방송통신융합 생태계의 동태적 진화와 대응전략
Ecosystem Dynamics and Strategies for the Convergence of Broadcasting and Telecommunications
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현재 전세계적으로 방송과 통신 영역간 상호교차진입과 지분교차소유를 통한 융합화가 활발히 진행되고 있다. 본 논문은 이러한 현상을 생태계적 관점에서 분석하고 파악하여 미래 방송통신융합 생태계의 진화방향과 그 대응전략을 도출하는데 목적이 있다. 이 목적에 따라 WEF (2007)의 연구를 바탕으로 세가지 방송통신융합 생태계 시나리오를 도출하여 제시하였고, 그 시나리오에 영향을 주는 상황변수로서 정부정책변수와 시장세계화의 영향을 분석하였다. 이 어 대응전략으로서 비즈니스 환경의 개방화, 커뮤니티의 가치창출활동 촉진, Keystone Player의 육성, 대중미디어의 차별화, 그리고 광고시장의 육성 및 차별적 비즈니스모델의 개발 등을 제시하였다.
Abstract
The convergence among IT, telecom, media and entertainment is likely to complicate relations among telecom service providers, broadcasting media players, and Internet service providers, raising the issue of what we are pursuing, and how we reach there in the long run. Resorting to the ecosystem approach, this paper formulated the evolutionary dynamics of the broadcast-telecom convergence ecosystem and analyzed the impacts of the key driving forces on the ecosystem evolution, as well as those of the contingence variables like government role within the PPP (Public Private Partnership) framework and the interactions with the global markets. As ecosystem strategies, suggested are promoting openness in ecosystem business environments, encouraging value creating activities of consumer communities, nurturing keystone players, differentiation of mass broadcast media, and finally expanding advertisement markets by fostering competition and developing differentiated marketing business models.
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