TV나 인터넷을 통한 비디오 콘텐츠 제공 서비스는 소비자가 콘텐츠를 선택하면 해당 콘텐츠를 재생하여 콘텐츠를 소비하는 정형화된 방식에서 벗어나 다양한 형태로 부가가치를 부여하고자 하고 있다. 이는 비디오 콘텐츠 제공업자의 수익 확대에 대한 필요성과 비디오 콘텐츠 사용자들이 적극적으로 콘텐츠를 소비하는 것에서 한 발 나아가 다양한 방식으로 콘텐츠를 제작하고자 하는 욕구가 맞물려 그 유인이 확대되고 있다. 본고에서는 비디오 콘텐츠에 부가 가치를 부여하는 대표적인 방법인 비디오 콘텐츠의 상호작용성(interactivity), 비디오 콘텐츠 추천(recommendation), 콘텐츠 관련 부가정보 제공 등을 중심으로 비디오 콘텐츠에 부가 기능 혹은 서비스를 제공하는 사례를 살펴보고자 한다.
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