국내 TV프로그램 포맷의 수출과 현지화 변용에 대한 연구: MBC <아빠! 어디가?>와 tvN <꽃보다 할배>의 중국수출 사례를 중심으로

초록

This study explored the current trends and characteristics in TV format export business of major Korean broadcasters. This study focused on the strategies for the format export and the localization of the two popular Korean TV reality shows, <Dad, Where Are We Going?> and <Better Late than Never>. The result shows that, while <Dad, Where Are We Going?> was exported in forms of flying producer’s consulting without providing a format bible, <Better Late than Never> was exported in forms of full packaging type including a format bible and co-productoin between flying producer and Chinese producer. In <Dad, Where Are We Going?>, factors of success are the localization befitting the Chinese traditional values and the detailed consultations for the local production. In <Better Late than Never>, it was analyzed that the strategies for the successful exportation of the format are the operation of the well-organized in-house broadcast format department, the teamwork among the development, production and distribution departments, and the effort on the format packaging that meets global standards. Both programs in China kept the basic structure of their original ones, and had only minimal transfigurations concerning the regional characteristics and the traditions of the broadcasters. The characteristics of main characters and the narrative structure were very similar to the ones of the original format. However, it was analyzed that the sentimental and cultural factors and the broadcasting environment of the exporter affect the localization and the production of the program.

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