한류콘텐츠 현지화 사례 연구 : 〈Channel M> 콘텐츠 중심으로 = Localized Hallyu Content Case Study- Focus on 〈Channel M〉 Content

다국어 초록 (Multilingual Abstract)

This article aims at reviewing the content produced by 〈Channel M〉and examining the possibilities of successfully extending Hallyu in South East Asian Region with such content. 〈Channel M〉is a pan regional channel broadcasting to 10 countries in South East Asian Region. 〈Channel M〉carries Hallyu content both syndicated and produced locally. Locally produced content are extremely meaningful since the content lower the cultural discount, attract wider audiences and have higher potential to bring local sponsors. 〈Channel M〉produces KFC(Kim Chi Fan Club), weekly magazine type show, KPSH(K-Pop Star Hunt), regional singing audition program, and KTR(Korean Tasty Road), branded food program. Each program has its own merit to promote and extend Hallyu era in the region. KFC is a cost efficient show speaking the language the audience could understand while KPSH is a show made by and made for the audience in the region. KTR is fully funded by the sponsor to introduce the brand and the product to the target audiences. Even though the holistic quantative data such as regional comparable ratings aren’t available, number of audiences became big fan of the shows and 〈Channel M〉believes these initiatives will not only benefit its business, but also the Hallyu’s longevity.