1 TV. PC TV, SNS...,...

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5 1 TV. PC TV, SNS...,...

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7 N 99

8 4 4. Second Screen

9 BBC ( ) Pooq ( ) OTT Top 10( ) YouTube olleh tv now olleh tv now ( ) ( 10 ) ( ) Second Screen 104

10 olleh tv now VOD olleh tv now OTT : BBC, Comcast, CJ OTT : Hulu, Netflix OTT : Amazon, Youtube, Daum OTT : Apple, Google ( ) ( ) ( ) ( )

11 ( 10 ) PC ( ) PC, PC, PC, PC /, N N N N N N Second Screen Second Screen 106

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13 9 1. (Netflix), (Hulu), (Youtube), BBC iplayer , TV TV.

14 OTT(over the top), ( 2,600 ) ( 2,200 ). OTT (Netflix) (Hulu),, OTT.,. OTT.,, ( ). OTT TV

15 11, (UX) (UI). OTT (time shift, device shift)., , % 91.0% 1., PC 46.2%, 42.6%, PC TV. PC TV PC. PC PC PC 80%.,, TV, PC, PC

16 %, TV 50.4% (1+2+3 ). 1 TV 32.7%. TV 49.9% TV. UCC TV PC TV,. 90.2%, 7.1%, ( ) 2.7%. 41.9%, (67.3%), (66.6%) % N,. PC, TV 13% (58.5% 45.5%), 13% (41.5% 54.5%). PC 16%, TV 1%. 24.7%

17 ,.,. OTT. OTT OTT.,..

18 14. 1),..,..,. KT TV Level3., OTT, OTT.,,.,.

19 15 ( ), ICT,,,.,,,. 2). NBCU OTT. NBCU NBCU (vertiacl foreclosure), Hulu OTT NBCU. FCC OTT. VOD ITV, Channel4, BBC Project Kangaroo. 09 Project Kangaroo BBC, ITV, Channel4, Channel5, BT, TalkTalk, Arqiva

20 16 7 TV Youview Enterprise Act OFT(Office of Fair Trading) Project Kangaroo Youview (aggregating) TV.. 92 PAR(Program Access Rule) MVPD. OTT OTT Only. DMB,.. OTT OTT. 3)

21 VCR, Aereo Aereo,. PC ivi TV.....,.

22 18..,.,., ,..,

23 19..,.. Netflix, Hulu.. PC, N.,.,,.,.,,,

24 20,... BBC iplayer..,,,,,.

25 1 21 1, PC, TV,,. PC. PC TV, PC., TV, IPTV, DMB ( ).,,.. nielsen company 1) , TV PC 42% TV PC 40% TV 1) nielsen( )

26 22. 2) (Netflix), (Hulu), (Youtube), BBC iplayer , TV TV.. 2) nielsen( )

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28 24 2 IPTV,. 1 (2011),. (2011). IPTV IPTV VOD. (2011). (2006) IPTV TV,. (2006) IPTV TV

29 2 25,. (2010). VOD VOD. EU VOD,,,,,,,, 7. EU TV VOD VOD. VOD ATVOD(The Association for Television On Demand) ASA(Advertising Standard Authority). ATVOD VOD,,,,,...,,. (2010).,.

30 26. VOD, TV PC,,, LG TV TV. TV TV, PC. TV,,. (2011) TV, TV. TV TV, TV, /,,,.,.. (2011) TV 4,., TV IPTV ;, IPTV TV ;, TV ;,

31 2 27 TV,. (2011) TV , 1. DMB TV,,. (2011) TV TV TV. TV IP. TV,,. TV OS OS. OS,, TV,. TV,,. TV.

32 28.,.,..,... (2012) TV. TV, LG TV,.,, 11 4 TV. TV,, 3. TV, UI.,, TV

33 2 29.,.,.. 2. Little, V.(2008) 89 TV (Television Without Frontiers Directive, TVWF Directive) 07 (Audiovisual Media Services Directive, AVMS Directive). AVMSD AVMSD.. Vanwagner, A.B.(2011)..,, DVD,.

34 30,,, MVPD..,. (backstop). Onay, I.(2009) EU. Onay, I.(2009) TV. AVMS TV.,. Sithigh, D.M.(2010) AVMSD. ATVOD ATVOD, PCC

35 2 31, ATVOD independent mobile classification board(imcb).. TV, snack TV walled garden. TV. ATVOD notification fee.

36 32 3 1,, OTT(Over-the-Top). (Non-linear) (linear packaging) IPTV. * * *,, (Clip).,,, SNS in,. TV, PC,,. 3 1 OTT Content Platform Network Device Clip Web Sites App SNS Podcast IP TV PC

37 3 33 ( ) SW.,,.,,, : Hulu, TV Everywhere : Pooq, Tving : Fios TV : KT TV, SKT, LGU+ :,, OTT : daum tv, naver N, TV, TV :,, N :, LG TV N,,,.,.., OTT,. PwC(2012) ,750

38 ,020, ( : ) 1: 1) TV (Television advertising), (Radio), (TV Subscriptions and license fees). 2) TV (, TV, OTT ), (,TV ), TV(mobile TV). 3),, ( ), ( ), ( ), (, ). 4) TV, TV(,, IPTV), TV(, ). VOD, PPV, OTT 2: 1) TV (Television advertising), (Radio), (TV Subscriptions and license fees). 2) TV OTT (, TV ), TV. 3) ( ) ( ). 4) TV : PwC(2012)

39 , ( : ) : PwC( ),,,.,..

40 36 2 C, P, N, D OTT,,,. BBC, 1 (Comcast), OTT Pooq Conting, 1 CJ Tving. Hulu, Neflix, Amazon YouTube, TV daum TV. Verizon KT, Apple, Google, MicroSoft,. 1.,.,., 3),. VOD, 3) % IAP

41 3 37 Hulu.com. 3 VOD (Pooq) CJ Tving... BBC BBC OTT (iplayer). BBC (Usage Report) TV (daily request) 80, TV 1 3, % BBC Online. 4), BBC TV , BBC1, BBC2, BBC3, BBC4, CBBC, CBeebies BBC TV ITV1, ITV2, ITV3, ITV4, Channel 4, E4, More 4, Film 4, Channel 5. BBC OTT (Project Barcelona) 4) Generator( ), Over the Top(OTT) Internet Television, Digital Media Insight.

