In a groundbreaking move set to redefine the landscape of content commerce, CJ OnStyle is excited to announce the launch of its new intellectual property (IP) titled ‘Eunsearoun Discovery.’ Scheduled to premiere on the 4th of November, this innovative program will be hosted by actress and lifestyle influencer Gi Eun-se, marking a significant milestone as the first IP in the industry to be streamed simultaneously across mobile, television, and over-the-top (OTT) platforms. This unprecedented approach not only breaks down the barriers between viewing mediums but also sets a new benchmark for the expansion of content commerce into the OTT realm.
What distinguishes ‘Eunsearoun Discovery’ from other offerings is CJ OnStyle’s commitment to tailoring the viewing experience according to the unique characteristics of each platform. In the television format, the focus will be primarily on delivering product information and driving sales, ensuring that viewers can easily access essential details about the featured items. Meanwhile, the mobile platform will enhance viewer engagement through real-time interactions and exclusive celebrity content, adding an exciting layer of entertainment to the experience.
Moreover, through the OTT platform Tving, CJ OnStyle aims to introduce a novel viewing pattern described as ‘Live Shopping on OTT,’ thus transforming the way consumers engage with live commerce. Following each broadcast, highlight reels will be repurposed into short-form content for popular external channels like TikTok and Instagram, strategically broadening the reach of CJ OnStyle’s IP universe.
The thematic essence of ‘Eunsearoun Discovery’ revolves around exploring diverse tastes, encapsulating a premium selection of fashion, beauty, and living products. This curated approach positions the program as a stylish shopping experience for discerning consumers. CJ OnStyle has been rapidly accelerating the expansion of its IP universe since the beginning of the year. In June, the company established a dedicated IP development squad comprising a Chief Producer, Product Owner, Producers, and Marketers. This team is responsible for overseeing every aspect of IP creation, from concept development and branding to product curation and marketing, thus establishing a robust independent production system.
As the first product of this new squad, ‘Eunsearoun Discovery’ exemplifies CJ OnStyle’s commitment to innovative content creation. According to Kim Jin-kyung, the head of the Mobile Live Production team, this project is a groundbreaking IP that navigates the realms of mobile, television, and OTT simultaneously with a variety of engaging formats. He emphasized the company’s ambition to continue delivering fresh and entertaining content while solidifying its position as a leading platform in video-based commerce. With this ambitious endeavor, CJ OnStyle is poised to elevate the standards of content commerce in the industry, offering consumers an unprecedented blend of entertainment and shopping opportunities.
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