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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

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making killer contents and marketing

한류 HALLYOO 韓流

Making Killer Contents and Marketing

SAMHWA Networks

TOUCHSKY

PARK, IN TAEK

2011. 11.

hallyoo drama
HALLYOO (한류) DRAMA
  • WINTER SONATA,

HALLYOO PATH FINDER

  • DAEJANGGUEM,

HALLYOO AMPLIFIER

HALLYOO = KOREAN WAVE

growth of hallyoo
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

drama biz basic strategy
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
PRODUCTION Strategy
  • MAKING ORIGINAL KILLER CONTENTS

 WELL-MADE HIGH QUALITY DRAMA

  • DIVERSIFYING PRODUCTION RESOURCES

 STORY (WRITER), TALENT (CAST), DIRECTOR

  • Keeping Financial STABILITY
      • Balance of Creativeness and Business
      • Diversifying Financing Sources
quality triangle 1
Quality Triangle (1)

Resources Time

Pressure ruins Quality

Quality

quality triangle 2
Quality Triangle (2)

Quality

Well made High Quality contents

Resources Time

marketing strategy
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
HALLYOO Strategic BIZ Map

海外 市場 開發

垂直的統合

Distri bution

G3

MarketIng

Vertical Integration

G2

Geographic Scope (Globalization)

G1

Production

Plann ing

Value

Chain

Sell-thru

MD

Game

TV

P-TV

Internet

Mobile

book

music

remake

HorizontalIntegration

水平的 統合

Value Window

Hold Back Period

hallyoo osmu

Target/Channel

TV rights

TV station

Videogram

DVD Publisher

VOD

IPTV, NET, Mobile

MUSIC/OST

Music Publisher

Publishing

Publisher

Character

MD

Remake/Format

Producer

Musical, Event

Musical Producer

Game

Game Producer

Animation

Producer

Film

Producer

Tourism

Planner

HALLYOO OSMU

Exploitation

Rights/Biz

ORIGINAL

Killer

Content

Main rights

from the field jeju island
From the field (Jeju island)

제1화

천국의

우편 배달부

POSTMAN

TO

HEAVEN

slide15

視聽率50.8%

人氣 國民 Drama

slide16

Baking hot Show

Musical performance

公演

interesting experiences in korea
Interesting Experiences in Korea

Mak-gul-ri

韓國 傳統酎 體驗