42 38. BBC BBC Worldwide itunes BBC 1.89 TV,. 5) BBC Worldwide,,,, ,. 10 ( 70 ) BBC. M&A BBC TV, TV,,. BBC iplayer, TV, Wii, PlayStation 3, Xbox 360, Android, ios, Nokia N96 phone, BlackBerry. BBC Smart TV, TV Sony Entertainment Network iplayer. view, Virgin Media, FetchTV, BT Vision, Freesat, Freeview TV/ IPTV. BBC 4 (BBC, 4, 5, itv PLC) 3 (BT, Arqiva, TalkTalk) OTT YouView, IPTV Canvas 5) ( )

43 BBC TV 3view, Virgin Media FetchTV, BT Vision Freesat, Freeview Televisions and Blu-ray players Digital media receivers, Sky : Wii PlayStation 3 Xbox 360 Android devices ios devices Nokia N96 phone BlackBerry devices Additional mobile devices BBC Channel4, itv Kangaroo 6), VOD. BBC.. (Comcast), , 2,234. 7) NBC Universal 51% NBC Universal TV. xfinity, OTT. 6) Hulu 7) ( )

44 Xfinity TV ( ), xfinity TV App( ). (cord-cutting) (cord-shaving) OTT. OTT xfinity TV online , 3,300, 3 5 TV, xfinitytv.com ios xfinity TV. online exclusive (80 ), (160 ), (200 ) Xfinity Streampix, TV VOD, PC,,, N ,500 TV, NBCU, Disney, Sony xfinity TV xfinitytv.com ios xfinity TV, Xfinity Triple Play TV,,, )9) 8) Comcast TV(Xfinity TV), (Xfinity Internet), (Xfinity Voice) 3, (Xfinity Double Play) (Xfinity Triple Play)

45 3 41 M&A MTV, Discovery, CNN, Comcast Network, Comcast SportsNet, SportsNet New York, MLB Network, Comcast Sports Southeast, E! Entertainment, NBC Sports Network, The Golf Channel Xfinity Streampix,, NBC ). (Conting) KBS, imbc, SBScontentsHub, MBC, KBS, SBS, EBS , DRM-Free PC PMP, 3. 24, 13,500 9) XFinity Streampix Disney Family Movies On Demand( 5.99 ), WWE Classics On Demand( 7.99 ), Howard TV On Demand( ), Too Much for TV On Demand( ), here! Gay Television On Demand ( 7.99 ), Bollywood Hits On Demand( ), Filipino On Demand( 7.99 ), The Jewish Channel VOD (comcast.com) 10) KISA( )

46 42,.,, 20GB 12,500, 50 GB 35, ( ) : conting.imbc.com , (15,000 ) 90 (40,500 ) 180 (76,500 ) 360 (144,000 ) 30 (9,900 ) 20GB 12,500, GB 35,500, 360. (Pooq) MBC (Pooq). Pooq KBS, SBS, EBS N VOD. Pooq,

47 3 43 Tving. 11), VOD, 3., 1,900, 3,900, 4, Pooq ( / ) ( / ) KBS, MBC, SBS, EBS, SO PP 40 3,900 1,900 VOD 9,900 3,900, VOD 11,900 4,900 : M&A (pooq) TV tv. 12), TV. 13) 14) TV OTT. 11) ( ) 12) 13) ( ) 14)

48 44,.. CJ Tving 1 CJ OTT (Tving) PC, PC TV. MBC, KBS, SBS VOD,,,, App. TV, , IBC ),,,,, ) 30, 2) 30, TVN, TV, 3) (, VOD, ). 15) ( )

49 ( ) 5, ,000 + VIKI Spice 3,000 4,000 4,000 : tving GSL, SPOTV,,, UFC,, SBS,, MBC Game,, ASN, J Golf 17 CNN, KBS World, Travel Channel, CCTV News 21 South Asia,,, VOD,,,. 16). CJ Mnet, TvN ) CJ CJ E&M (tvn, Mnet,, OCN, ) Tving Air,,, SNS,,,, tving (SDK, API) 16) ( ) 17) ( )

50 46. SDK, API. 18) CJ. 1 OTT,.,.. 2. OTT,,.,. ( ),. 18)

51 3 47,. OTT OTT. OTT, OTT Netflix Amazon Hulu itunes Vudu CinemaNow Blockbuster Crackle YouTube TV.com Zune PlayStation Network Disney Online Movies : SNL(2012). (Hulu) NBC Universal, ABC Disney, News Corp OTT (Hulu). YouTube, Netflix

52 48 OTT, OTT. Hulu Hulu 7.99 Hulu Plus. Fox, NBC, ABC TV PC. Hulu Youtube 2. (Hulu Plus) 7.99 PC,,, TV Hulu. Hulu Plus Hulu TV., Hulu SD, Hulu Plus HD. Hulu 2011, 60% 4 2, )20) (Hulu Plus) , 2012 Hulu. 21) Hulu, TV. 1) NBC Universal, Lionsgate, Endemol, MGM 350 (Producers and distributors), 2) ( Hulu Original Series), 3) 19) theverge.com( ) 20) gigaom.com( ) 21) Generator( )

53 3 49 (Hulu Exclusive) , HDFilms The Morning After, 8 A day in the life. 22) 3 7 Producers and distributors Hulu Original Series Hulu Exclusive NBC Universal, Lionsgate Endemo, MGM ABC, News Corporation Viacom, Sony Pictures Time Warner : The Morning After(2011-present) A Day in the Life(2011-present) Battleground(2012-present) Spoilers(2012-present) Up To Speed(upcoming) Spy(2011 US Only) Misfits(2011 US Only) Whites(2011 US Only) The Booth at the End(2011 US Only) Mongrels(2011 US Only) Rev.(2011 US Only) The Yard(2011 US Only) Hulu, Hulu , , Hulu 800, TV 6,900 ( ). 23) M&A Hulu OTT,,. 22) ( ) 23) Generator( )

