지역 지상파 방송사의 ‘Digital First’전략 연구 : 지역기반 MCN설립을 중심으로

Abstract

The local broadcasting in Korea should be strengthened in its role and status in the era of ‘decentralization’ after ‘balanced regional development’. But internally, it is in crisis because of the centralized broadcasting network system becoming more secure, the terrestrial audience rating declining, and the competition with the Internet based multimedia. It is becoming increasingly difficult to maintain and develop regional identity and independence, and the status of regional terrestrial broadcasting as a public media. The problem is that these crises are not merely recent events, but rather are a result of continuous and constant changes in the media environment that have been on the rise over the past two decades. The media market is changing, centered on content that is more direct and volatile than reliability and quality content, and consumes more Internet media than multiple access and selective access, rather than a stable terrestrial network. In this crisis, local broadcasters should respond more aggressively through ‘Digital First’ strategy rather than following changes in the times. The Digital First strategy means that the operation and production methods of the broadcasting will be reorganized all over the digital way instead of taking the digital way as a supplement to the existing centralized network and time based programming method. In that direction, I propose the establishment of a regional-based MCN (Multi Channel Network) centered around local broadcasters. If we interpret the concept of region as ‘identity’ and ‘independence’ instead of ‘subordinate’ or ‘subordinate’, we can secure firm competitiveness in MCN industry and digital media environment, which are gradually becoming Red Ocean. In addition, independent content creation and organization operations will provide opportunities to escape from Smart Media Labs, and the credibility of local media companies will be a great driving force for various businesses.