The 61st Baeksang Arts Awards Broadcast Captivates 3.8 Million Global Viewers

Global Media Platform PRIZM Draws Intense Attention with Live Broadcast of the 61st Baeksang Arts Awards! Viewership and Votes Explode Retail media platform PRIZM has proven its strength as a global media powerhouse by achieving brilliant results in its global live broadcast of the 61st Baeksang Arts Awards ceremony. Through the broadcast held on the 5th, PRIZM recorded 3.8 million cumulative viewers, an increase of over 1 million from last year, demonstrating explosive popularity. RXC, the operator of PRIZM, announced on the 8th that it had successfully concluded the global live broadcast. Celebrating its 61st anniversary this year, the Baeksang Arts Awards is South Korea's longest-running popular culture and arts awards ceremony, established in 1965. This year, it recognized winners across a total of 33 categories, including Broadcast, Film, and Theater, as well as the Gucci Impact Award and the PRIZM Popularity Award. The voting fervor for the Baeksang Arts Awards' Popularity Award, in particular, reached its peak on the PRIZM platform. The PRIZM Popularity Award, conducted from April 23rd to May 2nd, recorded over 22.2 million votes, more than double last year's 11 million votes, significantly elevating its status. Actors Byeon Woo-seok and Kim Hye-yoon from the drama 'Lovely Runner' won the award, and the touching reunion scene of the so-called 'SolSun Couple' garnered immense attention from fans worldwide. Beyond simple broadcasting, PRIZM showcased differentiated technological capabilities as Baeksang's official media partner. It provided exclusive content by solely broadcasting the red carpet entry scenes and supported real-time AI simultaneous translation subtitles in six languages for global viewers. Furthermore, it broke down language barriers through an automatic chat translation feature for viewer-to-viewer communication, fostering active interaction among K-culture fans worldwide. PRIZM, founded by RXC CEO Yoo Han-ik, a former founding member of Coupang, has established a strong foothold through its high-sensitivity, high-definition digital media content curation. In addition to attracting 5 million viewers for the 39th Golden Disc Awards broadcast in January, it has played a pivotal role as a partner in major domestic and international cultural and artistic events such as the Korean Music Awards, Golden Wave in Tokyo, SBS Gayo Daejeon, and Waterbomb Festival, fully demonstrating its capabilities as a global media platform. Notably, it is expanding its scope through content planning and operation, including indie band listening sessions and LP listening sessions, evolving into a cultural content hub beyond just a broadcasting platform. CEO Yoo Han-ik expressed his ambition, stating, "Through PRIZM's unique retail promotions and media events, we will leap forward as a global retail media platform."