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Animation Basics
Start of Project Planning - Basics and Insights

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GCC Academy

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Basics of Project Planning

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Hello, this is the first lecture of project planning

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the start of project planning for animation

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We'll be learning about the basics and the insights

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First, let’s talk about the basics of project planning

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Why is project planning so important?

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Animation production is unique in that

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nearly everything must be decided before production begins

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Unlike live-action, making changes mid-production is very challenging

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so the role of project planning from the start is critical

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This characteristic is intrinsic to the animation industry

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and as such

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project planning plays a pivotal role in its success

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To understand this better

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let’s examine the common traits of successful animated works

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The first is the clear identification of a target audience

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Among many possible examples

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take Spider-Man: Across the Spider-Verse

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It targeted both the existing Spider-Man fanbase and a new audience

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with its innovative visuals and story, earning widespread praise

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As such, it’s crucial to clearly define the audience

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that you want to appeal to and craft your project accordingly

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Therefore, make sure to clearly define the audience

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before you begin

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For example, Elemental reinterprets the story

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of an immigrant family in a fantasy setting

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presenting a universally relatable theme that appeals to all age groups

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Similarly, The Super Mario Bros Movie

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satisfied fans of the original game

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while also appealing to family audiences

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the primary demographic for theaters

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with a great strategy

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Another key factor is creating a unique

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and differentiated world that showcases distinct charm

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Take Suzume, for example

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It combines motifs of Japanese disaster

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with youthful romance

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achieving significant success with this unique blend

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Guillermo del Toro’s work

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called Pinocchio

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on Netflix is another case in point

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It transformed a traditional fairy tale into a dark fantasy

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resulting in a film that I personally found very compelling

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Like so, having a a differentiated world can be an essential element

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in enhancing a project’s appeal

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Next up is an incredibly important and obvious topic

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which is storytelling

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For example, Jujutsu Kaisen 0

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and Spider-Man: Into the Spider-Verse

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both effectively deliver complex multiverse concepts

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in a clear and engaging way

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Jujutsu Kaisen 0, in particular

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has been praised for unraveling its intricate settings

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so that it's easy for audiences to understand

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For a good plan, there are some key elements

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that need to be decided during the project planning stage

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The fundamental direction of the project needs to be determined

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This starts with identifying the target market and audience

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as this is ultimately a commercial art form designed to generate revenue

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So it's the target market and the audience

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You also need to decide how much funding

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will be required and what kind of profits can be expected

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These decisions will naturally influence

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the production scale and budget,
which will try and align with these calculations

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The production method is another consideration

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whether the project will be in 2D, 3D, or a hybrid

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These decisions are interconnected

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Thus, the target market, audience, 
production scale, budget, and method

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are all part of the project’s basic direction

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which needs to be established

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before anything else so that the project can kick off

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Second, we have the core elements of the content

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These include the main storyline, the personalities and relationships

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of key characters, and the visual style

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These are essential components

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that must be included in the proposal

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and are the key factors

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that highlight the charm

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of the content itself

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Next is the business strategy

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As a commercial art form

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there must naturally be a revenue model

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This involves planning how to achieve profitability

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through merchandising

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and developing a clear marketing strategy

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to support this model

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Now, let’s talk about the perspective of a planner

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First, a planner must have an eye for the market

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This means being able to grasp current trends

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and identify potential opportunities within them

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Additionally, the ability to analyze competing projects is essential

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Second, a planner needs an eye for content

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This involves assessing the universality and uniqueness of a story

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To do so, the planner themselves

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must consume a wide variety of content

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and understand how it is created, from screenplay writing

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and now to marketing strategies

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Lastly, to evaluate the visual appeal of content

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a planner should have a foundational knowledge

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of art and aesthetics

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And to evaluate production feasibility

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a basic understanding of accounting is also necessary

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To summarize, a planner must have an eye for content

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This means

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being able to assess the quality of a story

