[Consumerwide_ Yohan, Bok Reporter] U-plus 'Children's Country', the infant media platform based on IPTV, is turning to a mobile-based kids' OTT service, 'Children's County'. LG U-plus has counted the special features of the renewed version of Children's Country as 'interactive' and 'customized' contents. LG U-plus is aiming to nestle as a representative infant subscription service and have one million memberships in the domestic and global market by 2027.

On 10th, the LG U-plus held a press day at the LG U-plus head office in Yongsangu, Seoul. And, they've officially announced that their product, 'Children's Country', is changing the entire service to Kids OTT service. In 2017, the Children's Country was presented for the first time as an IPTV optional service, targeting U-plus TV customers who wanted to show beneficial content to children. Later on, through the 5 years of upgrading process, which reflects their understanding of customer pointpoints, they've been strengthening the contents and the services to stand as the presentative kids' platform.

The LG U-plus has officially announced their BI without company name hopping to grow as the national service, even embracing customers of other companies along with the Kids OTT renewal project in the Children's Country. This is one of the four platform strategies of U-plus3.0. Through Children's Country,  the representative growth-care platform, they are extending their point of digital contact to not only children at the age of 3~9, but also their parents at the age of 20th~40th (2040-generation). Through this service, LG has proposed their goal to gain a million members in the domestic and global market by 2027.

The renewal version of Children's Country has three special features; ▲total 50 thousand contents that includes interactive contents which involves children's direct participation ▲customized contents-recommending service based on a 1200 subdivided metadata ▲and, providing the children's growth report based on monthly user records. As Children's Country is changing to OTT, they're presenting new content that has applied interactive technology; ▲a remote guided reading with a teacher ▲a touch book(218 pieces) that responds when it's touched ▲3D AR cubic book(600 pieces)’ ▲learning 'coding' with a fairytale book (338 pieces)’ ▲Disney learing plus (3,200 pieces) that studies english with disney animation.

The remote guided reading involves real-time feedback while doing various activities, including the reading, quiz, and presentation with a qualified teacher (reading guide certificate) and friends. The touch book is a story development method of touching a tablet PC or a mobile, setting the child as a main character. For instance, in the story of Pinochio, in the Pinochio lying scene, when the child touches his nose, the nose is extended. In addition to that, 360 degree 3D AR book content is provided. With the 3D AR technology, children can vividly enjoy content which includes fairytales from 24 world-famous publishers, like Oxford and Panguin random house, and the nature observation contents on dinosaur, animal, and space.

The coding contents support children so that they can accept the coding concept easily by using familiar fairytale books. For example, after reading 'The three little pigs', they'll be given a coding task about the process of saving the little pigs. This also gives them an opportunity to extend their problem-solving capacity.

Disney learning plus is a service that holds a professional curriculum with an AI voice recognition technology based on the Disney animation concept. It was developed by Disney company with a professional English learning developer, English hunt. The curriculum is made of a total of 3-year process divided into 6 different levels. Each level takes 6 months and the level is classified by CEFR(the Common European Framework of Reference). The parents can identify the strong and weak points of their children intuitively through the daily/weekly/monthly report on the study contents and the outcome.

Children's Country has daily study content, approx. 30min to 1 hour. This 'Daily learning study, my treasure island(treasure island)' service is provided with a recommended selection among 50 thousand contents, which selection is particularly customized to each child's needs. This service has been developed over one year, cooperating with Gyusik Noh, the director of Nohgyusik study brain research institute.

The treasure island utilizes 1200 subdivided metadata contents and two tests, which test is made of the 'child tendency diagnosis' that analyzes 128 types including infant tendency, multiple aptitude, recognition development, 6C future talent core capability, and the 'parents nurturing attitude diagnosis' that analyzes the education tendency and the discipline consistency.

In the former system, contents were recommended according to the interest of the children and parents based on the watch data. But, with a new system, the customized contents are recommended based on the contents metadata combined with the child and parents diagnosis data, which system might help the growth of children.

My child growth report is provided, which service records the changing process of children. Distinctively from those products in the market, which report is common to focus on the simple contents consumption state, the Children's Country provides a report that is easy to check up on the activity of the children based on the monthly accumulated data specified about category (contents watch or a quiz, etc), which system might help to identify growth state of children.

By installing an application on your smartphone or tablet PC, you can use Children's Country. Android OS users can use it from the 10th of Nov, and the iOS version is going to be updated progressively. The U+ TV user customers can continue the service on IPTV excluding the interactive contents. Children's Country costs a fixed payment of 25 thousand won per month. (incl.VAT) Children's Country OTT membership customers can use the contents for free during the first month. They are offering a promotion that customers who become a member till Jan 2023, can continually use the service for a 60% discounted deal, which is 9900 won (incl.VAT) per month.

Park jonguk, the CEO of the Children's Country of U-plus, said, "Children's Country has been trying to contain the voices of parents. We've met many parents in order to hear from them as we launch the OTT version. Our dream as a maker of Children's Country is that kids who grew up with 'Children's Country' may tell about their favourite moments with 'Children's Country', while parents tell that their children have grown up wonderfully because of 'Children's Country'. In order to make the dream come true, we will constantly extend our services and content that might satisfy children and parents while striving to aim to be a Netflix of the kids OTT industry by earning the hearts of digital natives.