CMB: "Leap Beyond Cable to Local Multi-Platform with 'Rainbow TV'"

'RainbowTV' Launch on January 1 Next Year
Innovation Enhanced with Content, Commerce, and Local Information

Lee Handam, Chairman of CMB, is introducing the 'Rainbow TV' service at a press conference held on the 1st. Photo by CMB

[Asia Economy Reporter Oh Su-yeon] CMB has launched 'Rainbow TV' and is transforming from a cable TV operator into a regional comprehensive platform. In addition to existing live broadcasts and OTT boxes, it incorporates commerce, local information, and app services to innovate services for local residents.

On the 1st, CMB held a press conference at the CMB Yeongdeungpo Broadcasting headquarters in Yeongdeungpo-gu, Seoul, to announce the launch of 'Rainbow TV.'

Lee Han-dam, Chairman of CMB, said, "Cable TV has driven Korea's paid broadcasting, but it is also true that we are facing an identity crisis amid competition with online video services (OTT) and telecom companies." He added, "As the leading paid broadcasting company, CMB intends to take a big step forward. From now on, CMB will expand beyond cable TV into media, commerce, and regional economic information platforms."

Rainbow TV, launching on January 1 next year, carries the slogan "Deeper into the region, closer to neighbors." In addition to the content services provided by CMB's existing OTT box, it adds ▲media ▲commerce ▲local information ▲platform-in-platform app TV services. While similar services are offered on existing Internet Protocol TV (IPTV), the distinguishing feature is its regional focus, which is the foundation of cable TV.

The media app TV combines the strengths of cable TV and OTT. It comes pre-installed with major domestic and international OTT apps such as Amazon Prime Video, Watcha, Coupang Play, and YouTube, and users can download other OTT apps via the Google Play Store. It also supports Chromecast, allowing OTT content viewed on smartphones to be cast to the TV screen. There are plans to expand partnerships with domestic and international OTT providers in the future.

Additionally, the Rainbow VOD channel includes the Home Choice O Choice app, offering free access to about 30,000 pieces of content for one year. It features niche content targeting enthusiasts such as trot music, fishing, baduk (Go), and sports, providing a new channel for PP (program providers) that have competitive content but face difficulties entering existing OTT platforms.

The commerce app TV, Rainbow Shopping, showcases local agricultural and marine products as well as excellent small and medium-sized enterprises' products. There are plans to expand partnerships with home shopping and social commerce platforms. Chairman Lee stated, "Through Rainbow Shopping, we will contribute to fostering the local economy. We plan to broaden consumer shopping experiences by expanding partnerships with social commerce and OTT commerce."

The local information app TV serves as a local information exchange platform. Various experts from different fields can freely upload content they produce themselves, similar to YouTube. For example, a small business owner running a Pilates academy can upload 5 to 10-minute exercise videos they created and share them with local users. Professional consultation services are also provided by local hospitals, clinics, and real estate agencies.

Chairman Lee emphasized, "This is the service I want to highlight the most," adding, "As a regionally based medium, cable TV's survival is directly linked to how it realizes regionality. Through the local information app TV, we have implemented the first local information exchange platform involving local residents."

Furthermore, with the platform-in-platform app TV strategy, CMB plans to offer an integrated solution platform including games, learning, and Internet of Things (IoT) partnerships. Game functions will be added in the first half of next year, and IoT partnerships will also be expanded.

The user interface (UI) has been optimized for TV. Considering that viewers' watching patterns differ when watching live broadcasts versus OTT or VOD, the screen layout is tailored to the characteristics of each content type. Content and commerce recommendations are made based on viewing data.

CMB plans to provide the Rainbow TV set-top box free of charge to subscribers. This aims to reduce the burden on viewers, strengthen the local platform, and expand revenue models through local commercial advertising income and paid services on local content and partnership platforms.

Chairman Lee concluded, "Through continuous innovation, we will grow together with local residents as a local multi-platform company."

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