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determine its appeal

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and gauge whether it is realistically achievable

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Additionally, a planner needs an eye for business

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This includes analyzing profitability

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anticipating risks

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and balancing these elements

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to evaluate the potential for expansion

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That's another thing they should decide

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Therefore, having a business perspective

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is another crucial and indispensable skill

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in planning for a project

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Animation Market Insights

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Next, let’s take a look at animation market insights

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First is the global animation market trends

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Currently, traditional legacy platforms

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are being overtaken by platforms like YouTube

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and OTT services, which are now the main players

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 For example, Netflix

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serves as a leading platform for series,
either producing original works

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or acting as a replacement for traditional TV

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Each platform has unique characteristics and requirements

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and these constantly evolve

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As such, it is crucial

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to continuously gather information on these changes

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Netflix, for instance

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has released a work called Blue Period

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and Arcane

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meaning there has been a trend for them in focusing

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on adult-oriented animation works

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Disney, on the other hand, has released

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such as Big Hero 6 (Baymax!) and X-Men

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leveraging its existing intellectual properties (IPs)

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to expanding these IPs with additional series

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That's their strategy

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Crunchyroll is an OTT services

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that specializes in Japanese anime

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featuring works like Jujutsu Kaisen and Demon Slayer

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Recently, it has begun acquiring Korean projects as well

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However, Crunchyroll

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is generally known for importing anime

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based on original works

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Next is theatrical animation works

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Studios like Pixar, Sony, and Studio Ghibli

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which have traditionally created outstanding works

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continue to achieve great results

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Pixar remains known for its emotional storytelling

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while Sony stands out for its innovative visuals

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Studio Ghibli, on the other hand

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continues to wield significant influence

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with its classic IPs even to this date

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In the realm of TV series

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Avatar: The Last Airbender, 
which is unrelated to the movie Avatar

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This series features a protagonist
with six dots on their forehead

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This Avatar: The Last Airbender

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continues to uphold traditional animation techniques

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Additionally, fantasy genres like Princess Dragon

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are showing strong performance trends in the TV series market

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Next, we will look into target analysis and positioning

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Let's start by age and gender

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For kids’ content, particularly targeting ages 4 to 7

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is also known as the preschool audience

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It features educational elements

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The characters tend to be simple and cheerful

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Examples include works that aren’t too complicated

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such as Pororo the Little Penguin

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Additionally, DC has its own series

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called League of Super-Pets

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When content incorporates simplicity
and essential educational elements

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it tends to receive positive responses in the kids’ content market

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Next is teenagers, age 8 to 14

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Stories of adventure and growth dominate

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with a preference for fantasy elements

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Examples include The Dragon Prince

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Young adults is between 15 to 25

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This demographic leans towards complex narratives

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often favoring sci-fi or fantasy genres

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For example

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some of the most commercially successful works fall under here

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such as One Piece

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and so many other Japanese anime works

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such as or Demon Slayer

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and again, so many more

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Popular OTT platform examples include Arcane

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For content appealing to all age groups

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their multilayered stories allow for diverse interpretation

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It's like the movie version of the original series

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Using universal emotions is highly recommende

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as it not only resonates with a broad audience

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but also allows for multilayered interpretations

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When this is achieved, the market tends to respond positively

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Pixar’s works serve as prime examples of this approach

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Additionally, there are cultural preferences based on regions

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North America prefers 3D animation

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Examples include The Super Mario Bros. Movie, Minions

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and various works from Pixar and Blue Sky Studios

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For the Asian market, there is a notable preference

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for the subculture look

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often associated with Japanese-style animation

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Makoto Shinkai’s works

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such as Suzume and Your Name, 
are prime examples of this trend

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In China, productions

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like White Snake

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represent a unique Chinese aesthetic

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These are primarily 3D animations

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but incorporate distinctly Chinese colors and themes

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They've been receiving favorable responses

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both domestically and internationally

