서사를 활용한 문화콘텐츠 간 One Source Multi Use 활성화 연구

Abstract

This article is about researching the strategy for activating One Source Multi Use(OSMU) utilizing storytelling. OSMU is defined as the marketing activity, such as diversifying windows of one source, adapting genre, selling concerned products, and effect of creating brand, for maximizing value added in this article. On that base it is to be examined to activate OSMU with storytelling, dividing parts as to windowing, genre adaptation, merchandising, and creating brand strategically. The most suitable windowing should be found by the advent of new media and the change of revenue structure, and the strategic compression and expansion of storytelling is to be observed to actualize windowing in the process. The order and scope should be decided by discrimination of genre, embodying media, enjoyer, and the condition and scale of market in adapting genre with storytelling. It is also needed acutely to merchandise with systemic interrelation between macro contents and micro contents and plan, develop storytelling based on creating brand. The practical strategy is to be prepared by concrete case-study at this point of time, when the demand on strategy for activating OSMU using storytelling is increasing rapidly.