IPTV industry adds AI features to conquer sluggish growth

Models are exploring content using the AI assistant ‘A Dot’ integrated into B tv. (SK Broadband)

The Internet Protocol Television (IPTV) industry is focusing on differentiating the viewing experience with artificial intelligence (AI) features, as it aims to retain viewers who are shifting towards online video services.

SK broadband Co. announced on Thursday that it applied SK telecom Co.’s AI model, A dot, to its IPTV service B tv, which allows customers to explore content and receive recommendations.

SK broadband noted that voice search based on NUGU service existed in the past but there was a demand for more reliable content recommendations and the ability to have free-flowing conversations.

The most notable change is the improved accuracy and usability of content recommendations via the voice assistant. Previous services handled questions in a one-off manner, while A dot supports multi-turn conversations, allowing viewers to engage in related questions after an initial inquiry.

For example, if a viewer asks, “Which drama did actress Jung So-min recently appear in?” A dot responds, “Love Next Door.”

The viewer can then continue the conversation by asking for a summary of or reactions to the drama.

Another feature is the ability to search for information not just on live channels or video on demand but on content from OTT platforms such as Netflix and Apple TV as well.

SK broadband also introduced a new AI set-top box called AI 4 Vision alongside the implementation of A dot. This set-top box, equipped with AI semiconductors, automatically adjusts background sounds and dialogues in content and up-scales low-resolution videos to high resolution. It also includes a motion-sensing camera that provides home training and motion recognition games. The A dot feature will be gradually applied to SK broadband’s existing set-top boxes as well.

Introducing an AI assistant, in the meantime, increases infrastructure costs for companies.

“While there might be concerns about costs without visible benefits, AI can complement the shortcomings of platforms, thereby enhancing their fundamental competitiveness,” a SK broadband official said.

Industry insiders noted that the IPTV industry urgently needs to differentiate itself to retain viewers, especially as the increase in IPTV subscribers dropped to 0.54 percent in the second half of 2023, nearing flat growth.

KT Corp. revamped its Genie TV in October 2022, introducing an AI-curated medial portal and continues to add AI features. Customers can view recommended content based on their viewing history in the media portal on the IPTV home screen. By voice-searching keywords, they can find desired content across OTT platforms, YouTube, VOD, channels, applications, and music platforms. The company also plans to introduce an AI Select View feature within 2024, allowing IPTV customers to choose the specific scenes they want to watch.

LG Uplus Corp. has also strengthened its content recommendation feature by applying media agent services to its IPTV earlier this month. As it recommends content, the AI provides reasons such as a “movie directed by your favorite director.” When a broadcast ends and the VOD is uploaded, AI also extracts voice information to create and insert Korean subtitles for further convenience.