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For the Korean market

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recent successes include

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Catch! Teenieping and HaChuPing

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It gained widespread recognition through TV series

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and garnered love from a broad audience

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These works initially targeted preschoolers

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and preteens through young teens

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but the main characters

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also resonated well with women in their 20s

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This made the theatrical adaptations

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even more successful

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This demonstrates a strategy

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of adapting beloved childhood TV series into feature films

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to achieve strong box office results

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In Europe, artistic expression is highly valued in animation

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Notable examples include Guillermo del Toro’s Pinocchio

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that we already talked about

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It’s true that the European and Korean markets

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often experience quite different outcomes in terms of success

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The possible reason for is that

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European audiences tend to value visually unique

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and unconventional works

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which are often well-received

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and critically praised

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To explore examples of differentiation strategies

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we can look at visual differentiation

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As previously mentioned, based on the highly successful

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video game Cyberpunk 2077

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is Cyberpunk: Edgerunners

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It effectively uses elements like neon colors and strong contrasts

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to portray a dystopian future

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in a highly distinctive and visually compelling way

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earning critical acclaim

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Meanwhile, Blue-Eyed Samurai

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showcases a fusion of tradition and modern technology

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This work skillfully blends 2D and 3D animation

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using 3D techniques particularly effectively for action sequences

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It incorporates the traditional Japanese ink painting style

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while also combining Western linear perspective
with Eastern aesthetics of empty space

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earning praise for its balance of these elements

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The production primarily consists of Western staff

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and presents Japanese culture 
reinterpreted from a Western perspective

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This unique visual approach adds significant differentiation

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making it stand out as a visually striking piece

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Key Considerations in the Planning Stage

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Continuing from what I’ve explained earlier

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let’s take a look at the main considerations during the planning stage

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First is the importance of analyzing the market environment

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Market analysis involves

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identifying the size and characteristics of the target market

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analyzing competing works

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and establishing strategies tailored to each distribution channel

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For example

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to make this relatable and easier to understand

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here’s a case

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from our company that is currently

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It's now

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in the pre-production stage

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We have a project titled Q Entertainment

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Q Entertainment targets teenagers

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and is centered on the K-Pop industry, 
telling the story of idol trainees

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At its core, it’s a comedic sitcom

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While it’s about the lives of idol trainees

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it doesn’t stray too far from the day-to-day stories

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that we all live through

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It’s essentially a slice-of-life sitcom

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featuring an exaggerated animated world that’s

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not too different from our reality

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Using this project as an example

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understanding the size and characteristics 
of the target market is crucial

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In the case of this project

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it specifically targets the K-Pop fandom

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Targeting the K-Pop fandom

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means focusing on a highly specific audience

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one with a deep understanding of the K-Pop industry

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As such, incorporating

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realistic depictions of K-Pop

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becomes a necessary condition for the project

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One reason we chose this genre

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is the lack of direct competition in the current market

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Something that features this idol culture

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or even celebrities

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There are a few animation titles that come to mind

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for instance, Oshi no Ko or Shining Star

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these works typically

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target a younger demographic than ours

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In contrast

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ours is aimed for those in late teens to early twenties

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reflecting their current lives using K-Pop idols as the core theme

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This, combined with a music-driven narrative

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is something we judged to be unique

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To distribute such a project

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it’s clear that releasing it

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through preschool channels would yield little to no results

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Understanding the platforms most frequently

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used by the K-Pop fandom
was a key part of our pre-production research

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Platforms like Laftel

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or Crunchyroll may be relevant

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but YouTube is undeniably the main platform for this audience

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As such, we built the capacity to 
effectively release YouTube Shorts

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into the overall production framework

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This approach is more seamless

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than editing existing content into short clips

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allowing for quicker and more frequent

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launches of Shorts or similar formats

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In terms of identifying the target market’s scale and characteristics

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we focused on the late teens to early twenties K-Pop fandom

