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http://dx.doi.org/10.5909/JBE.2007.12.5.423

A Case Study of Broadcasting Contents Using One Source Multi Use Strategy  

Cho, Seong-Ryong (KAIST Graduate School of Culture Technology)
Shin, Ho (KAIST Graduate School of Culture Technology)
Jang, Yei-Beech (KAIST Graduate School of Culture Technology)
Lee, Seong-Eob (KAIST Graduate School of Culture Technology)
Han, Min-Woo (KAIST Graduate School of Culture Technology)
Koo, Bon-Cheol (KAIST Graduate School of Culture Technology)
Publication Information
Journal of Broadcast Engineering / v.12, no.5, 2007 , pp. 423-434 More about this Journal
Abstract
In this study, we investigated broadcasting industry in Korea and in U.S. to find out what mostly makes the broadcasting industry competitive for the near future. One source multi use(from now on OSMU) marketing strategy is important when discussing profits of broadcasting contents. To develop a theoretical and academic framework of OSMU, 14 experts participated in focus group interview. A new meaning of OSMU is defined and 4 types of OSMU business models are developed in the study. Also, two successful examples of broadcasting contents, each from Korea and U.S., were analyzed with the models that we have developed. Lastly, we discussed how to enhance the competitiveness of broadcasting contents and industry by using the benefit-maximizing-strategies of OSMU.
Keywords
One Source Multi Use(OSMU); Broadcasting Content; Benefit-maximizing; Media Convergence; CCL Marketing (Convergent Content-Licensing);
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