CJ ENM steps up focus on advertising, content and commerce, accelerating execution of its growth strategy

[Financial News] CJ ENM said on the 6th that it would accelerate execution of its fourth-quarter growth strategy, building on a recovery in the performance of its core businesses in the third quarter. It will strengthen its integrated advertising business spanning channels and online video services (OTT), while expanding global distribution of premium content and bolstering artist competitiveness.
The commerce division will expand its creator business and target peak-season demand with year-end promotions. The Media Platform division will use the group’s integrated marketing calendar, “Kaelbak CJ,” to increase collaboration between content intellectual property (IP) and advertisers, and strengthen advertising products that bundle broadcast, OTT and digital media. It plans to improve advertising efficiency by using the CJ DMP data management platform to support everything from identifying target customers to analyzing advertising performance.
TVING will continue to grow its subscriber base through original content and sports IP. It will diversify revenue streams with KBO postseason-specific advertising, sponsorships and virtual advertising, and strengthen its global service through brand hubs expanded into the Middle East and North Africa (MENA), following Asia-Pacific and Japan.
In existing markets such as Japan, Southeast Asia and North America, CJ ENM will increase individual sales to local OTT services and broadcasters, while expanding volume deals bundling multiple titles in new markets such as Europe. It will also pursue package sales of films and OTT content. After partnering with Amazon Prime Video India in July, it signed content supply agreements in September with operators in Central and Eastern Europe, including Poland.
In its fourth-quarter content lineup, tvN’s 100 Days of Deception and Love in Disguise continue to perform in ratings and generate buzz. Following the October release of director Yeon Sang-ho’s film Paradise Lost, the company will present Gift, a tvN drama starring Kim Woo-bin, in December. Global studio FIFTH SEASON will increase its supply of films and documentaries and seek to improve profitability through cost reductions and operational efficiencies.
The music division will expand KO1KEYZ’s activities and pursue album releases by MODYSSEY and JO1, an INI performance at Osaka Dome, and a concert tour by izna. It plans to expand the influence of its music IP through the 2026 MAMA AWARDS and MAMA FAN FESTA, launched this year, and to boost fan participation and revenue opportunities by linking offline events with the K-pop content platform Mnet Plus.
The commerce division will channel the demand for collaboration between creators and brands generated at last month’s Creator Commerce Festival Korea (CCFK) 2026 through the business platform ONTNER. It will increase traffic from social media and link live commerce with short-form content, while targeting peak-season demand in fashion, beauty and home and living with year-end promotions such as Fashion Week and Come On Style.
A CJ ENM official said, “In the fourth quarter, we plan to strengthen the growth momentum of our core businesses by advancing our integrated advertising business and expanding global content sales,” adding, “We will build a foundation for sustainable growth by enhancing the competitiveness of global artists and expanding our creator commerce business.”
[email protected] Yoon Hong-jip Reporter