• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.467-475
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• 2020

As the growth rate of IPTV VOD usage increases it is necessary to analyze VOD usage patterns systematically. This study divides VOD users into free VOD and paid VOD users, then explores how VOD usage motivations, usage patterns, and demographic factors affect the differences between two groups. The results show that social motivation, VOD satisfaction, using content after the holdback expiration, an intention to pay for ad-skip, the proportion of VOD usage, a VOD give-up experience, TV usage time, and SVOD usage time, are statistically significant. Except the VOD satisfaction factor, all of the factors analyzed are more likely to expect paid VOD users. Additionally this study found paid VOD users are more likely to use a SVOD service as an alternative one compared with free VOD users.

• Journal of Broadcast Engineering
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• v.24 no.3
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• pp.506-514
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• 2019

This study classified the different types of service attributes being provided through cable VOD services and looked at how the key service attribute types affect the willingness to use paid VOD for each group of paid and non-experienced users. Studies have shown that for a group of non-experienced people, 'content information-oriented attributes' have the greatest impact, and for a group of experienced people, 'convenience-oriented attributes' have the greatest impact. Thus, expanding users of paid VOD services requires setting up step-by-step strategies that match their respective collective characteristics. For a group of non-experienced people, it is necessary to take a direct persuasion strategy through the provision of relevant information and an indirect approach strategy through the expansion of promotion opportunities, and for an experienced group, a strategy to expand functional convenience.

• The Journal of the Korea Contents Association
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• v.16 no.3
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• pp.447-465
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• 2016

This paper investigated main determinants of paid-VOD user satisfaction and re-purchasing intention in IPTV platform. The findings showed that 'perceived system quality' was the significant antecedent variable influencing 'perceived usefulness' and 'perceived cost'. Meanwhile, 'perceived content quality' had the insignificant effect on 'perceived cost, while strongly and positively affecting 'perceived playfulness'. Regarding the relative size effect on the relationship between the belief variables and re-purchasing intention, content quality, cost, usefulness and playfulness were higher in the order, implying that functional benefits, like price and quality is the most crucial factor facilitating re-purchasing paid-VOD. Likewise, several variables associated with user characteristics and situation were employed as moderating variables to examine their impact on the process of formation of belief, satisfaction and intention. We found that there were distinct differences in value cognition and satisfaction level among users, depending on IPTV acceptance period, paid-VOD purchasing frequency, age and income level.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.119-126
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• 2021

Recently OTT video service has grown rapidly and has a negative impact on the growth of pay-TV subscribers. Consequently the substitution of OTT services for pay-TV services will begin. This study explores OTT usage patterns, dividing into three sectors (OTT service use, OTT usage volume, and paid-OTT service use), by considering users' demographice factors, smart device ownership, pay-TV subscription, and bundle service use, by employing the Mediapanel dataset. The results showed that age, income, smartTV usage, market size, cable/satellite subscribers, TV VOD expenses, movie VOD expenses, and mobile bundle use are associated with OTT service use. The results also showed that age, household sizes, tablePC usgage, cable/satellite subscribers, TV VOD expenses, other VOD expenses, and unlimited data plans are associated with OTT usage volume. Lastly the results showed that age, gender, income, tabletPC usage, cable subscribers, other VOD expenses, mobile bundle usage, and unlimited data plans are associated with paid-OTT service use.

• Journal of Korea Multimedia Society
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• v.4 no.3
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• pp.205-214
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• 2001

As the real time multimedia data service has become available due to the rapid progress of computer and Internet technology, the users can enjoy the newly developed service, which is called Video On-Dem-and(VOD). However, most of service providers have not paid their attention much on the software for various service modes on VOD, but they are only concentrating un the hardware to provide with the high resolution video display. Therefore, the service providers are recently to pay more attention on the software to cope with the various demands of users than hardware. So this paper has designed and implemented the VOD service system for those demands. Since the VOD service system suggested by this paper enable off-line search functions through E-mail, the users can possibly get the necessary information from off-line Search without connecting to the server while the current VOD service can prominently help users to save the time and effort to sea고 and select the Video contents by using periodical current awareness service supported by PUSH technology and user oriented information booking and feedback service supported by SDI service.

