• Journal of the Korean Society of Clothing and Textiles
• /
• v.47 no.6
• /
• pp.996-1011
• /
• 2023

This study introduces an effective marketing strategy for fashion SMEs and small designer brands utilizing Instagram as a social networking platform. The research compared the impact of two information delivery types (native advertisements vs. live streaming after native ads) and two types of promotional messages (scarcity vs. price discount) on SNS consumption value, and product attitude toward fashion designer brands. The study involved surveying 251 Korean women aged 25-55 with experience in buying designer products and using SNS. Data analysis was conducted using SPSS 26.0 and Process Macro v3.5. Results indicated that both native advertisements and live streaming enhance economic and social values in SNS consumption. Live streaming with price discount messages generates higher perceived SNS consumption values compared to scarcity messages. Consumers showed a more favorable attitude toward designer brand products when watching the live streaming of price discount messages rather than scarcity messages. The findings emphasize that the broadcast host actively induced participation to reveal viewers' social presence through comments or emphasized discount messages such as ultra-special prices during live streaming on Instagram.

• Journal of Broadcast Engineering
• /
• v.19 no.6
• /
• pp.957-966
• /
• 2014

N-Screen service has experienced rapid business expansion recently, since consumers' watching patterns have been diversified; also business stakeholders including broadcasting companies, internet service providers, and device manufacturers have joined this field. In order to operate N-Screen service in a stable manner, development of advertisement system where it generates continuous advertisement profit is needed. Especially for a streaming service that delivers live TV programs, the new advertising system has to deliver ads in conjunction with the live streaming system that is in use. In this paper, video advertising system that is congenial to N-Screen is proposed. Both real time video/ad converting scheme and direct video ads delivery function were developed and tested. In addition, ad contents management and statistics management functions have been developed for advertisement managers. This system was implemented in a commercial N-Screen service and it is currently being used for delivering video advertisements.

• Journal of East Asia Management
• /
• v.1 no.1
• /
• pp.65-87
• /
• 2020

In recent years, with the rapid development of network live streaming, with the popularization of mobile Internet and mobile terminal equipment, the live streaming industry has ushered in great development. A sudden outbreak of the COVID-19 makes the PC end live streaming which has been developed for many years enter a new era, giving birth to the rapid development of mobile end live streaming. Not only because of the expansion of the live streaming industry market, the rise of the trend of the national live streaming, but also because the mobile live streaming is more and more valued by the brand, becoming an important tool for brand communication and product promotion. It is because of its unique communication characteristics that some scholars believe that the era of precision marketing has been opened by live network. Mobile live from the initial fans to reward and promote the brand, to now in the form of live marketing, consumers can "buy while watching". The time period from the understanding of the goods to the final completion of the purchase behavior has been greatly shortened. It is conducive to improving sales volume and brand awareness. Marketing communication through mobile live platform has become a popular way of brand marketing. This paper mainly studies the current situation, methods, problems and development strategies of brand marketing activities with the help of live streaming platform under the background of mobile internet. Taking Tmall live streaming platform as an example, this paper analyzes several ways of brand marketing with the help of live streaming and some universal characteristics of live streaming marketing by using the relevant theories of marketing. In view of the problems existing in live streaming brand marketing, it puts forward relevant Improvement measures. First of all, the paper puts forward the innovation in content and form. Second, the paper suggests that we should make full use of new technologies such as AR and VR to effectively combine with mobile live broadcasting. Third, the paper explores the integration of multiple channels to create intelligent marketing, and further optimize the live interface of mobile terminals. Finally, the paper emphasizes that the government departments and the platform itself should jointly supervise the mobile network live streaming platform and establish a good live broadcasting environment for mobile terminals. With the help of mobile live streaming, the marketing mode has an important impact on the promotion of brand marketing. How to make better use of this business mode and accurately use mobile live broadcast to promote brand marketing, so that enterprises can create greater profits, is also of profound research significance.

• Journal of the Korea Convergence Society
• /
• v.8 no.9
• /
• pp.231-236
• /
• 2017

This study analyzes the characteristics of mobile live streaming service, the illegal and harmful information characteristics of mobile live streaming service for the purpose of eradicating illegal and harmful broadcasting, and shows illegal and harmful broadcast on the mobile live streaming service and eradication plan. First, we reviewed the mobile live streaming service, illegal and harmful broadcasts through literature review, and secondly surveyed illegal and harmful broadcasts of mobile live streaming services and their awareness and countermeasures. As a result, it is confirmed that the mobile live streaming service is illegal, harmful broadcasting exposure frequency is high, illegal, and harmful broadcasting exposure is caused by characteristics of real time broadcasting rather than user's. In order to eradicate the illegal and mobile information about the mobile live streaming service, it is necessary to fix the illegal service and harmful broadcasting reporting system, but the government has confirmed the requirements for regulatory measures. From a microscopic point of view, it will be necessary to investigate the illegal use of mobile live streaming services and the eradication of harmful information.

