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논문 기본 정보
- 자료유형
- 학술대회자료
- 저자정보
- 발행연도
- 2003.7
- 수록면
- 54 - 73 (20page)
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초록· 키워드
오류제보하기
2002 was the first year that the export of Korean TV programs exceeded the import. Before 2002, such a serious imbalance between import and export had been arisen annually since the introduction of cable TV in Korea in 1995. From the end of 1990's, this situation got improved due to decrease of import after the economic crisis.
Finally, the structure of import and export of Korean TV programs has been changed significantly since 2000, when Korean Wave received the spotlight from the press nationally and internationally. This boom of Korean popular culture started by China, has been spread in whole Asia.
The Korean wave was originated from Korean dramas. Therefore, the contribution of Korean broadcasting was very significant for creating and developing Korean wave. It was early 1990's when Korean broadcasting companies began to distribute their programs over Asian market. Started with the distribution of MBC drama 〈You and Me〉 to Hongkong TV in 1992, Korean dramas were introduced to China in 1995. Boosted, finally, by Korean Wave hit Asia in 1990's, sales of Korean programs has increased dramatically till now, 2003.
On the other hand, Central Asia was out of interest from Korean distributors- due to a great difference in culture, race, and geography. After the first deal closed in 1999, Korean distributors began to consider the possibility of sales development in this area. However, due to the inferior economic condition in those countries the present condition of distribution is not advantageous. Therefore, this study searches the actual condition of Central Asia as the new market of Korean program distribution and the concrete plan for the 2nd Korean Wave in those areas, making a foundation of the market.
As the exportation of Korean programs were evolved for last 6 years, it has increased continually since 1997. However, the portion of export and import is still unbalanced about 1 : 7 in 1997. This situation got improved in 2001 by achieving a ratio of 1:1.08. Finally, the export exceeded import in 2002 Especially, Korean free TVs which have big libraries had a great success by an annual increase of 31 % and led the major role for the exportation of TV programs.
Among the three free TVs, MBCs record is extraordinary, but in 2002 KBS nearly caught up MBC and SBS is still in the third place. The achieving parts of each free TVs are 38%(MBc), 35%(KBS) and 27% (SBS).
There is no doubt that dramas, as for a genre, dominated the market, from 64.3% in 2001 to 76.8% in 2002. Especially, the increasing demand from the Chinese block such as Taiwan, China and the neighbor countries like Vietnam, Indonesia and Malaysia shows the continuation of booming Korean wave. So, the trade of Korean TV programs leans upon the Asian block by 83.5 %, third quarters.
In case of China, origin of Korean Wave, the exportation of the Korean programs has developed both in quantity and quality during last decade. The great success in China is meaningful as we think about the severe regulation of the country. In China the price of Korean dramas had been also increased by 7 times, compared with the price of $500 per episode ten years ago. Now Korean dramas are exported at the same or superior condition compared with Hollywood major studio programs.
Especially in Taiwan there has been a great increase of program sales in quality as well as quantity by the Korean wave. Sales price of a Korean drama has increased by 3.7 times for last ten years. For example, the price of a Korean drama was $2,000 in 1993 and now it increased up to $7500, which is similar to price of a program from US major distributors. Moreover, the drama 〈All In〉 which was expected to create the economic effect of 300 billion won was sold in $19,000 per episode, the highest price ever. So, now Taiwanese market is preferred by the korean distributor.
Not only in Taiwan but also in Vietnam, the quantity of sales has increased constantly despite the low sales price. It is not too much to say that this dramatical increase of sales in this area was due to continuous marketing in spite of the meager result at the beginning.
In Central Asia, the Korean drama of KBS, 〈First love〉 has distributed for the first time in Kazakhstan in 1999. In same period, 〈Star in my' heart〉 of MBC has broadcasted on Uz State TV. In Mongolia, 〈Rose in the kitchen〉 has arrived in 2000. 〈Love Song of winter〉 of KBS is now under negotiation in Uzbekistan. Distribution of Korean programs in this area is realized by sponsorship of Korean companies. This alliance between the company (hardware producer) and the broadcasting company (software producer) is the popular combination for the early penetration of contents in the underdeveloped countries; the sponsors hope to make a promotion through the TV programs. In China, this kind of sponsorship is very popular. And in Thailand, this sponsorship has caused the real importation of Korean drama.
However, the distribution sponsored by the company has a disadvantage that the company doesn't continue if there is no rapid result of promotion. In Central Asia, we can easily find this case. So, in order to keep this distribution in this area, it is really necessary to have a strong relationship between the Korean broadcaster, the major content provider, the company as for sponsor, and the government as a supporter.
It is true that Central Asia is so small as for a market. The sales price is even less than Vietnam's one. However, the continuous marketing made Vietnamese love Korean drama as one of their favorite programs. And the exportation of Korean drama in this country is rapidly increasing according to the economic growth. At this point, free offer of programs also can be used for a chance to give them taste of Korean programs. We've already proven it in China. Furthermore, it is quite necessary to participate in the market such as 'Silk Road TV Bazaar' in Uzbekistan that offers the opportunity for Korean drama distribution in this area and the exploitation of new market.
Until now, we've searched the performance of exportation of Korean drama in Asian market and showed the exportation in Central Asia. Even though we've concerned that Korean Wave could not continue for a long time, this boom of Korean popular culture, Korean drama's success will keep going. Moreover, the penetration in Central Asia shows positive future of Korean drama despite the cultural differences between two countries. In order to improve the condition of Korean program distribution, it is necessary to exploit the market with powerful marketing. In other words, we need the active marketing with knowledge about the market.
