Short-form Industry "Difficult to Succeed with Traditional Media Grammar" [12th Korea Cultural Content Forum]

[Financial News] Representatives of the short-form content industry expressed their welcome for the government's AI and content nurturing policies, but also expressed concerns about policy approaches that do not fully understand the field.
■Welcome AI and Content Policies, Need for Field-Specific Approach
At the 12th Korea Cultural Content Forum panel discussion hosted by Financial News on the 17th, Lee Min-seok, CEO of WhyNot Media, said, "It is welcome and the right direction that the government has expressed its intention to invest a lot of resources with content and AI as its direction," but also emphasized, "The best way to prove AI technology is through content performance."
CEO Lee suggested, "AI and content policies should be pushed together," and "It's not just about proceeding fairly, but also building a bridgehead for overseas expansion and negotiating with Netflix at the government level."
Lee Byung-min, a professor at Konkuk University who chaired the panel, said, "I hope the government understands the uniqueness of the short-form content ecosystem and implements a comprehensive nurturing policy through linkage with AI technology."
Park Chang-woo, CEO of Soon ENT, acknowledged the rapid growth of short-form content but pointed out a lack of understanding in the industry. He warned, "The short-form method and traditional legacy media method are different, but there is a tendency to try to apply traditional grammar to short-form," adding, "This will not lead to success."
As a real example, CEO Park analyzed, "Pengsoo, a mega IP on YouTube, only has 100,000 to 200,000 followers on TikTok," adding, "Such an IP should have succeeded just by entering the platform, but it didn't because the platform's characteristics were not understood."
He further emphasized, "Efforts to properly utilize the advantages of short-form should precede," and "A deep understanding of the ecosystem should come first."
Jung Ho-young, CEO of New Universe, raised fundamental issues about the industry's approach. CEO Jung pointed out, "When approaching the short-form drama business in the industry, there is often a platform-oriented mindset," adding, "They think that if the platform is well made, good works will come in, but several premises are missing."
He emphasized, "Korea is still in a transitional period with a lack of producers, production companies, writers, and staff who understand short-form dramas well," adding, "The essence of this business is content, not the platform."
He further predicted, "If Korean production companies learn the high-level business model developed by China well, they will achieve much better results globally," adding, "Researching the success formula of Chinese short-form dramas and adding Korean K-content to it will yield better results."
The discussants also noted that China's closed media environment has become the soil for the development of short-form content. CEO Jung analyzed, "China cannot access Netflix or YouTube due to its socialist system," adding, "These restrictions have rather enabled the development of independent platforms and content."
■Discussion on Utilizing Short-form as a Marketing Tool
Various opinions were presented on how to utilize short-form as a marketing tool.
Park Chang-woo, CEO of Soon ENT, emphasized, "The key to a marketing strategy using short-form is to reduce the advertisement feel and enhance playfulness."
CEO Park addressed the criticism that "brand challenges are often shunned because they seem like advertisements," saying, "The younger generation participates in challenges due to a desire for fame or to expand followers," adding, "Ultimately, the key is whether users can have fun playing with it."
Short-form already influences the formation of political, cultural, and social issues beyond advertising and commerce.
CEO Park advised, "Short-form is open to all fields in terms of virality. The important thing is that the needs must be clear," adding, "Since the message must be delivered in a short time, it is crucial to clearly define whether it is for brand promotion or sales promotion and focus on just one point."

Special Reporting Team

jashin@fnnews.com Shin Jin-ah Reporter