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The Ways to Activate the Fair Trade between SO and PP
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SO와 PP간 공정거래 활성화 방안

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Type
Academic journal
Author
Journal
Korean Association for Broarding & Telecommunication Journal of Broadcasting and Telecommunications Research Wn.57 KCI Accredited Journals
Published
2003.12
Pages
83 - 104 (22page)

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The Ways to Activate the Fair Trade between SO and PP
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Abstract· Keywords

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The reasons why the authorities established the policy to guarantee the monopoly franchise of SO and make the PP as a registration system in the cable TV industry were to provide the public channels of minority tastes and to secure the broadcasting companies' competitivity. These goals, however, are hard to fulfill if the distribution routes of PP are blocked by the monopsony or the market power of SO and further there are some damages to PPs of good will due to the unfair trade practices by SOs. Then there is another aspect that only the policies regarding the cable TV industry are allowed to be in nothing but the name in the broadcasting industry where the economy of scale and the economy of scope are operating. In other words, it is necessary to look at the fair competition inside the cable TV industry within the context of its relationships with the rivals like the ground wave and satellite broadcasting. Meanwhile, if a long-term viewpoint is taken to see the trade relationships between SO and PP, the trade practices that seem unfair to PP can be interpreted as the market entry costs to be paid by the newcomers. Considering that most of the fair trade problems between SO and PP take place in the public channels whose profitability(ratings) is not high, it is needed to decide which approach should be taken of the one from the industry promotion or the one from the welfare of the audience, in setting up the directions of fair trade policies. Ironically, the subscribers of cable TVs are currently using the broadcasting services at a low price, whose consequences are suffered by the PP companies.
In this respect, this study investigated the characteristics of the structure of the cable TV market that made the unfair trade between SO and PP inevitable, and suggested some ideas regarding the fair trade policies between SO and PP. First of all, the channel tiering should guarantee PP the right of access. Small PPs dealing with similar genres should form a consortium and offer programs to SO as one channel. In order to help increase the negotiation power of the consortium channel, the government needs to try to revise the concerned broadcasting regulations or issue an executive ordinance to guarantee the legitimacy of the consortium. In addition, more policy-based supports should be provided so that at least basic channels can be allocated as a compulsory condition. Finally, the regulation agency should limit its roles to providing institutional and administrative support so that the parties concerned can reach an agreement in a voluntary and easier way.
#공정거래 #관련시장(relevant market) #규모의 경제 #시장지배력 #협상력 #fair trade #relevant market #economy of scale #economy of scope #market power #negotiation power

Contents

Ⅰ. 서론: 공정거래를 바라보는 인식의 틀
Ⅱ. 규모의 경제와 규모의 비경제
Ⅲ. SO와 PP간 공정거래 방안
Ⅳ. 결론
참고문헌
Abstract

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