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The lack of direct competition for such content

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was assessed as a key strength of this project

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Given YouTube’s nature

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as the primary distribution channel

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we also analyzed consumption patterns on the platform

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particularly for idol-related content

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which is predominantly consumed there

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This enabled us to link keywords with the content

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or strategize collaborations

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with current idols as part of the project project plan

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Next, let's discuss the need for differentiation strategies

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Establishing clear distinctions from similar genres or themes

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developing marketing strategies aligned with the production budget

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and leveraging the strengths of the original IP when applicable

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Using the example of Q Entertainment

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we identified that while there are similar genres

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our target audience differs, which we saw as a key differentiation

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Additionally, unlike other idol

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or celebrity growth stories

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our approach centers around exaggerated comedic characters

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This results in

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quirky, absurd elements in the content

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which we believe provides a unique competitive edge

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as such examples are hard to find in existing works

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Regarding marketing strategies

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aligned with our production budget

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as I told you already

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we focus on efficiently creating sub-content

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on platforms our target audience actively engages with

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That's another marketing strategy we have

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Since our story primarily targets

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existing idol consumers

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we have planned strategies

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like collaborations with real idol groups

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To support this, we have formed 
partnerships with experienced teams

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ensuring effective planning and execution of these strategies

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When utilizing IPs

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maintaining the strengths of the original work is critical

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In our case, even though the animation

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could serve as the original IP itself

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we plan to pre-launch related content in more cost-effective formats

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This includes creating webtoons

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or Instagram comics (Insta-toons)

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which will be produced

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and launched before the animation

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Having looked at the importance

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of market analysis through our example

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let’s now move on to some practical suggestions

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Create specific checkpoints during the planning phase

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For example, for a market research

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that's planning for a pet-themed animation

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collect statistical data, such as the number of households with pets

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Analyze content consumption patterns

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related to pet ownership

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Assess the size of the merchandising market for pet-related products

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This can be an effective market research

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00:20:30.989 --> 00:20:34.000
that can be used for the planning process

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Now the target audience

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It’s essential to define your target audience clearly

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Instead of all age groups, go for women in their 20s and 30s

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who are interested in pets

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Pets also draw

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significant interest from youth and children

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so you could set sub-targets like

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Preschoolers aged 5–7 and their parents,
or early elementary school children

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Next is quality management measures

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Key management points must be addressed

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at each production stage

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For example

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in the pre-production stage

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it is essential to validate character designs

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review the storyline

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and assess production feasibility

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I already talked about this

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Let's also take an example

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from Q Entertainment that I already talked about

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The project hired

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00:21:42.520 --> 00:21:45.719
a Kakao Friends designer for the characters

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drawing inspiration from Line Friends and Kakao Friends

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to create characters appealing

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to the Millennial and Gen Z audiences

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through demand and preference surveys

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That's how tight our characters were set up as

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The reason is

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with merchandise centered on character design

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significant time and resources

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were invested into the characters rather than the storyline

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00:22:15.800 --> 00:22:18.160
For the storyline

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it's something the 20-30s can relate to

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But particularly for short-form content

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comedy is the most enjoyed content

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So we thought that we should

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go with the genre of comedy

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And we designed the characters to suit that genre

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Also using short-form video contents 
using slapstick and funny scenes

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00:22:48.463 --> 00:22:52.400
we wanted to upload on YouTube of TikTok

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So we had to consider if everything was fit for this

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That's how we refined our processes

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to reach this stage of pre-production

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Confirming production feasibility

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is something straightforward

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for experienced studios

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but can pose challenges for first-timers

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00:23:18.634 --> 00:23:21.640
who may need external validation

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from seasoned or outsourced production teams

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Additionally, risk management is 
critical even at the planning stage

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Potential risks

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00:23:31.229 --> 00:23:33.959
include budget overruns

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schedule delays

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or deviations from

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the intended quality

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00:23:39.839 --> 00:23:41.789
For us

