TV홈쇼핑방송산업의 현황과 시장활성화를 위한 제언

Abstract

TV Home shopping service of Korea started at 1995 by CJ and GS Home shopping which got the licence from the government. After then, 7 Home shopping companies has currently provided their services to consumers. Home shopping industry is a particular market because the market has mixed characteristics of the broadcasting and distributional market. From this characteristic, the MSICT (Ministry of Science and ICT) that has the authority to provide license for business, has suffered in regulating the business until recently. This paper suggests the reforming recommendation focusing on the distributional market player of the business toward the vitalization of the Home shopping industry and the national economy. Most of all, it suggests that the government enact the special regulation which may fix the inherent problems in the Home shopping industry. The regulation should include the provision to solve the market’s oligopoly structure, the provision for the business to advance the foreign market and the provision to support the Win-Win Partnership between the Large and small businesses. I also suggest that the MSICT implement the detailed reforming plan by the foundation of the new ‘TV Home Shopping Policy Department’which may has the exclusive rights to set the related policy. Through the reforming method I provided in this paper, the TV Home shopping industry and the small business in Korea would develop the coexistent cooperation relationship in the future.