THE television advertising business in Myanmar has soared in the past 10 years as entrepreneurs have become increasingly aware of its importance in shoring up business, said TV commercial advertising sources in Yangon.

The number of advertisements broadcast on TV jumped from 10 a day in 1997 to 50 a day in 2003 and 2004, according to U Cho Pyone from Zomia Media Company Ltd, the authorised advertising agent for Myawaddy TV and MRTV.

U Aung Ko Latt, a director of television commercials, has watched his business improve with the increased hustle to advertise.

“I started a television commercial advertising business working as the creative director in 1995 when the business was just gaining momentum, and back then I managed to make only five commercials a month,” he recalled.

U Aung Ko Latt now completes around 30 television commercials a month, which take about 10 days to shoot.

Despite the increasing price for television advertising – the cost of a 10-second weekend spot has risen from K20,000 to K60,000 in the past five years – the medium’s popularity continues to grow.

U Aung Ko Latt said most television commercials cost about K2 million to 2.5 million to make, but using a celebrity can push the price tag up to K4 million and K5 million.

He said, however, that if a television commercial helps a brand catch the eye of consumers, it is worth the expense.

The majority of his clients are manufacturing companies looking to secure brand recognition, he said.

MGS Foods Company Ltd, which produces condensed milk and soft drinks, spends about K60 million a year on television advertising, said the chief executive officer, U Thein Tun.

Though the company prefers to advertise in print media, increased sales that have resulted from using television have justified the expense, he said.

U Thein Tun said television advertisements have a broad influence because consumers who cannot read print-media ads can still recognise products they see on TV.

“TV commercial advertising is one of the primary tools we rely on for increased sales of our products,” said U Ohn Maung, a director of television commercials.