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

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 STRENGTH - EASY STORY - FAMILY VALUE - WARM HEARTED - UNIQUE FORMAT WEAKNESS - LESS VARIETY - RESTRICTED RESOURCES - SMALL MARKET OPPORTUNITY - MEDIA EXPLOSION - GLOBALIZATION - INCREASED GLOBAL AWARENESS THREAT - HOLLYWOOD shows - REGULATION - WORLD ECONOMY CRISIS

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 Plann ing Producti on MarketI ng Distri bution Geographic Scope (Globalization) Horizontal Integration TVP-TV Sell-thru InternetMobile MD bookmusic Game remake Vertical Integration 水平的 統合 Value Window Hold Back Period 海外 市場 開發 ValueChain G3 G2 G1

11. HALLYOO OSMU Rights/Biz TV rights Videogram Videogram VOD MUSIC/OST Publishing Character Remake/Format Musical, Event Game Animation Film Tourism Target/Channel TV station DVD Publisher IPTV, NET, Mobile Music Publisher Publisher MD Producer Musical Producer Game Producer Producer Producer Planner ORIGINALKillerContent Main rights Exploitation

12. 12 Hallyoo from the Field

13. 13 From the field (Jeju island) 제 1 화 천국의 우편 배달부 POSTMAN TO HEAVEN

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18. 18 Dinner with star

19. 19 Star with fans

20. 20 Interesting Experiences in Korea Mak-gul-ri 韓國 傳統酎 體驗

21. 21 Interesting Experiences in Korea Blueberry farm tour

22. 22 Fun fun fun

23. 23 Fun fun fun

24. 24 Image of Korea