방송포맷 거래에 나타나는 휴리스틱 및 네트워크 효과의 함의와 한국 포맷 수출 전략 연구: ˂복면가왕˃과 ˂너의 목소리가 보여˃ 중심으로

초록

This study examined how TV format trading actually works through the theoretical framework of the category of behavioral economics, Heuristic and network effects. And It was checked that the K-format successful export cases such as <The Masked Singer> and was applied in order to draw up strategies to continuously discover these cases through analysis. The research confirmed that the TV format was an experience material, and the format transaction occurred due to the availability of Heuristic or representative Heuristic, or both, depending on the internal or external factors of the format. And based on the success of the format, the process of adding new seasons or versions of other countries one by one has been repeated and expanded. These were also explained through export cases of <The Masked Singer> and Under the prospect that legacy media will coexist and demand for formats will continue despite changes in environment due to OTT growth, It was able to derive about six future strategies based on its analysis of the research, including 'variety of format genre', 'strengthening marketing capabilities', 'sales two-track strategy', 'core buyers networking', 'use of halo effect', and 'buyer customized strategy'. This study has limitations in that it has lacked of demonstrating the effects of heuristic or network effects as objective figures through experiments or surveys. However, it is meaningful to focus on the nature and process of TV format transactions and to analyze buyers' purchasing decision factors, which play the most important role in format transactions, from a behavioral economics perspective. Also, I think it is meaningful research because it was able to analyze in more depth and diversity through interviews with top domestic and foreign format industry officials and the latest literature materials.

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