Making Killer Contents and Marketing
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Making Killer Contents and Making Killer Contents and Marketing Marketing SAMHWA Networks TOUCHSKY PARK, IN TAEK 2011. 11. 한한 HALLYOO 한한
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한류 HALLYOO 韓流. Making Killer Contents and Marketing. SAMHWA Networks TOUCHSKY PARK, IN TAEK 2011. 11. HALLYOO ( 한류 ) DRAMA. WINTER SONATA, HALLYOO PATH FINDER DAEJANGGUEM, HALLYOO AMPLIFIER. HALLYOO = KOREAN WAVE. GROWTH OF HALLYOO. 1990~1999: MARKET AWARESNESS - PowerPoint PPT Presentation
Transcript of Making Killer Contents and Marketing
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
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Hallyoo from the Field
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From the field (Jeju island)
제 1 화
천국의 우편 배달부
POSTMAN
TO HEAVEN
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18 Dinner with star
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Star with fans
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Interesting Experiences in Korea
Mak-gul-ri 韓國 傳統酎 體驗
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Interesting Experiences in Korea
Blueberry farm tour
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Fun fun fun
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Fun fun fun
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Image of Korea
