A Case Study on the Business Model Development of Taiwanese Documentary Films
Date Issued
2015
Date
2015
Author(s)
Wan, Kuan-Li
Abstract
The documentary films record and tell stories of the real world. Their subject matter is drawn from a wide range of topics, and their role in making people reflect on society is an important part of advancing democratic socialization, political and economic socialization, and sustainability. In a capitalist society, however, if documentaries only present a topic that is discussed among a small segment of the audiences, their impact would be limited. Therefore, this research proposes to explore the extent and approaches of achieving a balance between social impact and economic value for a documentary film through business model designs. However, previous research has failed to offer a comprehensive, systematic resolution to the proposed research issue. This research, therefore, undertook a exploratory, case-based approach to various issues faced by Taiwanese documentaries, such as industrial chain reorganization, limited broadcast platforms, and fundraising difficulties, as well as business model practices, so that we can inductively make concludes and provide suggestions to the future development of documentaries in Taiwan. By applying Johnson, Christensen and Kagermann’s (2008) business model framework and based on firsthand data from the documentary, Beyond Beauty: Taiwan from Above, this research records and analyzes the film’s production, distribution, and screening to conclude key success factors of its business model. Three key insights are identified; they are,1).Linking environmental protection issue with the “love Taiwan” movement, 2). Leveraging production techniques and publicity as well as important resources to use in the distribution phase (special techniques, celebrity impact, public and community praise) and processes (press conferences, screenings, and premiere events), and 3). Utilization of various capital sources, digital development, and diversification of broadcast channel (the theater circuit, DVD, television, film festivals, foreign copyrights and sales…). This study proposes the following recommendations to the future development of documentaries. For production, it should enhance the diversity of the subjects and connecting with customer needs. Innovative marketing methods and key processes are needed, with an ultimate goal of making win-win solutions to the industrial eco-system. For research, it should cover from aesthetic analysis to commercial investigation. Analysis should include study of successful domestic and foreign cases. Last but not the least, for policy-making, government should give more political and financial support to documentary production. This would nurture a positive and sustainable environment for the prosperous development of documentaries in Taiwan.
Subjects
Documentaries
Value Proposition
Business Models
Beyond Beauty: Taiwan from Above
Type
thesis