Kids content as IPTV operator's new differentiator: The Korean case

IF 5.9 2区管理学 Q1 COMMUNICATION

Telecommunications Policy Pub Date : 2024-04-12 DOI:10.1016/j.telpol.2024.102765

Chaeyun Jang, Seongcheol Kim

{"title":"Kids content as IPTV operator's new differentiator: The Korean case","authors":"Chaeyun Jang, Seongcheol Kim","doi":"10.1016/j.telpol.2024.102765","DOIUrl":null,"url":null,"abstract":"<div><p>In South Korea, IPTV operators have remained relatively stable, but their growth is slowing. The challenges faced by IPTV operators stem from the proliferation of various devices and the emergence of global OTT platforms as an alternative to IPTV. In this context, Korean IPTV operators are focusing on a strategy to retain family users with kids content serving as a differentiating factor. Accordingly, this study mainly aims to examine the disparities in how each Korean IPTV operator leverages kids content as a strategic resource. Furthermore, employing a case study methodology and the resource-based view (RBV) as its theoretical framework, this study also examines how the three IPTV operators contend with YouTube in kids content. The study found that kids content offered by Korean IPTV operators has a competitive advantage over YouTube in the dimensions of education, entertainment, and safety for kids. The results underscored the role of kids content as a pivotal component in the broader strategy of IPTV operators, specifically their efforts to cater to family-oriented customers and respond to the challenge of global OTT platforms.</p></div>","PeriodicalId":22290,"journal":{"name":"Telecommunications Policy","volume":"48 6","pages":"Article 102765"},"PeriodicalIF":5.9000,"publicationDate":"2024-04-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Telecommunications Policy","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0308596124000624","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"COMMUNICATION","Score":null,"Total":0}

引用次数: 0

Abstract

In South Korea, IPTV operators have remained relatively stable, but their growth is slowing. The challenges faced by IPTV operators stem from the proliferation of various devices and the emergence of global OTT platforms as an alternative to IPTV. In this context, Korean IPTV operators are focusing on a strategy to retain family users with kids content serving as a differentiating factor. Accordingly, this study mainly aims to examine the disparities in how each Korean IPTV operator leverages kids content as a strategic resource. Furthermore, employing a case study methodology and the resource-based view (RBV) as its theoretical framework, this study also examines how the three IPTV operators contend with YouTube in kids content. The study found that kids content offered by Korean IPTV operators has a competitive advantage over YouTube in the dimensions of education, entertainment, and safety for kids. The results underscored the role of kids content as a pivotal component in the broader strategy of IPTV operators, specifically their efforts to cater to family-oriented customers and respond to the challenge of global OTT platforms.

查看原文本刊更多论文

儿童内容是 IPTV 运营商新的差异化优势：韩国案例

在韩国，IPTV 运营商保持相对稳定，但增长速度正在放缓。IPTV 运营商面临的挑战来自于各种设备的激增以及作为 IPTV 替代品的全球 OTT 平台的出现。在此背景下，韩国 IPTV 运营商正集中精力制定战略，以儿童内容作为差异化因素，留住家庭用户。因此，本研究的主要目的是探讨韩国各 IPTV 运营商如何利用儿童内容这一战略资源的差异。此外，本研究还采用案例研究方法，以资源观（RBV）为理论框架，探讨了三家 IPTV 运营商如何在儿童内容方面与 YouTube 展开竞争。研究发现，韩国 IPTV 运营商提供的儿童内容在儿童教育、娱乐和安全方面与 YouTube 相比具有竞争优势。研究结果强调了儿童内容在 IPTV 运营商更广泛战略中的关键作用，特别是他们为迎合以家庭为导向的客户和应对全球 OTT 平台的挑战所做的努力。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Telecommunications Policy 工程技术-电信学

CiteScore

10.80

自引率

12.50%

发文量

122

审稿时长

38 days

期刊介绍： Telecommunications Policy is concerned with the impact of digitalization in the economy and society. The journal is multidisciplinary, encompassing conceptual, theoretical and empirical studies, quantitative as well as qualitative. The scope includes policy, regulation, and governance; big data, artificial intelligence and data science; new and traditional sectors encompassing new media and the platform economy; management, entrepreneurship, innovation and use. Contributions may explore these topics at national, regional and international levels, including issues confronting both developed and developing countries. The papers accepted by the journal meet high standards of analytical rigor and policy relevance.