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Published on September 17, 2007

In Bangkok I discovered that many teens were hooked on the pay-TV programme and many of them attended the weekly concerts. During Isuzu's VIP trip to Japan, I learnt that its audience was not limited only to teens. Inter-Media Consultant Group's Kwanchai Paphatphong, who celebrated his 60th birthday this month, admitted that he regularly watched the programme, though he did say he had little choice as his wife is a big fan of the show.

Grand Prix International Group's Prachin Eamlumnow, who is older than Kwanchai, also admitted to being a fan. He knew all the developments - who was voted out in a particular week and why. Panadda Jennavasin, vice president at Tripetch Isuzu Sales, however surprised me. As the mother of two teenagers and a person in charge of marketing, she has to watch the programme. First, she has to observe what is available on television so she knaows what her daughters are watching. Second, she has to know what is going on in the outside world as it could be used to support the company's marketing projects. Panadda had the right guess on who would win. V1 Nat, who received a degree from prestigious Harvard University, won the annual race. The win came amidst rumours that his family, with a strong business base in Chiang Mai, spent millions to have their employees pressing mobile-phone buttons to vote for a man who was never expected to win the race.

"I'm a professional marketer. I know if he wins it would be a boon to the programme, given his educational record," Panadda said on the eve of the announcement of the winner.

How can a marketer such as Panadda really enjoy any race, when in the back of her mind she must be aware of the true motives of the companies that host - and sponsor - such

competitions?

achara_d@nationgroup.com