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  1. 2009.08.31 Rebooting Korean Television 2.0 On the Web (76)
  2. 2009.06.22 Blog Like a Cat, Mingle Like a Dog (63)
Korea Technology Review2009.08.31 22:21


Is the recession boosting the television viewing? According to the Nielsen Co.'s "Three Screen Report" for the fourth quarter of 2008, the average American now watches more than 151 hours of TV a month, about five hours a day and up 3.6 percent from the 145 or so hours Americans reportedly watched in the same period last year.


Or the ubiquity of the screens left no option for the average American but more combined viewing of the television anywhere? In fact, the "Three Screen" in the report refers to televisions, computers and mobile phones, the three prime channels for the public today to enjoy the video content.

The trend towards ever increasing presence of the television among the contemporary media consumers is being replicated across the Pacific as well, in the bandwidth capital of the world.

In terms of its share of audience hours, network television has been on a downward trend in Korea for years, losing its ground to the Internet, cable television and other new media platforms. However, if you break down the share of the hot memes by tracking up to its original media source every day, a totally different picture emerges.

Roughly 70 to 80 percent of the daily hot queries in Naver, Korea's top search engine, is simply a regurgitation of the issues discussed earlier in the network television, defying the early optimism of the media pundits who envisioned that the Internet would offer an alternative channel in setting the key public agenda.

Scores of top bloggers that attract bulk of the Korean web traffic are like parasites, simply chewing juicy morsels of the entertainment news or celebrity gossips thrown from the television screen in their blog posts, hence amplifying the television's dominance on setting the national agenda. 

This is puzzling since media analysts have been unanimous in their projection that the proliferation of the Internet and the broadband network will inevitably chip away conventional TV time of an average Joe the couch potato. Television is here to stay, they predicted, but it would be reduced to the hum in the background, except being called upon occasionally in time of the national crisis to play the role of the spectacular media, providing common topic and synchronous conversation for the public. On the contrary, television is gaining back its strength as a leading synchronous media, boosted by the asynchronous reverberation of the Internet.

This is in stark contrast to the dire situation of many newspapers, that are not gaining new advertising dollars on the Net as they are losing the subscriptions in the brick-and-mortar front.

Television's unrelenting clout as the custodian of the society's shared conversation is even more pronounced in Korea, despite the full advance of the broadband Internet here for the past 10 years. Perhaps, Korea's centralized message dissemination system may have helped. The content produced in the network's Seoul station dominates the screens of almost 99 percent of regional affiliates, reaching as far a place as in Los Angeles, where there is a huge cluster of vibrant ethnic Korean community.

The resurgence of the television in Korea is largely indebted to the network's prescient decision to embrace the Web instead of fighting it. From the early days of the Internet, KBS, MBS and SBS, the top three television networks have been releasing almost all of their scheduled programs on the Web as video-on-demand. The networks opened up most of their regular programs for free on the Net, but even when they charged for some popular content, they almost always offered users an option to detour the pay wall in return for the participation in some co-promotion campaigns with the sponsors.


As the TV fans get addicted to the asynchronous viewing of the top network shows, however, they usually ended up paying hard cash to enjoy more high quality programs available in the high definition format. SBS, the top network station that has been consistently more enthusiastic than its competitors about the online content business, earned over KRW 43 billion (about US$40 mil) in revenue on the Web last year, whereas it grossed KRW 607 billion (about $570 mil) from its television arm.

Form follows function and the real time online interaction with the audience soon changes the program formats as well. So, it was not just additional revenue from its online platform that Korean television picked up from the Internet. The Web has transformed the network television by changing their production and programming practices from its core.

For starters, television station usually open up a dedicated program website complete with message board and other bells and whistles to capitalize on the viral power of the viewers. Korean networks start to air big budget mini-series or dramas when roughly one third of the production is completed at the time of the premiere. Producers earn some leeway this way to fine tune the story based on the online feedback. Many times, plot would change at the request of fans and some unpopular cast members would be ousted after overnight rating results are released. Sometimes finished tapes would be delivered to the master broadcasting room just a few minutes before an on-air hour. It is as-you-go production and post-production.

Production staff and stars are easily burned out in this tight production schedule but they can still capitalize on the last minute chance and save the dying show by constantly monitoring the feedback posted in the program's online message board. Some loyal fans would persuade less enthusiastic viewers who would otherwise watch weekend reruns to stick to the original show time as a way to cheer up producers and actors and lift the show rating.

As the networks cut down on the production budget with the looming financial crisis, product placement is emerging as a promising alternative to fill in the deficit. However, the fleeting exposure in the midst of the show fails to catch the attention of but a few sensitive eyes. The Web comes in squarely to connect the missing link here. Producers can direct viewers to look up the program homepage for more detailed information about the featured products, services and places. The asynchronous Web is complementing the synchronous experience of the television this way.

The mutually beneficial relationship between the television and the Web can go only so far as its core audience is willing to accept the Internet, however. No wonder MBC and SBS, whose core audience spans from in their 20s to 40s, the most Web-savvy cohorts, are striving much harder to make full use of the Internet, whereas KBS, with its core audience spanning from in their 40s to 60s, who are practically glued to the television, is not trying as hard.

Generally, the world's highest penetration of the Korea's broadband network has pushed stations to produce more interactive reality shows and engage in conversation with the viewers in otherwise traditional programs. Sometimes television screens would be streaming the live text messages at the bottom sent from the viewers. 

