1. Success Factor Analysis
Dio Origin's short-form drama 'Lies in Sight' achieved rapid success by effectively responding to the short-form content trend and changes in the global market. To understand this, let's examine the following factors.
1.1. Story and Structure
- Immersive structure based on suspenseful romance: The work depicts a blind heiress, Cha Hye-su, regaining her sight through a mysterious man, Rak, and approaching her husband's infidelity and hidden truths.
- Short and impactful episodes: The short runtime and fast-paced development of the 46 episodes provide viewers with a dynamic experience. This serves as a key element suitable for short-form content.
1.2. Production and Editing Capabilities
- Editing emphasizing speed and focus: An efficient and immersive editing style was applied, considering the characteristics of short-form content.
- Successful targeting of the 30-40 age group: With a narrative and direction that resonates with various generations, it particularly garnered favorable responses from viewers in their 30s and 40s.
1.3. Utilizing Global Platforms
- Successful targeting of the North American market: The drama was first introduced to the North American market through the global short-form drama platform 'Dramabox,' and within days, it ranked 3rd in popularity.
- Expansion to other platforms planned: A phased expansion service plan has been announced, including the domestic platform Beagle and other global regions.
2. Dio Origin's Strategic Approach
Dio Origin has laid the foundation for success with a comprehensive strategy encompassing the entire process, from content creation to IP utilization, distribution, and marketing.
2.1. Recruitment of Specialized Personnel
- Team of tip makers: CEO Jeong Jae-sik, a specialist with experience in various content productions including Netmarble and Hyundai Motor, spearheaded major planning.
- Participation of planning experts: PD Kim Chae-rin, with her global market-oriented planning and creation of an immersive narrative, served as a key factor in the work's success.
2.2. Development of Diverse IPs
- Dio Origin is planning global short-form content in various genres. The planned major works are as follows:
- I Carrotised My Husband
- Half of Me
- Betting Life
- Surviving as a Weak Male Lead Guide in a Horror Game
This IP lineup reflects a strategy to ensure diversity without focusing on a specific genre, aiming to meet the needs of global viewers.
2.3. Strengthening Global Distribution
- North American success as a case model: The experience gained from entering the North American market with 'Lies in Sight' will be usefully applied to the launch strategies of future content.
- Securing in-house distribution capabilities: Developing Dio Origin's independent distribution system in the global content market is a key element for long-term growth.
3. Changes in the Global Short-Form Drama Market and Responses
Short-form content demands different consumption patterns from traditional long-runtime content. Rapid narrative development, emphasis on concentrated dramatic elements, and short immersion times are its main characteristics.
3.1. Background of Short-Form Market Growth
- Short attention spans: Reflects the trend of decreasing media consumption time among audiences.
- Interaction with SN platforms: Consumption of short-form content is rapidly increasing along with the growth of platforms such as TikTok and Dramabox.
3.2. Dio Origin's Response
- Content differentiation: Establishing competitiveness through in-depth narratives and strong characters, instead of simply entertaining content.
- Strengthening expandability based on global needs: Building on successful cases through entering major markets such as North America, and quickly responding to other global regions.
4. Future Prospects
Dio Origin is pursuing the following key goals to become a leading player in the short-form content market.
4.1. Experimentation with Diverse Genres
- Plans to expand beyond suspense/romance to include comedy, horror, and spectacle genres to attract a wider audience.
4.2. Combining Technology and Experience
- Strengthening production technology: Focusing on continuously improving quality through existing video editing and detailed production processes.
- Strengthening global joint planning: Diversifying methods of penetrating overseas markets through partnerships with foreign production companies.
4.3. Cross-Media Expansion
- A strategy is anticipated to create secondary and tertiary content revenue by expanding into various media such as web novels and webtoons based on the IP.
5. Implications
Short-form content is the optimal format tailored to the rapidly evolving content consumption patterns. The Dio Origin case demonstrates a successful business strategy that keeps pace with these trend changes. Early planning targeting the global market, data-driven marketing, and collaboration among experts have supported this success. Other companies should also refer to these strategies to prepare for the growth of the short-form market.
*Source URL:
https://zdnet.co.kr/view/?no=20250215114630
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