방송법상 TV홈쇼핑방송 규제정책에 관한 연구 - TV홈쇼핑 방송의 성격과 심의기준을 중심으로 -
A Study on the Directions of Regulation Policy in TV Home Shopping Channel focused on the Broadcasting Act
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TV home shopping channel has characteristics in both fields of advertising and broadcasting. Advertising and broadcasting are quite different in their functions and objectives. The aim of advertising is on profit maximization of sponsors, but broadcasting is aimed at promoting the public interests. Therefore, the contents of regulation policy of advertising and broadcasting supposed to be different. In this study, the regulation policy failure is investigated as one of the main factors of increasing of consumer problems in TV home shopping channel. According to the study, regulation policy of TV home shopping channel have to enforce on the advertising point of view rather than the broadcasting point of view. However, the reality is not always like that mainly because the function of TV home shopping channel is very much alike to the function of advertising. This paper suggests that TV home shopping channel should prescribed as one of advertisements by the Broadcasting Law, and it should regulated under the advertising point of view.
Abstract
TV home shopping channel has characteristics in both fields of advertising and broadcasting. Advertising and broadcasting are quite different in their functions and objectives. The aim of advertising is on profit maximization of sponsors, but broadcasting is aimed at promoting the public interests. Therefore, the contents of regulation policy of advertising and broadcasting supposed to be different. In this study, the regulation policy failure is investigated as one of the main factors of increasing of consumer problems in TV home shopping channel. According to the study, regulation policy of TV home shopping channel have to enforce on the advertising point of view rather than the broadcasting point of view. However, the reality is not always like that mainly because the function of TV home shopping channel is very much alike to the function of advertising. This paper suggests that TV home shopping channel should prescribed as one of advertisements by the Broadcasting Law, and it should regulated under the advertising point of view.
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