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Q: Are there any examples of cross media in China, Japan and South Korea? ( Answered,   0 Comments )
Subject: Are there any examples of cross media in China, Japan and South Korea?
Category: Arts and Entertainment > Television
Asked by: infra-ga
List Price: $200.00
Posted: 12 Jul 2006 02:06 PDT
Expires: 11 Aug 2006 02:06 PDT
Question ID: 745532
How is cross media defined in China, Japan and South Korea? What have
these countries done in the field? What are the plans? Are there any
evaluations of such cross media activity? Areas of interest in are
primarily in Internet television and mobile video. Other examples of
cross media are also interesting.
Subject: Re: Are there any examples of cross media in China, Japan and South Korea?
Answered By: umiat-ga on 12 Jul 2006 16:32 PDT
Hello, infra-ga!

 You have asked a very interesting question. Information about cross
media is quite scarce in the countries you have inquired about. While
I was able to provide somewhat of a "snapshot" of the use of this
platform in both China and Japan, I could find only one solid
reference pertaining to South Korea. Perhaps - if there is another
search term or a different angle you can provide - I can come up with

 After searching all day, I have compiled the following excerpts from
company press releases, articles and interviews. I had to follow
numerous rabbit trails to find the references below, but I think they
serve to provide a good overview.



"Marcus Xiang and his partners Jack Wang and Dirk Ye launched PDX.CN
in July, 2004 and has become top player of mobile blogging service in
China. PDX.CN uniquely combines blogging mechanism, cross-media
strategy and multiple-personal-dimension approach. Marcus had built
his career around internet, mobile and television and become a strong
believer of media convergence. Before PDX.CN, Marcus was co-founder
and COO of WayX, an e-business solution and virtual hosting company
which was acquired by Chinadotcom. His television company Salus Media
provided television consulting and distribution service to Chinese
television stations."

Shanda Interactive

"China's second-richest man, Chen Tianquiao, looks poised to become
the country's leading new media player after staging the sector's
first aggressive raid on a rival's shares. In a stealthy swoop over
the spring festival holiday, Mr Chen's online game company Shanda
Interactive Entertainment bought a 19.5% stake in Sina Corp, China's
leading internet news portal, for $196m (�102m). The move finally
turned the tables on Sina, which had tried to buy Shanda in 2003."

** "The bid underlines the increasing level of cross-media activity in
China and the driving power of games in the online and mobile arenas.
Watch this space," said Jeanne-Marie Gescher of CGA, a media
consultancy in China."

See "China's Player Looks to the Big Game." By GNL. Published: 3/1/2005 - (from 2001)

"In an effort to offer advertisers cross-media marketing
opportunities, Hong Kong-based chinadotcom's division has
formed a joint venture with Shanghai Xinhua Yatai TV Production
Company (Yatai Shanghai), a subsidiary of the Shanghai branch of the
Xinhua News Agency -- which is an investor in chinadotcom. The joint
venture will have the exclusive right to sell advertising during
finance-oriented TV programming produced by Yatai Shanghai, allowing
the chinadotcom sales team to bundle the TV programming with its own
finance channels."

"This move toward becoming a cross-media company follows chinadotcom's
June decision to get out of the ISP business -- dropping its license
to run AOL's Hong Kong service and leaving it to AOL to operate."

See "Chinadotcom Expands Ad Representation to TV," By Pamela Parker.
July 5, 2001.


Media technology and cross media featured at Hong Kong conference:

"With the theme of "Multimedia Convergence", the Hong Kong
International Film and TV Market (FILMART) has expanded its scope to
feature new media technology, and set a platform for global cross
media co-operation. Surging demand for customised content means vast
potential for Hong Kong showbiz."

"The popularity of video-on-demand, pay TV and 3G mobiles has further
fuelled cross media development," said Miss Chan. For example,
filmmakers turn their movies into interactive multi-media projects and
television programmes drive massive SMS usage. "This encourages
content producers, owners and distributors to extend their reach and
become multi-dimensional," Miss Chan added.

