1,.,,., VOD,.,,.,, PP..

Transcription

1 방송채널의거래와가격에관한연구

2 1,.,,., VOD,.,,.,, PP..

3

4 SO-PP PP PP (Solution) Nash PP PP PP

5 4 3. PP SO-PP

6 5 1 1 Salop PP PP PP TV PP TV TV TV FCC PP ( ) PP ( 1 ) TV

7 ( ) 105

8 PP Nash Nash 114

9

10 9 1. PP PP, PP, PP. PP. PP.....

11 SO-PP Nash 2 PP Nash. PP SO-PP PP PP. PP.. 3.,.,,. 4

12 TV PP, SO, SO PP, SO-PP PP 44 PP 100, 2002 SO PP. PP SO, PP. PP PP. PP, PP, SO-PP PP SO, % PP %. SO PP 2008 PP 25% SO, SO PP 25.2%. PP, SO PP. SO-PP

13 12 PP SO, , , SO, SO SO, SO TV, SO. 2.. SO TV PEG(Public Educational Govermental), (buy-through).

14 13 SO. SO FCC SO. (Program Access Rule: PAR) %. PP CPS (Cost Per Subscribers). SO PP 25, PP PP, (must-offer). Ofcom Sky premium sports channel. Ofcom Sky Sky., Sky,. Ofcom Sky Premium Sports Channel(Sports1, Sports2, Sports1&2) HD SD, SD retail-minus.,, SO /, SO,

15 14 SO. SO.., SO.., MVPD,, 14 FCC.. SO,., SO SO ( ), ,. CRTC. 2002,.

16 15,,,. 3 1.,... Nash, PP,. 2. PP PP,,, PP. PP PP PP. PP

17 16., PP.,,,......,....

18 17..,. 3..,,, PP.,, PP. PP.,....

19 SO-PP SO-PP.,.., SO-PP., SO-PP.., PP, SO PP.. PP,

20 19. SO-PP. PP, PP. SO PP Nash SO-PP ( / ). / 수신료수입 플랫폼광고수입 플랫폼비용 광고수입 비용 = 수신료수입 (Must-carry),

21 20.. TV, 1992 TV,.. Basic. Basic Basic Basic. Basic..,,

22 21.,,..,,

23 22... PP...,,.....

24 VOD.. PP PP VOD PP VOD PP..

25 24...

26 ,. ( SO),, IPTV 1), ( PP).,. 2). PP,. 1). 2) VOD,.

27 26 PP PP. SO 2001 PP, SO., SO-PP PP, SO 25% PP 3). PP SO SO. 25%. (SO ), VOD ( ), ( ),. PP, PP. PP. PP 3) ,,,..

28 1 27.,.. (KBS1, EBS). TV, TV. TV,. SO SO, TV , IPTV ARPU(Average Revenue Per User)

29 28,., SO-PP Nash 2 PP Nash. PP SO-PP PP PP. PP

30 ,.,, SO-PP SO-PP, SO-PP,. (2006) PP TV, SO PP. SO PP, SO PP (two-sided) PP., SO

31 30, SO PP. PP, SO-PP SO. (2007) PP.,. PP 9 SO, SO % PP 17% SO, SO SO. TV.,,. PP, 14% 30% 22%., PP. PP., 0.614, 0.481, 0.641, , PP

32 1 31. (2010) PP,,,. PP,,., SO-PP., (2008). TV, TV. TV,, / TV,,. Chipty and Snyder(1999). TV, ESPN MTV (PP) ( SO).,, SO.

33 32 2.,. (2008) IPTV,. (Nash), IPTV. (2008),,., PP,. (2009),.,, 3,.. (IR ) (IC ), (IR ) (IC )

34 1 33. (IR IC ) + (IR IC ), {(IR IC ) (IR IC )}/2 (, 2009). 4) Time Warner Cable( TWC) Salop (2010). MVPD(Multichannel Video Programming Distribution) (blackout),, MVPD. MVPD 4), (IR IC ) (X) (Y), IR IC {( X ) ( Y / ) ( Y )}. X.. X Y IR X,. IR ( ) ( Y ) ( X ) X IC ( ) ( X )

35 34. MVPD, (must-have nature of network broadcast programming), MVPD, (tying),,.,, MVPD (must-have)..., 1992 MVPD % %, IPTV MVPD. MVPD MVPD,., FCC MVPD. basic tier, tier (a-la-carte).. Salop (2010) MVPD. MVPD.

