Cable television operators are being squeezed by the rapid growth of satellite TV, which is cheaper and more convenient for consumers, notably in provinces outside of Bangkok.

With the liberalisation of pay TV, many small satellite TV operators with only 30 or fewer channels have sprung up, especially in suburban and provincial areas.

Installing satellite TV generally costs between 3,000 and 5,000 baht and this enables viewers to view between 80 and 100 channels without a monthly fee. On the other hand, cable TV operators charge from 350 baht per month.

Kasem Inkeaw, president of the Thailand Cable TV Association (TCTA), said satellite TV was seen as the main competitor by cable TV operators.

"We have realised the threat and have been forced to adjust. We will ask our 250 members to improve by reprogramming to attract viewers," he said.

Currently, about 10 channels - five belonging to Live TV and the rest to Media of Medias and other operators - are locked out of satellite TV and only available on cable.

Cable TV operators will also improve their transmission systems with fibre-optic lines, which can carry more channels, said Mr Kasem.

Live TV Co, a subsidiary of SET-listed Live Incorporation Plc, will continue to run its channels on cable, said its managing director Kulapong Bunnag.

"It's a strong point that we can claim to audiences that they can watch our channels on cable TV as the signals are much clearer than on satellite TV. This is also good for us to convince our advertisers," he said.

Live TV can generate income from subscribers via the cable TV system, which currently reaches up to 3 million households, or a potential 12 million subscribers, nationwide.

But Live TV would also be interested in investing in a Ku-band satellite TV service, said Mr Kulapong.