Well-made existing programs are refined through formatting, aiming at foreign market
To promote format export, which recently emerges as a new business model for content exports, the Korea Creative Content Agency (KOCCA, President & CEO: Lee Jae-woong) announced that they have selected 14 best programs such as KBS's 'Happy Together-Friends' and 'Couple Clinic: Love and War', and 'Interview Game' of Every Show Co., Ltd. to provide financial assistance worth a total of 358 million won for their format bible production.
Among those selected are 11(79% of the total) programs of edutainment genre which has been less exported. What is unique about the production support is that programs which are no longer on air or some corners of a program have been chosen. The examples include 'Guerilla Concert' of MBC's Sunday Sunday Night and 'Happy Together-Friends'. Formatting allows a program which is no longer on air to produce new added value and entertainment programs to be exported to areas with cultural barriers. Accordingly, a blue ocean can be created to transcend the limits in terms of genre and regions that the Hallyu (Korean Wave), which is mainly dominant in the Asian region, has.
'Happy Together-Friends' is seeking to enter the US market. 'Interview Game' has been selected because foreign market showed interest in it. When the program was broadcast on SBS it was received well due to its fresh trials but it was finished earlier than scheduled. It is known that China has been much interested in 'Guerilla Concert' which posted over 20% of ratings on average when it aired in 2000.
Also supported is development of technology format to make dramas easily adaptable to new media such as mobile, DMB, and IPTV. Multi-format drama of concern, which is developed by KBS, allows viewers to determine length of drama to watch by media based on their preferences. Application for a patent of the format system will be made at home and abroad.
Considering weak expertise of domestic businesses in format project, KOCCA plans to host a workshop to provide guidelines on bible production before they undertake on production and invite foreign experts to review bible before they complete it, thereby helping them to learn know-how.
In the meantime, KOCCA is set to carry out an international format co-production project by producing a pilot program with foreign leading production companies and format businesses in the field to provide marketing activities. Accordingly, it is inviting applications for the project.
※Format Bible refers to a production manual where all the information about a program is accumulated in a systemic way. It ranges from the overall composition to knowhow such as set design and selection of who appears in the program. Therefore, the manual is enough to re-create a program even without ample knowledge on it. In addition, it is essential for overseas distribution of a program given that it contains details such as target viewers, show time, and ratings when the program was broadcast.
■ Selected Programs and Production Companies
△Interview Game / Every Show Co., LTD. / Education
△Idea how much / FILM IT DAWOO / Education
△Happy Together-Friends / Korean Broadcasting System / Entertainment
△Couple Clinic ? Love and War / Korean Broadcasting System / Drama
△Guerilla Concert / KEUMNG Co., LTD./ Entertainment
△Multi-Format Drama / Korean Broadcasting System / Technology
△Rule of Love Invariability / CJ Media / Entertainment
△Goldfish / Pan Entertainment Co., LTD. / Entertainment
△Lucky Chance / KEUMNG Co., LTD. / Entertainment
△Love Fighter / Mnet Media / Entertainment
△the Secret Party / Telstone / Drama
△Fashion Battle! Codi vs. Codi / Media Special / Entertainment
△X-boyfriend / Mnet Media / Entertainment
△the Performance / B2E Co., LTD. / Entertainment
The Source : KOCCA