36 1 35 FCC Salop 1. MVPD. 2. FCC FCC,.,. 3. MVPD, FCC (good faith bargaining), MVPD. 4. MVPD, MVPD. : Salop (2010) Eisenach (2010).,, 1992,,. MVPD, (clustering),. MVPD.

37 PP. SO-PP 1995 TV 15,000, 32.5% 4,875 PP, 15% 2,250 NO. PP, SO SO PP, SO- PP. 2 1, PP SO-PP % 20%, 30%, 70%. 1998, 30%, PP. PP PP, TV (, 2007). SO-PP 2001 PP. PP 100, SO 70, SO PP (

38 PP PP (20%) (80%) (70%) (30%) (70%) (30%) : ( ) (20%) (50%) (30%) (30%) (40%) (30%) SO (10%) (30%) (30%) (30%) (10%) (10%) (10%) AI (5%) (30%) (15%) (20%), ). PP SO, 2002 SO PP. PP (, 2007), PP. PP PP SO-PP PP SO, % PP % (, ). 2 2 PP ( : %) : (2006)

39 38 PP PP. 2 3 PP., PP 10%, PP. PP SO SO. 2 3 PP ( : %) : (2006) SO PP 2006 SO-PP %, %, 30% PP (, ). SO PP, PP, (1/4 ) (, ).

40 2 39 PP, SO PP., SO PP 17.5%, % (, ).., PP,. SO PP,,. SO, SO-PP,, (, ). SO-PP SO PP SO-PP, SO PP VOD 20% (, ). SO 20% VOD 150 PP (, ), 25%, PP VOD PP.

41 40 PP 25% SO, 25% PP, PP (, ) SO 1 1, % 2,857 PP SO PP 21.5% 3.7% 25% (, ). 25% PP, 25%. SO PP TV PP., SO PP,, HD,,, SO. PP,,, TV TV, HD ( )

42 TV PP ( 6 1 ) ( ) ( ) 1. (40%) 2. (30%) 3. (30%) (AGB TNS ) SO (AGB TNS ) 60% 40% ( ) 20% HD 30% 50% ( ) 20% 30% 20% TV (PP ) 30% 4. SO ( ) 2 5 TV ( 7 2 ) (%) PP 5 20 ( ) TV TV PP ( SO / ) ( ) ( PP ), (, )

43 TV ( 7 3 ) (%) PP HD 5 20 HD HD 5 20 (EPG) TV TV PP ( SO / ) ( ) ( PP ), (, ) SO-PP, TV,, 74 SO 25% PP (, ).. SO-PP 1) PP

44 2 43, SO PP. SO-PP PP., VOD PPV,, VOD, PPV, SO. PP,, VOD PPV, PP 25%. 5) SO PP VOD FOD VOD. PPV PPV PP., PP SO TV (DMC) VOD PPV, VOD. (CA, contents aggregator). 3 ( ), SO PP, 38 ( ), PP. 5) SO PP.

45 44 SO,. PP (, ). SO. 5 MSO GS 12.5% 75%, 25% SO. SO PP SO. 2 1 (%) (%) ( ) 12.5% Tbroad 12.5% ( ) 12.5% CJ 12.5% GS 12.5% SO(20 ) 25.0% HCN 12.5% : 2) PP

46 SO, PP TV, KBS1, EBS, MBC TV KBS1 EBS, KBS1 EBS (, 2009). 6) 6) TV,, KBS1 EBS ( ), ( 78 4 ). ( 78 3 )., KBS1 EBS,,. IPTV ( IPTV ) 21 ( ) 4.

47 46 KBS1 EBS,. ( ), DMB(2005 ), IPTV(2008 ), 7) SO 1995 TV, SO 10. SO, SO., 7) 2002 KDB(, SkyLife). 3 SkyLife KBS2, MBC SBS DMB, DMB TU MBC , (KT) (SKB, LG Dacom) IPTV , IPTV KBS1 EBS, IPTV (, 2009)., 2010.

48 2 47,. SO, SO,. SO, SO TV., SO, TV SO. 2 7 TV TV / SO (free riding)

49 48 TV / : (2009), IPTV TV ( ) TV KBS MBC SBS 3 CJ HCN CMB 5 MSO. SO HCN, CJ CJ HCN CMB TV 5 MSO HCN CJ ( ) CJ,, HCN, CMB TV,

50 ,. SO.., 3. SO,. KBS2, MBC, SBS. SO,,, SO ( ).. 18,,.,.,

51 50 ( ). SO,, (, 2010). SO, SO (, 2010) , SO, SO SO, SO TV,., SO, ( ).

