Thailand’s Coolism Co is planning to spend about $600,00 (20 million baht) to rebrand its traditional radio business as COOLfahrenheit and focus on the online platform.

According to the company, the new brand will broadcast content directly to online audiences, targeting more young people aged 20-44 years.

Coolism’s online advertising revenue has doubled in recent years and it feels that the rebranding exercise will help it retain the station’s leadership position.

It expects to increase the station’s revenue from $14.9 million (500 million baht) last year to $15.3 million (515 million baht) in 2017.

COOLfahrenheit has 3.5 million online listeners and 1.5 million listen to it over the airwaves.

In has also become the first radio station in Asia to use real-time ratings measurement to gauge real-time ratings on the online radio platform, which will help attract more advertising.