54 FOX, NBCUniversal, ABC, The CW, Univision, Criterion, A&E Networks, Lionsgate, Endemol, MGM, MTV Networks, Comedy Central, National Geographic, Digital Rights Group, Paramount, Sony Pictures, Warner Bros. TED 350 : PC :,, /, Nintendo 3DS : MS Xbox 360, PS3, Wii TV/ :, ViZio,, LG,,,,, Dynex, Denon, Marantz : Loku, TiVo, WD, RCA, Netgear, Funai Johnson & Johnson, McDonald s, Visa, Pepsi, Nestle, Microsoft, GEICO, Target, Verizon Wireless, Sprint, Purina, Nissan, Toyota, Honda, State Farm, Allstate, Unilever and Procter & Gamble 1 Hulu ( 4.49 ), 2,700 OTT. OTT, Hulu. Hulu Comscore( ), Hulu, Hulu (Netflix) ,600, 1, 2 TV Comcast TWC

55 3 51 (2011 ) TV 800 PC, TV,., (DVD ). Facebook, Twitter SNS 2, ( ) 7,479 9,390 12,268 20,010 26,253 ( ) 12,053 13,647 16,703 21,626 32,046 ( ) 7,862 9,102 10,793 13,574 20,399 ( ) 918 1,215 1,919 2,836 3,761 : IR Watch Instantly 7.99 TV 800 PC, TV,. DVD + DVD 9.99, DVD 7.99, + DVD Netflix DVD 740, DVD 270 1,910 70%. 24) 24) Generator( )

56 52,,, DVD ,. M&A (CBS, NBC ) (Paramount Pictures, MGM, Lions Gate Entertainmen, Time Warner, Universal Pictures, Sony Pictures, 20th Century Fox, Disney, Warner Bros) 200, 2012 Staz. PC MS,,, Apple, BarnsnNoble, Insignia, LG Electronics, Logitech, Microsoft, Nintendo, Panasonic, Philips, Samsung, Seagate, Sharp, Sony, TiVo, Viewsonic, Vizio, Western Digita,,, TV 200. D-Link, Boxee Box, Popbox, Roku. 25) OTT , DVD OTT , , )

57 3 53.,..( : Staz 26) ). (Amazon Instant Video) (Amazon Instant Video) 2006, 100,000 TV. Amazon Instant Video PC, TV,,, Kindle Fire Apple Android,. Amazon Prime Instant Video Amazon Prime ( 79 ) 13,000 Amazon Instant Video, Amazon Prime ) OTT Amazon Instant Video Amazon Prime Amazon Instant Video 3, 15. Amazon Prime 79, 2 3 Amazon Instant Video PC,, TV, ) / (Starz) 3 3, 27) Generator( )

58 54. 17, ,000 TV CBS, Fox, NBC Universal, Sony, Warner Brothers, PBS, ABC-Disney, Viacom, MGM.. Amazon Studio, People s Production Company. Warner Bros. Amazon Studio. M&A ABC, NBCU, Viacom, BBC America, Sony, Travel Channel, Warner, PBS, National Geographic, IFC Films, Vivendi, , MTV, Comedy Central, Nickelodeon Viacom.,, TV &. Panasonic, Samsung, Sony HDTV, Panasonic Sony Nine Blu-ray, TiVo Digital Video Recorders(DVR) 5, Roku, Sony 4 (Bravia Internet Video Link ). Kindle Fire, , Amazon Kindle Fire ipad,,., Sony PlayStation 3, Xbox 360

59 3 55., Xbox, Xbox. 28). (YouTube) YouTube Google Inc. Comscore ( ). 176, 1 8 (472.7 ) Top 10( ) Property ( ) ( ) ( ) Total Internet: Total Audience 180,503 36,556,792 1, Google Sites 151,656 17,618, Yahoo! Sites 57, , VEVO 48, , Microsoft Sites 44, , Facebook.com 44, , AOL, Inc. 39, , Viacom Digital 39, , NewsDistributionNetwork,Inc. 34, , Amazon Sites 27,158 96, Hulu 25, , : Comscore( ) 28) Generator( )

60 56 YouTube, in-stream. YouTube CPM(Cost Per Mile: 1 ), Citi, YouTube, CPM,. 29) 3 11 YouTube ( ) 808,392, ,651,000 10,505,006,000 CPM $1.02 $1.43 $ Revenue Share YouTube 1(A) Revenue Share YouTube 2(B) YouTube (A) + (B) : Citi Investment Research and Analysis; ( ) YouTube TV, 30, 48., ) Youtube 29) ( ) 30) Generator( )

61 ,000, YouTube 6,000. YouTube Sony Pictures Entertainment, Warner Brothers, Universal Pictures, Walt Disney Studios, Paramount Pictures. YouTube 6 5, Twentieth Century Fox. 2011,, Jay Z,, WSJ, Hearst Magazines , 1. 31) WIGS ,., YouTube Live. YouTube, TV OTT. M&A YouTube Google Play Movies Android YouTube Android ) ( )

62 58 Android, Google YouTube Android. YouTube Google TV. YouTube YouTube Apple.... (Daum) Daum 2006 Daum tv,. Daum tv VOD TV. TV KBS, MBC, SBS, EBS, TvN, Onstyle,, XTM, CBS, MBN VOD. Daum TV DaumTV TV DaumTV+ ( 199,000 ). Daum , TV ( : 38.5%, 38.5%, 23%) DaumTV, (Roku), (Boxee). 32) Daum TV Daum PC TV,,,, VOD, TV. 32) ( )

63 3 59 Daum OTT, Daum TV. VOD.. Daum,.,. 33) Daum., Daum. Daum tv.,, )

64 60,.,, ios,, itunes.. (Apple) OTT OTT TV itunes App Store N.,,, HW,, SW. 67%,, SW 10% (2011 ). SW,,, , 90% , Mac ios 1 2,500, ios ), OTT TV. 34) ( ), itworld.com ( )

