Prism to Live Stream the '60th Baeksang Arts Awards'... Attracts 2.7 Million Global Viewers

New PRIZM Popularity Award Established at Baeksang Arts Awards
Total Votes Surpass 11 Million... Highest in 3 Years

Retail media platform PRIZM announced on the 8th that it successfully completed the exclusive live broadcast of the ‘60th Baeksang Arts Awards’.

Retail media platform PRIZM announced on the 8th that it successfully completed the exclusive live broadcast of the 60th Baeksang Arts Awards.
[Photo by PRIZM]

PRIZM’s digital live broadcast this year attracted 2.7 million viewers, 720,000 more than last year’s Baeksang Arts Awards, proving its immense popularity.

Additionally, this year’s Baeksang Arts Awards drew attention with the introduction of the PRIZM Popularity Award. Voting for the PRIZM Popularity Award was held within the PRIZM app from the 25th of last month to the 4th, recording over 11 million votes, the highest number among popularity awards held in the past three years.

This year, the PRIZM Popularity Award was given to actor Kim Soo-hyun, who gained great popularity through the tvN drama Tears of the Queen, and Ahn Yujin, a member of the girl group IVE.

PRIZM not only conducted the popularity award voting but also served as the official digital broadcast partner, streaming the event digitally to domestic and international viewers. In particular, PRIZM live-streamed the red carpet entrance scenes of top actors and applied AI simultaneous translation technology in six languages in real time to provide subtitles for global viewers. Furthermore, the platform’s automatic translation feature for various languages facilitated smooth communication among viewers through chat, enhancing real-time communication convenience.

Yoo Han-ik, CEO of PRIZM, said, “We are pleased to have successfully completed the exclusive digital live broadcast of the ‘60th Baeksang Arts Awards’ based on our differentiated media capabilities. We will continue to deliver unique retail promotions and media events that only PRIZM can offer and grow into a global retail media platform.”

PRIZM is a retail media platform established by Yoo Han-ik, a founding member of Coupang and former chairman of the board at TMON, under RXC. Previously, PRIZM co-hosted the ‘21st Korean Music Awards’ and participated as a media sponsor, live broadcasting the awards ceremony. It also showcased its media capabilities to global viewers by hosting a live show introducing the ‘Golden Disc Awards’ globally.