GMM 25

GMM 25 is a Thai digital terrestrial free-to-air television channel owned by GMM Grammy Public Company Limited through its subsidiary GMM Channel Company Limited, specializing in variety entertainment programming broadcast in standard definition nationwide.^[1] The channel operates under a 15-year license issued by the National Broadcasting and Telecommunications Commission (NBTC) for commercial service in the general (variety) category, commencing on April 25, 2014, and scheduled to expire on April 24, 2029.^[1] Since November 2020, GMM 25 has been managed and operated by The One Enterprise Public Company Limited, a joint venture partner that handles marketing, advertising, content production, and customer procurement as part of a broader restructuring to expand GMM Grammy's entertainment portfolio.^[2] This collaboration leverages The One Enterprise's expertise from operating the related One31 channel, enabling GMM 25 to focus on diverse content such as Thai dramas, series, movies, foreign programs, news, and music shows, which contributed to advertising revenue of 77 million baht in 2024 as part of the media segment's overall performance.^[3][2] The channel's programming emphasizes engaging, family-oriented entertainment under the slogan สนุกทุกวัน อยู่ด้วยกันทุกเวลา (Fun every day, together all the time), with key offerings including prime-time soap operas, situation comedies, and co-productions that air alongside reruns and original series.^[4] It utilizes spectrum leasing from the Royal Thai Army Radio and Television (RTA) without rental fees since June 2020, supported by NBTC policies, and extends reach through online platforms.^[1] As part of GMM Grammy's media segment, which ranked among the top 3 channels in Thailand as of October 2023, GMM 25 contributes to the conglomerate's broader ecosystem, which includes subsidiaries like GMMTV for drama production, generating value through content royalties.^[3]

History

Launch

GMM Grammy Public Company Limited, a prominent Thai entertainment conglomerate, was awarded two digital terrestrial television licenses—a Variety HD channel and a Variety SD channel—by the National Broadcasting and Telecommunications Commission (NBTC) following an auction held on December 26-27, 2013.^[5] This acquisition represented a key step in the company's broader media expansion beyond music and content production into full-scale television broadcasting.^[6] The licenses were secured through subsidiaries GMM HD Digital TV Company Limited for the HD variant and GMM SD Digital TV Company Limited for the SD variant, with successful bids totaling approximately 3.32 billion baht for the HD license alone.^[7] Trial broadcasts for the new channels began in early April 2014, allowing initial testing of the digital infrastructure.^[5] Pre-launch branding featured G-25 in advertisements. The official launch occurred on May 25, 2014, under the name BiG, initiating regular programming operations as Thailand's digital TV transition gained momentum. From its inception, the channel focused on content tailored to teenagers, emphasizing drama series, music performances, and light entertainment formats to leverage GMM Grammy's strengths in youth-oriented media. The early operations were based at GMM Grammy Place, located at 50 Asok Montri Road in the Watthana district of Bangkok, serving as the central hub for production and management.^[8] The broadcast signal provided nationwide coverage across Thailand, with spillover reception in border regions of neighboring countries such as Malaysia, Myanmar, Cambodia, and Laos along the Mekong River, enhancing regional accessibility for Thai content.^[9]

Rebranding

Following its debut in May 2014 under the name BiG, the channel quickly transitioned to emphasize its connection to the parent company.^[10] By July 2014, it adopted the name GMM Channel, incorporating the GMM Grammy branding to highlight its entertainment-focused content and operations within the digital terrestrial framework.^[11] In early 2015, the channel rebranded officially to GMM 25, directly aligning its identity with its assigned position as channel 25 on Thailand's digital multiplex to improve viewer recognition and accessibility in the new broadcasting ecosystem. This change reinforced ties to GMM Grammy by streamlining the name while positioning the channel as a dedicated platform for youth-targeted programming, including dramas and variety shows.^[12] The rebranding involved updates to the visual identity, such as a simplified logo featuring the "GMM 25" text in bold, modern fonts with vibrant colors to appeal to younger audiences, accompanied by marketing campaigns that promoted fresh, dynamic content like teen-oriented series and music integrations.^[12] These efforts helped solidify the channel's role in the competitive digital TV landscape, enhancing its association with innovative, Grammy-backed entertainment.

