Dan Cheeseman new GM for Pattaya Channel TV and Inspire Media
With Pattaya in a seemingly perpetual evolution of tourist and expat demographic, with at times, it difficult to know where the town’s direction will ultimately go, this brings with it the need for local media to be responsive in order to stay relevant.
Media in Pattaya has gone through quite some changes during 2014 with many becoming increasingly squeezed due to some of the issues on tourist numbers dropping and changes to visas hitting business revenues in town. Through the raft of media groups in operation in Pattaya there are only a couple of major players, and one of those is the Pattaya Channel and Inspire partnership.
They now wish to build and strengthen their position in the market. The new group is therefore pleased to announce Dan Cheeseman, co-founder of Inspire Digital Media, as the new General Manager for Pattaya Channel TV, Inspire Digital Media and Flirt media.
Dan brings with him considerable knowledge and experience of traditional and digital media in Pattaya having worked in television, print, radio and digital channels over the past six years here in Thailand. He also has previous sales, marketing and developing business proposition track records with Coca-Cola Enterprises and the Post Office Company in the UK.
‘Inspire recognised at first media to take a grip of the new digital media opportunity in Pattaya and Bangkok’
Inspire is popularly recognised as the first media to take a grip of the new digital media opportunity in Pattaya and Bangkok with its clear brand appeal, product offer differential and targeting of the expat community. In less than three years Inspire become one of the forerunners in local media.
“Pattaya is a town essentially built on fun and so I wanted to reflect this in not just what Inspire offered but in how we acted and communicated, which is why you saw Inspire Meal Deal Offers running in many restaurants and even an Inspire Fun Day, with free beer, soft drinks and entertainment all day for the 400 guests that attended. It was a signal of intent and it was designed to make Inspire, the media, synonymous with fun in town.” reflected Dan.
“Media is moving at speed especially within the expat channel where information is increasingly digitally sourced, so for Inspire this is where we needed to be – from app, website, social media, eNewsletters to You Tube. Whilst Inspire also looks to put itself among its consumers daily life, which is why we also have 24hour Inspire TV running in 8 fitness centres in Pattaya too.“
“With Pattaya Channel though it is different, as for TV the core market is still tourists. Survey statistics overwhelmingly support this position for the foreign market. Local TV still has a role to play in this segment, but content offer needs to be right, which is why with immediate effect the show is now all based on events, offers and what to do in the city for tourists. Not, for example, ‘stuffing’ like ‘what’s on at the movies’ that is more geared to those living here – plus every channel does this so it lacks differential. There will be no bad news reported, it will be a feel good show, where the onus is on making every second count and be relevant to our target consumer.”
Dan has also moved the channel from 24 hours a day to one hour 4 times a day on the popular movie channels. “At the end of the day the channel needs to make commercial sense too and putting the show in between the daily movies also gives a lot of synergy from this very popular channel already” Dan explains.
Six Month Plan
So where would Dan like to take this opportunity? “I have given myself just six months to ensure both Pattaya Channel and Inspire are commercially very strong, have great and relevant content for their target consumer. The team is already in place – which is the backbone of getting this all working correctly. I have a terrific team largely bought with me from Inspire from Martin Carlyle, my video production manager, who really is best in class and I expect him to flourish in Pattaya going forward, to my assistant and online content manager.”
“I want the two media to be famous for different things. With Pattaya Channel being the best quality in terms of production and content, whilst with Inspire to remain creative and innovative in how it goes about connecting with consumers. After this I have a new project that I wish to embark on back in the UK, so with the team in place and the plan already gaining momentum, time is of the essence!”