"Binge-watch in a day... Weekdays 3,000 KRW" LG Hello launches Korea's first 24-hour unlimited VOD pass

[Asia Economy Reporter Joesulgina] Office worker A, enjoying a rare day off, sat in front of the TV to binge-watch MBC's popular variety show 'Nolmyeon Mwohani' (Hangout with Yoo). However, purchasing individual VOD episodes separately is burdensome, and subscribing to an OTT (Over-The-Top) monthly plan to pay the full monthly fee feels like a waste.

LG HelloVision has launched a service for the first time in Korea that allows unlimited access to broadcast VODs all day for 3,000 KRW on weekdays and 4,000 KRW on weekends and holidays.

LG HelloVision's cable TV service, HelloTV, announced on the 3rd that it will first offer ‘Harubom’ (One Day Spring), a service that allows unlimited viewing of paid and free VODs on each channel for 24 hours, targeting five channels: KBS, MBC, SBS, JTBC, and TV Chosun. By choosing a convenient day to watch TV and purchasing Harubom, viewers can binge-watch representative series from each channel all day long, such as ‘Nolmyeon Mwohani’ (Hangout with Yoo), ‘Model Taxi,’ ‘Miss Monte Cristo,’ ‘Law School,’ and ‘Love Call Center.’

The usage fee is 3,000 KRW on weekdays (Monday to Thursday) and 4,000 KRW on weekends (Friday to Sunday) and holidays. Considering that each VOD episode costs between 700 KRW and 2,000 KRW, watching just two episodes already makes it worthwhile. The service automatically ends after the 24-hour usage period without any separate cancellation procedure. There is no worry about automatic monthly payments or charges for unused periods, making it convenient.

This reflects recent changes in content production and viewing trends, where viewers watch entire seasons at once. It is expected to be popular especially among younger customers accustomed to binge-watching. Channel operators also expect that the launch of Harubom will stimulate additional content consumption by users, helping secure viewers. LG HelloVision plans to target the niche market between single VOD purchases, SVOD (Subscription Video on Demand), and OTT monthly subscription services with this innovative product strategy, while also contributing to the revitalization of the paid broadcasting VOD market.

Jang Sang-gyu, Executive Director of LG HelloVision’s Consumer Business Group, said, “We launched this pioneering 24-hour pass product reflecting the rapidly changing domestic content production environment and viewing behaviors,” adding, “We will continue to make innovative attempts that benefit HelloTV customers, channel operators, and paid broadcasting platforms alike, and strive to revitalize the TV VOD market.”

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