Line Thailand and Thai TV presenter Woody Milintachinda have teamed up to launch Ten Ten, Thailand's first interactive mobile game show, to capitalise on the ad market.
"Consumers want a fresh style of live content with interactive features," said Mr Woody, co-founder of WXYZ Co, a new startup for entertainment content, including Ten Ten.
Starting next month, Ten Ten will become an interactive live show, with game shows being introduced first. Ten Ten mobile game show will be giving away money and prizes worth 5-7 digits every day.
Users are allowed to answer 10 questions within 10 minutes. Unlike traditional TV shows, the mobile game shows allow unlimited viewers and players. Users do not need to download new apps, only add or follow @line1010 to enrol in the game, which starts 9pm every night. The target players are those aged 20-35.
Mr Woody said in Thailand, game shows are the second-largest in terms of viewership rating, right after soap operas. Ten Ten will lead the future of game shows, which will be live and interactive.
This type of content will be an alternative for live TV broadcast viewership, which has been on the decline, he said.
"We believe by 2019, interactive live shows on mobile will become mainstream," said Mr Woody.
Ariya Banomyong, managing director of Line Thailand, said the company aims to make Ten Ten the largest live show across channels, using voting to poll users.
With user interaction, brands will also be able to engage with customers, particularly in fast moving consumer goods, food and beverage, and so on.
Ten Ten has 60,000 users after launching beta service to months ago. It aims to achieve 900,000 concurrent users by 2019 to boost advertising revenue, similar to TV game shows that have 900,000 to 2.4 million viewers.
