This photo provided by Shinsegae TV Shopping Inc. shows its show hosts.
SEOUL, Aug. 26 (Korea Bizwire) – South Korea’s home shopping channel operators are increasingly embracing ‘mini programs’ that have a short broadcasting time of 10 to 40 minutes.
Compared to general programs with a broadcasting time of more than 1 hour, mini programs require relatively minimal preparation, thereby enabling a product pitch reflecting the latest trends and weather changes.
Hyundai Home Shopping Network Corp. has broadcast 40 minute-long mini programs twenty times a month on average this year. This figure represents a more than threefold increase compared to 2018, when mini programs were first introduced.
Lotte Home Shopping Inc. also launched 20 minute-long programs in February 2020, while Home & Shopping has scheduled 10 minute-long programs about thirty times a month, starting from May.
Mini programs mainly introduce the latest trends, including products that are popular on social media.
The switch to shorter broadcasts has led to an increase in sales. Lotte Home Shopping sold more than 2,000 sets of KF94 face masks per broadcast through mini programs during the July-August period when the new coronavirus spread at a rapid pace.
Ashley Song (ashley@koreabizwire.com)
