Docstoc

Marketing-Local-Animation-to-the-World

Document Sample
Marketing-Local-Animation-to-the-World Powered By Docstoc
					ANIMATION INDUSTRY
-    Multi Billion dollar industry
-    Young industry in Malaysia
-    Requires high capital investment
    1.   Hardware
    2.   Original software
    3.   Technology
    4.   Skilled worker (50-300)
-    Licensing and Merchandising
-    Types of Studios
    1.   Think local (local TV stations)
    2.   Think international (quality but tough competitions)
    3.   Balance between local and international concerns
GOING INTERNATIONAL
-   Local content for international market
      1.   Appealing IP, story, characters, etc
      2.   High quality animation
      3.   Competitive cost
-   Participation in international markets
      1.   MIPs, AFM, TIFFCOM, etc
      2.   Establish contacts
      3.   Study on various animation formats and styles
      4.   High marketing cost (travels, registration, advertising, etc)
      5.   Support from MDeC, FINAS or MATRADE
-   No guarantee of success
      1.   Low asking price
      2.   Too many competitions
      3.   Limited marketing budget
      4.   Limited contacts
GOING INTERNATIONAL
-       Rights: Theatrical, TV, DVD, Homevideo, Pay TV, Free TV,
        Mobile, Licensing, Merchandising,
-       Types of deals
    -     Out right deals
    -     Syndicated deals
    -     Premium deals
    -     Minimum guarantee with revenue sharing basis
          (Theatrical, DVD, Mobile & Merchandising)
    -     Appointment of bigger distributors
    -     Pre-sales
    -     Co-productions (capital, capacity and capability)
-       Will depend on ratings, how many runs, types of
        rights, contract duration, territories, etc
LES COPAQUE EXPERIENCE:
LOCAL MARKET ADVANTAGES
 1. Almost 0 competition
   -   New area
   -   Low “Content : TV” Ratio
 2. Cover production cost
   -   Premium deals
   -   Local TV will pay for quality works
   -   Sponsors
 3. Test ground for animation products
   -   Establish fans
   -   Feedbacks to improve
   -   Reality check
 4. Beyond animation
   -   Licensing
   -   Merchandising
   -   Regional & International sales are all profits
 5. Ratings & Popularity
LES COPAQUE EXPERIENCE:
BEYOND LOCAL MARKET
-       Regional market
    -     Products could be related to regional countries
    -     Premium deals: based on local ratings
    -     Merchandising
    -     Licensing
-       International market
    -     International format
    -     Unique selling point - Alternative taste for the world
    -     Premium deals: based on local & regional ratings
    -     Volume sales: Multiple rights to multiple territories
    -     Competitive cost
         -   co production and outsourcing
SUMMARY
-       Basic requirements to go international
    -     Appealing and unique IPs to compete
    -     High quality animation
    -     International format (language, # episodes, duration)
    -     Competitive cost (higher margin + co-pro and outsourcing)
-       High cost & risk to go international
-       Do not underestimate local market
-       Minimize the cost and risk
    -     Establish local base before going regional and international
    -     Cover the cost in local market
    -     Maximize IP – licensing and merchandising
    -     Get premium deals rather than syndicated deals
THANK YOU

				
DOCUMENT INFO
Shared By:
Categories:
Stats:
views:16
posted:7/26/2012
language:English
pages:8