KOCCA to expand online market platforms to promote Korean content

The Korea Creative Content Agency will hold online exclusive markets for content in June and October to target markets in Middle East countries and India. Courtesy of KOCCA

By Lee Gyu-lee

The Korea Creative Content Agency (KOCCA) will strengthen support for content exports by expanding marketing via online platforms amid the ongoing COVID-19 pandemic.

“KOCCA is striving to develop various online businesses that will meet the needs of consumers to help sectors that had to halt offline sales due to the COVID-19 pandemic,” said Lee Do-hyeong, the head of the Broadcasting Division at KOCCA. “We will expand support to diversify target markets and connect companies with buyers through online programs that are designed to help content sales overseas.”

The state-run agency plans to hold online marketing events for Korean media content ― in June and October ― to target regions that are fairly new to Korean content, such as North Africa, Arabian countries and India. KOCCA aims to introduce TV dramas, reality and documentary series, and other Korean content to the different countries.

June's event will invite buyers from major state-run TV broadcasters and Over-The-Top (OTT) services in Middle Eastern countries, including the United Arab Emirates, Saudi Arabia, Turkey and Israel. It will offer a platform to connect buyers with Korean content companies. In October, the agency will open an exclusive market for buyers in India.

KOCCA has made adjustments to participate virtually in leading international media content conferences, such as France's MIPCOM, Japan's TIFFCOM and Singapore's ATF which were formally held offline.

KOCCA held a showcase called, “THE NEXT BIG HITS FROM KOREAN BROADCASTERS,” at this year's Cannes TV market MIPTV, from April 12 to 16. Courtesy of KOCCA

For this year's Hong Kong International Film & TV Market, the agency arranged an online exhibition segment for Korean content and invited 28 local networks and companies to participate. The business deals Korean companies made during the exhibition totaled about $9 million in value, exceeding last year's amount by 25 percent.

The agency is also trying to hold screening sessions to present various TV series and reality shows to overseas clients. During the Cannes TV market MIPTV, which was held from April 12 to 16, KOCCA staged an event called, “THE NEXT BIG HITS FROM KOREAN BROADCASTERS,” showcasing programs such as the series “Doctor Prisoner,” and reality shows, “Oh! My Part, You” and “Youn's Stay.”

KOCCA utilized major online media outlets in four different regions ― C21Media in Europe, The Hollywood Reporter in the United States, TVLATINA in Latin America, and BroadcastPRO in the Middle East ― to open an online screening event introducing international consumers to Korean contents outside the conferences. A total of 56 shows, including the hit series, “The World of the Married,” and the documentary, “Meeting You,” were introduced throughout the platforms.