NFT 기술을 활용한 한국 애니메이션 디지털 M&L 수익창출방안 연구

The Korean animation has gone through many industrial structure shifts in recent years. Although it has achieved remarkable growth by tapping into a global niche market with preschool animation series such as <Porong Porong Pororo>, the industry is still surviving hard times due to some critical local and global factors: low revenue generated from the domestic broadcasting rights, radical YouTube revenue decrease due to its new regulation prohibiting data gathering and targeted ads on kids animation and the global pandemic broke out in the early 2020. In addition, preschool animation occupies majority of the Korean animation industry; therefore, to maximize and broaden the commercial opportunities, it is necessary to diversify its target audience by producing animation for older age groups. The Korean animation companies have not actively tackled into this domain because there has not been enough feasible business models studied and introduced to maximize the profits and even to recoup the production investment. Thus, in addition to the conventional merchandising and licensing models, we would like to propose so called, ‘Digital M&L’ business model utilizing the newly emerging NFT (Non Fungible Token) technology. Through studying and examining the possibility of Digital M&L and NFT, we would like to help expand and diversify the Korean animation industry securing a wide range of audiences, not only the preschoolers but also the teenagers and adults, transforming the Korean animation into a healthy industrial environment where various animation productions can branch out.