"Miss Chan said Hong Kong was emerging as the hub for content
production and distribution, as well as a marketplace for all kinds of
media. "Strategically located at the centre of trends, Hong Kong can
build on its strengths to provide quality services and products for
their overseas partners."

See "FILMART 2004 promotes cross media collaboration."


Pacific Epoch contains some interviews with Chinese company
representatives about their use of cross media. You will need to sign
up for a free membership if you would like to read the interviews in
full. I signed up and searched under "cross media" and got a few hits.

WangYou Media 

In an interview with WangYou Media CEO Buddy Ye, Ye highlighted the
company's desire to become "China's leading cross-media user-generated
content community." Ye also noted the company's cross media
development team, which works with various media channels including
newspapers, TV, radio and music labels.

Refer to "PE Interview With WangYou Media CEO Buddy Ye." Pacific Enoch.


"WangYou Media announced today that it has launched China's first
user-generated-content (UGC) entertainment radio program, titled
''WangYou UGC Happy Hour,'' through its extensive partnership with
over 60 radio stations across the country. This initiative is the
first program combing cross-media resources, which refer to WangYou's
Internet website, its Wireless Value-added capability and traditional
radio broadcasting, offering entertainment services in the market."

"WangYou is very excited to offer this unique opportunity to provide
an opportunity for talented Chinese youths to create, share and get
noticed by their peers. Its user-generated, cross-media service has
been a huge success in fulfilling the long-held desire of the Chinese
people to create, share, organize and distribute all kinds of digital
amateur works."

Read "WangYou Media Launches China's First User-Generated Content Radio Program."


Also see "WangYou Media Establishes Partnership with Tencent's
To Capture Fast Growth of China's Online Youth Community." PR


About WangYou Media

WangYou website (non-English)

Rock Mobile Corporation

 In a Pacific Epoch interview, Rock Mobile Corp. Deputy Director
Jonathan T.W. Liu mentioned that the company provides mobile platforms
that can be "used for cross-promotion with traditional media."

Refer to "PE Interviews Rock Mobile's Jonathan Liu."


Rock Mobile website

"'s cross media business model has restored market confidence
in the internet firm controlled by Asia's richest tycoon, Li

"An analyst with ABN Amro, who asked not to be named, said's
strength lay in its China focus."

"Both its offline and online platforms focus on the greater China
area. The huge market in China is the core of the cross-media model. is the first mover to enter the China ad market by combining
different media platforms," she said.

From " Business Model Restores Market Confidence." Beijing
Time. December 09, 2001

Green Tomato and 

"Green Tomato Ltd, the mobile game and value-added service provider,
announced that the Company and, the Internet and digital
service arm of the top leading Chinese language news media in Hong
Kong, has jointly built the first newspaper WAP Portal in Hong Kong. becomes the first Chinese print media to offer free
information platform for readers via mobile phone."

"We are very glad that Orisun shares the same vision. Together we
develop many new ideas and are willing to try out new business models.
There are also a few great cross media services and programs under
planning and we look forward to a full service launch in the coming
months." Arthur added.

"To celebrate Valentine?s Day, Green Tomato and jointly run
two cross-media promotions offering participants the chance to win
fabulous prizes. The cross-media promotions include pop star poll and
love message contest. This is one of the first print media who provide
full cross-media interactive services leveraging the strength and
characteristics of print, web and mobile media."

Read "Green Tomato and Jointly Develops Hong Kong?s First
Newspaper WAP Portal." 8 February 2006

Interactive Media Group

A recent intervie with Hung Huang, CEO of Interactive Media Group,
highlighted her biggest challenge as developing "innovative
cross-media platforms for luxury advertisers in print, TV, Internet
and mobile media."

