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RXC, the operator of the global retail media platform PRIZM (CEO Han-ik Yoo), announced on the 22nd that the exclusive global live broadcast of the 4th Blue Dragon Series Awards, held on the 18th, concluded successfully with a cumulative viewership of 3.25 million.
Celebrating its fourth anniversary this year, the Blue Dragon Series Awards is the first domestic awards ceremony in Korea dedicated to streaming content, hosted by Sports Chosun. The awards select winners from dramas and variety shows released on major platforms such as Netflix, Disney+, Wavve, TVING, and Coupang Play, based on both popularity and artistic merit. It has established itself as a representative K-content awards ceremony reflecting the trends of the streaming era.
This 4th Blue Dragon Series Awards recognized winners in a total of 15 categories, including Best Drama, Best Actor and Actress, Best Supporting Actor and Actress, Best New Actor and Actress, OST Popularity Award, Popular Star Award, and Grand Prize, following fierce competition in both the drama and variety show divisions. The Grand Prize and Best Drama in the drama category were awarded to the Netflix series "Thank You for Your Hard Work" and "Trauma Center," respectively. In the variety show category, the Best Variety Show award went to the Netflix show "Black and White Chef: Culinary Class War."
This year's Blue Dragon Series Awards drew attention with the introduction of special awards such as the Upbit Popular Star Award, sponsored by Korea's largest virtual asset exchange Upbit, and the LG Uplus Good Influence Award. The Upbit Popular Star Award was given to a total of four recipients, including actor Park Bogum and singer IU, who made waves this year with the drama "Thank You for Your Hard Work," as well as Lee Junhyuk and Lee Hyeri. The LG Uplus Good Influence Award went to Ji Yeeun, who made a notable appearance on the variety show "Daehwanjang Gianjang." The award ceremony was broadcast live in Korea via KBS and Naver, and globally via PRIZM, attracting a global K-content fandom of 3.25 million viewers.
As the official digital broadcast partner of this year's Blue Dragon Series Awards, PRIZM provided digital streaming not only to domestic viewers but also to a global audience. In particular, for global viewers, PRIZM applied real-time AI simultaneous translation technology in six languages, providing subtitles in the appropriate language for each viewing country and expanding participation from K-content fans both in Korea and abroad. Additionally, a feature that automatically translated chat messages among viewers into each user's native language enabled active communication among the 3.25 million global fans.
PRIZM is expanding its influence as a retail media platform and strengthening its presence in the K-content sector. At the 61st Baeksang Arts Awards held in May, PRIZM recorded a cumulative global viewership of 3.8 million, and the popular vote conducted through the PRIZM app surpassed 22.2 million votes. At the Golden Disc Awards held earlier this year, PRIZM achieved a cumulative global viewership of 5 million, demonstrating differentiated media capabilities in content events. Notably, PRIZM delivers more than three times higher video and audio quality compared to other platforms, while maintaining a low app crash rate, making it highly suitable for large-scale global live broadcasts.
Han-ik Yoo, CEO of PRIZM, stated, "It is highly meaningful that PRIZM was able to provide this year's Blue Dragon Series Awards as the first global digital broadcast, allowing the global K-content fandom to enjoy the event without any spatial or temporal limitations, thanks to our differentiated media capabilities. Moving forward, we will continue to grow as a global retail media platform, delivering high-profile K-culture media events to even more fans, leveraging PRIZM's unique strengths."
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