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2016.01 Vol.08 2016 ⷬ㤵⢄Ⱍ"㰰㮤 2016.01 vol.08 2016. 01 vol.8 CONTENTS 심층분석 : 터키 편 한류 단신 04 1. 개요 79 한류 단신 06 2. 콘텐츠 산업 트렌드 및 동향 06 (1) 음악 11 (2) 방송 25 (3) 캐릭터 28 (4) 애니메이션 33 3. 콘텐츠 산업 규제 동향 권역별 시장 동향 39 1. 북미ㆍ중남미 44 2. 유럽ㆍ중동ㆍ아프리카 53 3. 아시아ㆍ태평양 69 4. 시장동향 포커스 '쿠바' Global market Chapter 1 심층분석 터키 편 이미지출처: http://www.freepik.com/ 터키는 우리나라의 7.8배나 되는 국토와 7,000만이 훨씬 넘는 인구를 보유한 경제성장 잠재력이 큰 국가로, 특히 동서양의 교착점에 위치해 주변국에 대한 문화 파급 효과가 기대되는 곳이기도 하다. 전세계를 지배했던 역사와 더불어 동서양의 다양 한 문화가 융합된 터키 고유의 문화는 매력적인 콘텐츠를 생산하는데 원동력이 되고 있다. 한국전 참전을 계기로 한국을 전통 적 우방국으로 인식하는 정서가 형성돼 있고 한류 콘텐츠에 대한 호감도가 높아 한국의 콘텐츠 기업들에게는 큰 기회의 땅이 될 것으로 전망되고 있다. 이에 이번 호에서는 터키 콘텐츠 산업에 대해 각 장르별 동향을 살펴보고, 특히 방송분야에서 돌풍을 일으키고 있는 'Turkish Wave'를 집중 분석하여 터키 기업들과 경쟁해야 하는 콘텐츠 관련 기업 및 관련자에게 도움이 될 수 있는 정보를 제공하고자 한다. 04 1. 개요 11 (2) 방송 33 3. 콘텐츠 산업 규제 동향 06 2. 콘텐츠 산업 트렌드 및 동향 25 (3) 캐릭터 06 (1) 음악 28 (4) 애니메이션 심층분석 터키 편 터키편 1. 개요 · 터키는유럽과중동,북아프리카와인접해있으며,국가면적은783,562㎢로남한의약 7.8배임(세계37위규모) 그림1 터키 지도 출처 : 대한무역투자진흥공사 · 2015년기준인구는7,769만5,904명으로세계18위,IMF가2015년10월발표한1인당 명목GDP는9,290달러로세계64위임 · 민족구성은터키계가86%로다수를차지하고있으며,쿠르드계가9%를차지함.그외 에아랍인36만명,아르메니아인5만명정도이며나머지는소수의유태인등으로구성 되어있음.종교의경우이슬람교가99.8%로수니파가다수임 · 기본적으로초원지대로이루어져있으며,위도35도와42도,경도25도와44도사이에 위치하고있어필라델피아,도쿄,베이징등과같은위도상에있음 · 이웃국가로는북서쪽으로그리스와불가리아가있고,북동쪽으로아르메니아와조지아 가있음.남동쪽으로는이란과이라크,남쪽으로는시리아가있음 Global Market Briefing 4 심층분석 권역별 시장 동향 한류 단신 · 일반적으로유럽지역으로분류되기는하지만,카프카스와중앙아시아지역의투르크 문화권에속해있으며,종교적으로중동과북아프리카의이슬람문화권에도속해있음. 투르크문화권과이슬람문화권모두에서핵심적인국가로간주되며,유럽-중동-중앙 아시아-북아프리카를잇는교두보역할이가능한지리적이점으로인해다양한국가의 기업들이진출해있음 · 또한전체인구평균연령이28세로노동가능인구수가약5,500만명정도임.이러한인 구구성은2050년경까지꾸준히유지될것으로예상되며,터키의잠재적경제발전가능 성이높게평가되고있는이유임 · 터키는광대한영토를지배했던찬란한역사와함께동서양의다양한문화를포용한터 키만의독특한문화를보유하고있음.이러한문화의힘은콘텐츠의힘으로나타나고있 는데이른바방송분야에서나타난'TurkishWave'가아랍지역을비롯해유럽,중남미, 아프리카까지휩쓸고있음 · 한편터키는6.25전쟁에UN의일원으로참전하여미국,영국,캐나다에이어네번째 로많은병력을파견하기도하였으며거리는멀지만한국을한결같이'형제의나라 (Brother'sCountry)'라고지칭하면서한국인에게무척우호적임.최근에는한류열풍 이불면서한국문화에대한관심도높아지고있음 5 글로벌 마켓 브리핑 / 2016.01 vol.8 심층분석 터키 편 2. 