65 3 61 TV TV (299 ),. ABC, FOX YouTube, Netflix, KMB tv, NBA.com, Flickr TV, 3 TV 2 AP A4 A5, UI 1080P. TV. M&A TV TV, Lion Gate, Sony Pictures, Walt Disney, Paramount, Warner Bros ) itunes Match itunes,, itunes Match. CP, CP TV (299 ),. 36) , ABC, FOX YouTube, 35) ( ) 36) (2011)

66 62 Netflix, KMB tv, NBA.com TV, TV. (IAP). NBC, Universal Music Group., App Store App 30% (IAP).. (Google) ,, Google Music, Google Books, Google Movies Google Play. Google Play,. IT Wired Google Play, ( ). 37),. TV OS 37) ( )

67 ,, TV. TV TV TV, 2012, LG, Top 3 TV UI TV. Google I/O Nexus Q( 300 ). Nexus Q TV. NexusQ Google Play TV,.,,, Rdio, MLB.TV NBA,. 38) NexusQ interactive. M&A , TV TV.,, TV YouTube, 2.0. TV IP, /LG/ TV Google TV 38) itworld.com( )

68 MTV ESPN, CNN,,, Universal, Sony Pictures, Warner Bros, Disney, 1. MGM, 600 Google Play, Paramount Pictures. OS (Fragmentation)., HTC, LG, Acer OS, UI., UI,. TV. AFA(Anti Fragmentation Agreement), AFT(Anti Fragmentation Tool). 39) 2012 Google I/O PC 7(Nexus 7) 40) 39) ( ) 40) Asus. 1280X800 7, ARM mm 340g

69 , OS, OS.. (MS) Xbox, Xbox 360 Xbox Live TV,,, SNS. Xbox 360,,, TV, XBox. XBox Kinect, 3D.. Xbox 360 TV,,,, Bing N XBox ) XBox , 3.7, ) XBox 41) ( ) 42) ( )

70 , XBox Live 26 TV. 5 Xbox FiOS TV, Xbox 360. Xbox 360 Xbox live gold, Hulu Xbox 360. BBC Xbox 360 iplayer,. TV, 2011 TV VOD TV. N, TV. TV Evolution Kit. TV, TV., TV UI. TV,, DLNA

71 3 67, All Share. TV. 43) 2007 TV 2009 YouTube, Flicker, USA Today, ebay, TV.,, ,000. M&A IPTV Bigpond TV TV IPTV. NHN,, SK TV IPTV TV , TV OTT 4, 44) TV. TV 5 TV, TV 90%. SO 43) (2011) 44) ( )

72 68. 45) 4.. (Verizon) , IPTV 10 VOD 3 FlexView. 2011, XBox Live 26 TV.,,, xfinity, mspot ( ) Viewdini., in. Viewdini,,,. 46) DVD. 6 Redbox DVD 1, OTT+DVD ) 45) ( ) 46) ( ) 47) ( )

73 3 69 M&A , XBox Live FiOS TV, 26 TV. 5 Xbox 360 FiOS TV, Xbox VOD FiOS TV. 48) TV FiOS TV. 49). KT KT , PC TV tv now. olleh tv now olleh, olleh 300 VOD 58, VOD. App tv now,,. olleh tv now olleh, TV, 5. LTE tv LTE 3 (2 )., TV, ) ( ), 49) SNL(2012)

74 olleh tv now TV 5,000 2,000 : (LTE) 3G, LTE tv + LTE + olleh tv,, olleh tv Skylife +TV+ olleh tv, olleh tv Skylife, olleh tv now VOD. VOD 30 now, CJ E&M.,,,, /TED Talks,,, /. olleh tv now olleh tv now VOD :

75 olleh tv now : olleh tv now, KBS, EBS JTBC, Channel A, TV, Mnet, OnStyle, Storyon. M&A olleh tv now OS ios olleh tv now OS Android ios K, S2, S, HD,, S, EVO 4G Plus, Atrix, STEEAK, VENUS, Z, x,, TAKE, TAKE, VEGA NO5, TAKE4 : olleh tv now ipad, K-PAD,, Flyer(Express)

76 72 3 OTT ( 2,600 ) ( 2,200 ). OTT PC TV. OTT (Netflix) (Hulu),, OTT. OTT..,. OTT. BBC, Comcast, CJ OTT. BBC iplayer OTT. BBC, OTT

77 3 73. Comcast OTT. 1 CJ VOD tving,. VOD ( ). 3 6 OTT : BBC, Comcast, CJ OTT.,

78 OTT : Hulu, Netflix. Amazon OTT 79.. Youtube 100,, WSJ. Daum OTT,

79 OTT : Amazon, Youtube, Daum K. TV. OTT TV, (UX) (UI)., PC, TV HW ios SW(iTunes, App Store, icloud).,,, HW N. Android OS HW, OTT.

80 OTT : Apple, Google OTT (time shift, device shift).,.

81 N.,,, , 1.

82 78.,, 1, ,000,, %, 49.1%, %, %, %, %.,,,, ( ) (%) 1,

83 4 79 ( ) (%) / / ,. TV, PC,, PC, PMP, PDA

84 80, 4 ( 5 ) 22.7%. 4 1 ( : 1,000,, %) 평균 : 4.38 개보유 * (0 ) TV(89.8%), PC(76.6%), MP3 (65.7%), (55.8%) PC 23.5%. 4 2 ( : 1,000,, %)

85 % 88.6%. 4 3 ( : 1,000, : %) 2 1.., % 91.0% 1. PC (34.8%) (35.1%).

86 ( : %, ( ): ), %. 4 3 ( ) ( : %) 2, * 2 1.

