UPDATE 1-BEC World's Q2 profit boosted by TV ad sales

(Adds details, share prices)

By Ploy Chitsomboon

BANGKOK, August 7 (Reuters) - Thailand's BEC World BEC.BK said second-quarter net profit rose 27 percent, well above analysts' forecasts, due to rising television advertising revenue and high ratings.

BEC, the country's second-most popular television channel after unlisted Channel 7, reported net profit of 749 million baht ($22.3 million) or 0.38 baht per share in April through June, up from 588 million a year earlier.

The result beat the average 723 million baht forecast of 11 analysts surveyed by Reuters.

Its state-controlled rival MCOT MCOT.BK was also expected to post a stronger quarterly net profit of 332 million baht, up about 37 percent, analysts said.

However, the second half is looking less promising for the sector as inflation at a decade-high and political strife could curb spending by top advertisers such as Procter & Gamble (PG.N) and Unilever (ULVR.L) (UNc.AS), analysts said.

BEC's second-quarter revenue reached 2.2 billion baht, up 19 percent from a year earlier, lifted by a 23 percent rise in advertising sales to 2.1 billion baht. Expenses were up 7 percent at 1.11 billion.

BEC World, valued at $1.4 billion, runs the free-to-air Channel 3 and earns 90 percent of its income from advertising.

Before the earnings announcement, BEC World shares closed up 5.7 percent at 24.10 baht, while the overall Thai market index .SETI rose 4.3 percent.

Shares of BEC World fell 14 percent in the April-June period, saddled by concerns over inflation and political uncertainties, underperforming the main stock market which dipped 5.9 percent. ($1=33.55 Baht) (Editing by David Holmes)