Btv Full Revamp... Competing with Netple Using the Latest Content

SKB Responds to Foreign OTT Invasion
Monthly Subscription Service 'Ocean' Offers
Over 11,000 Titles Including Latest Movies
Enhanced Children and Silver Content
Online Subscription Plans Also Launched

[Asia Economy Reporter Koo Chae-eun] SK Broadband is completely revamping Btv to counter Netflix's offensive. It will offer over 11,000 popular foreign dramas and the latest released movies, while also strengthening content for children and the silver generation. This is an effort to respond to the volume offensive of foreign OTT (online video services) with differentiated content. SK Broadband defined this change as 'Lovely B tv.' It reflects the company's intention to solidify its position as the largest media platform in Korea through innovative changes in content and platform, and to maximize synergy from the merger with T-broad.

◆ Providing over 11,000 pieces of content = According to SK Broadband on the 22nd, this revamp was prepared as a business innovation measure in response to the stagnation of the IPTV industry's growth and intensified competition in the media platform market. In fact, IPTV growth is currently stagnant. Although Btv subscribers steadily increased from 5,225,372 in January this year to 5,298,060 in March and 5,403,427 in June, competition from Netflix and others remains fierce. Choi Jin-hwan, CEO of SK Broadband, said, "Continuous innovation and expansion based on a strong business model and capabilities will connect to customers' choices and happiness, which will ultimately lead to the company's profits, growth, and corporate value. Starting with 'Lovely B tv,' where the best content can be enjoyed most conveniently anytime and anywhere, we will leap forward as the top media platform operator."

The most notable feature is the monthly subscription service 'OCEAN,' which offers over 11,000 pieces of content. It holds the largest collection in Korea of recent movies released within the past year, as well as American, British, and Chinese dramas, greatly expanding the "things to watch." An SK Broadband official explained, "Unlike existing movie subscription services that focus on old movies or original content, this service will mainly offer the latest movies. This is 3 to 5 times higher than the monthly subscription fees of major OTT movie services." This means they intend to counter Netflix's volume offensive with an even larger volume.

For corporate social responsibility (CSR), a significant portion of 'ZEM Kids' content will be provided for free. The main target audience will be expanded from infants to elementary school students, allowing 30- to 40-year-old parents to regularly and long-term guide their children's learning through the service. A senior customer-tailored service called 'B tv Hyo (孝)' will also be launched. It will carefully select movies, dramas, health and medical, exercise, travel, and cultural content suited to seniors and start a dedicated monthly subscription service.

◆ Focus on contactless, aiming for 4 trillion KRW annual sales this year = In line with the strengthened contactless trend due to the spread of COVID-19, a 'The Slim Plan' that allows 24-hour online subscription will be launched. This plan focuses on fee discounts and eliminates unnecessary procedures such as consultations and phone calls to enhance customer convenience. Additionally, product packages are configured so that VOD can be purchased directly within mobile devices. An SK Broadband official stated, "We will continuously revamp the UI optimized for mobile, expand supported devices, and create second TV product packages to timely respond to customers' personalization and mobile demands."

Through these sweeping changes, SK Broadband plans to transform into a structure capable of sustainable growth to counter the stagnant IPTV market and foreign OTT offensives. An SK Broadband official said, "We have put a lot into this revamp to leap forward as the top media platform operator in Korea," adding, "We will continue innovation and growth."

Meanwhile, SK Broadband's first-quarter sales recorded 823.5 billion KRW, an 8.2% increase compared to the previous year, thanks to growth in the IPTV business. SK Broadband completed its merger with T-broad last month, now holding 8.21 million paid broadcasting subscribers and 6.48 million high-speed internet subscribers. SK Broadband aims to strengthen competitiveness in both IPTV and cable TV services and achieve annual sales exceeding 4 trillion KRW this year.

This content was produced with the assistance of AI translation services.