디지털시대 공영방송의 채널운용 전략에 관한 연구

Abstract

This paper aims to discuss public broadcaster’s channel operations as a strategic option to maintain the position of public broadcasting in a digital age, while it regards public broadcasting as an eligible alternative to curb the slanting commercialization of broadcasting. Channel strategies are very important in that channel is not merely a contact point to share use value by the interaction with audience, but also a window of exchange value to provide consumer with packed broadcasting contents. Especially to enhance brand value of public broadcasting, an unstable organization in an multi-channels environment, it is very important that public broadcasting manage various channels effectively. This thesis suggested 4 models that KBS seek after as a framework of channel strategies. Firstly, it is <universality-innovations> model. This makes people access easily and recognize the picture of world comprehensively, while it provides creative and innovative ideas to get over social contradictions. Secondly, it is <universalityprofitability> model. This makes people access easily and enjoy programs. Thirdly, it is <specialty-innovations> model. The ongoing KBS channels do not suit this model. However, it is necessary that KBS secures special and innovative channels to extend its public service and check commercial infiltration into new media. Fourthly, it is <specialty-profitability> model. This implies that provided are the specialized programs suitable to segmented audience. It is desirable that KBS should focus on both <universality-profitability> model and <specialtyinnovations> model in the future. While KBS tries to get rid of possible misunderstanding around the identity of KBS through overall amendment and supplement of KBS-2, it should explore innovative services suitable to public broadcasting from new media such as satellite