Asia's television industry is talking about ... Thailand's iTV gets younger.(In The News)(Brief Article)

Television Asia, July, 2003

In its latest programming merry-go-round, Independent TV (iTV) has revamped its schedule to target younger audiences. The new campaign, dubbed "Choice of I-Generation", hopes to raise overall market share from 14 percent to 20 percent. ITV's new remit lowers the target age from 35 to 15. iTV's previous revamps have included adding serials/soap operas, to the prime time line up.

The youth initiative moves the channel a further step away from the original concept (under the Nation news and media group) of a regional version of CNN. ITV's licence terms emphasise news and infotainment. The latest revamp is designed to attract advertising revenue. iTV's ad sales are forecast to grow by up to 25 percent to around US$43.5 million in the year ahead.