ประจำ ปี 2552 - MCOT

Nature of BusinessMCOT Public Company Limited, formerly a state enterprise under the supervision of Office of the Prime Minister, was registeredas a public limited company on 17 August 2004 and converted from the Mass Communication Organization of Thailand (“MCOT”)by virtue of the Capital of State Enterprise Act B.E. 2542 (A.D. 1999). The Company was listed on the Stock Exchange of Thailand(“SET) on 8 October 2004, and registered and incorporated as a public limited company on 17 November 2004. The establishedmission of MCOT is to operate various mass media businesses, which include core businesses operated by MCOT such asModernine TV Station, MCOT radio stations and The Thai News Agency. Another 2 subsidiaries were established; namely,Panorama Worldwide Company Limited involving the business of television program and documentary production, and SeedMCOT Co., Ltd. involving all types of entertainment business operation, production of music and other digital products, productdevelopment and distribution of premium products. MCOT Plc. has also carried out the business with other private companies underjoint operating agreements such as Bangkok Entertainment Co., Ltd. operating the television broadcasting for TV Channel 3,and True Visions Public Company Limited operating the business of subscription-based cable TV under the name of True Visions.Modernine Television Station Modernine Television Station has stood as a core business of the Company regarding the production of televisionprograms, TV broadcasting and broadcasting control. Its broadcasting runs 24 hours a day from the host station in Bangkokto its 35 local network stations nationwide covering 87.0% of service areas in Thailand where there were 88.5% of populationsin those service areas.In November 2002, the characteristic of MCOT Television Station was reformed under a theme of “Modernine TV”. Underthis reform, many TV broadcast programs were rearranged to place emphasis on various news programs and edutainmentprograms. The broadcasting patterns have also been modernized by applying the most-recent technologies to thebroadcasting of programs in manner of “Integrated Media Program”. The quality of all television programs has beengradually improved under a theme of ‘Knowledge-based Society’. This theme has been changed from time to time.MCOT has constantly improved the quality of broadcasted programs by inserting more modernity, strength, content andentertainment under a theme of “Trendy Pace for Content-based Entertainment in the Family”. The TV programs scheduledon weekends have been adjusted to be entertainment programs for all family members so that weekends would be happy timeshared together.Modernine TV Station has developed and changed its program presentations, either form or content, to be “Edutainment”programs arousing the audiences to pay more attention to entertaining and content-oriented programs. In 2009, the Companyrevised its broadcasted programs as follows: news programs for 36.62%, information and knowledge for 21.38%, entertainmentfor 33.39%, sports for 5.68%, and program promotions and public service for 2.92%.The Company has carried out the proactive marketing strategies for its television business as follows:• Positioning• Program Quality Improvement• Strength of business alliances that were program producers39