Crisis as Opportunity... Hyundai HCN's Bet on 'Cable TV Home Shopping'

Interview with Kim Hyungnam, Head of News Production at Hyundai HCN
Leveraging Strengths of Local Commerce Channels
Focusing on Storytelling Strategy Capabilities

[Asia Economy Reporter Cha Min-young] "Due to COVID-19, local festivals were canceled and many merchants expressed difficulties, leading to a consensus on the need for local commerce channels, especially within the cable TV industry."

Regional cable TV providers, including Hyundai HCN, have entered the local commerce business through government demonstration exceptions. Kim Hyung-nam, Head of News Production at Hyundai HCN, expressed his determination to introduce a "home shopping unique to cable TV" in an interview with Asia Economy on the 2nd.

Kim said, "This month, during the ‘Korea Together Sale Local Channel Commerce Broadcast,’ we plan to present nine self-produced programs," explaining, "We will sell local specialties linked to various markets from Seoul to Busan, ranging from Okcheon-gun’s Chodang Corn to Pohang’s Hongrajuk (red crab + ramen + rice) set." Viewers can easily purchase products by scanning the ‘purchase QR code’ on the broadcast screen with their smartphones.

The greatest strength of local cable TV is its advantage in revitalizing local commercial districts and opening sales channels. Kim explained, "In Seoul, Busan, and Daegu, the focus will be on small businesses and small merchants, while in Chungbuk and Gyeongbuk, the focus will be on local specialties." Since local specialty broadcasts have had difficulty being allocated prime time slots on major home shopping channels, this is expected to help meet the promotional needs of local merchants.

Competition has also ignited among large cable TV providers with in-house production capabilities. Hyundai HCN plans to first implement a ‘storytelling’ strategy in the form of documentary films. They will highlight the stories of local small merchants and behind-the-scenes support activities by local governments and institutions. They are also considering inviting celebrities from the respective regions to increase public interest.

Kim emphasized, "The focus can naturally extend to local government-hosted festivals and regional brand products," adding, "It is important that regions with different strengths engage in organic exchanges to play complementary roles, and that cooperative relationships with nationwide cable TV comprehensive wired broadcasting (SO) member companies are maintained."

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