PulsePic Shuts Down After Just Four Months of Operation

PulsePic, which garnered significant attention in the industry with its glamorous media launch event at the end of last year, has officially closed its doors less than four months after its debut. On May 7, the platform announced via its official social media account that it had made the difficult decision to cease operations due to internal operational challenges and the changing market environment. They expressed regret, stating, "We did our utmost to provide better services, but unfortunately, we had to make this decision," and extended their sincere apologies to users.

The platform was launched on January 14 during the 'PulsePic Media Launch Day,' which featured notable actors such as Yoon Hyun-min (윤현민), Jung Hye-sung (정혜성), Cha Sun-woo (차선우), Ji Woo (지우), Song Byeong-geun (송병근), Danny An (데니안), Lee Jeong-seob (이정섭), and Kim Ki-hyun (김기현). The event was attended by a large number of actors and production staff, showcasing high expectations for the new venture.

Operated by PulseClip, PulsePic aimed to differentiate itself in the K-content landscape with its slogan, "The moment you pick! Immersion begins," planning to release new short-form dramas every Wednesday. CEO Kwon Myung-ja (권명자) expressed ambitions to create a new successful model by merging talented producers, actors, and writers.

The platform attracted attention for its collaboration with key figures from traditional broadcasting and major OTT services, including former variety show producers from KBS and the head of comedy content at Coupang Play, who led the content planning and distribution efforts, positioning PulsePic as a potential new model for short-form platforms.

However, despite the initial excitement, the platform faced significant challenges in securing users and establishing a sustainable revenue model. Analysts suggest that competing in an environment dominated by existing platforms like TikTok and YouTube Shorts proved too difficult for an independent platform.

A media insider commented, "Even with impressive connections and capital, the core of the platform market ultimately lies in user base and community loyalty," noting that the ambiguous positioning between OTT and short-form content was a missed opportunity. Currently, PulsePic is reportedly in the process of organizing related data and systems, including its press account.