콘텐츠 산업 트렌드 및 동향 (1) 음악 •라이브음악시장이큰비중을차지하는터키의음악시장은음악페스티벌의종류가다양해지고참 여자들이증가하면서향후성장세를이어갈것으로전망되고있음 •디지털음악시장역시성장세를이어갈것으로보이나전체음악시장에서차지하는비율은아직미 미한편.그럼에도불구하고주요디지털음악서비스업체들은이미진출하여시장을선점한상태임 •터키고유의인기가요가대중들에게인기를얻고있으며이슬람국가임에도화려하고자극적인뮤직 비디오를제작하여다른이슬람국가들과는차별화된콘텐츠를선보이고있음 •K-Pop에대한수요는높지만수익성등의문제로인해국내아티스트들의공연이많지않아폭발적 인한류열풍을끌어내지는못하고있는실정임 1) 터키 음악 시장의 현황 · 터키음악시장규모는2010년2억200만달러에서2011년2억1,800만달러로급격히 확대되었다가2014년까지축소되는경향을보임.이후2019년까지연평균1.2%의성장 률로성장하여2억2,500만달러규모를이룰것으로전망되고있음 그림2 터키 음악시장 규모 추이 및 전망 (2010~2019) [단위 : 백만 달러] 225 220 218 217 216 213 212 212 213 202 2010 2011 2012 2013 2014p 2015 2016 2017 2018 2019 출처 : PwC(2015) Global Market Briefing 6 심층분석 권역별 시장 동향 한류 단신 · 2011년음악시장규모가급격히확대된것은오프라인음반의판매가증가했기때문으 로파악됨 · PwC(2015)에따르면2010년5,800만달러규모였던터키오프라인음반시장이2011 년6,600만달러규모로급격히확대됨.그러나2011년을정점으로그규모가2014년까 지계속축소되었으며이후2019년까지연평균-17.8%씩하락할것으로전망되고있음 · 오프라인음반시장이축소되고있는반면디지털음악시장과라이브음악시장은꾸준 히확대되고있음 · 특히라이브음악시장은터키의음악시장을주도하고있는데,전체음악시장에서70% 이상을차지하고있음 그림3 터키 음악 시장별 점유율 현황 (2014) 오프라인 음반 19% 디지털 음악 6% 2014 라이브 음악 75% 출처 : PwC(2015) 2) 터키 라이브 음악 시장 · 터키라이브음악시장은2014년1억6,000만달러규모를기록했으며2019년까지연평 균3.7%의성장률로1억9,200만달러규모로성장할것으로전망되고있음 · 음악페스티벌이많이열리는터키에서는이를관광상품으로연계시키는경우가많은 데,'SunSplash'나'Nomad'와같은페스티벌은아름다운해안가에서개최되어관광상 품으로서매우인기가높음 · 흑해의SumaBeach에서열리는Istanbul'sBurnElectronicaFestival은터키의 EDM페스티벌로유럽EDM업계에서도주목하는페스티벌로성장 7 글로벌 마켓 브리핑 / 2016.01 vol.8 심층분석 터키 편 그림4 터키 라이브 음악 시장 규모 추이 및 전망 (2010~2019) [단위 : 백만 달러] 192 185 178 166 172 155 160 143 149 137 2010 2011 2012 2013 2014p 2015 2016 2017 2018 2019 출처 : PwC(2015) 표1 터키의 주요 라이브 음악 페스티벌 구분 상세 Sun Splash ㆍ 터키 지중해 연안 Aspat 비치에서 열리는 국제 댄스음악 축제 ㆍ 2009년부터 시작되었으며 매년 6월 개최됨 ㆍ 라이브 콘서트와 함께 해변에서 파티를 즐길 수 있고 음식, 그래피티, 요가 등의 다양한 이벤트를 경험할 수 있음 Nomad ㆍ Natives Of Music, Arts and Dance의 약자 ㆍ 산과 바다로 둘러싸인 자연환경 속에서 5일간 EDM 라이브 콘서트와 퍼포먼스, 비쥬얼 쇼를 진행 ㆍ 터키의 Riviera라는 아름답고 신비로운 해변에서 매년 6월 진행되나 2015년에는 터키의 정치적 상황 때문에 취소됨 Burn Electronica ㆍ 터키의 가장 큰 EDM 페스티벌 ㆍ Tuborg Gold, Nissan, Puma, Bridgestone, Mentos, Vivident, Ajans Press, Point Hotel이 연합한 FG 93.7에 의해 조직됨 ㆍ 2004년부터 시작되었으며 매년 6월 개최됨 Rock'n Coke ㆍ 터키에서 가장 큰 락페스티벌 ㆍ 코카콜라 후원으로 2003년부터 개최됨 ㆍ 약 4-5만 명 정도 참가 출처 : 각 페스티벌 홈페이지 및 페이스북 3) 터키의 디지털 음악시장 · 터키디지털음악시장의규모는꾸준히확대되어2014년에는1,200만달러에이름.