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00:23:41.789 --> 00:23:44.479
we typically allocate a buffer in our production budget

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either labeled as contingency funds

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00:23:49.599 --> 00:23:54.023
or by setting initial costs

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slightly higher than estimated

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00:23:57.640 --> 00:24:00.719
This is like a tip from

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00:24:00.719 --> 00:24:01.920
many production companies

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00:24:01.920 --> 00:24:06.680
It involves budgeting 10–20% more than quoted estimate

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These additional funds can be utilized

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00:24:10.083 --> 00:24:12.439
as needed during production

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or reserved for later stages

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00:24:14.920 --> 00:24:19.560
as a great safety net that could help us a lot

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But the budgeting can't get too tight

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00:24:22.959 --> 00:24:24.839
Tight budget constraints

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00:24:24.839 --> 00:24:29.280
can lead to significant risks later on

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00:24:29.280 --> 00:24:32.030
so maintaining this buffer is crucial

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by around 10 to 20 percent

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00:24:34.760 --> 00:24:37.160
Schedule delays are another critical risk

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given how the production process involves

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collaboration by various companies

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00:24:43.119 --> 00:24:45.239
In particular

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given the collaborative nature of animation production in Korea

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which often involves multiple smaller studios

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this structure can lead to personnel

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or financial risks within partner companies

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To mitigate this, we partner

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with two to three outsourcing companies

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and continually update a list of potential backup collaborators

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00:25:09.439 --> 00:25:13.760
while actively monitoring timelines

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This may end up in situations

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00:25:17.000 --> 00:25:20.560
where we're working with three outsourcing companies

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But even then, delays can happen

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For example, for three production companies

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let's call them A, B, and C

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If Studio A faces challenges

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and fails to meet its target output

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00:25:38.800 --> 00:25:43.040
we assess whether Studios B and C 
can compensate for the shortfall

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If this isn’t feasible

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we rely on a Plan B,
maintaining constant communication

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with a backup studio, labeled D

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to ensure they are prepared to take on additional work

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00:25:57.400 --> 00:26:00.400
Regarding quality control

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this may also sound very vague

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00:26:06.640 --> 00:26:11.040
but the approach varies by production company or planner

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00:26:11.040 --> 00:26:13.560
In our case

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we have an internal development team

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00:26:18.040 --> 00:26:19.359
capable of handling the full production process

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This team plays a crucial role

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00:26:22.359 --> 00:26:26.079
especially when outsourced work

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00:26:26.079 --> 00:26:28.880
such as a series or feature film

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00:26:28.880 --> 00:26:32.760
fails to meet our quality standards

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In such cases, we bring the work in-house
to complete it to our satisfaction

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00:26:35.439 --> 00:26:36.880
As a result

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00:26:36.880 --> 00:26:40.439
our internal team possesses a high level of expertise

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00:26:40.439 --> 00:26:42.439
and significant experience

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enabling us to produce

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00:26:44.319 --> 00:26:46.819
high-quality scenes as needed

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all on our own

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Establishing such measures for quality control

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00:26:50.719 --> 00:26:54.319
and ensuring the ability to maintain high standards
are vital for any production

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00:26:54.319 --> 00:26:57.520
Let's summarize

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00:26:57.520 --> 00:26:59.959
To create a successful animation plan

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00:26:59.959 --> 00:27:02.959
thorough market research, clear target audience definition

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00:27:02.959 --> 00:27:06.719
differentiated strategies, and realistic production planning

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00:27:06.719 --> 00:27:09.680
must all be carefully balanced

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00:27:09.680 --> 00:27:12.239
That's what is considered a well-constructed plan

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00:27:12.239 --> 00:27:16.160
However, the likelihood of a plan 
being executed as an actual production

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00:27:16.160 --> 00:27:18.880
is relatively low

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00:27:18.880 --> 00:27:20.959
For instance, out of 100 planning proposals

