Chungju, a city in North Chungcheong Province, has recently gained public recognition. Its rise in popularity is attributable to its YouTube channel, Chung TV. Launched in April 2019, the city’s official channel has since amassed 70 million subscribers, taking the lead among government channels. The one behind this successful channel ? from its planning and filming to editing ? is Chungju’s public servant, Kim Seon-tae.
The unprecedented success of Chungju’s YouTube channel raises a question: why does it stand out when other local government channels struggle to gain attention? Kim Seon-tae deliberated on this phenomenon and concluded that a departure from the formal and monotonous style prevalent in official channels is crucial to garnering popularity.
Kim’s strategy involves presenting local policy news in an entertaining manner, incorporating the latest craze, such as Sam Smith’s Unholy and the slickback dance, into government content. This fusion of entertainment and information captured audiences’ attention and distinguished Chungju’s channel.
In 2023, the Korea Public Relations Consultancy Association (KPRCA) acknowledged Kim’s contributions by granting him the Rising Star award for introducing a novel approach to public relations for governmental organizations.
1. When was Chung TV, Chungju's official YouTube channel, launched?
2. How many subscribers has Chung TV amassed since its launch in April 2019?
3. Who is credited for the success of Chung TV, from planning and filming to editing?
4. What is Kim Seon-tae's strategy for making Chungju's YouTube channel more popular?
1. How might the success of Chungju's YouTube channel impact the city's public image?
2. In your opinion, why do you think the fusion of entertainment and information is effective in capturing the audience's attention?
3. How might the traditional and formal style of other government channels be a hindrance to gaining public attention?
4. What challenges do you think Kim Seon-tae faced in implementing this novel approach to public relations for Chungju's government?