인 터넷인프라가구축되고모바일기기의보급이활발히이루어지면서디지털음악스트 리밍서비스시장이확대되어2019년에는1,800만달러규모에이를것으로전망되고 있음 Global Market Briefing 8 심층분석 권역별 시장 동향 한류 단신 표2 터키 디지털 음악시장 규모 추이 및 전망 (2010~2019)[단위 : 백만달러] 2014-19 구분 2010 2011 2012 2013 2014p 2015 2016 2017 2018 2019 CAGR 다운로드 2 1 1 1 1 1 1 1 1 1 △2.6 스트리밍 3 5 6 7 8 9 10 11 12 14 11.1 벨소리 및 3 3 3 3 3 3 3 3 3 3 0.4 통화연결음 합계 8 9 10 11 12 13 14 15 16 18 7.9 출처 : PwC(2015) · 디지털음악시장에서다운로드시장은향후마이너스성장률을기록하며축소될것으 로전망되고있으며벨소리및통화연결음시장은현재규모를유지할것으로예측되고 있음 · 유일하게성장하는분야는디지털스트리밍음악시장으로2014년800만달러규모에서 2019년에는1,400만달러규모에이르러디지털음악시장의대부분을점유할것으로전 망되고있음 표3 터키 디지털 음악 서비스 업체 현황 (2015) 다운로드 스트리밍 ㆍ Avea Muzik(유료가입형) ㆍ Deezer(유료가입형, 광고지원형) ㆍiTUNES ㆍMixRadio ㆍ Spotify(유료가입형, 광고지원형) ㆍAvea Muzik ㆍ FIZY(유료가입형, 광고지원형) ㆍFIZY ㆍ MUSICCLUB(유료가입형) ㆍMUSICCLUB ㆍ Ttnetmuzik(유료가입형) ㆍTtnetmuzik ㆍ Turkcell(유료가입형) ㆍTurkcell ㆍ Izlesene(광고지원형) ㆍ Youtube(광고지원형) 출처 : Pro-Music 1) 1 4) 터키 인기 가요 · 터키에서인기를얻고있는대중음악은다른나라들과마찬가지로해외의Pop과터키 어가요임.터키어가요는터키고유의멜로디와창법이가미된팝으로댄스음악과발 라드모두인기를얻고있음 1) http://www.pro-music.org/ 9 글로벌 마켓 브리핑 / 2016.01 vol.8 심층분석 터키 편 · 이슬람국가라는것이믿기지않을정도로과감한의상과섹시한춤을선보이는화려한 뮤직비디오를쉽게볼수있으며강렬한인상을주는댄스음악도다수찾아볼수있음 표4 터키어 음악 순위 (2016년 1월 12일) 순위 노래 가수 이미지 I was the way I FELL 1 Ferhat Gocer feat VOLGA TAMOZ (DÜŞTÜM BEN YOLLARA) AGE STORY 2 MERV OZBEY (YAŞ HİKAYESİ) IF I WERE YOU 3 MUSTAFA SANDAL (BEN OLSAYDIM) YOU EXIST 4 BERKAY (SEN VARSIN) WE LOVE EQUALS 5 iREM LEATHER (AŞK EŞİTTİR BİZ) 출처 : 88.6 Istanbul FM 5) 터키에 진출한 K-Pop · 터키에서한류의중심은드라마이지만드라마를즐기는10대와20대가드라마를통해 K-Pop등다른문화콘텐츠에도관심을보이고있음 · 한류팬들은팬클럽등다양한커뮤니티들을통해K-Pop아티스트관련기사들을번역 하거나터키내공연을성사시키기위한활동들을전개하기도함 · 그러나수익성등의문제로인해국내아티스트들의대응은거의전무한편이며,터키내 외교관련행사나기업차원의행사에초청되는경우가대다수임 · 최근공연들은2013년뮤직뱅크가이스탄불에서열린것을제외하면2014년LG InnoFest에초청된걸그룹타히티,2015년ABUTVSongFestival에초청된CNBlue, 에일리,박재범,산이의합동공연인'TheUnitetheMic2015'정도임 Global Market Briefing 10 심층분석 권역별 시장 동향 한류 단신 6) 전망과 시사점 · 터키는이슬람국가이지만다른이슬람국가들에비해종교에구속되어있지않아자유 로운공연문화가형성되어있음.