Cultural Proximity and The Type of Korean Television Programs in Asian Market

The emerging Asian market of Korean broadcasting programs is pushing forward a new phase of cultural marketing. The Korean trend in Asia brought issues such as cultural proximity, and the issues have been analyzed by structural analysis. This article suggests which kind of program Asians adopted as the favorites based on the factors of cultural frame in the aspect of performance. The results of analysis shows that Korean programs satisfy Asian emotional needs as being easy to assimilate to similar life styles, cultural proximity and expressiveness. The preference of Korean programs shows that Asians express sympathy for Asian culture frames including family morals, high morality, love and sacrifice. Additionally, as a case study this paper analyzes the characteristics of the most favorite Korean programs in Asia using five categories: harmony, tension, compromise, participation and agreement. The result of the case study showed that Asian people have a similar culture frame and like stories dealing with love, harmony oriented stories, stories with tension in daily life, low participation and the agreement and reinforcement with their traditional values.