The Status and Prospect of Korean Animation

Transcription

1 The Status and Prospect of Korean Animation Chang Wan Han Professor of the Department of Cartoon and Animation, Sejong University

2 Contents Present State of Korean Animation ㅡ Current state and issues in the Korean animation industry ㅡ Presence in the Chinese market Niche Market Strategy ㅡ OTT, VOD ㅡ Ultra-short animation ㅡ Web animation ㅡ VR Animation for Toddlers ㅡ Animation for learning ㅡ Animation for toys

3 Present State of Korean Animation 1. Current state and issues in the Korean animation industry 2. Presence in the Chinese market

4 01 Present State of Korean Animation a Current state of the Korean animation industry As of 2015, the animation sales is KRW 580 billion. Estimated export of USD 124 million (approx. KRW billion) (Unit : KRW 1 Trillion) (Unit : USD 100 Million) Sales of the animation industry for 5 years Export of the animation industry for 5 years

5 01 Present State of Korean Animation Issues in the Korean Animation Industry 01 Promoted the production of follow-up series for creative animation The production of follow-up series for a creative animation has become a common pattern in the Korean creative animation industry. Extended opportunity to create income from additional businesses with follow-up series

6 01 Present State of Korean Animation 02 Successful toy business model with the creative animation The utilization of creative animation has become an important business model of the Korean toy industry. Requirement for a business model to share the benefits of the toy business <Turning Mecard> of Sonokong Co., Ltd. <Kongsoonee> of Young Toys Co., Ltd.

7 01 Present State of Korean Animation 03 Encouraged convergence with related industries Promoted convergence with different industries through character licensing and joint marketing <Refrigerator World Cocomong> Themed Train <Baby Dinosaur Dooly> Museum Cleansure designed with <Larva> characters <Pororo> Theme Park <Robot Car Poli> Traffic Safety Class Cosmetics designed with <Line> characters

8 01 Present State of of Korean Animation 04 Promoted distribution channel for new animations Active utilization of new media platform, including IPTV and YouTube channel Active distribution of N-screen by integrating mobile use Kids Zone of Btv Integrated application of Young Toys Co., Ltd. and Young TV 05 Increased Korea China animation coproduction Increased Korea China animation coproduction Requirement for the advancement of the Korea China coproduction business structure

9 01 Present State of Korean Animation Presence in - the Chinese market { ㅡ Mashimaro permanent right for using the brand ㅡ Guangdong Baopai Soagwakisileopbaljeon LLC ㅡ The Baopai Mashimaro brand was established in Larva first export of seasons 1 and 2 to China ㅡ Jimaegwaki LLC in Shenzhen ㅡ Jungdongjeonmae Company ㅡ Establishment of JV; agent for animation and other derivatives Backkom acquired copyright Alpha animation ㅡ All rights, including intellectual property, commercialization, video release, and derivative toy development Ddoongee ㅡ Mainly featured for top three Chinese carriers ㅡ <China Animation Licensing Industry 2015> ㅡ Recognized as one of TOP 10 overseas characters evaluated by the General Administration of Gwangcheon, China Super Wings Funnyflux ㅡ Alpha Hongkong, a subsidiary of Alpha Animation The Nut Job Redrover Co., Ltd. ㅡ Suning Universal ㅡ Chinese corporate body: Shanghaihongmangwaki LLC.

10 Niche Market Strategy 1. OTT, VOD 2. Ultra-short animation 3. Web animation 4. VR

11 02 Niche Market Strategy Lighter media With increased content consumption, a quantitative increase of contents for VOD, OTT, web animation, and ultra-short animation emerged. Spotlight on snack culture contents, which are consumed during spare time

12 02 Niche Market Strategy 9 IPTV, Mobile TV (VOD) 1 2 Simultaneous theater release has an effect on the VOD market. Animations that have strong presence in the toy industry are continuously ranked high.

13 02 Niche Market Strategy 9 IPTV, Mobile TV (VOD) 1 2 Animations for toddlers are classified as for children. The ranking of children s animation is also influenced by their opening time. As such, long animations are released for theaters are released during vacation.

14 02 Niche Market Strategy 2 OTT OTT stands for Over The Top, a service where third parties provide different media contents, including soap opera and films. This service is an addition to the existing carriers and broadcasting center. Advertisements can be inserted before and in the middle of an animation being played in order to earn income. Africa TV, YouTube, and Naver cast

15 02 Niche Market Strategy 2 OTT Advertisement is placed before an animation is played or it pops up in the middle of the video.

16 02 Niche Market Strategy ( Ultra-short animation Very short animation that plays for 3 5 minutes. The production has been increased since the 2010s. Original authors can get low-cost advertising, while producers can reduce the production cost. Also, it is beneficial to viewers. TV broadcasting is not essential, and it is easy to release through Internet broadcasting.

17 02 Niche Market Strategy ( Ultra-short animation Larva Telemonster P l l a y P l l a y y

18 02 Niche Market Strategy ( Ultra-short animation The Rotary Park P l a y P l a y

19 02 Niche Market Strategy i Web animation Recently, the Internet portal Naver is providing Naver Anitheater with Naver Cast in order to provide Korean short animations. It offers animations, as well as related information and interviews with producers in order to help with understanding the industry. Anitheater is operated by the Korea Independent Animation Filmmakers Association and sponsored by the Naver Cultural Foundation and the Ministry of Culture, Sports and Tourism. They are played by monthly theme and only highlights are provided after the period. Korean animations can be purchased and downloaded on Naver Movie.

20 02 Niche Market Strategy Web animation challenge N a v e r T V C a s t a a a Contest for self-produced animations Creators from professional studios to would-be animators can easily meet and communicate with users on a regular basis. Direct evaluation by professional animation creators All winners are given opportunities to open channels where they can separately introduce their works on Naver TV Cast. Regular and quality animation works will become contents that will lead the competitiveness of Naver TV Cast. The contest was established because there are few works for different age groups from children to adults, as well as little space to introduce great works.

21 02 Niche Market VR a a a Highlight on functional difference of animation VR than live action film Investment on VR games and animations Development production studios and platforms for VR ROMANTIC PANDAVR Korea s first VR animation, P l a y

22 Animation for Toddlers 1. Animation for learning 2. Animation for toys

23 03 Animation for Toddlers Animation producer Consortium Virtuous cycle Broadcast media Toy manufacturer Cable IPTV Internet { } Incentive for producers Finances Income w Turning Mecard Active will for the toy business Simultaneous exposure to media is available. Opportunity for direct experience Guaranteed profit for toy business Reinforced customer base and profitability

24 03 Animation for Toddlers Animation for Learning Animations to help with learning of toddlers or elementary students Educational cartoons are frequently produced as animations. Magic Thousand-Character Classic Udangtangtang Ikoo P l a y P l a y

25 03 Animation for Toddlers Animation for Toys Animations sell toys through marketing that targets children. Toy manufacturers lead in the production. Transformer Car Tobot Turning Mecard (Left) Animation <Tobot>, (right) <Tobot> character toy (Left) Animation <Turning Mecard>, (right) <Turning Mecard> toys

26 Thank you.