Read "Media maven Hung Huang - Introducing luxury brands to Chinese
consumers," By Normandy Madden. AdAge China. July 12, 2006

The Interactive Channel

"The looming dominance in the worldwide marketplace of the world's two
most populous nations was the subject of the "Emerging Entertainment &
Media Markets: India & China" panel discussion hosted by
PricewaterhouseCoopers (PwC) at the NATPE Conference at the Mandalay
Bay Resort in Las Vegas on January 24."

"There followed a video presentation for Hong Kong-based The
Interactive Channel (TIC)'s service, which bills itself as the world's
first 24-hour cross-media interactive channel, with simultaneous
programming and feedback features via radio, the Internet, television,
and mobile formats. TIC Founder and Chairman Robert Chua said his
company was able to gain access to the Chinese market by making
frequent visits to the nation and assuring Chinese officials that
TIC's content would be sufficiently localized to meet regulatory

Read "Emerging opportunties in China and India examined at NATPE," By
Kevin Zimmerman. March 20, 2006


Cross Media International

"Cross Media International (CMI) is a media and entertainment company
focused on developing and licensing properties that cross cultures,
cross geographies, and cross different media channels. Covering the
realms of film, television, music, interactive, and publishing, CMI is
a bridge for ideas and opportunities across the Pacific, and around
the world. CMI was created with this philosophy of bridging cultures,
both with respect to the development and licensing of properties, as
well as with respect to doing business on an international basis."

"With offices in San Francisco and Tokyo, CMI's primary focus has been
on bridging the entertainment worlds in the US and Japan, although the
company is also actively doing business in Europe and in other parts
of Asia. CMI has worked with major film and television studios
including 20th Century Fox and Warner Bros., as well as top brand name
companies and major celebrities.

 "CMI had long considered business in Japan as a necessity to the
company?s global strategy. "Without the Japanese office," says
Christopher Frey, a managing partner at CMI, "we really wouldn?t have
a full, complete company. It?s also potentially a gateway for
expanding our business into other parts of Asia, China and Korea, most

Dentsu Inc. and Cyber Communications

"Dentsu Inc. (President: Tateo Mataki; Head Office: Tokyo; Capital:
58,967.1 million yen) and cyber communications inc. (Chairman & CEO:
Toshio Arai; Head Office: Tokyo; Capital: 2,184.58 million yen), a
Dentsu consolidated subsidiary, jointly announced today that they will
establish a cross-media content production company, which will
provisionally be called CROSS WIND Inc. As Japan moves toward the
widespread adoption of digital broadcasting and television over
broadband Internet, the new company will provide
program planning and production services and related content solutions
to advertisers and media companies with the aim of increasing the
value of content itself and realizing the high value-added advertising
potential of new media by utilizing a cross-media marketing approach."

"As Japan moves toward the widespread adoption of digital broadcasting
and television over broadband Internet, it is imperative to pioneer
new viewing services, which focus on the content itself and which are
accessible through a variety of viewing devices. Further, April 1,
2006 saw the commencement of one-segment television broadcasts for
mobile phones in Japan. We believe this linkage between television
broadcasting and mobile phones will pave the way for the development
of a myriad of new content types."

Read further..

"Dentsu and cyber communications Announce the Establishment of New
Cross-Media Content Production Company CROSS WIND." April 10, 2006

Ubiquitous Core Inc

"KDDI Corporation (TSE: 9433) and Dentsu Inc. (TSE: 4324) are pleased
to announce the April 1 establishment of Ubiquitous Core Inc., a new
company set up to develop opportunities in cross-media marketing,
primarily in the cellular sector."

"Ubiquitous Core will bring together KDDI's know-how in the cellular
Internet business and Dentsu's advertising and marketing expertise. By
combining cell-phones, which are rapidly becoming widely used as
personal media, with current media, the new company will open up
marketing business opportunities in new fields, such as e-commerce and
affiliate advertising."