Finally, the structure of import and export of Korean TV programs has been changed significantly since 2000, when Korean Wave received the spotlight from the press nationally and internationally. This boom of Korean popular culture started by China, has been spread in whole Asia.
The Korean wave was originated from Korean dramas. Therefore, the contribution of Korean broadcasting was very significant for creating and developing Korean wave. It was early 1990's when Korean broadcasting companies began to distribute their programs over Asian market. Started with the distribution of MBC drama 〈You and Me〉 to Hongkong TV in 1992, Korean dramas were introduced to China in 1995. Boosted, finally, by Korean Wave hit Asia in 1990's, sales of Korean programs has increased dramatically till now, 2003.
On the other hand, Central Asia was out of interest from Korean distributors- due to a great difference in culture, race, and geography. After the first deal closed in 1999, Korean distributors began to consider the possibility of sales development in this area. However, due to the inferior economic condition in those countries the present condition of distribution is not advantageous. Therefore, this study searches the actual condition of Central Asia as the new market of Korean program distribution and the concrete plan for the 2nd Korean Wave in those areas, making a foundation of the market.
As the exportation of Korean programs were evolved for last 6 years, it has increased continually since 1997. However, the portion of export and import is still unbalanced about 1 : 7 in 1997. This situation got improved in 2001 by achieving a ratio of 1:1.08. Finally, the export exceeded import in 2002 Especially, Korean free TVs which have big libraries had a great success by an annual increase of 31 % and led the major role for the exportation of TV programs.
Among the three free TVs, MBCs record is extraordinary, but in 2002 KBS nearly caught up MBC and SBS is still in the third place. The achieving parts of each free TVs are 38%(MBc), 35%(KBS) and 27% (SBS).
There is no doubt that dramas, as for a genre, dominated the market, from 64.3% in 2001 to 76.8% in 2002. Especially, the increasing demand from the Chinese block such as Taiwan, China and the neighbor countries like Vietnam, Indonesia and Malaysia shows the continuation of booming Korean wave. So, the trade of Korean TV programs leans upon the Asian block by 83.5 %, third quarters.
In case of China, origin of Korean Wave, the exportation of the Korean programs has developed both in quantity and quality during last decade. The great success in China is meaningful as we think about the severe regulation of the country. In China the price of Korean dramas had been also increased by 7 times, compared with the price of $500 per episode ten years ago. Now Korean dramas are exported at the same or superior condition compared with Hollywood major studio programs.
Especially in Taiwan there has been a great increase of program sales in quality as well as quantity by the Korean wave. Sales price of a Korean drama has increased by 3.7 times for last ten years. For example, the price of a Korean drama was $2,000 in 1993 and now it increased up to $7500, which is similar to price of a program from US major distributors. Moreover, the drama 〈All In〉 which was expected to create the economic effect of 300 billion won was sold in $19,000 per episode, the highest price ever. So, now Taiwanese market is preferred by the korean distributor.
Not only in Taiwan but also in Vietnam, the quantity of sales has increased constantly despite the low sales price. It is not too much to say that this dramatical increase of sales in this area was due to continuous marketing in spite of the meager result at the beginning.
In Central Asia, the Korean drama of KBS, 〈First love〉 has distributed for the first time in Kazakhstan in 1999. In same period, 〈Star in my' heart〉 of MBC has broadcasted on Uz State TV. In Mongolia, 〈Rose in the kitchen〉 has arrived in 2000. 〈Love Song of winter〉 of KBS is now under negotiation in Uzbekistan. Distribution of Korean programs in this area is realized by sponsorship of Korean companies. This alliance between the company (hardware producer) and the broadcasting company (software producer) is the popular combination for the early penetration of contents in the underdeveloped countries; the sponsors hope to make a promotion through the TV programs. In China, this kind of sponsorship is very popular. And in Thailand, this sponsorship has caused the real importation of Korean drama.
However, the distribution sponsored by the company has a disadvantage that the company doesn't continue if there is no rapid result of promotion. In Central Asia, we can easily find this case. So, in order to keep this distribution in this area, it is really necessary to have a strong relationship between the Korean broadcaster, the major content provider, the company as for sponsor, and the government as a supporter.
It is true that Central Asia is so small as for a market. The sales price is even less than Vietnam's one. However, the continuous marketing made Vietnamese love Korean drama as one of their favorite programs. And the exportation of Korean drama in this country is rapidly increasing according to the economic growth. At this point, free offer of programs also can be used for a chance to give them taste of Korean programs. We've already proven it in China. Furthermore, it is quite necessary to participate in the market such as 'Silk Road TV Bazaar' in Uzbekistan that offers the opportunity for Korean drama distribution in this area and the exploitation of new market.
Until now, we've searched the performance of exportation of Korean drama in Asian market and showed the exportation in Central Asia. Even though we've concerned that Korean Wave could not continue for a long time, this boom of Korean popular culture, Korean drama's success will keep going. Moreover, the penetration in Central Asia shows positive future of Korean drama despite the cultural differences between two countries. In order to improve the condition of Korean program distribution, it is necessary to exploit the market with powerful marketing. In other words, we need the active marketing with knowledge about the market.
목차
1. 머리말
2. 프로그램 해외 판매 현황 및 특징
3. 중앙 아시아 수출 현황 및 활성화 방안
4. 결론 및 제언
[참고 문헌]
Abstract
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