Communication and Useful Information Delivery on Health Topics
Screen Design and Content for Senior Customers
NS Home Shopping announced on the 19th the launch of '100se Life Health Manse,' a health-specialized program for active seniors.
Starting with a pilot broadcast on the same day, 100se Life Health Manse was planned to match the lifestyle patterns of active senior customers who start their mornings with health management. It is a broadcast that communicates on the theme of health and delivers useful information for active senior customers who are highly interested in appearance and health care and actively consume.
NS Home Shopping analyzed sales data and found that the average age of customers during the 6 a.m. time slot is 64.4 years old and that health is a major concern for this age group. Taking this into account, they prepared a health-specialized program. 100se Life Health Manse plans to present a differentiated broadcast with screen composition and content tailored for senior customers.
Considering that the elderly recognize red and orange colors more easily, a senior-friendly CG design was applied that increases the use of red colors on the screen rather than blue tones. Unnecessary subtitles were reduced, and line spacing was increased to enhance information delivery with concise subtitle composition. During major explanations, the L-shaped CG (L bar), which is symbolic of home shopping, was removed to allow viewers to focus on the explanation.
In response to the increasing number of consultations from elderly TV home shopping customers, the broadcast content was also changed. Using customer boards and other tools, the broadcast will be produced to communicate in a consultation format rather than the existing explanation-centered style. They will independently produce informational content like 'Health Secrets from the Health Doctor,' similar to educational programs, and will continuously develop storytelling and content that include weather, social issues, and more.
NS Home Shopping expects that through 100se Life Health Manse, sales during the relatively unpopular 6 a.m. time slot will increase by more than 20%.
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