The conference I’m here for is an adjunct to the BCWW exhibition, a major Asian programming marketplace that draws thousands. It bears a strong resemblance to NATPE, which even has a booth here. Turning the corner into the hall, one of the first sights was what appeared to be a U.S. coffee shop. In reality, it’s a copy of the set for Coffee Prince, a romantic comedy that takes place in a coffee shop.

Most of the exhibits were TV-centric but I did get a look at Korean satellite DMB network TU, which claims more than 1.2 million subscribers; subscriptions run about $10 a month.  (When I reached for a copy of the magazine marked “special interactive” was warned it was all in Korean despite the various English headlines. An effort to be stylish, I was told.) Also of great interest, PandoraTV, not to be confused with the popular music service, a user-created content (the preferred term here) network on PC and mobile. Mobile is being upgarded to include user uploads by phone. It boasts 15 million monthly uniques and raised a $10 million round earlier this year. It’s sometimes called the “Korean YouTube” but perhaps that should be the other way around.