SBS Introduces TikTok Spotlight for the First Time by a Broadcasting Company...Global IP Extensions
Aug 20, 2025
|
'Spotlight' is an exclusive feature that TikTok offers only to some key media partners. The function provides a dedicated page to collect related UGCs at a glance, from basic content information such as program introduction and cast information trailers. In addition, it supports an event page that encourages creators to create IP-based and a direct connection to OTT platform. It supports commerce linkage using TikTok shopping and can be used widely.
In the United States, only a small number of media companies, such as Netflix and Warner Bros., have been offered this feature. However, SBS is the first in the world that a broadcaster has become the sole target of cooperation. As a result, SBS has secured a differentiated position in the global media landscape.
SBS plans to apply this function step by step, focusing on its flagship IP from the second half of 2025. Through this, SBS content is expected to become more beloved K content overseas.
Beyond Asia, the two companies are paying attention to the synergy created by SBS IP, which is globally popular, and TikTok 'Spotlight' feature, which has already proven its performance in the U.S. In particular, the fact that SBS can directly conduct marketing in the U.S. and Southeast Asia, where TikTok utilization is high, is expected to be a key driver of global IP expansion. In addition, attention is being paid to whether meaningful results will be made in related business areas such as content distribution and commerce performances.
mj.cho@sportschosun.com
