'Gov't lacks effectiveness in promoting national image'

This channel run by the Korea Sports Promotion Foundation turned out to be the least cost-efficient among 62 channels run by the Ministry of Culture, Sports and Tourism and 44 related public organizations on YouTube. Captured from Korea Sports Promotion Foundation's YouTube

By Yi Whan-woo

The government is spending billions of won on YouTube to enhance Korea's national image worldwide but is not cost-effective, according to a lawmaker, Sunday.

Citing data compiled by the Ministry of Culture, Sports and Tourism and 44 related public organizations, Rep. Lim O-kyeong of the ruling Democratic Party of Korea (DPK) said 15 of the 62 channels managed by them have fewer than 1,000 subscribers.

The 15 channels account for 24 percent of the government's YouTube project aimed at better promoting the country's culture, food and tourist attractions, among others, and aims to make Korea attractive to people overseas.

It cost 7.1 billion won ($6.2 million) total to make the relevant content and manage the YouTube channels.

The data was submitted to Lim, also a member of the National Assembly's Culture, Sports and Tourism Committee, for the ongoing National Assembly audit of the government.

“The 15 channels are virtually closed down after spending that much money,” the DPK legislator said.

In terms of cost per view, the channel run by the Korea Sports Promotion Foundation turned out to be the least efficient.

It had roughly 16,000 views, after spending 54 million won which amounts to a cost of approximately 3,300 won per view to the channels.

The average cost was high especially compared to the channel run by the Korea Tourism Organization (KTO).

The KTO's channel “Imagine your Korea” racked up more than 82 million views in recent weeks with a series of videos under the theme, “Feel the rhythm of Korea.”

The series was popular thanks to its fresh promotional campaign approach, showing young people dancing with a fusion of gugak and pop music at tourist destinations rather than an announcer narrating historical details of those sites.

The series cost 200 million won to produce, making the average cost per view 2.5 won.

“The government should have its sub-organizations share information on how to execute cost-efficient promotional campaigns,” Lim said.