Kosit Suwinitchit, president of the Asia Television & Media production house, said he agreed with the government's ambition to bring iTV back to its original policy goal when it was set up 11 years ago.

"iTV was formed with the original ambition to be a public TV station independent from any interference by the government or interest groups," said Kosit, adding that at least 70 per cent of its time slots should focus on news and documentaries and interesting issues in society, while entertainment should share the remaining 30 per cent.

 He said that Asia Television & Media currently supplied two major programmes to iTV: "Health Station", on air every weekday at 9am, and "God Ganesh", which is broadcast on weekdays at 1pm.

"We are waiting for certainty at the new TITV station. The same existing programming will be used for the next couple of months before any changes are made," said Kosit.

However, he believes in the future of TITV as a new public TV station focusing on quality content of interest to society. He said success in gaining TV ratings was not dependent on the degree of entertainment, but the quality of programme content.

"Thai viewers should have a choice in consuming news and information. And any channel should offer its viewers a variety of quality programme content," said Kosit, adding that producing only a few entertainment programmes such as soap operas seems to be a waste of the station's resources.

Traiphop Limpraphat, well-known TV host and the owner of Born Corp, said his company currently had no problems at all in supplying its programmes to the station.

"We are committed to supply tapes of our programmes to the station as usual, and we think that everything will be run normally," he said. "I myself would like to see the new TITV achieve success in terms of viewers and its future."

Traiphop added that Born had no problems about the future TITV proportion of programme content between entertainment and news and documentaries.

 Witawat Jayapani, CEO of ad agency Creative Juice\G1, said that so far there had been no [policy] changes at iTV and support from ad agencies would still be the same. Anyway, all players are waiting to see the new policy launched by the new management.

"There is strong public perception that iTV is a news station, which offers condensed news content with a very strong news staff. And this is the outstanding character of iTV," said Witawat, who is also president of the Advertising Association of Thailand. "I would like the new TITV station keep this strength and be a strong alternative for agencies in making their media planning."

He said the old iTV now ranked as the fourth channel selected by ad agencies in allocating their media budget, behind channels 7, 3 and 9.

"If the new TITV is able to maintain its [the former iTV's] outstanding character, we will provide full support to the station," added Witawat.

Kwanchai Rungfapaisarn

The Nation