• Journal of Broadcast Engineering
• /
• v.20 no.1
• /
• pp.26-39
• /
• 2015

UHD (Ultra High Definition) has been developed and standardized over the past few years and considered as a key of the next generation broadcasting. Since major sporting events that attract many viewers have been good opportunities for applying and promoting new broadcasting technology, KBS (Korean Broadcasting System) has carried out live 4K terrestrial broadcasting of three big sports events in 2014, the KBL (Korean Basketball League) finals, the 2014 FIFA World Cup, and the 2014 Incheon Asian Games. Especially, 4K UHD live coverage of the KBL finals was the world's first live 4K terrestrial broadcasting, and people could enjoy the World Cup and the Asian Games with UHDTV at home. In this paper, the overall live production and data transmission of the sporting events is described, including on-location live production, live HEVC (High Efficiency Video Coding) encoding, SFN (Single Frequency Network) transmission, as well as experimental IP transmission of uncompressed 4K video via KREONET, a national R&D network run by KISTI (Korea Institute of Science and Technology Information).

• Proceedings of the Korean Society of Broadcast Engineers Conference
• /
• 2020.07a
• /
• pp.714-716
• /
• 2020

We propose a unique client-driven music genre classification solution, that can identify the music genre using a deep convolutional neural network operating on the time-domain signal. The proposed method uses the client device (Jetson TX2) computational resources to identify the music genre. We use the industry famous GTZAN genre collection dataset to get reliable benchmarking performance. HTTP live streaming (HLS) client and server sides are designed locally to validate the effectiveness of the proposed method. HTTP persistent broadcast connection is adapted to reduce corresponding responses and network bandwidth. The proposed model can identify the genre of music files with 97% accuracy. Due to simplicity and it can support a wide range of client hardware.

• Proceedings of the Korean Society of Broadcast Engineers Conference
• /
• 2016.11a
• /
• pp.45-46
• /
• 2016

본 논문은 CDN(Content Delivery Network)의 동적 캐싱 방식을 기반으로 하는 적응적 TTL(Time-To-Live) 할당기법을 제안한다. 이는 클라이언트가 실시간 개인방송을 시청하는 중 지나간 과거의 특정 장면을 다시 시청할 때 근원(Origin)서버의 부하를 효율적으로 줄일 수 있을 뿐만 아니라 캐시(Cache)서버의 저장 공간도 효율적으로 사용할 수 있는 장점이 있다. 따라서 본 논문에서 제안하는 적응적 TTL 할당기법은 개인방송 시청자들이 지나간 과거의 영상들을 선택적으로 시청할 때 보다 나은 서비스를 제공할 수 있을 것으로 기대된다.

• Proceedings of the Korean Society of Broadcast Engineers Conference
• /
• 1999.06a
• /
• pp.213.1-218
• /
• 1999

A virtual studio is a new video production environment using interactive computer graphics and imaging media technology. The traditional chroma-keying with two-dimensional background is replaced by an advanced keying method with a dynamic computer-generated, three-dimensional background. We have developed a virtual studio system that is practical to use in the real production environment. It has not only essential features that are common among various commercial virtual studio systems, but also unique feature that help the producer to construct virtual studio sets and scenarios efficiently such as span graph, robust backup controller, and 3 dimensional character generator supporting all languages. Our virtual studio system was used in live broadcasting and proved that the system was practical enough. In this paper, we will introduce the structure and the major features of our system, called VdreamSet, and application examples to broadcasting.

• Journal of Digital Contents Society
• /
• v.18 no.8
• /
• pp.1523-1527
• /
• 2017

Recently, there have been a growing number of services for users to shoot content by themselves and to broadcast this data to a large number through the Internet. One-person media live services are popular in life, and similar services are becoming common. Most of these services are for general users. However, depending on the service model or the situation, there are cases where the object of streaming is limited depending on the security-sensitive service environment. Especially, in the case of closed networks such as military, government, and security organizations, these specialized services are needed. Therefore, in this paper, we implemented a live media system in a closed network environment. We study system components suitable for service environment and study how to develop components.

• Journal of Digital Convergence
• /
• v.10 no.6
• /
• pp.241-246
• /
• 2012

In this paper, we apply the next generation Internet Broadcasting Move Picture solution, FlashVideo has been designed and implemented. Currently being broadcast in the field to compress HD video in real time, as well as live Internet VOD services are available through the online system, the Internet LIVE broadcast and VOD service easy to operate and UCC services that support the solution. VOD video cameras and in real time using H264 CORECODEC to compress MPEC4, WMV, and real-time video streaming on the Internet, and phone system that supports the first, real-time recording of camera images featured nation's first real-time encoder system (Real time encoder system) is, Web and smart environment suitable for supporting the latest CORECODEC technology and software products. Second, the video can be played in MP4 player and customize your chat, and customizing is a possible two-way Internet Broadcasting System. Third, CMS (Contents Management System) feature video contents and course management contents in real time via the Android phone and iPhone streaming service is available.