Strengthening 'Customized' AI Curation
Expanding OTT Partnerships like TVING... IPTV Subscribers Expected to Reach 10 Million
Kang Guk-hyun, President of KT Customer Division, and a KT model are introducing Genie TV. Photo by KT
[Asia Economy Reporter Oh Su-yeon] KT is declaring the IPTV 2.0 era by completely revamping its core platform within the group’s media value chain, Internet TV (IPTV). Through the new brand 'Genie TV,' which enhances media portal functions, KT plans to change the paradigm of home media.
On the 4th, KT held a press conference at the Novotel Ambassador Seoul Dongdaemun Hotel in Jung-gu, Seoul, announcing that 'Olleh TV' will be revamped as 'Genie TV.' They declared the opening of a new home media era with an AI-based comprehensive 'media portal' service, moving beyond IPTV focused on live broadcasting.
Opening the IPTV 2.0 Era with 'Genie TV'... Strengthened AI Curation in 'Media Portal'
Since commercializing IPTV services for the first time in Korea in 2008, KT has fully revamped the service after 13 years and announced the new brand 'Genie TV.' Following KT Studio Genie, famous for the drama 'Extraordinary Attorney Woo,' the music platform Genie Music, and Media Genie merged with SkyTV, IPTV branding is unified to strengthen synergy among group companies.
Genie TV is named after the genie from the lamp. Like a genie that grants all wishes with a single word, it is a media service that promptly shows customers the content they want.
Genie TV’s key features are threefold. First, it introduces a 'media portal' offering various functions including channels, video on demand (VOD), and online video services (OTT). Second, it incorporates a personalized AI curation function based on 3 billion data points generated from 13 million broadcast subscribers. Third, it provides a user interface (UI) and user experience (UX) optimized for video content.
A UI 'media portal' that conveniently provides all content on one platform has been introduced. The first screen of Genie TV has changed from the enumerated left-side menu structure of the previous Olleh TV to a top menu layout. Previously, it took 10 remote control directional key presses to watch Netflix content, but now it only takes 2, greatly improving accessibility.
The Genie TV menu consists of five dedicated sections: ▲Movies, Dramas, VOD ▲Live Channels ▲Kids Land ▲Genie Apps ▲OTT Services. Especially, the OTT Services section allows users who do not have smart TVs to access various OTT services. Currently, only Netflix and YouTube are available, but KT plans to expand services to major domestic and international OTTs by partnering with TVING early next year.
The core technology of the media portal is AI curation. Unlike the past when the same first screen was provided to all customers, it analyzes viewing patterns and offers the most suitable service among the five dedicated sections as the first screen.
The AI engine’s learning speed has increased by 30% compared to before, and the recommendation algorithm accuracy has improved by up to 30%. KT’s patented media-specialized AI engine, 'Lifestyle AI Curation,' identifies patterns through 3 billion daily usage logs over a year and recommends content by combining recent viewing trends with content information classified by 10,000 emotional keywords and genres.
For example, a person who always watches morning dramas can enter the Live Channels section directly without remembering channel numbers. It detects subtle changes in a child’s viewing patterns as they grow and proactively recommends content suitable for the next age and developmental stage.
An integrated search function that finds all related content with a single voice command is also provided. For instance, saying "Genie, find Gaus Electronics" will simultaneously provide Gaus Electronics VOD, upcoming broadcast channel information, Genie Music’s Gaus Electronics OST search results, and popular YouTube videos.
The live channel experience, a major IPTV service, has also been differentiated. The joy of 'watching live broadcasts' is enhanced. When entering Channel Talk, users can enjoy sports channels or dramas featuring their favorite actors while communicating with other customers in real time. Choo Min-ah, KT leader in charge of the demonstration, explained, "Some may say who watches live broadcasts these days, but the Channel Talk feature lets users truly enjoy watching live broadcasts."
The new media portal UI will be sequentially applied from today until the end of this month on Genie TV Set-top Box A (formerly Giga Genie A), and from December, it will also be available on Genie TV Set-top Box 3 (formerly Giga Genie 3).
Strengthening Synergy through Expanded OTT Partnerships... IPTV Subscribers Approaching 10 Million
At the press conference, KT also unveiled a new set-top box to be launched in the first quarter of next year. It supports HDR10+ and Dolby Vision simultaneously to allow optimal quality use of various OTTs. It is equipped with Dolby Atmos to support spatial audio technology and features an integrated design with a built-in wireless Wi-Fi router (AP).
To strengthen Genie TV’s competitiveness, KT is expanding partnerships with various domestic and international media companies. They have formed a partnership and integrated services with CJ ENM, and have partnered with AMC Networks, a U.S. cable channel operator famous for productions like
In the U.S., the rise of OTT has led to 'cord-cutting,' where paid broadcast subscriptions are canceled. However, KT positions OTT not as a competitor but as a collaborator with IPTV. Kim Hoon-bae, Executive Vice President of KT Media Platform Business Division, said, "Our long-term plan is to open the platform and coexist with all broadcasting channel operators (PPs) provided on Genie TV as well as ENA. We are in discussions with many overseas OTTs and expect Genie TV to serve as a portal where all OTTs gather next year."
From the user’s perspective, it is not always easy to welcome service upgrades due to cost burdens. KT plans to introduce a choice pricing plan for IPTV to allow affordable use of Genie TV and OTT services.
Additionally, KT will strengthen synergy among KT Group media companies through Genie TV. KT Studio Genie, SkyTV, and Genie Music, which play roles in content production and investment within the KT Group media value chain, will showcase their differentiated content via Genie TV.
Kim said, "KT is sincere about content. We plan to release new original content every month, which will be available on Genie TV. We are confident and prepared to continue the success of 'Extraordinary Attorney Woo.'"
Furthermore, KT is building a KT Group Media Center near Baekseok Station in Goyang City, Gyeonggi Province, covering about 5,000 pyeong (approx. 16,500 square meters). In addition to Genie TV, the channel transmission platform and control system of Skylife will be relocated and integrated. This is expected to improve quality, including a 15% enhancement in image quality.
Based on Genie TV, the share of Android set-top boxes will expand to 1 million units by the end of this year and 4 million units next year. IPTV subscribers, currently around 9 million, are expected to approach 10 million.
Kang Guk-hyun, President of KT Customer Business Division, said, "KT is making a fresh start with Genie TV to provide new value to customers beyond being the No. 1 IPTV operator with over 9 million subscribers, keeping pace with the rapidly changing media content environment. We will open a new home media era with the media portal to leap forward as a 'platform of platforms' and lead the development of the national media ecosystem."
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