Space shattering and interactive nature of the Web has been a great boon especially for the radio. After all, radio was already a highly interactive media even before the birth of the Web thanks to the radio's extensive use of live telephone conversation with the listeners.

By incorporating the Web, MBC's MINI, its Internet radio and KBS's KONG are reaching the listeners from the far corners of the world, breaking down the traditional bound of the network constituency. And inevitably, some top radio shows have started to experiment with video streaming on the Web as well. In the future, radio show hosts may be judged by their looks as much as they are judged by their voice talent.

The rise of citizen journalism and the shifting landscape of the media leadership in the wake of Seoul's broadband revolution seemed to have signaled the demise of the television medium as we know it today. However, television has made a spectacular come back to the contemporary media scene and is suddenly relevant again by internalizing the hidden desire of the audience expressed on the Net.

If you are brave enough to look through the hype and zero in on the changing nature the audience, the Web will soon prove itself to be the network's best friend, not a foe. Still not convinced yet? Then come and visit the bandwidth of capital of the world and look for yourself how Korean networks have jump-started the TV 2.0 on the Web.
Posted by PSB

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Korea Technology Review2009.06.22 20:04
                 
                  Screen capture of NHN's search engine for Japan currently open to beta testers
 
The World Cup 2002 Korea-Japan, the first World Cup co-hosted ever in the history of the games, gave socio-cultural analysts in both countries an unusual opportunity to compare the behavior of the two historic rivals.

Ha Yong-chul, a Korean sociologist at Seoul National University, watched the televised games and noted an interesting difference. Whenever the Japanese national team scored a goal, the soccer stadium in Japan was instantly filled with thousands of flash lights bursting out of ubiquitous Nikons and Canons.

Scenes in the Korean Soccer stadiums couldn't be more different. The Korean team equally electrified their home fans as they beat European power houses, game after a game, until they qualified for the semi-final. Unlike Japanese soccer fans, however, Koreans opened their shiny clam-shell phones whenever their team scored a goal, and furiously hit keypads to send text messages or voice mails, sharing their ultimate joy with their family and friends.

Far more important to the Korean cyber-generation, it seemed, was to share their bursting emotion with others and network with them, rather than simply recording the events as Japanese did.

To untrained occidental eyes, it is not easy to tell the ethnic differences between an average Japanese and Korean. Their socio-cultural behavior, however, are miles apart. In fact, many Koreans find their closest neighbor more foreign then any other country in the world.

Obsessed with protecting their privacy, the Japanese cherish their own den. Wa or harmony is the key value in the country and the average Japanese would not dare to stick out of the pack and challenge the social consensus. Even in the crazy morning subways crowded with hundreds of commuters, Japanese do their best to protect their private space.

It is actually quite easier than it sounds. By plugging white ear buds in their ears, Japanese commuters are instantly transported inside their own iPod bubble and swaddled in the familiar music. Or they can simply bury their nose in comic books.

Solitary souls bent on keeping their private den as clean and serene as possible; the Japanese character is best defined as feline. No wonder the most beloved pet in Japan is the cat. Cats frequently appear in many Japanese animes as well as in countless folklore.

Fly two hours to the west and things are couldn't be more different. Koreans are social animals that will live or die in their friend network. They are not afraid to ruffle the feathers, if necessary, engaging sometimes in a heated political discussion on the Net. Chatting over a mobile phone in the subway is not necessarily a bad thing, as long as the noise level is not too high. Korean commuters are usually more tolerant than Japanese to noise in their vicinity. They would spend their short morning commute on networking with their friends, tapping the keypads of their handset to send or receive text messages.

Networked souls whose social success is measured by the mutual loyalty to their reference group; Korean character is best defined as canine. In fact, the dog is routinely featured as a reliable guardian of the man in the Korean folklore whereas a cat is usually considered an ominous animal or even a harbinger of coming disasters.

As different as cat and dog -- this is a fundamental quandary to many Korean Internet companies that wish to export their service models to the closest neighbor. NHN, OhmyNews, Cyworld and Nexon. The list of Korean Web brands that fell victim to the cultural barriers of Japan is long.

Understanding of the feline nature of the Japanese users may help you to engineer a soft landing on the Japanese market, though. One obvious insight Korean companies can gain from Japan's love of a private den is that a blog service would be a good match for them. It would be even more desirable if the service allows users to enjoy bigger storage capacity as comparable to some professional web storage services. And the option for strong control over the personal content and comments would be an absolute must.

Even if you are going to launch a social networking service, you would still want to employ blog-like features. Japanese web brands that wish to enter Korean market, on the other hand, would be best advised to do the opposite. Even if you are going to launch blog service, the platform will have to offer enough social networking features that will satisfy the fiercely networked animal that is Korean.

Looking back, stockpiling and sharing the data on the Net doesn't necessarily have to be mutually exclusive. Users will need to store information before they can share them with others. Digital cameras that took tons of soccer pictures back in the 2002 World cup are now integrated to almost every handset in the street. In fact, it is almost impossible to buy a phone without a camera in Tokyo or Seoul. Every man's storage or feline device is now being coupled with every man's networking or canine device.

Advice to NHN Japan poised to launch its first search engine in Japan: If your service is going to succeed in Japan, the question for you is just which switch you are going to turn on first--feline or canine.
Posted by PSB

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