学会誌・資料 Journal

日本知財学会誌 第3巻第2号掲載

コンテンツマネジメントの論理 ―TVコンテンツ資産評価への取り組み
The Logic of TV CONTENT Management


田中 康之、染谷 昌嗣
Yasuyuki Tanaka, Masatsugu Someya

日本知財学会誌 Vol.3 No.2 p.27-34(2007-1-20)
Journal of Intellectual Property Association of Japan Vol.3 No.2 p.27-34(2007-1-20)

<要旨>
コンテンツの資産は,その価値評価が困難なもののひとつとして挙げられる1.マルチユースを求められる近年では,コンテンツの資産評価は,一次利用における評価のみではなく二次的利用価値評価も求められるようになってきた.本研究では,TV番組のコンテンツ2について内部指標としての資産評価を試みるもので,コンテンツの資産価値を格付けるバリューレーティング・アプローチ(Value Rating Approach)のロジック構築に取り組む.資産価値を格付けされたコンテンツは,コンテンツ収益を予測することができる.
<Abstract>
The intellectual property, especially TV program contents, is enumerated as one of the most difficult assets to value.TV program contents (hereinafter, CONTENT) are economically valued based upon the spot sales amount in its first transaction such as TV broadcasting. However, in recent years, we witnessed increasing attention to its valuation expanded to its secondary commercial transaction forms to include videos, movies, program sales and other products with the expanded circulation of CONTENT in its market. The reason is hit TV dramas are usually made into videos and films, and sold to other domestic TV stations and overseas. The growth of CONTENT market is striking.
In this research, we work on the logic formulation of Value Rating Approach (VRA) that ranks the value of CONTENT as one of ways to manage the expanded circulation of CONTENT. As readers may know, there are significant issues to overcome such as copyright licensing for the management and circulation of CONTENTS especially in the secondary commercial transaction. Including these issues, we examined the structure of the broadcasting business, it s distribution channel and several standard valuation options in this research.
We conclude that the new way for CONTENT valuation is essential for management of expanded and complex CONTENT market.

<キーワード>
資産評価,アウトカム・アプローチ,バリューレーティング・アプローチ,コンテンツマネジメント
<Keywords>
Valuation of Intellectual Property, Outcome Approach, Value Rating Approach, CONTENT Management