CJ Onstyle is set to make waves in the broadcasting landscape with the launch of its new intellectual property (IP) titled ‘Eunse’s New Discoveries,’ hosted by actress and lifestyle influencer Gi Eun-se. This groundbreaking program, premiering on the 4th of this month, represents the first instance in the retail industry where a single IP will be simultaneously broadcast across mobile, television, and over-the-top (OTT) platforms. This initiative marks a significant milestone, particularly as it integrates the popular OTT platform Tving, thus expanding the realm of content commerce into new territories.
What sets this initiative apart is not merely the simultaneous airing across multiple channels, but rather the strategic adaptation of the content to resonate with the unique characteristics of each platform. On television, the focus will be on delivering product information and sales pitches effectively, catering to viewers who prefer a traditional broadcasting experience. Conversely, the mobile platform will enhance viewer engagement through real-time interactions and celebrity cam segments, providing a more dynamic viewing experience. Notably, Tving will introduce a novel viewing pattern termed ‘live shopping on OTT,’ allowing audiences to enjoy an interactive shopping experience that bridges entertainment and commerce in real-time.
Following the broadcast, CJ Onstyle plans to repurpose highlight reels into short-form content for platforms like TikTok and Instagram, further extending the reach of the IP and creating a more robust IP universe. The concept of ‘Eunse’s New Discoveries’ revolves around exploring diverse tastes, embodying a premium curated shop that spans fashion, beauty, and lifestyle. The inaugural mobile live broadcast will feature the contemporary designer brand UMER, showcasing the potential for collaboration between high-end brands and engaging content.
CJ Onstyle has been accelerating its IP universe expansion since the beginning of this year, having launched several successful IPs including the beauty-oriented ‘Get It Beauty’ in February and the wellness-focused ‘Big Sori Unnie’ and ‘Chef’s Tool Market’ in May. The establishment of a dedicated IP development squad has enabled the company to create an independent production framework that encompasses everything from concept ideation to branding, product curation, and marketing strategies. This structured approach not only enhances the quality of content delivered but also solidifies CJ Onstyle’s position as a leader in the innovative intersection of retail and media.
As the digital landscape continues to evolve, CJ Onstyle’s pioneering efforts in content delivery and engagement strategies might set a new standard in how brands connect with consumers. With the simultaneous broadcast of ‘Eunse’s New Discoveries’ across various platforms, the company is poised to redefine the norms of content consumption, ultimately crafting a more interactive and immersive experience for audiences. This innovative approach could inspire other players in the industry to rethink their strategies, potentially leading to a transformative shift in the way we perceive and engage with content in the modern age.
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