In 2005, it is true that the "King and the Clown" was a hit at the box-office. The movie based on the play "Yi' was such a hit that it brought more popularity and fame to the play. The play will soon be released as a musical. Furthermore the movie will be released in DVD and OST formats.
  In this way, one source of movies contributing to producing multi-products is called "One-Source Multi-Use"(OSMU). OSMU is a marketing method widely used not just here in Korea, but throughout the world. This technique is commonly used in dramas, and will be the subject of this cover story.......Ed.

By Kim Yun-kyung / Editor-in-chief
By Kim So-young / News & Photo Reporter
 
Why Is "One-Source Multi-Use"
  "ne-Source Multi-Use"OSMU) literally takes a production media(play, movie, TV show, or other); then spreads it out over as many different types of media as possible, such as games, cartoons or toys to maximize the profit from the original media source. According to an investigation by the "Korean Culture & Content Agency," the research data on the frequency of use by the Culture Archetype Business showed that the number of cases where people used 'Multi-Use' at least twice amounted to over 120, which constituted 80% of the total of frequency usage.
  We can find that this marketing method was used by "The Addams Family" series in America. The series gained popularity first as a cartoon in newsprint, then the cartoon was made into a TV series. The TV series also won a lot of popularity during the black and white TV era.
  In Korea, the parts mainly related to movie and games such as 'Mabinogi,' 'TALESWEAVER' also offer down-services-loading, homepage, background music and BGM such as 'Cyworld,' 'Empas,' and 'damoim.' So gamers can enjoy a variety of games music.
  American news papers are still utlizing 'OSMU' positively. They are branching out in ways we never even thought about. For example, the New York Times encourages well-known columnists to produce their columns on video, and they even provide a video-technician for them. The Washington Post cleverly decided to take advantage of "Pod casting", and now offers their paper digitally, and in hard print. Since "Pod casting" is a kind of radio broadcasting using an MP3 Player, the Washington Post is providing a radio broadcast. In this way, a young person gets their news and information through MP3 players like music. This in turn increases sales.
 
Merits and Demerits
  First, let us discuss the merits. Do you enjoy reading a book? Good for you, but some people just enjoy listening to the content of books on audio CD or cassette tape, for instance. Now both types of people can enjoy the content of the book, but receive the content in a different way. How about if books and audio are not your thing, or what if you are a typical person? Maybe you would like to see the book adapted into a play, a musical or a movie. Now you can receive the content you want, the way you want it.
  Second, OSMU combines artistic quality with the entertaining elements from the original, and they are continued in a new medium. In other words, a genre's succession creates a synergy that translates into the sales of other cultural products. For example, as remarked above in the Ed part, "The King and the Clown" and "Old Boy" are performed in various media so that they can make a bigger profit.
  Third, spending time to manufacture a new product will be shortened, and the chance that the new genre will fail is low because the new works are based on the original. OSMU minimizes the expense of marketing for the purpose of increasing name-recognition, so this method also reduces the incidental costs associated with production.
  In contrast, however, if one source of content is excessively used in various genres, culture consumer's selection of different genres will become limited, and finding new creative works will be harder. In short, interesting newly-created works will be naturally weakened.
  Second, if radical and new ideas are not developed, recreated works would eventually water down to the point where people would be bored by seeing the same thing over and over. In other words, there will be no originality in the new works or genres.
  Third, the OSMU will be able to incite a craze for speculation and cause polarization. For example, if one source of content is a big hit, it will create a complete monopoly in markets because it can make a huge profit in sales.
 
Multi-Use Trends
  Nowadays the international front-runner in the culture industry Enterprise sets a high value on "One-Source Multi-Use" OSMU) called the "Golden Rule" in the culture industry business. Also, OSMU trends tend to increase because of environmental content, horizontal connection between different genres, sharing information, rental fees, and copy-right relationship, and others. As a consequence, 'OSMU' is making dramas into cartoons, cartoons into games, games into animation, and animation into character toys.
  A company manufacturing toys invests 2 billion out of a total of 6 billion for production costs for a toy, and then uses the strategy of OSMU to strike a deal with a Japanese company who own the copyrights to a character in one cartoon. The toy company in Japan has already broadcast the animation feature and manufactured its characters. As a result of the great success of their sales, those toys made a profit of 40 billion won, which became one of the best products in 50 countries that had ever been manufactured. This shows the great effect OSMU products have on companies.
 
 
Go! One-Source Multi-Use
  A cartoon is turned into a movie, soap opera and vice versa. Now Korea's many cultural goods are being exchanged in this way. Producing many subjects, the "One-Source Multi-Use," strategy helps each field abundantly. However some people criticize the dried-out product. A radical plan is required to overcome these negative effects and the weakness of OSMU. In short, we should take care to save each media's original character. Even though it is a very wonderful original work, there exists a limit in appealing to or approaching viewers with the elements of just easy entertainment and romance. Still, many people want to experience one work in many ways, but it seems there always exists another genre for making a profit. For example, if a cartoon mainly covers a specific interest or story, much effort is needed to develop that into or story line for a movie.
  We are in the first stage, but there exists a Department of Culture Content?in most large universities. They teach literature, music, art, cartoons, design, advertisements, and management on a large scale totally. The trend seems to be increasing. Young people's active attitude has developed the "One-Source Multi-Use's background. We need to feel the ripple effect on culture that one source makes. We have to overcome the stigma that there is no imitation better than the original work," and pay attention to "One-Source Multi-Use," which makes it possible to develop these benefits.
 
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