Ownership and operations

Corporate ownership

GMM 25 is primarily owned by GMM Grammy Public Company Limited, Thailand's leading entertainment conglomerate, through its wholly owned subsidiary GMM Channel Co., Ltd., which holds 100% of the channel's operations and the digital terrestrial television license.^[3][13] This structure positions GMM 25 as a key asset in GMM Grammy's media portfolio, alongside its extensive involvement in music production, film distribution, and television content creation across Thailand.^[6] As a sister channel to One 31, both fall under the broader corporate umbrella of GMM Grammy's investments in The One Enterprise Public Company Limited, in which GMM Grammy maintains a 35.09% stake as of July 2024.^[3] The One Enterprise handles operational management for GMM 25, including content production and marketing, while GMM Grammy retains ultimate control through its subsidiary ownership.^[2] The ownership of GMM 25 traces back to 2014, when GMM Grammy successfully bid for and won a digital TV license from the National Broadcasting and Telecommunications Commission (NBTC), leading to the channel's launch on May 25, 2014, as a variety SD channel under GMM Channel Trading Co., Ltd.^[14] In 2017, GMM Grammy sold a 50% stake in the operator to Adelfos Co., Ltd. (a subsidiary of the TCC Group), forming a joint venture to expand content capabilities.^[15] This arrangement evolved in 2020 through a restructuring where GMM Grammy, via its subsidiary GMM Holding Company Limited, repurchased shares to restore 100% ownership of the restructured GMM Channel Co., Ltd., amid efforts to streamline media operations and integrate with The One Enterprise.^[16] No significant changes to this holding structure have occurred through 2025, with the digital TV license remaining valid until April 2029.^[3]

Management and facilities

The operations of GMM 25 are managed by The One Enterprise Public Company Limited as the primary broadcaster, overseeing content production and daily programming activities.^[2] This entity, tied to GMM Grammy, handles the channel's strategic expansion in entertainment media.^[17] Takonkiet Viravan serves as the Group Chief Executive Officer of The One Enterprise, guiding the channel's strategic direction, including content innovation and audience engagement initiatives.^[18] Under his leadership, the organization has focused on enhancing digital and broadcast synergies to maintain competitive positioning in Thailand's media landscape.^[17] The headquarters and primary production facilities for GMM 25 are located at GMM Grammy Place, a 50-story complex at 50 Sukhumvit 21 Road (Asoke), Khlong Toei Nuea, Watthana, Bangkok 10110, Thailand.^[8] This site houses advanced studios equipped for both live broadcasts and pre-recorded content creation, supporting the channel's diverse programming needs in entertainment and variety formats. GMM 25 broadcasts in standard definition (SD) format with programming primarily in the Thai language, ensuring accessibility across Thailand's digital terrestrial network.^[19][20]

Programming

Drama series

GMM 25's drama programming emphasizes youth-targeted series produced in collaboration with GMMTV, with a particular focus on teen narratives, Boys' Love (BL), and Girls' Love (GL) genres designed to engage young audiences through serialized storytelling. These series typically occupy the primetime slot at 20:30, allowing for daily or weekly episodes that explore themes of romance, friendship, and personal growth among adolescents and young adults. The partnership between GMM 25 and GMMTV ensures original content production, with the channel providing dedicated airtime for these scripted formats since its inception.^[4][21] Since the channel's launch in 2014, the drama slot has evolved from general entertainment to a specialized platform for GMMTV's youth-oriented series, prioritizing BL and GL content that resonates with contemporary teen experiences and fosters serialized engagement over multiple episodes. This shift has solidified GMM 25 as a key outlet for innovative storytelling in Thailand's digital television landscape, adapting to viewer preferences for relatable, emotionally driven plots.^[22] Notable examples include "Perfect 10 Liners," a 2024–2025 BL series centered on six university students navigating parallel universes, love, and group dynamics through three interconnected couple arcs, comprising 24 episodes aired Sundays from October 27, 2024, to April 6, 2025, at 20:30. As of November 2025, ongoing series include "Us," a GL drama exploring a deep bond between two women, and "My Golden Blood," a romantic fantasy involving vampires and human connections, both produced by GMMTV and airing in primetime slots.^[23][24][25]