52 2 51 SO,.,.,, 7 5,, ( ). SO, SO SO, 1 ( ) SO, SO , (, ), SO, , (, ).

53 SO SO SO KBS2, MBC, SBS SO

54 PP. PP 1). SO TV PEG(Public Educational Govermental). SO (buy-through). 1992, basic tier tier. basic tier tier. HBO, Showtime (multiplex)., tier.,., (waiver) FCC (FCC, 2003). 1999

55 54 (Satellite Home Viewer Improvement Act of 1999, SHVIA ) carry one, carry all (, 2009), 4% (non-commercial programming of an educational or informational nature).,., tier (a-la-carte) ppv(pay-per-view). SO TV (Cable Television Consumer Protection and Competition Act). SO SO. SO FCC SO, (effective competition). FCC,. 4,. (Program Access Rule: PAR) %.

56 FCC 1. (franchise area) 30% SO (Low Penetration test) 2. (unaffiliated) MVPD 50%, MVPD MVPD 15% (50/15 test) 3. (franchising authority) 50% (Municipal test) 4. (LEC) ( MVPD) (DBS, Direct broadcast satellite), (LEC test) : (2009) 2) PP SO PP PP CPS(Cost Per Subscribers). SO PP 25, PP (SNL, ) 2 11 PP ( ) ( : ) ( : ) 1 ( : ) 2009 ( : ) 1 tbs 1,270, , Discovery Channel 871, , Nickelodeon/Nick At Nite 1,872, , The Weather Channel 299, , CNN/HLN 1,174, , Food Network 507,513 90, USA 1,560, , TNT 1,980,613 1,173, ESPN/ESPN HD 6,343,766 4,821, A&E 713, ,

57 56 ( : ) ( : ) 1 ( : ) 2009 ( : ) 11 TLC 442, , Lifetime Television 894, , ESPN2 903, , Spike TV 583, , HGTV 616, , Disney Channel 1,146,778 1,038, MTV 1,119, , ABC Family Channel 572, , Cartoon Network 569, , History 600, , : SNL 8) ESPN, FOX SportsNet 2, PP PP ( 1 ) ESPN/ESPNHD FOXSportsNet TNT DisneyChannel NFLNetwork FOXNews USA )

58 HDNet ESPN MGMHD CNNenEspanol CNN/HLN TBS NHLNetwork Nickelodeon/NickAtNite HDNetMovies FXNetwork BigTenNetwork FOXCollegeSports DiscoveryChannel : SNL 9) 2 2 PP ( 1 ) : SNL( ) 9)

59 58. PP, (must-offer). 316 (Conditions relating to competition matters), Ofcom Sky premium sports channel. Ofcom Sky Sky., Sky,. 10) Ofcom Sky, Sky Sports 1 2 1, Sky sports 1 2 (competitive level). Sky Sports,. Sky 60%. 11) 10) Ofcom Sky. Sky, Premium Movie Channel. 6. Ofcom Sky, Sky 100%. Sky Sky. Ofcom Sky,., (competition commission).

60 2 59 Ofcom. Sky Sports 1 2,. Sky Sky Sports Sky. Sky. 12) Ofcom Sky Premium Sports Channel(Sports1, Sports2, Sports1&2) HD SD, SD. SD, HD. Ofcom Premium Sports,, IPTV. Sky cost-plus retailminus, (cost-based). Ofcom Retail-minus (discounted cashflow analysis). Sky 11) Ofcom, PAR. Ofcom PAR, IPTV. 12) Ofcom Sky Virgin, Sky.

61 60, Sky Sports1 2 Virgin 23.4%, 10.5%. Ofcom Sky. Ofcom 3,.,. Sky, Sky (Ofcom, 2010) ) 1992 TV (Cable TV Protection and Competition Act of 1992) 3 TV, (must-carry) (retransmission consent)., TV., TV. TV,,,.

62 2 61 (, 2009). MVPD(Multichannel Video Programming Distributor) (SHVIA) FCC MVPD, TV (in good faith) (good faith test)., 13) MVPD FCC. FCC 13) (good faith test). MVPD.... MVPD. MVPD. MVPD.

63 62, MVPD., FCC, (, 2008), , Univision , Sinclair, CBS, SNL(2009), , ( ) 2009 ( ) (%) 1 Univision Sinclair CBS Corp

64 ( ) 2009 ( ) (%) 4 Gannett Co Hearst-Argyle Belo Nexstar Lin TV Meredith Corp Newport TV Media General Gray Young Entravision Fisher E.W.Scripps Journal Bonten : SNL( ) 2 3 : SNL( )

65 64 2),,. Salop (2010), , 34. Salop, (Salop,, 2010) , % 5. PP pp(rsn(regional sports network) ) RSN or (1 5 ) : Salop (2010).

