글로벌 OTT 플랫폼화에 따른 국내 드라마 제작사의 IP 자율성 확보 전략: 동남아 공동제작 및 공동소유 모델을 중심으로

초록

At present, global over-the-top (OTT) services expand Korean dramas’ reach while reshaping producers’ rights and bargaining power in the media market. This study defines platform power as control across key stages of planning, funding, release, recommendations, data, and intellectual property (IP) use. A literature-based case study is conducted to examine platformization, cultural proximity, cultural discount, cross-border co-production, format trade, and IP rights, as well as OTT practices and the Southeast Asian markets. Southeast Asia is not only a single export market but a varied co-development space shaped by national rules, cultures, and platforms. The study proposes a model based on IP ownership before sale, co-ownership, an Asian fund, local platform curation, embedded producers, modular localization, and legal and policy support, that aims to strengthen Korean drama firms’ IP autonomy in Asia and other regions.

키워드