SK Stoa Produces Content with Enhanced Social Sensitivity to Boost Product Trustworthiness

'Special Lecture on Product Sales Broadcasting Analysis' Held
Establishing Practical Standards for Content Production Based on Korea Broadcasting Society's Broadcast Monitoring Results
"We Will Present Sales Broadcasts That Build Trust and Consensus on Products"

[Asia Economy Reporter Kim Yuri] SK Stoa announced on the 10th that it held a 'Product Sales Broadcast Analysis Special Lecture' on the 9th for show hosts and members involved in video production.

This training was conducted by Professor Shim Mi-seon of the Department of Media Communication at Soonchunhyang University via the online video conferencing program (ZOOM) under the theme "What is the problem with product sales broadcast content?" It focused on the need to enhance gender sensitivity, reviewing SK Stoa's product sales broadcast content and proposing improvement measures.

Recently, regulatory sanctions on product sales broadcasts have been strengthened, and social awareness of gender equality has increased. SK Stoa stated, "We prepared this special lecture to produce content with heightened social sensitivity and to play a leading role as a trustworthy channel."

So far, SK Stoa has been working with the Korean Broadcasting Society to establish 'Product Sales Broadcast Content Production Guidelines' by conducting monitoring of its product sales broadcasts (first product sales broadcast analysis). Since July last year, monthly monitoring reports have been published, shared internally, and ongoing training has been conducted.

In this special lecture, the results of monitoring SK Stoa's product sales broadcasts aired over six months from July to December last year were shared. The analysis examined whether inappropriate expressions or language were used in the broadcast content, whether incorrect information was provided, or if there was any misunderstanding caused by false exaggeration, and discussed future improvement plans.

In particular, since show hosts communicate directly with customers, all attended this special lecture to raise consensus. They reviewed whether discriminatory language was used, whether false or exaggerated expressions reinforced distorted gender stereotypes, or if there was any potential for consumer misunderstanding, thereby raising awareness.

Yoon Seok-am, CEO of SK Stoa, said, "Even though it is broadcast content for product sales, I believe it must reflect social changes and be produced in line with consumer sentiment." He added, "SK Stoa will strive to produce broadcast content that blends social standards and contemporary sensitivity well, becoming a channel of trust and empathy where consumers can confidently purchase."

Meanwhile, SK Stoa reported that significant qualitative improvements have been made in broadcast content through ongoing product sales broadcast monitoring last year and announced that it will conduct additional product sales broadcast monitoring (second product sales broadcast analysis). This decision was made considering that the products sold vary according to seasonal characteristics.

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