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An Empirical Study for the Benefit from the Local Broadcasts and the Efficient and Substantial Methods in Improving their Competitiveness
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지역방송의 가치추정을 통한 경쟁력 강화방안 연구

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Type
Academic journal
Author
Sangkyu Byun (호서대학교)
Journal
Korean Industrial Economic Association Journal of Industrial Economics and Business Vol.29 No.6 KCI Accredited Journals
Published
2016.12
Pages
2,651 - 2,674 (24page)
DOI
10.22558/jieb.2016.12.29.6.2651

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An Empirical Study for the Benefit from the Local Broadcasts and the Efficient and Substantial Methods in Improving their Competitiveness
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Abstract· Keywords

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Broadcasting uses public exclusively radio resources and has a strong social influence. Therefore, the broadcasters has been required to serve the public interest. The localism is one role for it with weight. Local broadcasters have served the improvement of political, cultural and living condition of the community.
Korea’s terrestrial broadcasters have built nationwide networks by supplying programs and revenue sharing to affiliates. Regulator secures the exclusive right within their local territory. Moreover, it urges the media representatives to link the advertisement of key stations’ and local affiliates’ in selling. And it levies obligations to local broadcasters the minimum volume of local programs. However, the revenue shortage is worried to be the chronic suffer to the local broadcasters in more competitive media market. So, they accomplished a few consolidations of local affiliates spontaneously between against inner conflicts.
This study estimated total value the local broadcasters create. Collecting the stated preference data by the audiences survey, CVM was adopted to derive their willingness-to-pay for local channels. Thereafter, monthly WTP of 408.71 Won was identified to the present local services. Expanding it to the national scale, this was much less than they consumed. So more aggressive improvements are required. Moreover, effective and detail action plans were suggested from the analysis such as more focussing on news or current issue, more contributions of public broadcasters, providing N-screen services, more public relations to the community and consolidations between their affiliates.
#지역방송 #조건부 가치평가법 #지불의사액 #진술선호 #발전방안 #local broadcaster #contingent valuation method #willingness-to-pay #stated preference #improvement plan

Contents

Ⅰ. 서론
Ⅱ. 방송산업 환경과 지역방송
Ⅲ. 지역방송의 문제와 개선 노력
Ⅳ. 편익 측정방법
Ⅴ. CVM 분석
Ⅵ. 결론 및 시사점
참고문헌
Abstract

References (56)

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[보고서] - 강대인 / 1993 / 민간 지역방송 신설방안에 관한 연구 google schola [학술지(정기간행물)] - 강명현 / 2005 / 로컬리즘과 지역방송: 사회적 로컬리즘의 개념화를 위한 시론적 연구 / 한국방송학보 19 (1) : 109 ~ 141 dbpia [보고서] - 곽수근 / 1994 / 지역방송 경영효율화 방안 연구 google schola [단행본] - 김문구 / 2010 / 훤히보이는 IT 소비자 행동의 이해 / 전자신문사 google schola [학술대회논문] - 김봉철 / 2004 / 지역방송 광고시장의 현황과 개선방안 / 한국언론학회 심포지움 및 세미나 논문집 : 33 ~ 50 dbpia

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