Analysis

Line’s parent company Naver launches V, a Periscope rival for celebs


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The parent company of social network Line, Naver, has launched a new live-video broadcasting app for celebrities. It’s called V – Real-time Celeb Broadcasting App, and has launched globally, although we sense it’s more focused on Japan and South Korea for the moment.

The free app is a bit like Twitter’s Periscope, except with an emphasis on celebrities broadcasting video and fans watching it.“You can follow your favorite celebs, watch their videos, and use comments and ‘hearts’ to share your thoughts and feelings with others,” explains the App Store listing.

“Your activity such as watching videos will affect your ‘Chemi-beat’ for the celeb; we plan to provide benefits to active users who enthusiastically participate in the activity.”

Fans can sign up to be notified when a favourite star starts a new broadcast, and there’s a TV-style schedule too. Meanwhile, the Chemi-beat aspect looks like reason to break out the ‘superfans’ and ‘gamification’ buzzwords again, with fans rewarded for their engagement.

It’s one to keep an eye on, with J-Pop and K-Pop stars including Jun Hyoseong, G-Dragon and Bigbang already on board. V is available for Android and for iOS.

It’s unclear for now how V will fit in with Line, the messaging app that has more than 170 million active users. Marketing V through promotional messages to users within Line could get it off to a running start in terms of downloads – Line is following a similar strategy with its recently-acquired streaming music service MixRadio.

Line itself has become a popular platform for celebrities to communicate with their fans, and not just for Japanese and Korean stars. Taylor Swift currently has 19.5 million followers on Line, while Katy Perry has 14.6 million, and Paul McCartney 11.1 million.

If V picks up traction with its current roster of Asian celebrities, could it tempt some Western stars to use it too? Twitter has been keen to pitch Periscope to similarly-starry influencers since that app launched.

Music Ally Blog

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