As Free Ad-Supported Streaming TV (FAST) gains traction, companies and brands are increasingly launching their own channels on these platforms, viewing them as a new frontier for product and service promotion. (Image courtesy of Samsung TV Plus)
SEOUL, Oct. 14 (Korea Bizwire) – As Free Ad-Supported Streaming TV (FAST) gains traction, companies and brands are increasingly launching their own channels on these platforms, viewing them as a new frontier for product and service promotion.
FAST channels, which offer free content in exchange for watching advertisements, are primarily consumed on smart TVs. They combine the convenience of traditional television with the ability to target specific audiences and enable two-way communication, making them an attractive “second social media” for brands.
According to industry sources, global corporations like United Airlines and Expedia are establishing dedicated departments to supply content for FAST platforms. Notable examples include PepsiCo’s “FLVR” channel on Amazon’s Fire TV, and Mattel’s “Barbie and Friends” and “Mattel Junior Channel” on Samsung TV Plus.
Home improvement retailer Home Depot partnered with smart TV manufacturer Vizio in 2023 to launch “Merry and Bright,” a shopping TV channel. Hosted by singer Jordin Sparks, the content includes budget-friendly home decorating tips and allows viewers to purchase products directly through QR codes.
James Smith, vice president at Amagi, a company providing billing and technical support for FAST channels, emphasized the significance of this shift at a recent Business of Brands Conference in Chicago. “The opportunity for brands to reach TV consumers directly through FAST channels represents a major change for advertisers,” Smith stated.
As social media usage grows, the importance of branded content in attracting potential customers has become paramount. FAST channels are being utilized as part of this strategy, drawing people in with content to familiarize them with products.
FAST services, requiring no subscription, allow anyone to log in and watch at any time, mimicking the accessibility of live TV. The expanding genre diversity of FAST channels—including music, movies, news, sports, horror, pet care, and lifestyle—provides brands with a wider range of options for content creation.
The ability to target specific consumer regions based on customer data is another advantage. Some brands are even experimenting with pop-up channels that operate only during particular seasons or periods.
Han Jung-hoon, CEO of K EnterTech Hub, noted the efficiency of FAST channels: “Most FAST channels can directly distribute digital content from YouTube, Instagram, and TikTok.” He predicts that as personalized electronic channel guides reflecting viewing habits become available, “viewers will have access to far more content than on social media.”
Kevin Lee (kevinlee@koreabizwire.com)