66 WABC-Cablevision ( ) Disney WABC ABC Cablevision. ABC , ABC 15. News Corp TWC ( ) News Corp TWC News Corp 1 (SNL, ). TWC News Corp 20 (SNL, ),. News Corp TWC, American Idol 24 TV (SNL, ), TWC News Corp (SNL, ). News Corp TWC FOX FOX TWC. FOX IPTV FiOS , Fox (Sugar Bowl) (Salop, 2010; 8), 50 (SNL, ).

67 66 Sincliar Mediacom (2007 1, ) Mediacom Sinclair FCC , FCC Mediacom, Sinclair FCC Sinclair , Mediacom Sinclair Sinclair Mediacom CBS(Cedar Rapids ), Fox(Des Moine ), 80 Mediacom TV Sinclair., Mediacom Sinclair, Mediacom Des Moine Fox TV. Mediacom 1 21, Sinclair TimeWarner, 2 2 (, 2009). Mediacom Sinclair Mediacom Sinclair 3, (multichannel, 2009). Sinclair , Mediacom Mediacom 1 1 (Salop, 2010; 8). Sinclair (SNL, ), (SNL, ). 3)

68 2 67 (TWC ), MVPD (DirecTV ), (trade associations), 14 FCC (WeileyRein, ) , Communications Act Section 325 (good faith), (compulsory arbitration), (expert tribunal) 2. ( ) ( ), 3., (good faith) : WeileyRein( ) FCC FCC (proposed rulemaking). TWC.,, FCC. ACA(American Cable Association) MVPD.

69 68,. FCC (Tech Daily Dose, ) NAB(National Association of Broadcasters) FCC Baker,.,., 2009 NAB, , (expanded basic) 0.75% 1.5% (multichannelnews, )... 1) ( ) ( ). TV, TV, TV, TV

70 ), TV (, 2009). TV, TV IP, (, 2008). ( ). TV, TV, TV ( 13 3 ), ( 13 4 ), ( 13 5 ).,, TV (, 2008). TV TV, TV (, 2009)., 14),.

71 70. 1), 2), 3), 4) TV, TV, 5) TV, (, 2008). 2). ( ) TV , ,... TV. 15)....

72 2 71,.. : ( ),., , TV,, TV ( ) 3 ( ) 2 TV ( ) ( ) 3 TV( ) TV ( ) ( ) 2 TV ( ) ( ) : ( ) ( ) ( ) ( ) 15), (, ).

73 ,,,.. 1) ) (Broadcasting Distribution Undertakings: BDU).,, CRTC(Canadian Radiotelevision and Telecommunications Commission).,. 16).

74 2 73. CRTC, (CRTC, 2007).. CRTC. 17) , CRTC LPIF(Local Programming Improvement Fund) 18) 1% 1.5% (CRTC, 2009).. CRTC,. LPIF LPIF. (The Local TV Matters Coalition) (Save Local TV Campaign)., BDU 17). 75%. 18) LPIF LPIF 3., ( ),,,,.

75 74. TV (Stop the TV Tax coalition).. (CRTC, 2010a). CRTC (Value for Signal). CRTC.. CRTC (CRTC, 2010a). (Retransmission Consent). 2) 2 19 BDU. BDU. VOD....., EPG.. : CRTC(2010b)

76 ,. CRTC ) TV (EPRA, 2008), 1999 Communication Review (Universal Service Directive) , TV EU (2002/77CE) 31 1 : /TV /TV.,.. 2 : 1 EU (Access Directive 2002/19EC) 3 2 (appropriate renunciation).. : European Commission(2002)

77 76, (, 2009)., 1984 Cable and Broadcasting Act TV (PDSL: prescribed diffusion service license) BBC1, BBC2, ITV, Channel 4(SC4 in Wales), the Public Teletext Service Ceefax(teletext) on BBC1 and BBC , 1996 Ch5., (, 2009)., BSkyB BBC Crown Castle, BSkyB Freeview. (, 2008). (, ) (TV5 Monde, France Outre-Mer), (La Chaîne parlementaire)., 2000, 34 3 (France 2, France 3, France 5, Arte, TV5 ) (, 2010;, 2009) DTT(Digital Terrestrial Television)

78 2 77 (, 2008) /, : EPRA(2008),, ( ),,,,,,,,, (French),,,,,,,, ( ),,,, (French),,,,,,,,,,, ( ),,,,,,,,. 2 22,., (, 2008).