Variety and entertainment shows

GMM 25's variety and entertainment programming emphasizes interactive formats, celebrity-driven content, and music performances tailored to a youthful audience, often produced in collaboration with GMMTV and leveraging GMM Grammy's extensive artist roster. These shows typically air in evening slots to complement the channel's drama lineup, fostering viewer engagement through live discussions, competitions, and live music segments.^[26] A prominent example is แฉ 2025, a live talk show hosted by มดดำ คชาภา (Moth Dam Kacha Pha) alongside co-hosts such as เอมี่ มรกต (Amy Max), ดีเจดาด้า (DJ Dada), ดีเจบุ๊คโกะ (DJ Book Go), น็อต วรฤทธิ์ (Not Worarit), and ดีเจเชาเชา (DJ Chao Chao). Airing Monday through Friday at 21:30 ICT with reruns at 14:00, the program focuses on celebrity gossip, personal stories, and relationship revelations, drawing high viewer interaction via on-air calls and social media. Episodes often feature guests like actors and musicians sharing candid insights, contributing to its role as a staple prime-time entertainment block.^[27][28][29] Music programming on GMM 25 integrates live performances and competitions featuring artists from GMM Grammy's label, including pop, luk thung (Thai country), and contemporary acts. Past seasons of The Golden Song เวทีเพลงเพราะ (such as Season 6 in 2024) showcased contestants reviving classic Thai songs in emotional renditions, with judging panels and audience voting to determine winners, often tying into Grammy award events for cross-promotion. Current music content includes ดวลเพลงชิงทุน best-of compilations on Saturdays, while สายตรงลูกทุ่ง offers interactive hotline segments for country music fans to request and discuss tracks, airing Sundays at 14:00. These programs highlight live sessions that promote emerging and established Grammy talents.^[30][31][26] Reality and youth-oriented specials further diversify the lineup, with GMMTV-produced formats like School Rangers, a game show where rotating teams of 16 GMMTV artists compete in school-themed challenges alongside celebrity guests. The 2024 season, which aired Saturdays at 12:00 ICT until September, emphasized teamwork and humor to engage teenage viewers, ending with special episodes recapping high-stakes games. Entertainment specials, including concert tie-ins like CONCERT GMM TV STAR SHOW, feature live performances by Grammy artists during award seasons, reinforcing the channel's focus on performative, non-scripted content.^[32][33][26] Programs such as MuTeLuvHiByMyLuck blend light-hearted storytelling with interactive elements, airing as a four-episode special from August 25 to September 15, 2025, on Mondays at 20:30 ICT. Starring Sea Dechchart and Keen Suvijak, it explores fortune-telling themes in a romantic context, serving as an accessible entry into the channel's youth-focused entertainment. Overall, these shows prioritize dynamic formats to build community around GMM Grammy's music ecosystem and GMMTV's talents.^[34][35]

Broadcast and availability

Terrestrial transmission

GMM 25 is broadcast through digital terrestrial television (DTT) in Thailand, operating on virtual channel 25 as part of the country's multiplex system. The channel is carried on the fifth multiplex (MUX5), operated by the Royal Thai Army's TV5 network under the oversight of the National Broadcasting and Telecommunications Commission (NBTC). This setup allows for free-to-air reception via UHF frequencies, with the service launched as part of Thailand's nationwide DTT rollout in 2014.^[36][37] The transmission employs the DVB-T2 standard, which supports high-definition (HD) formats such as 720p and 1080i, though GMM 25 itself broadcasts in standard definition (SD) to optimize bandwidth within the multiplex. MUX5 accommodates a mix of services, including HD content from Channel 5, with effective radiated power (ERP) limited to a maximum of 50 kW per transmitter to ensure efficient spectrum use and reliable signal propagation. Signal strength requirements are designed for fixed rooftop reception, targeting a field strength sufficient for 95% household coverage across Thailand, achieved through a network of over 39 main transmission sites.^[36][37] Nationwide coverage reaches approximately 95% of Thai households, enabling access in urban, rural, and remote areas via standard set-top boxes or integrated DTT receivers compliant with NBTC specifications (e.g., NBTC BS 4002-2555). This extensive footprint naturally results in signal spillover into border regions of neighboring countries, including Malaysia, Myanmar, Cambodia, and Laos, particularly in areas close to transmission sites. Compliance with NBTC regulations mandates full population coverage within four years of licensing, adherence to DVB-T2 parameters (such as 64-QAM modulation and 3/5 code rate), and ongoing monitoring to maintain service quality.^[36][38]

Digital platforms

GMM 25 extends its reach beyond traditional broadcasting through strategic partnerships with over-the-top (OTT) platforms, enabling viewers to access reruns and on-demand content. The channel collaborates with Viu, a pan-regional video streaming service, to offer selected premium programs for on-demand viewing exclusively on the platform for up to 30 days following their initial broadcast. This partnership, extended in 2025, also includes content from GMM 25 alongside other GMM Grammy channels, enhancing accessibility for Thai and international audiences with titles such as The Mistress, Love Revenge, and Club Friday the Series 11.^[39] The official website, gmm25.com, serves as a central hub for digital engagement, offering live streaming of broadcasts, episode archives for select shows, and detailed program schedules to help viewers plan their viewing.^[4] This platform integrates seamlessly with mobile access, directing users to companion apps for enhanced functionality. Additionally, GMM 25 is available for live streaming on TrueID.^[40] To broaden free online access and complement its terrestrial base, GMM 25 utilizes the oneD mobile app, developed by The One Enterprise, which provides live TV streaming and on-demand episodes of dramas, series, and variety shows from the channel.^[41] Launched as part of GMM Grammy's digital expansion, oneD allows users to watch content without cost, including recent episodes like "ทวิญ ร่างฉัน วิญญาณเธอ" and collections featuring popular actors.^[41] Social media platforms further amplify GMM 25's digital presence, with integration on YouTube and Instagram for sharing highlights, trailers, and full episodes. The official YouTube channel, GMM25 OFFICIAL THAILAND, hosts complete episodes and promotional clips, such as those from "My Golden Blood," to engage global fans.^[22] On Instagram, under @gmm25thailand, the channel posts reels, stories, and behind-the-scenes content, boasting over 1.2 million followers and promoting live events alongside app downloads for oneD.^[42] These channels facilitate interactive community building while driving traffic to primary streaming options.

