IPTV Viewers Can Shop for Items Worn by Cast
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KT-MBC to launch two-way interactive ad test service next week.
KT (Korea Telecom) will launch its Clear Skin two-way interactive advertisement via its IPTV (internet protocol TV) service Mega TV, through which viewers can shop for clothes and accessories worn by actors, all in real time while watching TV dramas.
Late last year, KT exchanged a memorandum of understanding on IPTV content with broadcaster MBC for the provision of the Clear Skin service. From late next week it will begin a test service on 500 households.
Under KT's Clear Skin, the world's first commercialized service of its kind, viewers can click on a certain person or object onscreen on a real time basis with the remote control. Related information will immediately appear on the screen for viewers to shop for the items on TV (TV commerce).
For instance, viewers can instantly receive information about the actors on the MBC drama "General Hospital 2" as well as the brands and price of clothes they are wearing, accessories and furniture appearing in the drama and also where to buy them.
KT is paid by the advertiser based on the viewer clicks, and its affiliate, KT Commerce, will take charge of product sourcing and shopping mall management.
KT will examine the potential of the commercial service during the test period, after which it will schedule a full-blown launch.
In last year's first half, KT founded the joint firm "Sofnics" with venture capital Korea Firstec, through which it acquired the source technology for Clear Skin.
KT expects the new service to become the biggest revenue source for IPTV, saying, "Clear Skin is not a passive form of PPL (product placement) but enables viewer choice for a higher ad effect".
KT (Korea Telecom) will launch its Clear Skin two-way interactive advertisement via its IPTV (internet protocol TV) service Mega TV, through which viewers can shop for clothes and accessories worn by actors, all in real time while watching TV dramas.
Late last year, KT exchanged a memorandum of understanding on IPTV content with broadcaster MBC for the provision of the Clear Skin service. From late next week it will begin a test service on 500 households.
Under KT's Clear Skin, the world's first commercialized service of its kind, viewers can click on a certain person or object onscreen on a real time basis with the remote control. Related information will immediately appear on the screen for viewers to shop for the items on TV (TV commerce).
For instance, viewers can instantly receive information about the actors on the MBC drama "General Hospital 2" as well as the brands and price of clothes they are wearing, accessories and furniture appearing in the drama and also where to buy them.
KT is paid by the advertiser based on the viewer clicks, and its affiliate, KT Commerce, will take charge of product sourcing and shopping mall management.
KT will examine the potential of the commercial service during the test period, after which it will schedule a full-blown launch.
In last year's first half, KT founded the joint firm "Sofnics" with venture capital Korea Firstec, through which it acquired the source technology for Clear Skin.
KT expects the new service to become the biggest revenue source for IPTV, saying, "Clear Skin is not a passive form of PPL (product placement) but enables viewer choice for a higher ad effect".
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