See "KDDI and Dentsu Establish 'Ubiquitous Core', a New Company to
Develop Cross-Media Marketing for Cellular." Mar 31, 2005

Meiji Seika amd Mazda

"The average Japanese Web surfer spent more than 11 hours surfing the
Internet from his or her home PC in August, according to
Nielsen//NetRatings, which tracks worldwide Internet usage. But that
same surfer clicked on advertising banners just twice per every 1,000
banners viewed - and there?s no saying how many of those clicks were
by mistake. Even advertisers will admit that banners just don?t cut it
in the battle for eyeballs. So what?s a corporation to do? One
strategy being used by more companies these days, according to
Nielsen//NetRatings, is cross-media advertising."

"The company recently pointed to two successful campaigns run in Japan
- one by food and drugmaker Meiji Seika and another by carmaker Mazda.
Each company ran advertisements on TV and other media to draw traffic
to special campaign pages on their Web sites. The results were
impressive: Meiji, for one, received 630,000 visitors to its Web site
in August from surfers on home PCs - well above the 81,000 visitors it
drew in July. And an impressive 87 percent of those viewers viewed the
campaign page, as opposed to just 17 percent who viewed the company?s
top page. In other words, people seemed to log on to the site after
seeing ads in other media."

Read "Attention Please: Net Advertisers Battle for Eyeballs." 2002

ImaHima Inc.

"We think of ourselves as an interactive media company. We create our
own brands and partner with foreign brands to deliver cross-media and
cross-platform offerings on mobile and broadband platforms, some
television and broadcasting space as well."

Read "Taking interactive media to the next level," by Chris Betros. April 2005

Miscellaneous info concerning Japan

About advertising agencies and cross-media in Japan:

"Prompted by the growth of the Internet, media diversification and
changes in consumer buying, companies are warming to the power of
so-called "cross-media" marketing in their advertising campaigns.
Cross-media marketing is a new concept aimed at multiplying the
synergies of advertising by combining diverse types of media. As
so-called search engine advertising takes hold, companies are starting
to combine the Internet with conventional media to multiply the
effects. Ad agencies are striving to differentiate search-engine
advertising from the usual "media-mix" campaigns. Japanese newspaper
companies aim to work out business strategies that adapt them to the
new advertising trend by attracting advertisers to the innate strength
of the media.

"Ad agencies have tried to sell a "media-mix" of a combination of
media as a tool to ensure "reaching" target consumers. But the
"cross-media" platform is truly different from the "media-mix"

"Ad agencies are taking different approaches in addressing the
emerging challenges of the "cross-media" platform. Some have set up
cross-media promotion departments to which existing staff are moved to
work out a better media combination to maximize the consumers?
purchasing drive. Others have created divisions to support digital
media-related business by developing new content and reinforcing
Web-site-related business at newspaper companies. Still others are
developing and marketing cross-media products or services that combine
the Internet with print or other conventional media operated by
newspaper companies."

"Among newspaper companies, there are growing efforts to master the
new field of cross-media advertising. Some attempts are beginning to
generate results, thereby raising expectations. Newspaper companies
are now working on arranging an effective combination of their daily
newspapers with their Web sites, broadcasting services, magazines and
other media within their business groups, as well as focusing energy
on selling the new combinations to ad buyers."

Read "Cross-Media Advertising: Ad Agencies Focus on Newspaper-Web
Synergies." NSK News Bulletin Online. June 2006.


"The major players in the television market are Japan's public
broadcaster Nippon Hoso Kyokai (NHK) and the commercial networks Nihon
TV, Tokyo Broadcasting System, Fuji TV and TV Asahi. Although
cross-media ownership is restricted by law, Japan's main newspaper
groups hold a majority stake in their affiliated television networks,
partly through direct ownership and partly through various

From "Public broadcasting, media ownership anddemocratic debate in
Japan," by Barbara Gatzen.


"XMPie, a leading provider of software solutions for creating highly
effective one-to-one, and cross-media marketing campaigns, today
announced its recognition by the Asian market evidenced by their
popularly at the International Graphic Arts Show (IGAS) this week.
XMPie will be demonstrating its flagship product PersonalEffect, with
four of the leading suppliers to the to the Japanese graphic arts
market who are exhibiting at IGAS.

