“Our peoples are quite similar on an emotional and cultural level”

After the departure of Western majors, Russian streaming services and TV channels began to look for new content and formats. Among them were new products from Korean copyright holders. The executive producer of the Seoul Broadcasting System (SBS) told Kommersant how it is planned to film and promote Korean shows in the Russian Federation. Park Sunghoon.

— How are Korean shows promoted in Russia now? Anyone interested in purchasing the rights to adapt it?

— KOSSA (State South Korean Creative Content Agency.— “Kommersant”) started working in Russia only last year. This is our second year in the country and our first year promoting Korean shows here. It’s not easy, but we’re trying hard. You can see that in the Russian OTT format (a method of delivering digital content over an Internet connection.— “Kommersant”) the genre of Korean shows continues to gain popularity, as does K-pop (see “Kommersant” on May 18). This is a positive sign for us.

There are companies in Russia interested in purchasing rights to Korean formats. Among them are STS, Kion, TNT, “Friday”. But previously, no one was involved in joint production between Russia and Korea in relation to media content. The main problem in communications is the lack of a shared history. Russian partners and KOSSA still do not understand each other very well, we need more experience.

— When might Korean formats appear on Russian television? How much do the rights to broadcast a Korean show cost?

— A large number of meetings with Russian partners are already planned. If all goes well, viewers will soon see Korean content on domestic screens. Unfortunately, I cannot specify the timing. Regarding sales, this is an open question. Koreans have experience when content is localized in the local market. A similar process will take place in Russia. The cost depends on many factors, such as the size of the fee for appearing on the show, the distribution of salaries.

We do not require a specific budget for the purchase of the format, because we can sell it in a package. Not only the format itself, but also the production and implementation processes. Korean show producers do not work on limited contracts. As a rule, every detail is discussed with the buyer. According to our practice, a flying producer usually moves to the country and controls all processes. The more people involved with the original format work on the localization, the more the show’s identity will be preserved. But this also depends on the budget capabilities of the receiving party.

— What Korean show formats can be called commercially successful?

— The most successful model is Running Man, a product of SBS (participants are locked in various city facilities for an indefinite time and, divided into teams, race to complete tasks, in the final the losing team is punished.— “Kommersant”). All countries surrounding Korea have already localized it, including China. The show has been running for 13 years. It is clear that TV viewing figures were higher then. At the beginning, 20% of the audience watched it, now – about 8%. In Korea, a show that is watched by more than 3.5% of viewers is considered successful.

— What percentage of the Russian audience, in your estimation, is interested in Korean TV?–formats after the wave of K-pop craze? What do you think will stimulate interest in Korean culture in the future?

— We believe that the massive wave of K-pop craze began in 2010, when YouTube became the main media outlet. Back then, Korean content was everywhere, including Russia. Now, according to VKontakte, the audience of fans of Korean content on the social network alone is more than 9 million people.

I believe that interest in Korean shows will continue to grow next year, but K-pop does not play a major role here. Our peoples are quite similar on an emotional and cultural level. The importance of family and commitment to business is a common feature for both Korea and Russia.

— How do you plan to promote Korean television formats in Russia and what could prevent this?

— In March 2024, we are going to take part in the World Content Market, which will be held in Almaty. A large number of Korean television and streaming companies also plan to come there. There the issues of selling rights to formats will be discussed. The main obstacle is piracy. Illegal copies that can be found for free, including on YouTube. This is a global problem, not just a Russian one. Therefore, we are in dire need of reliable Russian partners.

— What share does Korean content occupy in the Russian pirate market?

– I wish I knew. But as an example: Korean drama airs at seven in the morning. An hour later it is already available for viewing in Russia. Also occurs in Vietnam, China. The best way to combat this is to cooperate with Russian companies. So, if TNT buys the rights to a Korean show, the channel will be able to fight its illegal distribution. SBS and COSSA, unfortunately, cannot fight piracy themselves.

Interviewed by Yulia Yurasova