Making Killer Contents and MarketingMaking Killer Contents and MarketingMaking Killer Contents and MarketingMaking Killer Contents and Marketing

SAMHWA NetworksTOUCHSKY

PARK, IN TAEK

2011. 11.

한류 HALLYOO 韓流

HALLYOO ( 한류 ) DRAMA

WINTER SONATA,

HALLYOO PATH FINDER

DAEJANGGUEM,

HALLYOO AMPLIFIER

HALLYOO = KOREAN WAVE

GROWTH OF HALLYOO

1990~1999: MARKET AWARESNESS

TAIWAN AND MANDARINE MARKET IN SOUTH ASIA

2000~2005: EXPLOSIVE

OVER 50% OF GROWHTH GLOBAL MARKET SALES, YR

2006~2007: SLOW DOWN

G-MARKET GROWTH RATE DOWN TO 10%

2008~ : MOVING FAST

Again, GETTING HOT

New Challenges in Production and Marketing

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

2000 2001 2002 2003 2004 2005 2006 2007

수출입액(천불)

년도

최근 8년간 수출입 추이

수출 수입

HALLYOO SWOT

Drama Biz Basic Strategy

HOW TO INCREAE THE POSSIBILITIES OF

BEING SEEN,

BEING SOLD,

TURING A HUGE PROFIT.

(from Entertainment Industry Economics, Vogel Harold)

PRODUCTION Strategy

MAKING ORIGINAL KILLER CONTENTS WELL-MADE HIGH QUALITY DRAMA

DIVERSIFYING PRODUCTION RESOURCES STORY (WRITER), TALENT (CAST), DIRECTOR

Keeping Financial STABILITYBalance of Creativeness and Business

Diversifying Financing Sources

Quality Triangle (1)

Resources Time

Pressure ruins Quality

Quality

Quality Triangle (2)

Quality

Well made High Quality contents

Resources Time

MARKETING Strategy

Flexible WINDOW Strategy

TV, THEATRE, IPTV, CABLE,

INTERNET, MOBILE, & MORE

Maximizing EXPLOITATION

OSMU; One Source Multi Use

OBMS: One Brand Multi Sources

GLOBALIZATION

Expand Market

HALLYOO Strategic BIZ Map

Plann ing

Production

MarketIng

Distri bution

Geographic

Scope

Geographic

Scope

(Glo

balizatio

n)

(Glo

balizatio

n)

HorizontalHorizontal IntegrationIntegration

TV P-TVSell-thru Interne

tMobile MD book music Game remake

垂直的統合垂直的統合

V

ertic

al

Vertic

al

Inte

gra

tion

Inte

gra

tion

水平的 統合水平的 統合Value Window Value Window

Hold Back PeriodHold Back Period

海外 市場 開發海外 市場 開發

Valu

eV

alu

eC

hain

Chain

G3G3

G2G2

G1G1

HALLYOO OSMU

Rights/Biz

TV rightsTV rights

VideogramVideogram

VODVOD

MUSIC/OSTMUSIC/OST

PublishingPublishing

CharacterCharacter

Remake/FormatRemake/Format

Musical, EventMusical, Event

GameGame

AnimationAnimation

FilmFilm

TourismTourism

Target/Channel

TV stationTV station

DVD Publisher DVD Publisher

IPTV, NET, MobileIPTV, NET, Mobile

Music PublisherMusic Publisher

PublisherPublisher

MDMD

ProducerProducer

Musical ProducerMusical Producer

Game ProducerGame Producer

ProducerProducer

ProducerProducer

PlannerPlanner

ORIGINALORIGINALKillerKiller

ContentContent

Main rightsMain rights

ExploitationExploitation

12

Hallyoo from the Field

13

From the field (Jeju island)

제 1 화

천국의 우편 배달부

POSTMAN

TO HEAVEN

14

15

16

17

18 Dinner with star

19

Star with fans

20

Interesting Experiences in Korea

Mak-gul-ri 韓國 傳統酎 體驗

21

Interesting Experiences in Korea

Blueberry farm tour

22

Fun fun fun

23

Fun fun fun

24

Image of Korea