87 ( : %, ( ): ) 비이용자 IPTV 케이블TV 위성 유료방송 2개이상 (129) (210) (397) (24) (205) 주일에거의매일 1 주일에 4~5 일 1 주일에 2~3 일 1 주일에 1 일이하 거의이용하지않는다., ( ) ( : %, ( ): ) 전체 스마트TV PC/ 노트북 스마트폰 태블릿PC (989) (155) (859) (916) (213) 분미만 30 분 ~ 1 시간미만 1~2 시간미만 2~3 시간미만 3~4 시간미만 4~5 시간미만 5 시간이상 거의이용하지않는다

88 ( ) ( : %, ( ): ) 전체 스마트TV PC/ 노트북 스마트폰 태블릿PC (989) (155) (859) (916) (213) 분미만 30 분 ~ 1 시간미만 1~2 시간미만 2~3 시간미만 3~4 시간미만 4~5 시간미만 5 시간이상 거의이용하지않는다, 1 2, 1, 2. TV 1 2, 2 3. PC 1 2, , 30 1, 30. PC , IPTV 1 2 (28.0%), 30 1 (28.6%), (30.1%), TV (27.5%).

89 ( ) ( : %, ( ): ) 비이용자 IPTV 케이블TV 위성 유료방송 2개이상 (129) (210) (397) (24) (205) 분미만 30 분 ~ 1 시간미만 1~2 시간미만 2~3 시간미만 3~4 시간미만 4~5 시간미만 5 시간이상 거의이용하지않는다, TV 30 (23.1%), (21.5%), IPTV 30 2., 1 2 (22.3%). 4 9 ( ) ( : %, ( ): ) 비이용자 IPTV 케이블TV 위성 유료방송 2개이상 (129) (210) (397) (24) (205) 분미만 30 분 ~ 1 시간미만 1~2 시간미만 2~3 시간미만 3~4 시간미만 4~5 시간미만 5 시간이상 거의이용하지않는다

90 86., PC 46.2%, 42.6%, PC TV. PC TV PC. PC PC P C 80%.,, TV, PC, PC ( : %).

91 %. PC 47.6% ( : %, ( ): ) (71.9%) (71.6%) (1+2+3 ). (MBC, KBSi, SBS) VOD (Conting, Pooq, Kplayer), Tving VOD ( TV, ). 63.1%, 39.5%.

92 ( : %, ( ): ) 방송프로그램및영화제공사이트웹하드토렌트포털사이트기타 순위à 순위à 전체스마트 TV PC/ 노트북스마트폰태블릿PC (923) (188) (831) (789) (197). 58.1%, TV 50.4% (1+2+3 ). 1 TV 32.7%. TV 4 13 ( : %, ( ): ) TV 방송프로그램전체 TV 방송프로그램일부영화뮤직비디오인터넷방송 UCC 기타 순위à 순위à 전체스마트 TV PC/ 노트북스마트폰태블릿 PC (1,000) (213) (908) (1,000) (235)

93 % TV. UCC TV PC TV.. 1, (64.4%), TV (49.2%), imbc(44.9%), TV(43.9%), TV(37.4%) ( 10 ) ( : 1,000, %),, TV 20 30, (imbc, SBS, KBSi) TV 40, TV TV

94 ( 10 ) ( ) TV imbc TV TV SBSi TV KBSi ( ) ( : %) (pooq) 1, , PC (55.1%), (50.2%), PC(8.5%), TV(6.1%) ( : 972,, : %) PC

95 %, 53.5%, 11.3% ( : 845,, : %) 이용비중 애플리케이션을통한시청 웹사이트를통한시청 웹사이트를통해시청 애플리케이션을통해시청 웹사이트와애플리케이션모두를통해시청 * / 4 17 PC ( : 173,, : %) 이용비중 애플리케이션을통한시청 웹사이트를통한시청 웹사이트를통해시청 애플리케이션을통해시청 웹사이트와애플리케이션모두를통해시청 * PC /

96 92 52%, 48%. PC 36.9%, 50.3%, 12.8% 50.9%, 49.1%. PC, %, 7.1%, ( ) 2.7% ( : 972, : %) 90.2 정액제형태 69.7 패키지 정액제 무료로만이용건당결제정액제이용 ( 패키지 ) 4, %

97 4 93 1, %., ( : 315, : %). 41.9%, (67.3%), (66.6%) % N,., 5.5%, (63.6%), (61.8%)., 1

98 94 (36.0%) (34.5%) 순위 순위 1 순위 순위 만족이유 (N=419) Mean (5 점척도 ) 3.38 불만족이유 (N=55) 내가시청하고싶은시간에이용할수있어서 콘텐츠이용중끊김현상이자주발생한다 무료로이용할수있는콘텐츠종류가많아서 만족 41.9 이용요금이비싸다 원하는콘텐츠 / 프로그램이있어서 스트리밍 / 다운로드속도가느리다 방송 / 동영상콘텐츠이용이편리해서 콘텐츠화질이좋지않다 저렴하게방송 / 동영상콘텐츠를이용할수있어서 보통 52.6 이용하고싶은콘텐츠 / 프로그램이별로없다 여러기기에서시청할수있어서 특별한이유없다 기타 불만족 5.5 전반적만족도 (1,000) 초기가입및설치과정이복잡하고불편하다 다양한기기에서이용할수없다 서비스이용방법이복잡하고불편하다 %. (66.1%), 62.4%, 51.1% (1+2+3 ).

99 ( : 1,000, : %) 4 22 ( : 986, : %) 59.6% (39.9%), (36.3%) (60.0%)., 3,100 5,000 (31.2%), 3, %, % 6,200.

100 ( ) ( : 986, : %) 평균 : 6,210. 1, TV (58.8%), (43.8%), (36.1%) ( : 313, : %)

101 PC PC TV 58.5% PC (39.9%)., PC, TV PC, ( : %) 사례수 일반방송 인터넷방송 / 동영상 TV/ 스마트 TV 스마트 TV PC/ 노트북 전체 (1000) 성별 남성 (509) 여성 (491) 대 (159) 연령 20대 (247) 30대 (293) 대 (301) PC PC, TV. PC, 32.7%, 24.4%, 42.9%.

