Kakao TV to differentiate itself from YouTube

Kakao TV's original programs / Courtesy of Kakao M

By Kim Jae-huen

Korean internet company Kakao is already witnessing a huge success with its original shows that garnered an accumulated 13 million views in only a week.

The industry is on alert over the appearance of the Kakao TV platform, which is operated by Kakao M, an entertainment company affiliated with the IT giant.

Kakao's popularity hinges on the country's most used mobile messaging app Kakao Talk, via which users can access its video streaming service platform.

For this reason, Kakao TV has been anticipated to become a new rival for YouTube and Netflix that are dominating the market here.

However, Kakao TV said it has no plans to compete against those strong players and it will focus on creating a new market for itself.

Launched on Sept. 1, Kakao TV first released five shows and two series online.

After just a week, a total 2.6 million people have registered as users. Its original show “Face ID” starring former K-pop singer Lee Hyo-ri recorded 7 million views in only two weeks.

Face ID is a reality shows that portrays the daily life of Lee from her trivial habits to personal matters.

Kakao M Digital Media Content Department director Shin Jong-su / Courtesy of Kakao M

Shin Jong-su, director of the digital media content department at Kakao M, told local media that Kakao TV's shows are fully designed to be watched on a mobile phone.

“Many of the online streaming services are still designed to be watched on television or at movie theaters. There is lack of study for the special format for mobile programming,” Shin said. “It is our goal to create a suitable format and establish it in the market.”

According to Kakao TV, this specialized format for mobile phones means videos running between 10 minutes to 20 minutes. Kakao M has added advertising and e-commerce elements to this format as it seeks a new profit model.

Kakao M said its business strategy lies in three keywords ― digital, mobile and short form.

“Kakao TV's programs run between 10 minutes to 30 minutes maximum. Some of them finish with 10 episodes while some go on as far as 30 episodes. Each one has its own style and formula,” said Shin on short form.

The mobile TV platform also takes audience's feedback seriously. After many suggested shortening the running time for “Jjin Kyung Kyu,” a reality show starring veteran TV personality Lee Kyung-kyu, the second episode was released 10 minutes shorter.

Prior to the launch of Kakao TV, its operator has merged and acquired a number of local entertainment companies in music, film and TV drama production sectors.

Regarding its overseas business, Kakao M is discreet about sharing its plans. But in the short term, it will start with the sale of intellectual property in its original content.