SK Broadband gets stream of older users

SK Broadband is looking to capture older customer’s hearts by offering tailored services as part of the company's environmental, social and corporate governance (ESG) approach.

A senior citizen learns how to use Kiosk through SK Broadband’s program. [SK BROADBAND]

SK Broadband is looking to capture older customer’s hearts by offering tailored services as part of the company's environmental, social and corporate governance (ESG) approach.

With SK Broadband B tv Senior Hall “Happy Senior,” popular TV dramas and movie content for older viewers is available, along with useful contents such as health tips, fitness exercises and travel content.

Highlighting the value of SK’s effort in appealing to senior users, its proportion of users aged 60 and above has gone up from 18 percent at the end of last year to the current 20 percent.

Monthly active users (MAU) of “Happy Senior” increased by 50 percent, reaching a record high of 350,000 subscribers in July this year.

SK Broadband is expanding its engagement with seniors not only through B tv but also offline.

In May last year, SK Broadband partnered with the Hollywood Theater in Jongno District, central Seoul, and has been running a senior happiness promotion program every Monday.

Not only can participants watch old movies with enlarged subtitles through a program named “Theater of Memory”, they can also learn how to use Kiosk and AI voice recognition service, addressing feelings of digital alienation commonly encountered in their daily lives.

Additionally, a group singing program aimed at stress relief and promoting health through light physical activities has received a positive response.

BY KIM SU-HYEON [kim.suhyeon4@joongang.co.kr]