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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 ( 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

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  1. 한류 HALLYOO 韓流 Making Killer Contents and Marketing SAMHWA Networks TOUCHSKY PARK, IN TAEK 2011. 11.

  2. HALLYOO (한류) DRAMA • WINTER SONATA, HALLYOO PATH FINDER • DAEJANGGUEM, HALLYOO AMPLIFIER HALLYOO = KOREAN WAVE

  3. 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

  4. HALLYOO SWOT

  5. Drama Biz Basic Strategy HOW TO INCREAE THE POSSIBILITIES OF BEING SEEN, BEING SOLD, TURING A HUGE PROFIT. (from Entertainment Industry Economics, Vogel Harold)

  6. 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

  7. Quality Triangle (1) Resources Time Pressure ruins Quality Quality

  8. Quality Triangle (2) Quality Well made High Quality contents Resources Time

  9. 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

  10. 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

  11. 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

  12. Hallyoo from the Field

  13. From the field (Jeju island) 제1화 천국의 우편 배달부 POSTMAN TO HEAVEN

  14. 視聽率50.8% 人氣 國民 Drama

  15. Baking hot Show Musical performance 公演

  16. Location Tour

  17. Dinner with star

  18. Star with fans

  19. Interesting Experiences in Korea Mak-gul-ri 韓國 傳統酎 體驗

  20. Interesting Experiences in Korea Blueberry farm tour

  21. Fun fun fun

  22. Fun fun fun

  23. Image of Korea

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