• Journal of Broadcast Engineering
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• v.21 no.2
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• pp.210-218
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• 2016

In this study VOD usage patterns(VOD use and paid amount) of IPTV users were investigated reflecting the level of media use characteristics such as TV viewing time, star preference, and genre preference. Also the impact of media using characteristics and the evaluation of guide channel on the intention to use VOD was analyzed. The web survey was conducted against the respondents who have used VOD and guide channel. The results are as follows. Among the media usage characteristics, star preference has the impact on the VOD use, while genre preference has relation to the willingness to pay for VOD. Secondly, the intention to view the guide channel, entertainment of the channel, and the users' genre preference have significant impacts on the intention to use VOD. Therefore, it is necessary to raise the viewing rate of guide channel by providing the customized promotion strategy and diverse events based on the analysis of VOD usage.

• The Journal of the Korea Contents Association
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• v.15 no.5
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• pp.142-150
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• 2015

This study examines the effect of changes in the content distribution strategy on VOD usage by comparing the VOD usage pattern following the changes in the IPTV and Digital Cable SVOD holdback policy. The result of this study shows that after changing the SVOD holdback from one week to three weeks, the VOD usage decreased up to 50 percent while paid VOD revenue increased as a result of the rise in PPM. The time series analysis shows statistical decrease in the number of SVOD usage, SVOD usage per user, and PPV revenue per user while VOD revenue per user increased significantly. Moreover, SVOD usage within the drama genres such as mini-series, weekend series, weekend special series, and sitcom decreased significantly. This research provides a case study on the effect of the broadcaster's content distribution policy on the VOD user behavior thus proposing broadcasters and platform operators the ways of establishing distribution strategy as well as invigorating the VOD usage.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.524-532
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• 2021

Smart TV is rapidly growing with the provision of OTT services, and has become an alternative to pay-TV services. Yet smart TV in Korea has been diffused slowly, and thus few research has paid attention to smart TV. With the global growth trend of smart TV, research on smartTV, focusing on users' characteristic and their behaviors, is critical to explain smart TV's usage. To employ the Mediapanel dataset, this study explores the impact of smart TV users' demographic factors and their pay-tv usage on smart TV usage. The results suggested that age, the type of household, household income, and market size are associated with smart TV usage. Pay-TV usage, specifically IPTV subscription and VOD expenses, have impacts on smart TV usage. Lastly the interaction effect between IPTV subscription and movie VOD expenses, has negatively associated with smart TV usage. This study may bring to re-attention to smart TV and to give insights into the industry field.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.8 no.6
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• pp.173-178
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• 2008

With the discontinuation of analog broadcasting in 2012, the cable broadcasters are investing in the conversion to DCATV (Digital Cable TV). DCATV is providing various broadcast of high quality to audiences through paid broadcasting called PPV (Pay Per View). Such services are using various kinds of CASs (Conditional Access System) in order to verify the viewing rights of subscriber. In addition, to respond to the fast changing environment of digital broadcast, not only simple digitalization of broadcast but also services such as PVR (Personal Video Recorder) and VOD (Video On Demand) are provided to subscribers. Because these additional services have many difficult areas to cover with traditional CAS alone, a new plan has become necessary. With the improvement of related regulations in 2008, the test service of IPTV (Internet Protocol TV) which is a broadcast service through the internet started. Because like DCATV, IPTV also sets the real time broadcast and the VOD service as the basic services, the use of appropriate CAS is required. In this study, the CASs for DCATV and IPTV undergo comparative analysis, and the development direction which will benefit both subscribers and broadcasting companies is suggested.

• The Journal of the Korea Contents Association
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• v.16 no.6
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• pp.354-364
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• 2016

With the advancement of the digital convergence of content and platform, Korean film industry sees good opportunities of maximizing the profits and increased distribution opportunities by independent film makers. Nevertheless, the domestic film market almost entirely relies on the box office sales, which seems to be caused by the stagnation of new additional copyright market. The study aims to address the following problems: First, information asymmetry of the revenues to which the contents providers and the service providers are exposed leads to the distrust among digital film contents businesses and the disadvantages to film makers and investors, in particular. Secondly, the VOD(Video on Demand) market of film industry is adversely affected by the illegal uploads and downloads of film contents, which harms the formation of paid additional market. Based on the examination of current legislation and policy options addressing these issues, the study suggests legislative accomodations and cultural industry policy alternatives to promote the additional market of film industry.