웹툰 콘텐츠 생산자 비즈니스 모델

초록

As digital technology has changed the value chain of content industry, digital players such as dominant platforms are capturing the value created by the content, and this value transfer from creative industry to platform players would endanger the content diversity and sustainable growth of whole ecosystem. This study is to suggest the business model for webtoon producers based upon the discussion on content producers’ business model to correct the value transfer to digital players (platforms, networks, devices). In this study, webtoon producers means, not only webtoon artists, all players in development, creation, production development of webtoon content. And for the establishment of webtoon producers’ business model, this study suggests 3 requirements. First, there is a need for independent point of contact with users, not relying on dominant webtoon portal platform. Second, the clear targeting of consumers and convergence of media technology are needed for creation of consumer value. Third, new financing and business structure are required for capturing the value from diverse revenue streams in extended webtoon-related industries. By introducing the concept of webtoon producer, this study proposes a new perspective by suggesting the webtoon producers’ business model, not the webtoon business model. Also, this study suggests more practical approach of financing and business scheme by focusing on how-to’s regarding the discussion on charging, OSMU and globalization for the sustainable growth of Korean webtoon industry.

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