(Person) Percentage - Sabanci University Research Database

The Asian Media & Mass Communication Conference 2010 Osaka, Japan
domestic industry. Base on this reality, whether advertisers support a Korean drama or
not will directly influence the choice of TV and channel operators. TV industry may
want to get rid of the shackles of advertising, so they purchase a large number of
drama to reduce the dependence from advertisers and reduce cost, it will change their
channels of purchasing. Therefore, the buyers will choose the best channel for
themselves base on their considerations. When buyers face on the different channels ,
they will take different contracts to protect their benefits.
1. While the international film trade show can provide more choices, but it's
difficult for buyers to choose one Korean drama that will create the ratings and a
good partner in a large and unfamiliar environment, not only they doesn't know
whether the product can create value or not, but also have a high risk to negotiate
a reasonable price and conform with cost-effective. Although sellers will provide
demo for buyers before trading, , but buyers can't see the all content, and it's
expensive to buy a Korean drama, so the buyers which have a great risks in this
case. The agent brokers are a role that have a large amount of programs , they
can provide a suitable for buyers base on their long-term experience and
professional, so they can not only provide dimensional variety of choices, but
also can reduce the price of goods and reduce the transaction costs for buyers.
However, these two ways of contracting models are relatively fixed and standard,
in addition to the basic laws such as the safeguards, the negotiated price space is
very small, buyers and sellers sign contract in a relatively low risk environment.
2. The way which purchased from the copyrighters' syndication , there is a big risk
for buyer , information has the most asymmetrical , At previously said, buyers
should depend on the experience , sensitivity, and cultural conservation and other
skills to reduce transaction costs. But comparatively speaking this is the best way
to make a profit from the trading patterns, seller will also release information to
the client and the object of long-term cooperation to facilitate and maintain
clients. Trading parties can sign the copyright contract base on each other's
conditions and cooperation experience , development contract in both sides
consider that is the maximum profit for them. This is also the opportunity of
exclusive broadcast for domestic industry in Taiwan. It's an open way of contract
signing and more flexible, because buyer should take more risk, to protect their
own interests, so the way of "profit sharing rating" has to be created, this way is
to reduce the price of the product, the other profits are base on the TV rating, the
rating are higher than a certain percentage of each, the buyer must pay the higher
price.
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