79 : EPRA(2008),,,,,,,,,,,,,,,,,,,,,,,,, ( ), ( ),,,,,,,,,,,,, 2) (must-offer).,, (, 2006). (, 2008), TV,,

80 2 79.,,,,. (, 2009) , 2003,, Ofcom (appropriate network) (, 2009)., (intended audience) ( ) TV ( ). 2 23,.,,,,,. 19) 19). (2010),,..., /. ( ).

81 (must-offer obligations) (1) (a) (public service channel) (b) (teletext) (c) 64 (section) TV,(Ofcom 243 ), Ofcom. (2),. (3). (a), (b). (4),,, ( ). (5) 64. (6) (condition), Ofcom, (a),,, (b),,, Ofcom. (7) section (appropriate network),(sub-section 8 ), TV,. (intended audience), (a), (b),

82 2 81 (c),. TV (licensed Television Service) (8),,. (9) subsection(7) (end-user) Part2. (10) section 411, 6,.

83 82 3..,.,.. 20). 20) Rubinstein 0 (S, D).

84 (Solution) 1. Nash Nash. (feasible set) S 1, 2 (Disagreement Point) (S, D). (individual rationality condition) 1. (S, D) S. Nash (, axiom) (invariance), (efficiency), (independence), (symmetry). (invariance). (efficiency). (independence). (symmetry). Nash S., 21), 22)

85 84 23)., S ABD., ,. A 3 1 Nash 2 B S Nash Solution D= 45 A 1 21). 22). 23) (Kalai-Smorodinsky solution) (frontier).

86 3 85 1, B Nash,,, ) (cooperative game) (coalitional form game) (coalition).,. 1 ( ) 1 (transferable utility) (non-transferable utility). (solution), (value) 1953 (L.S. Shapley).,. N S, S., (real valued function). S (worth). N,. 24) (1991).

87 86... : 25). (grand coalition).. 2 PP (PP).,,,,, PP,.., 25) A B. S i.

88 3 87,,....,.,.,...., VOD,,. PP Nash

89 88, Nash,. PP PP. PP PP Nash. SO-PP. PP 3, Nash. PP. PP. 1. PP PP. PP PP,. PP. 26) 26) PP.

90 3 89 Nash. PP 0 PP 0.., PP PP, p, PP PP PP PP + p. 0, PP. ( ) PP ( Pf )., ( Pf ),,,,,. PP p., + Pf p Pf. p PP. D (, ) (0, 0), S. 0., PP PP + p + + Pf p Pf. Nash PP PP + + Pf Pf,

91 90 N ({PP PP + + Pf Pf }/2, {PP PP + + Pf Pf }/2). PP p. p { + Pf Pf PP + PP }/2 PP,, PP PP., PP p/, 수신료수입 광고수입 비용 광고수입 비용 수신료수입 광고수입 비용 광고수입 비용 수신료수입. PP PP,, PP. PP SO 8:2 (Cue-tone) PP, Pf PP )/, PP. 2. PP 2 1 PP.

92 3 91. PP PP1 PP2, PP1 PP1. PP1, PP1. PP. Nash. PP1 0.. PP1 PP2 m(m>0). 27) D (, ) (0, m). PP1 1, Pf 1, PP1 Pf 1 PP1 p 1 + Pf 1 p Pf 1. PP1 PP1 PP 1, PP1 PP 1, PP1 p PP 1 PP 1 + p. S. PP1 27).

93 92. PP1 0 PP1. PP 1 PP Pf 1 Pf 1 m, Nash., N ( PP 1 PP Pf 1 Pf 1 m /2, PP 1 PP Pf 1 Pf 1 + m /2)., Nash 1 + Pf 1 p Pf 1 Nash p. 1 + Pf 1 p Pf 1 PP 1 PP Pf 1 Pf 1 + m /2 PP1. p { 1 + Pf 1 Pf 1 PP 1 + PP 1 m}/2 PP, PP PP m/2. PP PP2,. 3. PP 2 2 PP PP1 PP2, 1 2

94 3 93. PP1 1, PP Nash PP. S S. 3 1 (marginal contribution) Pf. 3 1 Pf PP1 PP2 Pf PP1 PP2 Pf PP2 PP1 PP1 Pf PP2 PP1 PP2 Pf PP2 Pf PP1 PP2 PP1 Pf /6 /6 /6

