SBS says it will become the first TV network worldwide to use TikTok’s Spotlight feature to market its IP. The move is aimed at amplifying the reach of its franchises at home and abroad and deepening fan engagement to sharpen its content edge.
Spotlight is TikTok’s premium IP-promotion toolkit available only to select media partners. In addition to a dedicated hub that pulls together show info―like synopses, cast, and trailers―alongside related user-generated content (UGC), it offers event pages to spur creator participation, outbound links to OTT and other streaming platforms, and commerce via TikTok Shop.
In the U.S., the feature has been extended to a small circle of partners such as Netflix and Warner Bros. SBS is the first broadcaster anywhere to receive it directly.
Starting in the second half of 2025, SBS will roll out Spotlight across its flagship IP in phases, positioning those titles to gain even more traction as global K-content favorites.
Both companies are betting on the synergy between SBS IP―already a hit across Asia and beyond―and Spotlight, which has proven effective in the U.S. With TikTok usage especially strong in the U.S. and Southeast Asia, SBS plans to run country-specific campaigns there, accelerating its global IP expansion. Industry watchers will also be looking to see if the partnership drives meaningful results in adjacent businesses, from distribution and commerce to live events.
(SBS Entertainment News | Kang Sun-ae)