With the OTT media market growing rapidly, the significance of trustworthy data verification and certification cannot be emphasized enough. This study delves into the crucial need for such measures in South Korea, exploring the steps involved, the technological and policy-related considerations, and the challenges that may arise once these measures are put into place. Drawing on in-depth interviews and the analytical hierarchy process (AHP), this study surveyed various stakeholder groups, both directly and indirectly related to OTT data authentication and certification. By assessing the severity of OTT data-related issues and identifying the requirements for reliability-improvement policies, participants shared their valuable insights and opinions on this pressing matter. The survey results clearly indicate a divided opinion among stakeholders and industry experts on the reliability of OTT data, with some expressing trust while others remain skeptical. However, there was a consensus that advertising-based AVOD is more reliable than SVOD. By analyzing the priorities of authentication and verification, this study paves the way for the establishment and operation of a Korean MRC (KMRC), centered on the OTT media industry. The KMRC will serve as a vital platform for ensuring the authenticity and accuracy of OTT data in South Korea, providing businesses and industry players with a reliable source of information for informed decision-making. This study highlights the pressing need for reliable data authentication and certification in the rapidly growing OTT media market, and provides a persuasive case for the establishment of a KMRC in South Korea to meet this critical need.
This work was supported by the Institute of Information and Communications, Technology Planning & Evaluation (IITP) grant, funded by the Korean government (MSIT), No. 2022-0-00510, Development of monitoring verification technology for digital media usage analysis in the OTT environment.
References
J.L. Nelson & J.G. Webster, Audience currencies in the age of big data. International Journal of Media Management, 18(1), pp. 9-24, 2016. DOI: http://dx.doi.org/10.1080/14241277.2016.1166430
L. Guion, D.C. Diehl, D. McDonald, "Conducting an in-depth interview". EDIS, 2011. DOI: http://dx.doi.org/10.32473/edis-fy393-2011
J. Spradley, "The Ethnographic Interview". Holt Rinehart & Winston, New York, 1979.
D. Threlfall, "Using focus groups as a consumer research tool". Journal of Marketing Practice: Applied Marketing Science, 5(4), pp. 102-105, 1999. DOI: http://dx.doi.org/10.1108/EUM0000000004560
J. Corbin & A. Strauss, "Basics of qualitative research: Techniques and procedures for developing grounded theory". SAGE Publications, Inc., 2014. DOI: https://dx.doi.org/10.4135/9781452230153
J.W. Park, "NVivo 10 Applied Qualitative Data Analysis", Pukyong National University Press, 2012.
T.L. Saaty & L.G. Vargas, "How to make a decision". In "Models, methods, concepts & applications of the analytic hierarchy process", pp. 1-25, Springer, 2001. DOI: http://dx.doi.org/10.1007/978-1-4615-1665-1_1