95 94 S PP 0. S PP PP Pf 1 PP1 PP 1. {Pf, PP1} {Pf, PP1} Pf 1 PP 1. S PP2 PP Pf 2 PP2 PP 2. S {Pf, PP2} {Pf, PP2} Pf 2 PP 2. PP1 PP Pf 3 PP PP 3. {Pf, PP1, PP2} PP1, PP2 3 Pf 3 PP

96 Pf PP1 PP2 PF PP1 PP2 0 PF PP2 PP1 0 PP1 Pf PP2 PP1 PP2 Pf PP2 Pf PP1 PP2 PP1 Pf Pf 1 PP Pf 3 PP Pf 2 PP Pf 3 PP Pf 1 PP Pf 3 PP 3 ( Pf 1 PP 1) Pf 3 PP ( Pf 2 PP 2 Pf 2 PP 2) Pf 3 PP 3 ( Pf 1 PP 1) Pf 3 PP 3 ( Pf 2 PP 2) 0 0 /6 /6 /6 0 6,, ( Pf 3 PP 3)* 2 + ( Pf 2 PP 2) + ( Pf 1 PP 1) *1/6 PP1, ( Pf 3 PP 3)*2 + ( Pf 1 PP 1) ( Pf 2 PP 2)*2 *1/6

97 96 PP2. ( Pf 3 PP 3)*2 + ( Pf 2 PP 2) ( Pf 1 PP 1)*2 *1/6. PP PP. SO 20%, PP 80% PP. 3 PP1 PP2 PP1 PP2 PP1, PP2 ( 3 + ). PP1 ( ) PP2 광고수입 ( ).. 3 Pf 3 PP1 p1 PP2 p2.. 3 Pf 3 + * p1 p2 ( Pf 3 PP 3)*2 + ( Pf 2 PP 2) + ( Pf 1 PP 1) *1/6...(1)

98 3 97 PP1 p1. PP 3 {Pf, PP1, PP2} PP PP1 PP2., PP, PP. PP1. PP + ( Pf 3 PP 3)*2 + ( Pf 1 PP 1) ( Pf 2 PP 2)*2 *1/6...(2), PP2. PP + ( Pf 3 PP 3)*2 + ( Pf 2 PP 2) ( Pf 1 PP 1)*2 *1/6...(3) (1) (2) p2, p2 ( Pf 3 PP 3)*1/3 ( Pf 1 PP 1)*1/3 + ( Pf 2 PP 2)*1/6 + PP. (1) (3) p1, p1 ( Pf 3 PP 3)*1/3 + ( Pf 1 PP 1)*1/6 ( Pf 2 PP 2)*1/3 + PP

99 98. PP Pf 3 PP 3, PP PP1 PP Pf 1 PP 1 PP1, Pf 2 PP 2 PP2. PP1 PP2,. PP2 PP1, PP2. p1 PP1 PP1 PP1 p1. p2 PP2 PP2 p2. PP1 PP PP1 p1, PP2 PP PP2 p2.,. PP PP

100 3 99. PP. PP1 PP2 PP1 PP2 PP. PP1, PP2 PP. PP1 PP2 PP2 PP2. PP

101 100,. 4.., ,000., , KBS1 EBS KBS2, MBC,.... PP1, PP2

102 A B..... PP1 A PP2 B. ( ) A A + B A B ( ). B. A B. PP. PP.

103 102 p1 (A + B + 3 Pf 3 PP 3)*1/3 + (A + 1 Pf 1 PP 1)*1/6 (B + 2 Pf 2 PP 2)*1/3 + PP (A + 3 Pf 3 PP 3)*1/3 + (A + 1 Pf 1 PP 1)* 1/6 ( 2 Pf 2 PP 2)*1/3 + PP p2 (A + B + 3 Pf 3 PP 3)*1/3 (A + 1 Pf 1 PP 1)*1/3 + (B + 2 Pf 2 PP 2)*1/6 + PP (B + 3 Pf 3 PP 3)*1/3 ( 1 Pf 1 PP 1)*1/3 + (B + 2 Pf 2 PP 2)*1/6 + PP, A, B. A B....

104 3 103 A + B A + B + d. A + B +d A B.. d 0 d 0. (A + B + d + 3 Pf 3 PP 3)*1/3 + (A + 1 Pf 1 PP 1)*1/6 (B + 2 Pf 2 PP 2)*1/3 + PP (A + d + 3 Pf 3 PP 3)*1/3 + (A + 1 Pf 1 PP 1)*1/6 ( 2 Pf 2 PP 2)*1/3 + PP (A + B + d + 3 Pf 3 PP 3)*1/3 (A + 1 Pf 1 PP 1)*1/3 + (B + 2 Pf 2 PP 2)*1/6 + PP (B + d + 3 Pf 3 PP 3)*1/3 ( 1 Pf 1 PP 1)* 1/3 + (B + 2 Pf 2 PP 2)*1/6 + PP A d, B d..

