NewJeans' iPhone use on live broadcast leads to penalties for SBS music program
K-pop group NewJeans’ live performance of their song “ETA” on SBS "Inkigayo" music program last July, where members used Apple iPhones as part of the choreography, has resulted in a formal warning from the Korea Communications Standards Commission (KCSC).
On Monday, the commission issued a caution to SBS, a heavy disciplinary action that could result in point deductions during the network’s license renewal or approval review process. The action stems from a broadcasting regulation that prohibits content promoting commercial products.
During the broadcast, NewJeans members briefly used iPhone 14 Pros to film each other as part of the performance, a scene that lasted approximately 19 seconds.
At the end of the performance, the members continued holding the iPhones, with the footage projected onscreen, mirroring the choreography seen in the “ETA” music video.
Following the broadcast, some criticized NewJeans, who are Apple brand ambassadors, for performing with iPhones on a public television program, calling it inappropriate. Complaints were also filed, labeling it excessive indirect advertising.
According to the Broadcasting Act and review regulations, indirect advertising is defined as the display of products unrelated to the program’s storyline or structure, which significantly disrupts viewing flow.
SBS explained that the creative team regarded the performance as a standard interpretation of the music video’s concept and did not see it as a form of indirect advertising. The production team focused on minimizing the appearance of logos and product features, but did not anticipate that the segment would be perceived as advertising, it said.
However, KCSC Chairman Ryu Hee-rim said, “With the phone footage incorporated into the choreography, it’s impossible for viewers not to interpret this as an advertisement.”
At the same time, Kang Kyung-pil, a senior official at the KCSC, said, “It’s hard to believe the producer wasn’t aware of the connection between the performance and the immediately following iPhone ad.”
SBS has since issued an apology for the misunderstanding, acknowledging the need for stricter internal oversight. The network also reported that the producer in charge of the segment has been replaced.
source: The Korea Times
On Monday, the commission issued a caution to SBS, a heavy disciplinary action that could result in point deductions during the network’s license renewal or approval review process. The action stems from a broadcasting regulation that prohibits content promoting commercial products.
During the broadcast, NewJeans members briefly used iPhone 14 Pros to film each other as part of the performance, a scene that lasted approximately 19 seconds.
At the end of the performance, the members continued holding the iPhones, with the footage projected onscreen, mirroring the choreography seen in the “ETA” music video.
Following the broadcast, some criticized NewJeans, who are Apple brand ambassadors, for performing with iPhones on a public television program, calling it inappropriate. Complaints were also filed, labeling it excessive indirect advertising.
According to the Broadcasting Act and review regulations, indirect advertising is defined as the display of products unrelated to the program’s storyline or structure, which significantly disrupts viewing flow.
SBS explained that the creative team regarded the performance as a standard interpretation of the music video’s concept and did not see it as a form of indirect advertising. The production team focused on minimizing the appearance of logos and product features, but did not anticipate that the segment would be perceived as advertising, it said.
However, KCSC Chairman Ryu Hee-rim said, “With the phone footage incorporated into the choreography, it’s impossible for viewers not to interpret this as an advertisement.”
At the same time, Kang Kyung-pil, a senior official at the KCSC, said, “It’s hard to believe the producer wasn’t aware of the connection between the performance and the immediately following iPhone ad.”
SBS has since issued an apology for the misunderstanding, acknowledging the need for stricter internal oversight. The network also reported that the producer in charge of the segment has been replaced.
source: The Korea Times