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Distributing TV Dramas in the Digital Environment: A Korean Case

Distributing TV Dramas in the Digital Environment: A Korean Case. Ang , Angeles, Garcia, Obmerga. Subject of the Research. changing distribution strategies and channels of Korean TV dramas in the evolving digital media environment . price discrimination strategy called “ windowing ”.

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Distributing TV Dramas in the Digital Environment: A Korean Case

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  1. Distributing TV Dramas in the Digital Environment: A Korean Case Ang, Angeles, Garcia, Obmerga

  2. Subject of the Research • changing distribution strategies and channels of Korean TV dramas in the evolving digital media environment • price discrimination strategy called “windowing”

  3. Investigation Claims The researchers have focused on observing the ratings and patterns of distributions of Korean TV dramas of three terrestrial broadcasting companies in South Korea, particularly in cable and internet video-on-demand (VOD). • relationship between the performance of TV dramas in the network window and in the aftermarkets in the Korean video market • the determinants of success of TV dramas in each of the channels in which they are distributed and whether success factors differ in each channel

  4. Microeconomic Concepts • Price Discrimination • - “windowing” for narrative content • - Intertemporal • Economies of scale • - Mass production of Korean dramas • Media channels as substitutes/ complements

  5. Methodology Hypothesis Testing: Correlation of factors in TV distribution windows Regression Analysis Data on 172 Korean drama programs Amount of promotion

  6. Research Results • Performs well in cables and VODs • Develof promotion is influential to success of shows • Prediction of success of distribution windows • Fragmented audience

  7. Recommendations • For the article • - Could have also expanded on price discrimination strategies of DVD and VCD distribution markets • For the claim • Invest on other media technology other than the internet • For the claim • - Decrease piracy by encouraging purchase of original programs and movies • For the claim • - Airing of Korean Dramas over the internet

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