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A study on the adoption of competitive broadcasting Media Representatives system in Korea
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방송광고 정책, 과제와 대안 : 미디어렙 도입의 현실적 수순

논문 기본 정보

Type
Academic journal
Author
Journal
Korean Association for Broarding & Telecommunication Journal of Broadcasting and Telecommunications Research Wn.61 KCI Accredited Journals
Published
2005.12
Pages
29 - 57 (29page)

Usage

cover
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Topic
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Background
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Method
🏆
Result
A study on the adoption of competitive broadcasting Media Representatives system in Korea
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Abstract· Keywords

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The main objective of this study is to suggest a practical proposal for adoption of competitive broadcasting Media Representatives system in Korea. The Ministry of Culture ＆ Tourism and Korea Broadcasting Advertising Corporation(KOBACO) had tried to enact the Law on Media Representatives System which suggests public and private Media Representatives system in 2000, but abandoned their attempt as Regulatory Reform Committee lodged protests against it to guarantee free competition among Broadcasting companies. But considering DDA and the demands which the needs for competitive broadcasting advertising market, introduction of plural broadcasting Media Representatives system in the future is necessary.
This study suggests Korean broadcasting advertising sales system should change from government running, exclusive and monopolized sales representative of KOBACO to plural and competitive broadcasting Media Representatives system which is suitable for the market economy principles and support for the public interest of broadcasting service.
#방송광고 #판매 #미디어렙 #broadcasting advertising #sales system #Media Representatives

Contents

Ⅰ. 서론
Ⅱ. 미디어렙 논의의 전개과정과 주요 쟁점
Ⅲ. 미디어렙 경쟁체제 도입의 당위성
Ⅳ. 바람직한 미디어렙 정책 대안
Ⅴ. 논의 및 결론
참고문헌
Abstract

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