• Journal of Digital Convergence
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• v.9 no.6
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• pp.267-276
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• 2011

The purpose of this study was to explore the effect of the interactive message expression and consumer characteristic insert IPTV advertising. The results of this study were follow: Firstly, Attention and attitude of interactive message advertising appeared than general TV advertising so that it was high. Second, In case of interactive message advertising, It appeared efficiently than the advertising without the advertisement detail information which is putting the good detail information. Third, In interactive message expression of IPTV advertising, Floating expression strategy appeared efficiently most. Lastly, Adoption of consumer characteristic was revealed that we had an influence on the knowledge level and the information search intention about IPTV. We present theoretical basis which to present interactive message to IPTV supplier is efficient, and the plan which floating expression can make the click intention of the advertising.

• Journal of Digital Convergence
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• v.14 no.2
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• pp.123-130
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• 2016

This study was done to find out what is a factors affecting VOD advertising in IPTV. To this end, the location form of the Pre-play and program insert ad in IPTV was prepared to compare the test stimuli. And the experiment was conducted. The results were as follows. First, attention to ad and commitment of program had a significant impact on VOD advertising attitude. On the other hand, the program viewing satisfaction had no significant effect. Second, the attention to ads had a significant effect on the purchase intention on advertised products in VOD. Third, attitudes to ad and purchase intention between the Pre-Play and program insert ads positions, did not have a significant difference. Accordingly, it concludes that current Pre-play advertising strategy is effective. It is also expected to help establish a strategy that is able to effectively show VOD ads in IPTV to consumers in the future.

• Journal of KIISE:Computing Practices and Letters
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• v.16 no.6
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• pp.631-636
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• 2010

With the growing trends of communication- broadcasting convergence, a hybrid IPTV that supports both IP network-based on-demand media and terrestrial or cable-based broadcast media is gaining attraction. This paper proposes a rich media framework for hybrid IPTV with support of the latest H.264 codec. For this purpose, we design and implement a media component and a RIA run-time engine customized for TV with the hybrid media. The media component has been designed to provide a uniform and efficient application interface to the various playback methods for RF broadcast and IP-based stored or live media. For performance and portability, it exploits media stream abstraction, adaptive on-demand I-frame search, and automatic calculation of play duration. Based on the proposed media interface, we develop a RIA run-time prototype. It has been carefully designed to fully utilize the built-in graphic acceleration hardware for optimized rendering in the resource-constrained IPTV environments. Demonstration and experiment results validate the performance and usefulness of the developed framework. The framework is expected to be used effectively to support graphics and hybrid media in the applications of IPTV-based VOD, advertisement, and education.