102 PC, ( : 1,000, : %) % 32.7% % 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 감소 증가 PC TV 45.5%, TV 2.6%, PC 24.0%, 24.7%, PC 3.2%. TV PC, ( : %) 사례수 일반방송 인터넷방송 / 동영상 TV/ 스마트 TV 스마트 TV PC/ 노트북스마트폰태블릿 PC 전체 (1000) 성별 남성 (509) 여성 (491) 대 (159) 연령 20대 (247) 30대 (293) 대 (301)

103 4 99, 20 PC. TV.. PC /, PC, TV 13% (58.5% 45.5%), 13% (41.5% 54.5%). PC 16%, TV 1%. 24.7% PC /, ( : 1,000, : %) 스마트폰 / 태블릿 PC 구입전 스마트폰 / 태블릿 PC 구입후 TV/ 스마트 TV ( 일반방송 ) % 감소 45.5 TV/ 스마트 TV ( 일반방송 ) 인터넷방송 / 동영상시청 (41.5%) PC/ 노트북 스마트 TV % 감소 1% 증가 PC/ 노트북스마트TV 스마트폰태블릿PC 인터넷방송 / 동영상시청 (54.5%) 3. N. N

104 100 N. N,,,, 5 (65.5%), (59.4%), (54.8%), (40.8%), (20.8%)., 20 30, 10 30, ( ) ( ) ( : %) 1, N, 56.2%, PC (10.7%).

105 N ( : 1,000, : %) 이용기기 이용기기 ( 상위 3 개 ) ( 상위 3 개 ) 데스크탑 PC + 스마트폰 일반노트북 + 스마트폰 TV + 스마트폰 N 스크린이용 N 스크린비이용 스마트폰데스크탑 PC TV. N (, /, TV ), 67.9%, TV (9.3%) N ( : 655, : %) 이용기기 이용기기 ( 상위 3 개 ) ( 상위 3 개 ) TV+ 스마트폰 TV+ 데스크탑 PC + 스마트폰 데스크탑 PC + 스마트폰 N 스크린이용 N 스크린비이용 TV 스마트폰데스크탑 PC

106 102 (, ) 41.8%, 58.2% N ( : 208, : %) 이용기기 이용기기 ( 상위 3 개 ) ( 상위 3 개 ) 데스크탑 PC + 스마트폰 태블릿 PC+ 스마트폰 일반노트북 + 스마트폰 N 스크린이용 N 스크린비이용 스마트폰 데스크탑 PC 태블릿 PC 48.3%, 51.7% N ( : 408, : %) 이용기기 이용기기 ( 상위 3 개 ) ( 상위 3 개 ) 데스크탑 PC + 스마트폰 일반노트북 + 스마트폰 태블릿 PC + 스마트폰 N 스크린이용 N 스크린비이용 스마트폰 데스크탑 PC 일반노트북

107 % PC (15.7%). (, ) 56.7%, PC (16.27%). 33.5% N ( : 594, : %) 이용기기 이용기기 ( 상위 2 개 ) ( 상위 3 개 ) 데스크탑 PC + 스마트폰 일반노트북 + 스마트폰 N 스크린이용 N 스크린비이용 스마트폰데스크탑 PC 일반노트북 태블릿 PC 53.1%, PC (6.9%)., PC.

108 N ( : 548, : %) 이용기기 이용기기 ( 상위 3 개 ) ( 상위 3 개 ) 데스크탑 PC + 스마트폰 TV+ 데스크탑 PC 일반노트북 + 스마트폰 N 스크린이용 N 스크린비이용 데스크탑 PC 스마트폰일반노트북 4. Second Screen Second Screen TV (PC,, PC ), 83.9%. 4 7 Second Screen ( ) ( : %) [100.0,, PC.

109 Second Screen ( : 753, : %) (48.5%) (47.7%) SNS 26% Second Screen ( : 753, : %)

110 %,. 38.8%,. TV TV Second Screen ( : 753, : %)

111 ,. 1 50) EU (Audiovisual Media Services Directive, AVMSD). AVMSD. (TFEU, Treaty on the Functioning of the European Union). TV UGC(User Generated Content). 50) European Audiovisual Observatory(2011)

112 108, TV.. (electronic communications networks),,. EU. AVMSD (linear) (non-linear). Article 1(1)(e) TV, Article 1(1)(g) (on-demand). AVMSD TV (television-like),.. EU. TV,..

113 Agcom(Autorita per le garanzienelle communicazioni), 10 AVMSD. AVMSD (Legge comunitaria). Agcom.,. UGC. TV.,..,..,,,..,.,,,,, DVD AVMSD., Agcom

114 110 TV.,,, TV TV 100,000 ( ) 24.. Agcom (web TV, IPTV, TV) Agcom 30. Agcom EU AVMSD Media Act Media Act CvdM, ( ).

115 5 111 Multimedia Act. Multimedia Act TV. 51).. CvdM AVMSD. Media Act 2008.,,. AVMSD TV TV TV.. CvdM.,.. 51) Media Act 25% NPO(Nederlandse Publieke Omroep: national public media service) CvdM.

116 112,..,... AVMSD,.. TV (Catch-up-TV services) AVMSD. TV AVMSD.. (online video stores). VOD. AVMSD. CvdM.

117 TV ITC(Independent Television Commission). Communication Act 2003 (Ofcom),,. Communication Act 2003,. VOD. Ofcom ASA(Advertising Standards Authority) VOD ATVOD(Association for Television On-Demand). ATVOD VideoNetworks, British Telecommunications(BT), Virgin Media., TV.. ATVOD. ASA,

118 114. AVMSD. AVMSD,,.. UK Council for Child Internet Safety,,,,. BBFC. EU AVMSD ( ) AVMSD 2015 Communication Act (Lander). TV Telemedien. Rundfunkstaatsvertrag(Interstate Treaty on Broadcasting; RStV) Jugendmedienschutz-Staatsvertrag(Interstate Treaty on the Protection of Minors;

119 5 115 JMStV). (Bund) Telemediengesetz(Act on Telemedia Services; TMG). Preliminary Act on Tobacco, the Gesetz gegen den unlauteren Wettbewerb(Unfair Competition Act; UWG),,,. AVMSD TMG, RStV, JMStV, Preliminary Act on Tobacco. RStV AVMSD.. Kommission für Zulassung und Aufsicht(Commission for licensing and monitoring; ZAK). ZAK Beauftragte fur Programm und Werbung(Commissioner for Programme Affairs and Advertising). RStV telemedia.,. (UWG) UWG. UWG. UWG.