105 104. Pa(A>Pa). A Pa Pa. Pb.. A + B Pb A Pa. A + B Pb A Pa., Pb Pa + B.. Pb Pa + B. Pb Pa+ B., B.. PP1 PP

106 ( ) (Pf) (PP1) (PP2) Pf 0 Pa + 1 Pf 1 PP 1 Pa + 3 Pf 3 PP 3 (Pa + 1 Pf 1 PP 1) Pf 0 Pa + B + 3 Pf 3 PP 3 (B + 2 Pf 2 PP 2) B + 2 Pf 2 PP 2 Pf Pa + 1 Pf 1 PP 1 0 Pa + B + 3 Pf 3 PP 3 (Pa + 1 Pf 1 PP 1) Pf Pa + B + 3 Pf 3 PP Pf B + 2 Pf 2 PP 2 Pa + B + 3 Pf 3 PP 3 (B + 2 Pf 2 PP 2) 0 Pf Pa + B + 3 Pf 3 PP /6 /6 /6 6,, (Pa + B + 3 Pf 3 PP 3)*2 + (B + 2 Pf 2 PP 2) + (Pa + 1 Pf 1 PP 1) *1/6 PP1,

107 106 (Pa + B + 3 Pf 3 PP 3)*2 + (Pa + 1 Pf 1 PP 1) (B + 2 Pf 2 PP 2)*2 *1/6 PP2, (Pa + B + 3 Pf 3 PP 3)*2 + (B + 2 Pf 2 PP 2) (Pa + 1 Pf 1 PP 1)*2 *1/6. PP PP. (Pa + 3 Pf 3 PP 3)*1/3 + (Pa + 1 Pf 1 PP 1)*1/6 ( 2 Pf 2 PP 2)*1/3 + PP (B + 3 Pf 3 PP 3)*1/3 ( 1 Pf 1 PP 1)* 1/3 + (B + 2 Pf 2 PP 2)*1/6 + PP Pa, B.,. (A Pa)/2..

108 3 107 Pa d B d PP,,, PP. PP PP PP. PP., PP.,,,..

109 ? TV..,......,

110 3 109.,,, PP.,, PP. PP PP.,.,, PP.

111 110 PP. Nash Nash Nash...,,,.....,. BBC, ITV Freesat BS.,.

112 3 111.,,,,...,..,.. Nash..

113 112,.,., p + p. p...,., p + p. 28) 28) ( ),.,,,

114 3 113,.,.. p. D ( 지상파, 유료방송 ) (, ). S A, B. Nash +, ( + /2, + /2)...

115 Nash 2 B S 추가되는이익추가되는이익 D= 45 A= 추가되는이익 1 p. p ( )/2., 29) /2,.. > +,. 29) Basic tier.

116 3 115 { }/2.,.. 30) Nash. 30).

117 116., (willingness to pay).. 홈쇼핑 홈쇼핑., p + p. + 홈쇼핑 + + 홈쇼핑 p. D ( 지상파, 유료방송 ) (, + 홈쇼핑 ), Nash + + 홈쇼핑 홈쇼핑., ( + /2, + 홈쇼핑 + /2),

118 3 117 p ( + 홈쇼핑 홈쇼핑 )/2., 홈쇼핑 홈쇼핑 PP..,., PP (Hazlett, 1997)....

119 ). PP. 광고수입 ( 광고수입 < )., p 광고수입 + p... 유료방송패키지비용 ( 유료방송패키지비용 < ). 31) 48% TV (, 2009).

120 홈쇼핑 유료방송패키지비용 + 홈쇼핑 p. 32), ( 지상파, 유료방송 ) (, 홈쇼핑 ). Nash + 광고수입 + 유료방송패키지비용 + 홈쇼핑 홈쇼핑., Nash ( /2, 홈쇼핑 /2), p ( + 광고수입 + 홈쇼핑 홈쇼핑 + 유료방송패키지비용 )/2. PP. 33) > 광고수입, > 유료방송패키지비용 32)., 유료방송패키지비용 +. 33) Nalebuff(2003)

121 120..,,.,.,,.. 3..,

122 A, B.. 34), 0. 35) A. A B B, A , A 0,, ( + )/2. 34). Katz (2009).. 35).

123 122 ( 지상파, 유료방송 ) ( +, 0), Nash ( + )/2, ( + + /2, /2). A ( + )/4. B B ( + )/4. A, B, + ( + )/2, ( )/2.....

