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South Korean broadcast gets green light for entry into the European market

"Koreanosaurus" and other documentaries perform beyond expectations

At the international contents trade fair, MIPCOM, South Korean broadcasting content drew attention from local buyers, brightening the outlook for entry of Korean programming into the European market.
The Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency (KOCCA, President & CEO Lee Jae-woong) operated the Korean Pavilion at MIPCOM in Cannes, France, from Oct. 5 to Oct. 9, 2009. Here, support was given to the advertisement and marketing of the broadcasting content of 30 companies, including three domestic over-the-air broadcasting companies, cable television companies, producers and distributors. Additionally, they supported 50 domestic broadcasting programs in their registration with MIPCOM Junior, the children's and youth program screenings.

The MIPCOM was attended by 12,000 people, including 1,600 companies and 4,000 buyers, from 103 countries, and the attending domestic broadcasting companies and producers recorded about 8 million dollars in exports.
Through the MIPCOM, South Korean content recognized its potential in the European market as the drama and entertainment program formats of three domestic terrestrial television companies received a lot of interest from the foreign buyers.

Especially, South Korea's documentary programs received a lot of attention. KBS Media exported "Noodle Road" to the Spanish terrestrial broadcasting station TVC and "Chamagodo or The Asian Corridor in Heaven" to the Russian cable premium television. Currently, "Noodle Road" has been exported to 12 countries and aired in 40 countries, while "Chamagodo"exported to 20 countries and currently on air in 60 countries.

According to the German broadcasting station Super RTL, "Koreanosaurus" aired its first and second episodes in the primetime 8pm slot on Aug. 1 and Aug. 8, 2009, recording an audience rate of 3.5% and 4.2%, respectively. This is more than 30% higher than the average viewership rate of 2.9% for documentaries, such an outstanding outcome. Accordingly, Super RTL expressed their interest in purchasing the third episode of "Koreanosaurus", which covers the production process of the first and second episodes.
Moreover, the latest production of Mr. Choi Sam-Kyu, who produced MBC's environmental documentary called "Africa's King - The Lion", was chosen by an European broadcasting company even though it is still in its pre-production stage.

※Super RTL is Germany's major broadcasting station and is invested in by The Walt Disney Company of the U.S. Last spring, it purchased EBS's "Koreanosaurus" at record high prices for a South Korean documentary.
This year, the biggest change at the MIPCOM's Korean Pavilion was the substantial increase in the number of visiting "format" buyers. Especially, they were keen in purchasing programs of companies such as M-net Media and Everyshow which heavily invest in their programs.
KOCCA will continue to back domestic companies at international contents trade fairs in the future. They include fairs in the Asian region, which is a major market for the Korean wave, such as TIFFCOM held in Tokyo on Nov. 20 and Singapore's ATF in Dec. In addition, to help the entry into new markets, KOCCA will provide support to domestic companies' participation in Egypt's CAMAR trade fair (Nov. 12 ~ Nov. 16), one of the most respected events held in the Middle East and the African region.

The Source : KOCCA

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