In 2014, recognizing that their leadership in the online media market was weakening, eight Korean television broadcasters severed their ties with YouTube and formed Smart Media Representative Co. Ltd. (SMR), an alliance to collectively distribute online television content and advertising on behalf of the broadcasters. SMR changed the nature of the online video market in Korea. The rights to advertising sales, programming, and distribution that were previously transferred to the platforms were retained by the broadcasters. The nature of distribution also changed to use a format that allowed the broadcasters to package their content and advertisements as one. The profit sharing from advertisements also changed, with broadcasters realizing a substantial increase. The structure had worked well and had been lucrative for the broadcasters and the Korean platform companies that partnered with SMR; however, in 2016, as SMR prepared to re-contract with the stakeholders, the varying goals of the stakeholders threatened to disrupt the structure. What did SMR need to do to maintain these fragile relationships and continue to grow?

The case presents the points of contention and issues facing NCsoft Corporation (NCsoft) as of 2007. As the leader in online games, NCsoft has the greatest future growth potential inside and outside of Korea. The president has a number of issues to consider: What is NCsoft's most effective plan for maintaining its top position in Korea and its competitiveness in the world market? How should the company pursue diversification of its game offerings from a small number of major games to other online game genres, such as casual games? What are the important factors NCsoft needs to consider to achieve globalization as a basis for building a global online game development and publishing company? What should be NCsoft's response to the diversified connection channels and game platforms and the rise of a ubiquitous computing environment? How should the negative perceptions and side effects of playing online games be dealt with? In addition, how should NCsoft prepare to compete with other industries that are expected to become competitors with digital-content online games?