The outdated 30-year-old television rating system may soon undergo significant changes, potentially transforming how viewership is measured. A new IPTV-based Integrated Viewing Data Platform capable of accurately capturing viewer behaviour is set to be launched later this year. This shift could provide a breakthrough for smaller media operators struggling in the competitive broadcasting market.
On May 21, the Korea Society for Broadcasting and Telecommunication Studies hosted a seminar titled “New Growth and Coexistence in Broadcasting and Advertising: Finding Answers in Media Viewing Data” in Seoul in collaboration with the Korea IPTV Broadcasting Association. The seminar focused on the reliability of the upcoming IPTV Integrated Viewing Data Platform developed by Korea’s three leading IPTV providers: KT, SK Broadband, and LG Uplus.
Sung Yoon Taek, Senior Research Fellow at the Korea Broadcasting Advertising Corporation, highlighted the limitations of traditional sample-based ratings systems. Smaller channels often report 0% ratings due to insufficient sample sizes. In contrast, data derived from 18 million IPTV subscribers offers granular insights into viewing habits and ad exposure, which legacy systems often overlook. Sung predicted that IPTV data could significantly benefit both the broadcasting sector and advertising revenues.
Professor Hwang Yong Seok from Konkuk University presented findings indicating that set-top box-based viewing data demonstrated higher accuracy than conventional panel systems. His research showed a 97-99% path recognition rate and over 98% accuracy in timing metrics, emphasising the potential for sophisticated media usage analysis if individual viewing times can be accurately identified.
The panel discussion, moderated by Professor Jun Beom Soo, involved industry experts who explored strategies to capitalise on IPTV viewing data and the necessary policy support. Lee Byung Seok, Chairman of the Korea IPTV Broadcasting Association, emphasised the seminar’s importance in verifying the credibility of IPTV data, which could enhance the competitiveness of Korea’s media industry and create new opportunities for smaller broadcasters. This transition may finally address the shortcomings of an outdated rating system that has failed to adapt to modern viewing habits.