120 116 (co-regulation). ZAW Deutscher Werberat(German Advertising Council). ( ). Zentrale zur Bekämpfung unlauteren Wettbewerbs,, ( ) Verein fur lautere Heilmittelwerbung, ( ) Selbstkontrolle der Zigarettenindustrie. JMStV( ( ) ),, Freiwillige Selbstkontrolle Multimedia-Diensteanbieter(Voluntary Self-Monitoring of Multimedia Providers; FSM) ISP. FSM JMStV. AVMSD (Article 9(1)(g)) JMStV, JMStV,,. AVMSD. ZAW FSM KJM.

121 OTT.,, FCC. FOSI(Family Online Safety Institutue) Cybertipline. CyberAngels, WHOA(Working to Halt Online Absue), (KCA, 2012) 12, OTT 52). FCC, OTT,, OTT. 10 OTT Sky Angel 53) 52) OVD(Online Video Distributor) OTT. OVD UCC. 53) MVPD MVPD

122 118 MVPD(Multichannel Video Programming Distribution) FCC OTT MVPD. MVPD,,, TV,,, IPTV (, 2012). 54) Sky Angel Discovery Discovery Sky Angel PAR (Program Access Rule, ) FCC MVPD. Discovery MVPD Sky Angel (public internet) VOD MVPD. (American Cable Association) OTT OTT OTT MVPD. DirecTV.. NBCU(NBC Universal) OTT. -NBCU MVPD, OTT. NBCU, (Program Access Rule, PAR). 54) Sky Angel Discovery Los Angeles Times FCC may decide how over- the-top distributors should be regulated ( )

123 5 119 OTT OTT OTT. OTT OTT OTT ) CRTC(Canadian Radio-television and Telecommunications Commisions) OTT OTT fact-finding. CRTC. OTT OTT OTT. CRTC. 09 CRTC 55) CRTC(2011)

124 120. CRTC CRTC OTT (cord cutting). OTT, CRTC OTT., OTT. OTT.

125 (, ), 44 ( ).,,,.,,,,.. VOD, IPTV VOD VOD PPV. VOD VOD

126 122, VOD IPTV VOD..,.,. OTT. KT KT DCS(Dish Convergence Solution). OTT OTT.,..

127 ,,,, (network neutrality) (, 2011).. Cisco(2012) (, IP VoD,,, ) 2016 IP 86%. 6 1 : Cisco(2012)

128 : Cisco(2012) PC TV TV.,. 56) Level3 (content delivery network, CDN) Level3. Level3. Level3 56)

129 6 125 NBCU KT TV. KT TV TV HD IPTV. KT,...,..,. KT TV., OTT, OTT.,,

130 126., 57), ( ), ICT,,,., KT,, 58)., 57),,,,,, EU. (2011). 58) (best-effort), (managed service),.

131 6 127,,. OTT,.,,, IPTV, 59) 60). 2.,.,.. NBUC 59) LGU+ IPTV TV, KT TV. 60) OTT CDN, Telco CDN.

132 128 OTT. NBCU NBCU (vertiacl foreclosure), Hulu OTT NBCU. FCC OTT. VOD ITV, Channel4, BBC Project Kangaroo. Project Kangaroo ITV, Channel4, BBC one-stop-shop. Project Kangaroo (catch-up) VOD 25% 70% Project Kangaroo VOD. 09 Project Kangaroo BBC, ITV, Channel4, Channel5, BT, TalkTalk, Arqiva 7 TV Youview Enterprise Act OFT(Office of Fair Trading) Project Kangaroo Youview (aggregating) TV. Virgin Media, BskyB, IPVision TV Youview

133 6 129 Youview UI EPG( ). Ofcom Youview Youview.. 92 PAR MVPD. 10 FCC PAR PAR (, 2012). OTT OTT Only. DMB.. OTT OTT. OS. OS ios

134 130 30% in app purchase. 30%,. OS.. (2011),,. (2011)

135 6 131 VCR,.. 61) 12 2 Aereo. Aereo. Aereo IP. Aereo ABC, CBS, NBC, Fox Aereo. Aereo,. PC ivi TV 62) 61).,.,. 62) ivi TV

136 )... VCR ( TV( OSP(online service provider). OSP. OSP 30,. 64) Divx,. PVR. 30,.. 63) PP 64) ( ).

137 6 133 TV 65). 66). (UTV Hubb) 1. 67) TV,., UTV Hubb, UTV Hubb. 68), 2 Live Crew Roy Orbison Oh Pretty Woman! Campbell v. Acuff-Rose Music, Inc ) 65) ). 67) 940 (UTV Hubb) PVR(Personal Video Recorder), UTV Hubb. 68),, LAW & TECHNOLOGY 6 5 (2010), ) Harper & Row, 471 U.S. at 562, 105 S.Ct. 2218; Campbell v. Acuff-Rose Music, Inc., 510 U.S. 569, , 114 S.Ct. 1164, 127 L.Ed.2d 500(1994); Naked Gun 33 1/3: Final Insult Leibovitz v. Paramount Pictures Corp., 137 F.3d 109(2nd Cir. 1998)

138 134..,. 70)..,.,.,. 70) 5. (2008), P2P OSP, 9 1 pp

139 ,.., SNS..,

140 136..,...,,. Netflix, Hulu.. PC, N.,.,,.

141 7 137,.,. -NBCU, Project Kangaroo, Youview.,,,,.. Netflix TV.. BBC iplayer..,,,,,.

142 138 (2011), TV, TTA Journal vol (2011), TV, 11-06,. (2010), :, (2011),, TV,, 12, 2. (2011),, 11 22,, (2011),,. (2010), VOD. ( ), N Pooq, Tving. (2012), OTT :,,, 24 21,. ( ),, 8. ( ), OTT IPTV Verizon. ( ), Youtube ( ), 1, 2 TV Comcast TWC 2011.

