한국과 일본 지상파TV의 광고수익감소와 대응전략에 관한 연구

Abstract

This study examines the problems and the response strategies in management of terrestrial broadcasting stations in both Korea and Japan. By literature reviews and depth interviews with broadcasting-related experts, the data related with the present situation of management, the trend of drop in advertisement revenues, the strategies of business diversification, and the making-profits strategies was collected and analyzed. Those of both countries have experienced a serious drop in advertisement revenues. Such decreasing sales and overall profits now reaches a point where the broadcasting field is no longer a growing industry. Though the decline of advertisement sales is due to economic downturn, it is the prosperity of cable televisions and the internet that has shrunken the stations' share in the advertising market. The situation is the same in nature across both countries, but responses from the stations to the business challenge are not. In Korea, the cable TV industry has grown into the most competitive rival to the stations, while in Japan it does not yet present a serious threat because of its slow development and proliferation. To make more profits, Korean and Japanese public broadcasting corporations alike look to provide their marketable programs like high-rating soap operas to a variety of platforms. In particular, they are increasingly using digital platforms such as Internet services and mobile devices to distribute broadcasting contents. Korean companies have successfully diversifed their business models, for instance, by becoming program providers for the cable TV industry; the Japanese find a niche in the cable market by selling their films. Korean broadcasting companies have preferred to raise the price of advertisement as a way of maximizing profits through loosening government regulations, rather than coming up with innovative advertising strategies for the new digital media environment. As the result, they are far behind cutting-edge advertising techniques for digital media, such as two-way, interactive advertisement and integrated platform advertisement. The Japanese, meanwhile, have aggressively sought new strategies and techniques since the government already untightened it grip on the broadcasting industry a decade ago or so.