The Core of the 21st Century’s Industry is Creative Contents Industry
The Core of the 21st Century’s Industry is Creative Contents Industry
  • Monica Chung
  • 승인 2010.08.19 17:22
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Jay Lee, president %26 chief content officer of the Korea Creative Content Agency (KOCCA)

The 166th ubiquitous society leaders' forum was held at the Grand Ballroom of the Millennium Seoul Hilton in Namsan, Seoul on August 13th. Jay Lee (Lee Jae-woong), president & chief content officer of the Korea Creative Content Agency (www.kocca.kr), gave a presentation on "the future of Korea's contents industry and the policy to foster the industry."

Lee said, "The core of the 21st century's industry is the creative contents industry. Then, what will be the 22nd century's industry There is no 22nd century's industry." He stressed that even if a certain industry comes, its basis will be the creative contents industry.

He attracted interest from participants in the forum with the question, "Do you know how to put a giraffe in a refrigerator" An audience replied, "Open the door of the refrigerator and put the giraffe in it." He questioned again, "Then, do you know how to put an elephant into a refrigerator"  Lee spoke while the audiences were pondering what to reply, "Open the door of the refrigerator, pull out the giraffe, put the elephant into it, and shut the door." All of them burst into laughter. The story on the animal kingdom continued.

"On the birthday of a lion, the king of animals, a traveler came upon a big river where scary crocodiles were living and crossed it safely without being eaten by the crocodiles. How did the traveler cross the river safely" Of course, nobody answered. "On the day, all crocodiles and other animals attended the birthday party of the lion. So the traveler swam across the big river quietly. Unfortunately, the sole elephant was in the refrigerator, so he could not participate at the lion's birthday party."

There was a reason for Lee's remarks at the forum, which was held for participants to discuss about the contents industry. Lee explained, "The story started with the giraffe. But later, I added more contents into the story by adding the elephant, the crocodiles, the lion and the traveler. Like the story, which started with the giraffe, the creative contents industry builds off the previous content. Those contents are developed into new and improved contents."

 

World is now concentrating on culture contents industry

The 166th ubiquitous society leaders

The world is now marching toward being a succeeding country in culture contents. In the case of Britain, it prescribed the creative industry as the future industry. The United States has maintained the creative industry for 100 years through the entertainment industry.

In China, the central government has made massive investments in this area after announcing a message, "Toward being a great country of culture industry." Japan stressed the importance of the culture industry through "Hallyu."

Meanwhile, South Korea has enjoyed favorable export performances by exporting USD 100 million worth of goods and services in games, dramas, characters and animations in 2008 through Hallyu.

Lee also said, "The more science and IT industry have developed, the more people have physical and mental composure. It is because general people can reduce mental labor because a computer does the labor instead of them. What a human being can do in the spare time is play or rest. Human beings have so far pursued amusement and strong impressions endlessly after tiding over existence from the primitive age. In the future existence, people will need more amusement and strong impressions. Contents industry satisfies those 'amusement and strong impressions' for human beings."

Lee explained the importance of contents, while citing a case. The reason that Steve Jobs made profits through massive sales of iPhones lies in the fact that a variety of contents at App Store captured consumers' heart. That shows just how important the creative industry is.

 

Korea's contents industry must advance into the U.S., the world's largest market

KOCCA President Lee stressed that Korea's contents industry must advance into the United States. However, it is also necessary to continuously attack the Chinese market through Hallyu. But his thoughts are that encroaching upon the U.S. market will make it possible for the industry to advance into the whole world. Contents that the U.S. market is interested in are movies. In particular, we found out that comic movies containing lots of CGs are gaining high popularity.

In regards to this, Lee is now creating a new opportunity with movie director Shim Hyung-rae, who attained a valuable lesson from his advancement into the U.S. market with the movie, "D-War" of Younggu-Art, in which he himself invested $12 million and put the movie at 2,227 theaters in the United States.

Director Shim finished the photographing of a new comedy movie this past May and is now carrying out the work for the latter part of his previous movie. It is widely known that international major-class distributors such as Sony, Warner Brothers and Paramount have keen interest in the new comedy movie as well as the upcoming "D-War 2." It is because the movies are the works that can target the world markets, including the U.S., even with a small budget. Moreover, Shim has earned the credit as a movie director that makes money even with a small amount of budget. Recently, the Korean government and director Shim selected a PR agency in Los Angeles to make a successful role model.

 

Korea's planning power combines China's capital to advance into the world market

At present, China has keen interest in the investment in culture and contents industry.

If a joint production is made by combining China's capital and Korea's planning power, it is expected to be more effective in attacking the world market with luxury contents. We can give China Korea's technology as well as a know-how and select a material of genre as a Chinese one.

KOCCA is making a strong push for the three core tasks: "Harry Potter Project," "Avatar Project," and "Jangbogo Project," which concentrate efforts on supporting such core functions as story, technology and overseas distribution, while propelling one-stop assistance projects from manufacture to exports.

Harry Potter Project is designed to become a powerhouse because it finds good stories and fosters the creative talents to enhance the competitiveness of contents.

Avatar Project, which aims toward the future contents market, is designed to secure technical superiority and enhance competitiveness. Meanwhile, Jangbogo Project pushes for securing a distribution support system to advance into prospective contents markets. Making Korea one of the world's top five contents powerhouses by 2013 through the three core projects is Lee's strong desire.

Finally, KOCCA President Lee said, "No industry can advance into the market without combining contents. How will we combine the contents with the projects we are doing That is the task we are now facing."


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