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Business Strategies of Cable TV against IPTV's Competition
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IPTV 등장에 따른 케이블TV의 경영전략에 대한 연구

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Type
Academic journal
Author
Seung Kwan Ryu (동명대학교) Soo Geun Ahn (동명대학교)
Journal
Society for journalism and communication studies Locality & Communication Vol.14 No.1 KCI Accredited Journals
Published
2010.2
Pages
97 - 124 (28page)

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Business Strategies of Cable TV against IPTV's Competition
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Cable TV is a dominant player in Korean multichannel video programming distributors(MVPDs). However, the appearance of IPTV is threatening its dominant position because the content and service of IPTV and digital cable have much in common. Also, cable TV has been evaluated not much satisfactory in giving digital service, local as well as unique contents, and diversity. Futhermore, because Korean MVPDs market is not big enough, cable TV is currently going through hardships and expected to stiff competition against IPTV in the near future.
In this respect, this paper suggested several management strategies for cable TV to have edges on IPTV and other MVPDs in this market, using some theoretical perspectives such as media replacement theory, structure-conduct-performance model in media economics and industry organization theory such as agency model. Regarding research method, this paper also used survey results and a number of secondary data for analysis.
In order to overcome the aforementioned internal problems and to have competitiveness over other MVPDs, this paper suggested cable TV offer more bundling services(e.g., TPS and QPS), two-way services through strengthening digital switchover, local contents, and diverse VODs, and should have a competitive price. Lastly, this paper recommended cable SOs and PPs need to gain more profits by diversification such as content-related concerts, music albums, production investments, program sales, and interests from running real estates, etc.
#케이블TV #경쟁력 #경영전략 #구조-형태-성과모델 #cable tv #iptv #competitiveness #business strategies #structure-conduct-performance model

Contents

1. 문제제기
2. 이론적 배경
3. 디지털 다채널 시장에서의 경쟁현황
4. 경쟁력 강화전략
5. 결어
참고문헌

References (47)

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4. [학술지(정기간행물)] - 김영수 / 2008 / MPP 사업자의 수평적 결합전략 결정요인:CJ 미디어 사례를 중심으로 / 한국방송학보 22 (3) : 86 ~ 128 dbpia 5. [단행본] - 김영주 / 2007 / 미디어 산업의 지형변화 / 한국언론재단 google schola 6. [학술지(정기간행물)] - 김윤화 / 2009 / 3 스크린 플레이(3 Screen Play) 서비스 추진현황 / 방송통신정책 21 (11) : 79 ~ 82 google schola 7. [단행본] - 노기영 / 2007 / 방송산업과 경쟁 / 한울아카데미 google schola 8. [보고서] - 방송통신위원회 / 2009 / 󰡔2009년 방송 산업 실태 조사 보고서 google schola

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