Show host, should I just move to live commerce?

'Star show hosts' who dominated the home shopping industry with their outstanding wit are being kicked out of the industry one after another. This is the result of the Korea Communications Standards Commission pulling out its sword as light words and actions became a problem. However, many in the industry point out that as the industrial landscape has changed, it is enough to move to live commerce instead of home shopping.

It was reported on the 18th that Yoo Nan-hee, who was called a 'sold-out show host', was suspended from appearing indefinitely on CJ On Style. On this day, the Korea Communications Standards Commission held an Advertising Deliberation Subcommittee and decided to 'caution' legal sanctions against CJ On Style. In response, a CJ OnStyle representative said of Yoo Nan-hee, "We have decided to suspend her appearance indefinitely."

Yoo Nan-hee, who boasted sales in the hundreds of millions, can no longer be seen in the home shopping industry. He was on the chopping block for making a remark reminiscent of the late comedian Park Ji-seon during a CJ OnStyle cosmetics sales broadcast aired on February 4. While introducing cosmetics, Nanhee Yoo said, "It reminded me of a certain comedian. I wish "I had known about this product." It is a remark that reminds us of the fact that the deceased suffered from a skin disease during his lifetime. It was pointed out that even if there was no malicious intent, it could be hurtful to the bereaved family or fans.

Yoo Nan-hee also apologized when the issue was raised. He said, "I sincerely apologize for hurting many people's hearts by reminding them of someone. She was my beloved junior, and when she left, I felt more heartbroken and missed her more than anyone else. A word of that longing that was expressed with Regret during the broadcast was expressed to everyone. “I think it hurt me,” he explained.

However, netizens' gaze was still cold. The response is whether it was necessary to mention the deceased in order to sell the product. Nanhee Yoo is a veteran show host who debuted as a show host in 1995. Many points out that he should have thought before making this statement, which could be problematic regardless of whether he intended it or not. It is assessed that the modifiers 'the first show host', 'the first show host to receive a salary of hundreds of millions of dollars', and 'the sold-out show host' that are attached to Yoo Nan-hee have become an embarrassing situation.

It's not just Yoo Nan-hee. Show host Jeong Yun-jeong was banned from appearing indefinitely by Hyundai Home Shopping.

Jeong Yun-jeong swore during a live broadcast on January 28th. When he was told that the product he was selling was sold out but that he could not end the home shopping broadcast because there was a set time, he swore "XX" and showed his dissatisfaction. Viewers who were watching the broadcast could not believe their ears for a moment.

Afterwards, Jeong Yun-jeong's attitude aggravated the problem. Jeong Yun-jeong got angry and got into a fight with netizens, saying, "I guess they hate me. Don't watch my broadcasts or Instagram."

Complaints poured in to the National Guard Committee, and it was only then that Jeong Yun-jeong suddenly changed her stance. Chairman Jeong Yeon-joo pointed out, "Even after swearing, he did not officially apologize, and only apologized when it was adopted as an agenda item for the National Defense Commission. I think he failed to take the issue seriously."

There are many cases where products are sold out after being broadcast, and Yoo Nan-hee and Jeong Yun-jeong boasted sales in the 100 billion won range. Show hosts with great influence in the home shopping industry have been criticized for their careless words and actions.

Yoo Nan-hee and Jeong Yun-jeong were only permanently expelled from CJ On Style and Hyundai Home Shopping, respectively, but did not lose their show host qualifications themselves. Broadcasting is subject to sanctions from the National Security Commission, etc., but if a show host conducts business by conducting its own live commerce or branding itself, there is virtually no way to sanction it.

On the one hand, it may be pointed out that excessive sanctions limit freedom of career choice. You sell things, but ultimately you have to move people's hearts. It remains to be seen where and how they will move the hearts of consumers again as time passes.

Kim Seo-yoon, Ten Asia Reporter seogugu@tenasia.co.kr