143 139 ( ), Google Google Play 3. ( ), Amazon Studio, Amazon. ( ), Verizon, viewdini.. win-win. ( ), BBC, Project Barcelona. ( ), CEO, 1. itworld.com ( ), Q vs. TV. itworld.com ( ), ( ), CJ,... ( ),,.. AppleTV. ( ),, OTT,. ( ),,, TV. ( ),,, SO. (2008), P2P OSP,, 9, 1. ( ),,,. (2012), TV, Telecommuni-

144 140 cations Review, ( ), YouTube,. ( ),, LG. ( ), OTT,,. (2007),,, 24, pp ( ),,. ( ), 4 TV. ( ), TV,. ( ), N TV. (2011), TV :,, vol. 30. (2006), TV VOD,. ( ), N. (2011), ICT. (2010),, Law & Technology, 6 5, pp (KCA)(2012),,. ( ), KISA( ),, OTT xfinity Streampix.

145 141 Cisco(2012). Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, , White Paper, Comscore. U.S. Online Video Rankings. Comscore.( ). comscore Releases May 2012 U.S. Online Video Rankings. CRTC(2011). Fact finidinig exercise on the OTT programming services in the Canadian broadcasting system. European Audiovisual Observatory(2011). The Regulation of On-demand Audiovisual Services: Chaos or Coherence?, IRIS Special. Generator( ). Over the Top Internet Television, Digital Media Insight. gigaom.com( ). Hulu in'11: $420MM revenue, 1.5M paying subscribers. Little, V.(2008). Audiovisual media services directive: Europe s modernization of broadcast services regulations, Journal of Law, Technology & Policy, vol. 2008, issue 1, pp Los Angeles Times( ). FCC may decide how over-the-top distributors should be regulated Nielsen( ). Top U.S. Online Video Sites. Nielson( ), 40% of Table and Smartphone owners use them while watching TV. Onay, I.(2009). Regulating webcasting: An analysis of the Audiovisual Media Services Directive and the current broadcasting law in the UK, Computer Law & Security Review, vol. 25, issue 4, pp PwC(2012). Global Entertainment and Media Outlook , Sithigh, D.M.(2010). Co-Regulation, video-on-demand and the legal status of audiovisual media, UEA Law School Working Paper Series.

146 142 SNL(2012). The State of Online Video Delivery. theverge.com( ). Hulu revenue up 60 percent in 2011, to $420 million VanWanger, A.B.(2011). Seeking a clearer picture: assessing the appropriate regulatory framework for broadband video distribution, Fordham Law Review, vol. 79.

147 ( ) IP (,, ) (,,, ) (,, ) (, ) (,, ) : (,, ) ( ) (,, ) (MPS) (,, ) ICT (,, ) (, ) ( ) (II): 6.2 ( ) ICT (,, ) u-city ( ) (,, ) IT ( ) (,,, ) ( ) (, )

148 (, ) ICT (,, ) (,, ) ( ) (,, ) TV ( ) (,,, ) : (, ) ( ) (,, ) (, ) (,, ) (, ) (,, ) ( ) (, ) ( ) (, ) ICT ( )( ) ITU ICT (IDI) (,, ) (,, ) IT ( )

149 (,, ) ( ) (,,, ) (,, ) N (,,, ) (,, ) (,,, ) ICT (,, ) (, ) ( ) SW ( ) (,, ) ( ) ICT (, ) (,, ) : (, ) (,, ) (,, ) : ( ) ICT (III)( ) OECD (STRI) (,,, ) 12 19

150 (,,, ) (,,, ) (I)(,,, ) e (,, ) IPTV ( ) (,, ) (, ) (,,, ) IT (,,, ) (,, ) (,, ) ( ) (,, ) ( ) (,, ) (,, )

151 10 13 ( ) (,,, ) ( ) (,, ) (,, ) ( ) (, ) R D (,,, ) ( ) (,, ) ( ) (,,, ) (,, ) (,,, ) (,, ) : Solution (,, ) ( ) (,, ) IP ( )

152 10 32 ( ) IT (,,, ) ( ) (III)(, ) ( ) (,,, ) IPTV (, ) (, ) : ( ) KI (, ) (,, ) (,,, ) (,,, ) (,, ) (,,, ) (,,, ) IT (,, ) (,, ) ( ) ( ) (, ) (, ) (, ) : ( )

153 (, ) (, ) (,, ) (,,, ) (,, ) ( ) (,,, ) ( ) (,, ) ( ) (,, ) (,,, ) (,, ) (,, ) (,, ) ( ) ( ) (,,, ) (,,, ) MNO, MVNO ( ) (,,, )

154 11 19 (,, ) (,, ) mvoip (,,, ) ( ) ICT ( ) (,,, ) (, ) ( ) R&D ( ) R&D ( ) WiBro (,, ) ( ) (, ) ICT (, ) (,, ) ( ) (,,, ) 11 36, (,,, ) ( ) ( ) ( )

155 11 40 (,, ) ( ) ( ) ( ) ( ) (,, ) 11 46,, (, ) (,, ) (, ) SO-PP (, ) (, ) ( ) PP ( ) ( ) / (, ) : ( ) KI (, ) (,,, ) (,, ) (,, ) ITU PP-14 : PP-14 ( ) (,,, ) (,,, )

156 11 63 ( ) ( ) (Youth) ( ) (,, ) ICT (, ) ( ) VOD (, ) ( ) (, ) (, ) (, ) IT (,, ) (2012 )( ) ICT ( ) ( ) (,,, ) SNS (,, ) (,, ) (, ) ICT ( ) ( ) (,,, )

157 12 19 ICT ( ) ( ) ( ) ICT (,,, ) ( ) (, ) ( ) ICT ( ) (mvoip) ( ) ( ) MVNO (,, ) (,, ) (,,, ) ( ) (, ) (,,, ) (, ) (,, ) TV (, ) ( ) (, )

158 12 40 (, ) (,, ) (, ) (,,, ) ICT (,, ) ICT (,,, ) (,,, ) ( ) UPU (,, ) (,, ) : ( ) KI (,, ) ( ) ( ) (,, ) (,,, ) ( ) (,,, )

159 / University of Florida, Mass Communication ( ) TEL: FAX: ISBN