공공분야 캐릭터의 OSMU전략 분석: 한국교육방송공사 캐릭터‘펭수’를 중심으로 = Analysis of OSMU Strategy for Public Sector Characters: Focused on EBS Character 'Pengsoo'

국문 초록 (Abstract)

본 연구는 한국교육방송공사(EBS)의 캐릭터 '펭수'를 중심으로 공공분야 캐릭터의 OSMU(One Source Multi Use) 전략을 분석하였다. 펭수는 교육 방송의 캐릭터로 시작하여 다양한 미디어 플랫폼, 상품, 콘텐츠로 확장되며 큰 성공을 거둔 사례로, 공공분야 캐릭터의 OSMU 성공사례로 평가받고 있다. OSMU는 하나의 콘텐츠 소스를 다양한 형태로 활용하여 부가가치를 극대화하는 전략으로, 본 연구에서는 이를 공공분야 캐릭터에 적용한 사례를 심층적으로 분석하였다. 연구 결과, 첫째, 미디어 플랫폼 전략에서 펭수는 YouTube, TV 프로그램, SNS 등 다양한 채널을 활용하여 폭넓은 시청자층을 확보했다. 특히 YouTube 채널 '자이언트 펭TV'는 2024년 기준 177만 명 이상의 구독자와 10억 뷰 이상의 조회 수를 기록했으며, TV 프로그램에서는 펭수가 출연한 프로그램의 시청률이 기존 대비 20% 이상 상승했다. 둘째, 상품화 전략에서는 문구류, 의류, 생활용품 등 다양한 상품을 출시하여 2020년 9월 기준 9개월 동안 100억 원 이상의 매출을 올렸으며, EBS는 펭수 방송으로 연간 30억~40억 원의 수익을 내고 있다. 셋째, 광고 및 콜라보레이션 전략에서 펭수는 다수의 기업과 협업하여 높은 광고 효과를 창출했으며, 펭수가 출연한 광고의 평균 조회 수는 기존 광고 대비 2~3배 높았다. 넷째, 교육 콘텐츠 전략에서는 에듀테인먼트 개념을 성공적으로 구현하여 학습자의 흥미와 동기를 유발하면서도 교육적 가치를 효과적으로 전달했다. 다섯째, 공익 캠페인 전략에서 펭수는 코로나19 예방, 환경보호 등 다양한 사회적 이슈에 참여하여 공익적 메시지를 효과적으로 전달했으며, 특히 코로나19 예방 캠페인에서는 ‘사회인지 이론’과 ‘확산 이론’의 관점에서 효과적인 행동 변화를 유도했다. 마지막으로 디지털 콘텐츠 전략에서는 이모티콘과 모바일 게임 등을 통해 일상적 디지털 커뮤니케이션 도구와 엔터테인먼트 영역으로 캐릭터의 활용 범위를 확장했다.
이러한 다각화된 OSMU 전략을 통해 펭수는 단순한 교육 방송 캐릭터를 넘어 하나의 문화 현상으로 자리 잡았으며, 공공기관 캐릭터의 새로운 가능성과 발전 방향을 제시했다. 본 연구 결과는 향후 공공분야 캐릭터의 개발과 활용에 있어 중요한 시사점을 제공할 것으로 기대된다.

다국어 초록 (Multilingual Abstract)

This study analyzes the One Source Multi Use(OSMU) strategy of public sector characters, focusing on 'Pengsoo', a character created by the Korea Educational Broadcasting System(EBS). Pengsoo's success as an educational broadcasting character expanding into various media platforms, products, and content makes it an ideal subject for studying OSMU strategies in the public sector. The research employed content analysis to systematically examine Pengsoo's activities and strategies. Findings reveal that Pengsoo's success resulted from six key factors. 1) Diversified media platform strategy, 2) Innovative merchandising, 3) Effective advertising and collaborations, 4) Creative educational content production, 5) Impactful public interest campaigns, and 6) Innovative digital content strategy. Pengsoo utilized various channels including YouTube, TV programs, and social media, achieving significant viewership. The YouTube channel 'Giant PengTV' recorded over 1.77 million subscribers and 1 billion views as of 2024. The merchandising strategy generated over 10 billion won (approx 7.46 million USD) in sales within nine months, while advertising collaborations showed 2-3 times higher view counts compared to standard advertisements. Educational content successfully implemented edutainment concepts, effectively conveying educational value while stimulating learners' interest. Public interest campaigns, particularly for COVID-19 prevention, effectively communicated social messages. The digital content strategy expanded the character's usage into everyday digital communication tools and entertainment areas through emoticons and mobile games. Through these diversified OSMU strategies, Pengsoo has transcended its role as a mere educational broadcasting character to become a cultural phenomenon, presenting new possibilities and developmental directions for public institution characters. This study provides important implications for the future development and utilization of characters in the public sector, demonstrating how public entities can effectively leverage character IP for both public benefit and commercial success.

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