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An Economic Analysis on the Mandatory Packaged Sales of TV Advertisements - Competing TV Broadcasters' Choice of Program Quality -
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방송광고 결합판매 지원고시 효과의 경제학적 분석 : 경쟁방송사 광고시간 결합판매와 프로그램 질

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Type
Academic journal
Author
Weonseek Kim (홍익대학교)
Journal
Korean Association for Broarding & Telecommunication Journal of Broadcasting and Telecommunications Research Wn.86 KCI Accredited Journals
Published
2014.4
Pages
75 - 100 (26page)

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An Economic Analysis on the Mandatory Packaged Sales of TV Advertisements - Competing TV Broadcasters' Choice of Program Quality -
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Abstract· Keywords

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The era of KOBACO (Korea Broadcasting Advertising Corporation) as a monopoly media representative ended when a private media representative is authorized. However, the mandatory packaged sales of TV advertising slots imposed by KCC faces strong complaints that it is against basic market principle and thus would fail to support TV advertisement market and thus could harm program quality. This article tries to analyze how packaged sales of advertising slots affects a broadcaster’s choice of program quality. With a simple economic model of analysis, this study compares individual sales with packaged sales, pure bundling and mixed bundling. The results show that media representative and broadcasters generally prefer individual sales to packaged sales, and the mandated packaged sales causes lower program quality. This paper provides policy implications for the sales mechanism of television advertising that packaged sales cannot support public interests in TV broadcasting contrary to the government’s belief.
#미디어렙 #방송광고 결합판매 #결합판매 지원고시 #개별판매 #media representative #packaged sales #program quality

Contents

1. 서론
2. 방송광고 결합판매 연구 및 현행 규정
3. 분석모형
4. 분석결과
5. 결론
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