One-person media channel coming to TV
From left are DIA TV creators Kangna, Lamuqe, Calary Girl A and SSIN. / Courtesy of CJ E&M
By Kim Jae-heun
Entertainment conglomerate CJ E&M will launch a new TV channel for its Multi-Channel Network (MCN) broadcasting “DIA TV” on Jan. 1, providing one-person media content to both digital and TV viewers.
CJ E&M launched Digital Influencer & Artists TV (DIA TV) last May to support 400 local content creators in preparation to take a leading position in Asia’s MCN sector. Now the entertainment conglomerate has nearly 1,000 creator teams ready to collaborate on producing digital content across various genres including beauty, food, game and children’s shows.
Whereas one-person media broadcasting was previously only available on mobile devices or PCs before, CJ E&M will air its favorite content on cable TV for the first time in the world to broaden the choice of platforms.
“By launching a special one-person media network on TV, we have entered into a Multi-Platform Network (MPN) era past the MCN era,” said Rhee Hak-sung, director of DIA Broadcasting Business, during a press conference at the Press Center in downtown Seoul, Wednesday.
“We hope to make an environment that forms a symbiotic relationship between creators and viewers as well as raise and support young creators. It will create a new profession and contribute in solving unemployment,” said Rhee.
DIA TV targets its main audience in the age group between 16 to 29 ― calling this the “Content Generation” that continuously produces, shares and consumes content according to trends.
Many of the creators had only been popular among their subscribers and young followers comfortable with watching media on mobile devices. The creators’ limited content on trendy topics and genres excluded comparatively older audiences. However, the entertainment conglomerate hopes to expand its range of viewers gradually by cooperating with creators to make content with popular appeal.
One of the most popular local beauty creators, SSIN, said CJ E&M can help create content targeting global audiences as her beauty broadcasting already attracts international fans alongside the popularity of K-pop and idols’ fashion.
“The biggest difference between broadcasting alone and collaborating with DIA TV is that when I work with DIA TV, I can show different sides of me as well as invite celebrities. I particularly expect CJ E&M to give me a big help in featuring high-profile figures on my show,” said top-rated streamer Banzz, who is known for his eating show.
The biggest strength DIA TV finds in one-person media broadcasting is its two-way communication system, which allows creators to interact with audiences in real time.
“People can compare us to MBC’s My Little Television, but that is not a live show,” said Rhee. “It is a recorded episode but we air the whole content live. The audience’s comments will pop up instantly on the screen without being edited. It’s like a live broadcast for election campaigning; only the content is available on mobile applications, PC and TV.”