Key personnel

Presenters

GMM 25's presenters, primarily young talents from the GMM Grammy ecosystem, have been instrumental in the channel's strategy to engage a youthful demographic since its 2014 launch, blending entertainment charisma with professional delivery across news, variety, and music formats. Many hosts are affiliated with GMMTV, allowing seamless integration of actors into on-air roles that promote dramas and foster fan interaction during premieres and segments. This rotation emphasizes fresh faces and relatable personalities, evolving from initial news-focused anchors to a diverse mix prioritizing entertainment and music appeal by the mid-2010s. In entertainment programming, the gossip and talk show แฉ (Cha), a flagship weekday program since 2019, is led by Kachapa Tungkhabut (Maddam Kachapa), whose incisive interviews and commentary on celebrity scandals have made her a standout figure, often featuring GMMTV actors as guests to boost cross-channel synergy. Supporting her are co-hosts Amika Mrk (Amy), who contributes dramatic flair from her acting background; DJ Dada (Dada Know), known for her witty banter; DJ Book Ko (Book Ko Wipha), adding humorous insights; Worarit Therdhanyawong (Not), bringing analytical depth; and DJ Chao Chao (Chao Chao Chidchai), enhancing the live energy with quick responses. Their collective style has solidified แฉ's role in delivering unfiltered entertainment news, airing live at 21:30 and reruns at 14:00, appealing to young viewers through bold discussions.^[43][26] For news broadcasts, early presenters like Phuwanat Kunplome (Aun), a doctor-turned-anchor, anchored GMM News segments from 2014 onward, including morning shows from 06:00-08:00, where his clear and approachable style covered entertainment and general updates, tying into GMM Grammy's music news before he became an independent host. Current news talent includes figures like Orrarin Yamokgul, who handles morning bulletins such as เคาะข่าวเช้า25 (weekdays 09:30-10:30 as of 2025), providing concise reports on trends and events with a focus on youth-relevant topics.^[44] Music and variety shows feature rotating hosts from GMM Grammy artists, such as Thanakorn Chinkul (Bo), who emcees competitions like ดวลไมค์ลูกทุ่ง (Duel Mike Luk Thung) since 2020, mentoring emerging country singers and highlighting Grammy label talents to nurture new stars. In variety formats, ensembles like those in อะจ๊าก—including Burin Boonvisut (Tak), Ko Cheun Yam (Ball), Chatchai Plengpanich (Kom), and Suchin Fongkaew (Nui)—deliver comedic sketches and games, with their established comedy backgrounds contributing to lighthearted segments that rotate GMMTV actors for guest hosting during drama tie-ins. This evolution reflects a shift toward versatile, multi-talented presenters to sustain viewer loyalty among 18-35-year-olds.^[45][46]

Executives

Takonkiet Viravan serves as the Group Chief Executive Officer of The One Enterprise Public Company Limited, the parent entity overseeing GMM 25's operations through a management and operations partnership since November 2020. With a background in television production and direction spanning over two decades at GMM Grammy subsidiaries like Exact and Scenario, Viravan was appointed CEO of GMM One in 2013, leading the launch of GMM 25 as a digital terrestrial channel in May 2014 focused on entertainment programming.^[47][17][2] Under Viravan's tenure, key strategic decisions have included expanding GMM 25's digital presence through partnerships with streaming platforms, such as a multi-year content licensing agreement with Viu in 2020 to distribute dramas and variety shows internationally, enhancing accessibility beyond traditional broadcasts. He has also prioritized synergies with GMMTV, the group's production arm, to bolster original content like Thai BL series and entertainment formats, driving viewer engagement and revenue diversification amid shifting media consumption trends. As of 2025, Viravan continues to guide the channel's strategy, with no reported leadership transitions.^[48] Supporting Viravan in programming and operations are executives like Rafah Damrongchaitham, Group Chief Marketing Officer, who oversees promotional strategies and digital integrations, contributing to initiatives like social media campaigns that have elevated the channel's online metrics. These leaders have collectively influenced a content direction emphasizing high-impact entertainment, with a focus on youth demographics and cross-platform availability.^[48][17]