124 ,

125 SO-PP PP PP. PP % PP. SO,. SO-PP 25%, SO-PP SO 3 SO-PP. SO-PP.,.., SO-PP., SO-PP

126 IPTV, SO. IPTV IPTV, ARPU IPTV SO PP. PP. PP, PP. SO PP.. SO-PP 25% PP MSP MSP PP MSP MSP. PP,. SO-PP. PP. PP.

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142 141 (2008),, (2010), :, (2010), :., (2009), (2008),, (2009),, (2005), TV,, 6-1, (2009),,, 7(2), (2010),. (2008),,, 25 4, (2009),, KDI (2008),., 2008.

143 142 (1991),,,, 30-2, (2006),, (2010), :,, (2007), TV, (2008),, (2009),, Chipty, Tasneem and Christoper M. Snyder(1999). The Role of Fir Size in Bilateral Bargaining: A Study of the Cable Television Industry, The Review of Economics and Statistics, Vol. 81, No. 2(May, 1999), pp CRTC(2007). Broadcasting Public Notice CRTC(2009). Broadcasting Regulatory Policy CRTC CRTC(2010a). Broadcasting Regulatory Policy CRTC CRTC(2010b). Broadcasting Regulatory Policy CRTC Eisenach, Jeffrey A.,(2009), The Economic of Retransmission Consent. Eisenach, Jeffrey A., Kevin W. Caves(2010), Retransmission Consent and Economic Welfare: A Reply to Compass Lexecon. European Commission(2002). must-carry obligations under the 2003 regulatory framework for electronic communications networks and services. FCC(2000). FCC Adopts Rules for Retransmission Consent Nine Months ahead of Deadline. FCC(2003). Consumer Options for Selecting Cable Channels and their Tier Buy-

144 143 Through Prohibition. Hazlett, Thomas W.(1997). Must-Carry under Turner Broadcasting v. FCC. Supreme Court Economic Review, Vol. 8(1997), pp Lubinsky, C.(1997). Reconsidering Retransmission Consent: An Examination of the Retransmission Consent Provision(47 USC 325(b)) of the 1992 Cable Act. Federal Communication Law Journal 49(1), pp Katz, Michael L., Jonathan Orszag, Theresa Sullivan(2009), An Economic Analysis of Consumer Harm From the Current Retransmission Consent Regime. Multichannel News(2009). Mediacom Asks FCC for Retrans Help. Multichannel News( ). NAB: Retransmission-Consent Regime is Working. Nalebuff, B.(2003), Bundling, Tying, and Portfolio Effects, DTI Economics Paper No. 1. Ofcom(2010). Pay TV Statement. Salop, Stenec C., Tasneem Chipty, Martino DeStefano, Serge X. Moresi, and John R. Woodbury(2010), Economic Analysis of Broadcasters Brinkmanship and Bargaining Advantages in Retransmission Consent Negotiations. SNL( ). Media Money: Broadcast Viewing: How Low Can It Go?. SNL( ). News Corp. reportedly upping the stakes in retrans talks. SNL( ). Stations and networks eying higher retrans fees in round two. SNL( ). FOX, Time Warner Cable go to the retrans mattresses. SNL( ). Time Warner Cable reportedly willing to pay for FOX. SNL( ). Sinclair, Mediacom extend carriage deal. SNL( ). News Corp., Time Warner Cable reach agreement on retrans. SNL( ). Mediacom, Sinclair make nice. SNL( ). Let sleeping retrans fees lie. SNL( ). Reported retrans revenues nearly double in Tech Daily Dose( ). FCC Requests Comments On Retransmission Rules.

145 144 WeileyRein( ). Petition for Rulemaking to Amend Retransmission Consent Rules Filed with the FCC. Willard, Stephen Hopkins(1985), A New Method of Calculating Copyright Liability for Cable Rebroadcasting of Distant Televisions Signals. The Yale Law Journal, Vol. 94, No. 6, pp ( ).. ( ) ). (2008). ). (2009).. ( ),, SO PP. ( ),, 25%. ( ), SO PP. ( ), SO, PP. ( ), SO 25% PP. ( ), PP. ( ),, PP. ( ), SO-PP. ( ), SO-PP. ( ), SO-PP 20%. ( ),, ( ). ( ), SO-PP VOD 20%.

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