A Study on Cultural Discounts and New Media Convergence Strategies: Focusing on the case of co-production by local broadcasters in Korea, China, and Japan

This study examines international co-productions in regional broadcasting among stations in Korea, China, and Japan from 2006 to 2024, through the theoretical frameworks of cultural discount and media convergence.Particular attention is given to how the expansion of digital platforms and the adoption of influencers, especially after the COVID-19 pandemic, have transformed production and distribution methods, and subsequently influenced cross-border broadcasting collaboration.The research employs qualitative content analysis on a total of 16 co-produced programs developed by Chuncheon MBC (Korea), Hangzhou TV (China), and Fukui TV (Japan).The analysis reveals that the broadcasters consistently selected themes with low cultural discount rates, such as food culture and everyday life, and utilized emotionally resonant narrative structures to mitigate cultural differences and enhance mutual acceptance.Moreover, the study identifies a gradual increase in media convergence beginning around 2012, marked by the growing integration of platforms such as YouTube and various social networking services (SNS).In 2024, this trend culminated in the implementation of a multi-platform strategy involving the use of influencers to broaden audience reach and interactivity.Ultimately, the findings suggest that such regionally grounded broadcasting collaborations not only enhance cultural receptivity but also play a vital role in advancing the digital transformation of the East Asian broadcasting industry.The study provides meaningful insights into how national identity and local culture can coexist within transnational media production.