따라서남자는물론이고여자아이돌그룹들의진출기 회가열려있는곳이기도함 · 또한다양한장르의음악페스티벌이개최되고있으며최근에는EDM붐과더불어클럽 문화가확산되고있어한국의EDM과클럽문화를알릴수있는기회를만들어볼수있음 · 디지털시장의점유율이높지않지만인터넷인프라가구축되고스마트기기의보급이 높아지게되면인터넷영상등을통해K-Pop팬들이증가할가능성이높음.따라서쉽 게접할수있는뮤직비디오나동영상콘텐츠를만들어직접만날수없는팬들을위한 서비스강화에주력할필요가있음 (2) 방송 •터키방송시장은2014년현재13억8,000만달러규모이며,2019년까지19억6,000만달러로 연평균7.2%의성장이예상되고있음.수신료를제외한수익원은광고수입으로2014년기준14억 3,000만달러에서2019년20억달러로연평균7.5%의성장이예상되고있음 •터키방송시장의경우1개의지상파방송사와다수의유료방송사로구분되며,지상파방송사TRT 는UHD채널을포함하여13개의채널을운영하고있으며,10개의국내방송채널과3개의국내및 해외방송용채널이존재함 •유료방송시장의경우소수의거대미디어기업들이과점하고있는형태를지니고있으며,주요미디 어기업들이약60%의점유율을보이고있음 •유료방송시장은불법복제,인기프로그램포맷베끼기등으로콘텐츠의창작력은높지않은것으로 평가되나드라마의경우남부유럽,중앙아시아,중동,발칸지역등에서높은인기를얻고있음 •터키국내정치상황으로인해경찰병력이정부비판적인방송사의방송을중지시키거나폭탄테러 발생시보도지침및SNS에대한통제를강화하고있음 •한국방송프로그램은2000년대중반일부드라마가수출되었으나,현재는직접수입보다는포맷 을수입하여터키에서리메이크하는방식이선호되고있음 11 글로벌 마켓 브리핑 / 2016.01 vol.8 심층분석 터키 편 1) 터키 방송시장 규모와 전망 · 터키방송시장의수신료규모를살펴보면공영방송수신료가2014년6억2,000만달러 에서2019년9억달러로연간약7.5%의성장률을보일것으로예측됨.반면유료방송 수신료의경우2014년7억6,000만달러에서2019년10억달러로성장할것으로보임 · 규모자체는유료방송수신료시장이크지만유료방송시장은다수의방송사와채널사 업자들이경쟁하고있는상황임을감안했을때,공영방송의규모가더큰것으로볼수 있음 표5 터키 공영방송 시청료 및 유료방송 수신료 규모 추이 (2010~2019)[단위 : 백만달러] 2014-19 구분 2010 2011 2012 2013 2014p 2015 2016 2017 2018 2019 CAGR 공영방송 464 474 488 564 622 677 732 789 848 905 7.783 유료방송 457 513 596 682 763 833 897 955 1,001 1,055 6.697 총계 920 987 1,084 1,245 1,385 1,509 1,630 1,745 1,849 1,960 7.191 출처 : PwC(2015) · 터키라디오ㆍTV고등위원회(RTÜK)의조사에따르면터키의젊은층들은하루5시 간이상TV를시청하는것으로나타남.터키에서TV는정보와엔터테인먼트를위한가 장중요한매체로인식되고있음 · 터키공영방송의경우TRT(TurkishRadioandTelevisionCorporation)가존재하 며12개의국내채널과3개의국제방송채널이존재함 · 대부분의채널들이터키어로방송되나쿠르드어방송을위한채널이따로존재하며,국 내외이슬람문화권을위한아랍어방송용채널역시별도로존재함 · 터키방송시장의경우TRT독점체제였으나1990년독일에서위성을통해STAR1채널 이터키국내로방송을시작하면서민영방송들이면허없이국경을넘어방송을시작함. 이때문에1993년터키의회가헌법개정을통해독점체제를변화시키는계기가되었음 · 터키의유료방송시장은몇몇소수의미디어기업들이시장의대부분을차지하고있 음.