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Korea Communications Commission's Mid-program Ads Policy in Terrestrial Broadcasting - Lessons from PCM -
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방송통신위원회의 지상파 중간광고 도입 정책 - 분리편성광고(PCM)로부터의 교훈 -

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Type
Academic journal
Author
Journal
Korean society for media Law, Ethics and Policy research Journal of Media Law, Ethics and Policy Research Vol.20 No.1 KCI Accredited Journals
Published
2021.4
Pages
115 - 153 (39page)
DOI
10.26542/JML.2021.4.20.1.115

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Korea Communications Commission's Mid-program Ads Policy in Terrestrial Broadcasting - Lessons from PCM -
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Abstract· Keywords

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The purpose of this study is to evaluate the policy of terrestrial mid-program ads announced by the Korea Communications Commission in January 2021 based on the PCM policy, which was operated as a transitional policy. On January 13th, the Korea Communications Commission announced the amendment to the Enforcement Decree of the Broadcasting Act and created a principle of permitting mid-program ads which would protect viewers’ program viewing flow, and announced that the same integrated regulations will be applied to PCM and mid-program ads. The study, which believes that the basic framework of the KCC’s mid-program ads and PCM policy is based on the existing terrestrial PCM policy, examines how the PCM policy of terrestrial broadcasters was operated and explores what key issues should be checked when mid-program ads is introduced. PCM was not legally regulated by bypassing mid-program ads regulations under the Broadcasting Act, and the KCC left the setup of the PCM guidelines to the autonomy of each broadcaster, thereby causing a regulatory void. This study points out that the regulation of mid-program ads under the Broadcasting Act is only a formal regulation that stipulates the number of ads per hour of broadcasting programs, and suggests that a qualitative regulation on the timing of separation should be added for future mid-program ads. It is also emphasized that principle of permitting mid-program ads, in particular for news programs, should be established after rigorous discussion. In the light of PCM case, the change that the introduction of mid-program ads causes in broadcasting compilation is likely to progress faster and wider than we currently expect, and the post-policy formulation approach may result in another regulatory void. Rather than relying on impact assessment after mid-program ads, the study reviewed that is a reasonable policy approach to proactively and more clearly establish policy measures for mid-program ads based on experience from PCM cases.
#중간광고 #지상파 #방송통신위원회 #방송법 #PCM #Mid-program Ads #Terrestrial Broadcasting #Korea Communications Commission #Broadcasting Act

Contents

국문초록
Ⅰ. 문제의 제기
Ⅱ. PCM 도입의 배경
Ⅲ. PCM을 둘러싼 논란
Ⅳ. PCM 규제 공백의 위험 : 포비돈 뉴스의 사례
Ⅴ. PCM으로부터의 교훈
참고문헌
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