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00:27:20.959 --> 00:27:22.959
only 2 to 5 might make it

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00:27:22.959 --> 00:27:25.599
to the final production stage

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00:27:25.599 --> 00:27:26.719
Nevertheless,

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00:27:26.719 --> 00:27:29.760
the completeness of a planning proposal 
holds significant importance

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00:27:29.760 --> 00:27:35.439
A well-developed proposal that gets selected

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00:27:35.439 --> 00:27:38.280
here, selected refers to being reviewed

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00:27:38.280 --> 00:27:41.959
It is essential for it to even reach the stage

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00:27:41.959 --> 00:27:45.719
where it can be presented to platforms or investors

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00:27:45.719 --> 00:27:49.160
Reaching the point of pitching itself

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00:27:49.160 --> 00:27:53.119
requires passing through a highly competitive selection process

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00:27:53.119 --> 00:27:56.839
While the intense competition

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00:27:56.839 --> 00:28:00.088
might feel daunting

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00:28:00.088 --> 00:28:02.238
Always going for the slim odds

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00:28:02.238 --> 00:28:03.880
may sound exhausting

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00:28:03.880 --> 00:28:06.040
But truly exceptional projects

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00:28:06.040 --> 00:28:09.240
tend to progress through these stages seamlessly

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almost without feeling the weight of the competition

519
00:28:11.240 --> 00:28:15.320
If you prepare and plan a project

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00:28:15.320 --> 00:28:20.080
that genuinely excites you with sincerity

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00:28:20.080 --> 00:28:23.959
it can more easily lead to tangible results

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Once again, market research, 
target audience definition, strategic planning

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00:28:27.649 --> 00:28:30.840
and realistic production plans that include budgeting

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00:28:30.840 --> 00:28:33.799
should all be considered in a nice balance

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00:28:33.799 --> 00:28:36.360
I can't stress this enough

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00:28:36.360 --> 00:28:38.200
In the next lecture

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00:28:38.200 --> 00:28:41.680
we will explore the process 
of developing these into an actual project

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00:28:41.680 --> 00:28:42.474
Thank you

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00:28:44.116 --> 00:28:45.316
Basics of Planning
Common Traits of Successful Animation
Clear target audience definition

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00:28:45.316 --> 00:28:46.516
Unique and differentiated world-building
Strong and compelling storytelling

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00:28:46.516 --> 00:28:47.716
Decisions Made During the Planning Phase
Project fundamentals: Target market and audience, production scale and budget, production methods

532
00:28:47.716 --> 00:28:48.878
Key content elements: Core storyline, characters, visual style
Business strategy: Revenue model, merchandising plans, marketing directions

533
00:28:48.878 --> 00:28:50.128
Insights into the Animation Market
Target Audience by Age Group

534
00:28:50.128 --> 00:28:51.378
Kids (4–7): Educational story, simple and cheerful characters
Teenagers (8–14): Adventure and growth stories, often with fantasy elements

535
00:28:51.378 --> 00:28:52.628
Young Adults (15-25): Complex narratives, sci-fi and fantasy genres
All Ages: Stories offering multi-layered interpretations and universal emotions

536
00:28:52.628 --> 00:28:53.856
Regional Audience Characteristics
North American Market: 3D animation
Asian Market: Japanese-inspired styles
European Market: Artistic quality

537
00:28:53.856 --> 00:28:55.106
Key Considerations in the Planning Stage
Market Environment Analysis
Understand the size and characteristics of the target market

538
00:28:55.106 --> 00:28:56.306
Analyze competing works
Develop strategies tailored to distribution channels

539
00:28:56.306 --> 00:28:57.556
Need for Differentiation Strategies
Highlight distinctions from similar genres or themes

540
00:28:57.556 --> 00:28:58.766
Establish marketing strategies that fit the production budget
Leverage IP by emphasizing the strengths of the original work