Holding a Meeting on the 8th to Unveil Media Business Strategy
"Not Viewers but 'Users'... Playing with Dramas"
Targeting 30s as Key Audience for OTT Listening
"Unlike OTT, it is important for TV viewers to watch the original broadcast together and share a sense of connection. We will create a playground where users can have fun."
On the 8th, Koo Ja-young, Marketing Manager of CJ ENM Media Business Division, said this at Media Talk held at the CJ ENM Center in Sangam-dong, Seoul. On this day, CJ ENM unveiled its business strategy utilizing the tvN and TVING platforms amid the offensive of global online video services (OTT) such as Netflix and Disney.
It is commonly said that the 20s and 30s generation do not watch TV. CJ ENM declared that it would break this prejudice. The drama "Marry My Husband" ranked first among all tvN Monday-Tuesday dramas, "Queen of Tears" achieved the highest household ratings on tvN, and "Seonjae Upgo Twieo" also posted good results consecutively, boosting their confidence.
Hong Ki-sung, Head of CJ ENM Media Business Division, said, "We have made it possible to have the formula 'Even if you don't watch TV, you watch tvN,'" adding, "We will continue to present content so that users in their 20s and 30s can 'Calbak' and immerse themselves in real-time enjoyment in front of the TV."
CJ ENM referred to viewers as 'users.' This means recognizing them not just as passive viewers watching one-sidedly provided videos but as users who play with dramas. The marketing strategy is to make users want to play with tvN dramas. Manager Koo said, "The core of tvN marketing is to provide the excitement of meeting content the fastest after a happy weekly wait and continuously create talking points around it."
tvN especially targeted women in their 30s as a key audience. Their average number of OTT subscriptions is 2.1, the highest among all generations. Within each OTT platform, the usage rate of people in their 30s is also the highest. Women in their 30s are the most active consumers of content and respond sensitively, making them a barometer for predicting content performance.
tvN, together with TVING, predicts the main viewing targets for each work and selects the appropriate broadcasting platform accordingly. Additionally, tvN is the first in the drama industry to hold a 'pre-broadcast viewer screening,' capturing points that young people in their 20s and 30s would like and reflecting them in editing and marketing strategies.
Park Sang-hyuk, Head of Channel Business Division, stated, "After script evaluation, considering the target audience, subject, genre, and format, we schedule suitable platforms for tvN dramas, TVING originals, and joint programs of tvN and TVING."
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