대표적으로KanalD,StarTV,CNN-Türk를소유하고있는'DoğanGroup'과 ATV를소유하고있는'TurkuvazGroup',ShowTV와Sky-Türk를소유하고있는 'ÇukurovaGroup',NTV를소유하고있는'DoĝuşGroup'등임 Global Market Briefing 12 심층분석 권역별 시장 동향 한류 단신 표6 터키 공영방송 TRT의 주요 채널 채널명 방송시작연도 주요 분야 TRT1 1968 엔터테인먼트 TRT Haber 1986 뉴스, 시사, 스포츠, 날씨 TRT Spor 1989 스포츠 TRT Çocuk 2008 아동, 교육 TRT Anadolu 2009 지역 TRT 6 2009 쿠르드어 TRT Müzik 2009 음악 TRT World 2009 국제방송 채널 TRT Belgesel 2009 다큐멘터리 TRT Avaz 2009 발칸지역 터키인들을 대상 TRT Türk 2009 국제뉴스, 시사, 다큐 등. 터키어 TRT el Türkiye 2010 아랍어 TRT HD 2010 HD 채널 TRT Okul 2011 교육 TRT 4K 2015 UHD 채널 출처 : TRT 홈페이지 2) · 이들미디어기업들이소유한채널들이60%가까운점유율을보이고있으며,다국적미 디어그룹들이터키에대규모투자를통해진출해있는상황임.또한다국적기업과터 키의대기업들에의해소유ㆍ운영되고있음2 · 시장진입자체에대한장벽이높은것은아니나높은점유율을지닌거대미디어그룹들 로인해그외중소규모의방송사및언론사들의영향력은낮은편임 · TRT국영방송을포함한터키의거대미디어그룹은대부분방송,신문,잡지출판등을 종합적이며유기적으로연결하는사업포트폴리오를가지고영향력을확대하고있음. 대부분은미디어그룹들이여러개의신문을동시에운영하며독차층을확보하고자하 며,시사지와전문지등을함께출간하여'방송-신문-잡지'를연계하는거대미디어그 룹을형성하고있음3) · 터키의유료방송시장은불법복제와아날로그지상파및지역위성등무료공중파 (free-to-air)들의콘텐츠베끼기가성장을방해하는요소로지목되고있음.하나의프 2) TRT 홈페이지, http://www.trt.net.tr/ 3) 한국콘텐츠진흥원, 터키 미디어 산업의 동향과 전망, 2014 13 글로벌 마켓 브리핑 / 2016.01 vol.8 심층분석 터키 편 로그램이인기를얻으면유사한포맷을지닌프로그램들이타방송사에의해제작되면 서콘텐츠의창작력은높지않은것으로평가됨 · 유료방송보급률은2014년33.7%에서2019년39.5%로증가할것으로예측되며,특히 IPTV의성장이연평균약18.4%를보일것으로예측되어유료방송시장성장을견인 하고있음.유료방송시장에서가장큰점유율은보이는방송사업자는위성방송으로 2014년3,900만가구에서2019년5,100만가구로성장할것으로예측되고있음 · 방송사업자의가입자수는터키의규제기관인 ICTA에서발표하지만지역별로논란 이되기도함.ICTA의발표에따르면위성방송Digiturk가2013년말기준약2,500만 명이가입한것으로나타났음.반면D-Smart가100만명의유료가입자를가진것으로 나타났음 · Digiturk는200여개가넘는TV및라디오채널을운영하는터키최대의위성TV사업 자로시사,가족,영화,스포츠등패키지와홈쇼핑,홈뱅킹,인터렉티브게임포털,날씨, 주식시장분석등의양방향서비스도지원하고있음.또한가입자에게모바일방송서 비스를제공하고있으며,생방송스포츠,PPV등의서비스가포함됨4) · 터키의지배적브로드밴드사업체인TurkTelecom이IPTV서비스를통해2013년말 기준28만6,000가구의가입자를확보하고있었으며,이는다른유료방송보다빠른성 장률을보이고있음 · 터키의유료방송시장에서가장핵심적인콘텐츠는스포츠라고할수있음.Digiturk의 경우터키의슈페르리가,영국의프리미어리그중계권을통해가입자를확보하였으며, D-Smart역시UEFA챔피언스리그,유로파리그,F1등의스포츠콘텐츠패키지를통 해이용자를끌어들인바있음 · 최근에는스포츠콘텐츠를독점적으로중계하기를원하는방송사가증가하면서스포츠 콘텐츠확보비용이지속적으로증가하고있음 · 하지만방송산업발전을저해하는불법복제문제는여전히터키의큰문제점으로지 목되고있음.국제지적재산권연맹(IIPA:InternationalIntellectualProperty Alliance)은터키를'우선감시대상국'으로지정한바있음.엔터테인먼트소프트웨어
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