출판 IP(지식재산권) 확장에 대한 미디어 종사자의 인식연구

초록

This study conducted in-depth interviews with 15 professionals from within the publishing media and 7 practitioners from various media industries, such as OTT, TV shows, broadcasting, and theater, to examine the current status of publishing content as an intellectual property (IP) and its potential for expansion. The interview focused on the issues of production, content, and platforms that were traditionally considered meaningful in the publishing value chain. Through this, the following outcomes were obtained. From the perspective of producers, publishing offers the advantage of lower development costs and Compared to the content in the complex mode form, faster production speed, making the production of a large quantity of content synonymous with revenue. In response to this, within the publishing industry, it was stated that creating commercially successful IPs in the publishing market is more effective than focusing on planning and production for media expansion. However, external media sources pointed out that planning with the publishing market in mind tends to result in lower popularity and competitiveness compared to web content. From the content perspective, both internal and external media sources recognized the value of publishing IPs as original content. However, their practical utility was found to be limited. Within the publishing industry, the uncertainty inherent to the content sector and the issue of content saturation were cited as reasons. Externally, the skeptical perception of passive expansion attempts and adaptations by publishers was given as an example. From the platform perspective, both internal and external media sources were found to have a positive perception of publishing platforms. However, acquiring external IPs to increase revenue was observed internally in the publishing industry, but the utilization of standalone books as products to satisfy fandom was identified externally from media sources. This is attributed to the limited readersh IP of publishing and a simplistic advertising model, making it challenging to consider publishing as a revenue source within other media industries due to its difficult structure. Based on these research findings, issues related to the utilization of publishing IPs were identified within a media environment that is being restructured around content IPs.

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