국내 TV 시청환경에 적합한 소셜 TV 어플리케이션 성공 전략

Abstract

While the international market of social TV keeps growing, a study has beenconducted to determine which type of social TV applications will take place as amain social TV service in Korea. The analysis on the current social TV applicationshowed that it provides basic functionalities including sharing and participation,provision of additional contents and rewards, shopping and introduction of a newprogram. In addition, partnership agreement, use of automatic contents recognitionand provision of differentiated functionalities by program have been identified as themain strategic issue. By considering the uniqueness of domestic TV watchingenvironment, the strategies for successful domestic social TV applications aresuggested. The study concludes that provision of differentiated contents bypartnership with 3 major broadcasters, use of automatic contents recognition such asaudio fingerprinting and provision of differentiated functionalities by program arethree main strategies.