"XMPie's PersonalEffect is viewed as the most advanced software
platform and application suite for variable information printing and
dynamic cross media publishing available in the Japanese market," said
Jacob Aizikowitz, founder, acting CEO, and President of XMPie. "We are
committed to this market, as we consider Japan to be a strategic and
productive region for XMPie"."

Read "XMPie Gains Broad Popularity at IGAS 2003." 


American Family Life Insurance Company (AFRAC):

"The first panelist was AFRAC's Sugimoto. Starting this past Fall, the
company launched a sales promotion campaign using mobile. According to
Sugimoto, insurance is generally uninteresting to young people, but
using mobile he was able to appeal to this audience. One of the values
of mobile is that it can be used in the early phases of a campaign to
quickly confirm response to a product. He also cited the use of cross
media as an important topic for future discussion."

From "Industry Report: 4th Annual Mobile Ad Forum 2006." Japan Mobile
Marketing Magazine. ISSUE NO.24 December 11, 2005


Sky Go and Japan Mobile Communications:

"Wireless marketing specialist SkyGo has turned its attention to the
East, announcing an agreement with Japan Mobile Communications
(J-Mobile) to deliver ads and marketing campaigns through J-Sky, a
mobile Internet services provider with millions of subscribers."

"With SkyServer, the company said, mobile content providers can
deliver cross-media branding opportunities to advertisers, bundling
Web, offline and wireless  for integrated marketing campaigns."

"The Japanese mobile advertising market is extremely competitive.
Major corporations are seeking the most effective and unique solutions
to reach consumers

Read "SkyGo Takes Mobile Advertising to Japan," By Jay Wrolstad. November 29, 2001


"South Korean company Synergy Media?s president Jay Ahn said: "Mobile
content is making a big difference here for us at this market. Players
know that South Korea is on the cutting edge of the many new platforms
and they are eager to talk to us about what can be done in

KOCCA director Lee Sang-Gil said: "We?re seeing heavy interest in
co-productions from North American and European players. It seems they
have just really discovered South Korea."


 The following article mentions cross-media competition in South
Korea, but provides no examples.

Read "Broadband Roll-out." 30-05-2002


 I hope these references are helpful. Let me know if I have neglected
alternative search terms which might be useful and I will gladly take
another look.



Search Strategy

Cross media AND China
"cross media" China
chinadotcom cross media
WangYou Media "cross media" 
cross media AND Japan
Japan "cross-media"
cross-media Japan cellular
Sky Go and Japan mobile cross media
"cross media" AND Japan television
cross media AND tokyo
cross media AND Korea
cross-media advertising in Korea
"south korea" AND  "cross media
cross media trends in Korea
crossmedia Korea

Clarification of Answer by umiat-ga on 12 Jul 2006 18:52 PDT
Hello again, infra-ga!

 Please let me know if you are looking for material as general as
"mobile entertainment" like the articles cited below. Perhaps I have
taken your term of "cross media" too literally. However, the material
I provided in my answer is what surfaced when I combined the actual
search term of cross media and it's variations with each of the
countries you specified.

 Are you also looking for these types of articles?
"South Korea to Launch Massive Test of Mobile Entertainment - Easy
streaming of movies, music to cell phones through both terrestrial and
satellite-based services is the goal," by Jeremy Kirk, IDG News
Service.  March 08, 2005,aid,119932,00.asp


"Coolest experience in Korea."

"Haven't had the time to summarize my awesome trip to South Korea.
Though the phones were nice and one can see what the craze is about, I
thought the coolest item was this projector in the malls that
projected interactive games on the floor that people can interact
with. Check out Forget cell phones, US
will go crazy over these interactive games devices."


 If you can define what you mean by "cross media" more specifically,
it may allow me to broaden the scope of my search.


Request for Answer Clarification by infra-ga on 29 Dec 2006 08:16 PST

What we need now is scholarly articles like those you can find at . For example

Our work will be reviewed in one month.
There are no comments at this time.

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