(JBE Vol. 23, No. 6, November 2018) (Regular Paper) 23 6, (JBE Vol. 23, No. 6, November 2018) ISSN 2

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1 (JBE Vol. 23, No. 6, November 2018) (Regular Paper) 23 6, (JBE Vol. 23, No. 6, November 2018) ISSN (Online) ISSN (Print) TV 8VSB a), a) A Study on the Impact of Cable TV 8VSB Conversion on Subscriber Retention and Consumer Welfare Kim Jee-Hoon a) and Yeong-Ju Lee a) 8VSB TV TV,. TV 8VSB., 8VSB, VOD. 8VSB PP.. Abstract In this study, the impact on the number of cable TV subscribers as well as the profit of cable TV has been examined, and the impact on enlarging the digital broadcast viewing rights of cable TV subscribers and viewers welfare has also been examined. We investigated the trends in the number of analog and 8VSB subscribers and revenue of cable TV operators by region and analyzed based on changes in the number of channels provided by each operator. The results show that analog subscribers and digital subscribers are delaying their departure through 8VSB conversion, and VOD subscription fees and home shopping transmission fees have a significant impact on operating profit. Subscribers, as they switched over to 8VSB, have become able to view channels of various genres with clear picture quality for a same subscription fee, and the program providers could offer programs to more customers. The government 's deregulation policy due to the changes in broadcasting environment led to the facilitation of digital conversion of Pay-TV and improvement of viewers welfare. Keyword : Cable TV, 8VSB, Digital Transition, Subscriber Retention, Consumer Welfare a) IT (Seoul National University of Science and Technology, Graduate school of Public Policy and Information Technology) Corresponding Author : (Lee YeongJu) roselee@seoultech.ac.kr Tel: ORCID: Manuscript received March 3, 2018; Revised August 21, 2018; Accepted October 24, Copyright 2016 Korean Institute of Broadcast and Media Engineers. All rights reserved. This is an Open-Access article distributed under the terms of the Creative Commons BY-NC-ND ( which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited and not altered.

2 1 : TV 8VSB (Kim Jee-Hoon et al.: A Study on the Impact of Cable TV 8VSB Conversion on Subscriber Retention and Consumer Welfare). HD. IPTV OTT IPTV ( ) 1,650 TV 1,390 [1]. IPTV.. IPTV.. 3 [4].. 8VSB(8-level vestigial sideband) 8VSB. 8VSB,, [2]., 8VSB , TV 13.2% [3]. 8VSB 8VSB. 8VSB [4]., [5]. 8VSB, [7]. 8VSB 3 TV TV, TV. 8VSB TV. 1. 8VSB. 8VSB 8 (VSB). 8VSB TV 6MHz Mbps [8]. ATSC 8VSB AWGN(Additive White Gaussian Noise), PAR(Peak to Average Power Ratio). TV DTV

(JBE Vol. 23, No. 6, November 2018) [9]. TV 5.75MHz 1,002 MHz [11], 5.75MHz 54MHz. 8VSB 150. 2. 8VSB TV 2008 IPTV. IPTV 3 TV. IPTV SO [11],. TV DMC,,, [13].

3 (JBE Vol. 23, No. 6, November 2018) [9]. TV 5.75MHz 1,002 MHz [11], 5.75MHz 54MHz. 8VSB VSB TV 2008 IPTV. IPTV 3 TV. IPTV SO [11],. TV DMC,,, [13]. B2B. 8VSB.,. [7]. 8VSB.., 8VSB [4]. 8VSB IPTV. 8VSB SO [4]., 8VSB. 8VSB, TV. HD, PP HD 1. 8VSB SO Fig. 1. Frequency usage of Cable SO after introduction of 8VSB

4 1 : TV 8VSB (Kim Jee-Hoon et al.: A Study on the Impact of Cable TV 8VSB Conversion on Subscriber Retention and Consumer Welfare). 8VSB [6].,. 8VSB TV [2][10].,, TV [14],.. 8VSB 8VSB. 8VSB,, MSP PP PP. 8VSB. [15] VSB, 8VSB.. SO IPTV,,. 1 : 8VSB? 1-1., 8VSB? 1-2. ( ) /8VSB? 8VSB SO. SO SO. 8VSB. 8VSB SO.. 2 : 8VSB 8VSB? 8VSB. 8VSB. 8VSB.

5 (JBE Vol. 23, No. 6, November 2018) 1. Table 1. Operational definition of major variables Details Broadcasting subscriber Scale of Subscriber Market share Operational definition The number of broadcasting subscribers was based on the number of TV sets equipped with receiving facilities to receive general cable broadcasting. The number of subscribers is divided into analog, digital, 8VSB subscriber. Scale of subscriber is less than 100,000, between 100,000 and 200,000, and more than 200,000. Percentage of Cable SO subscribers among the pay TV subscribers in the area. The area where multiple SOs compete is measured by adding the number of subscribers of two SOs. 8VSB subscribers conversion rate The proportion of 2015 analog subscribers converted to 8VSB subscribers in 2017 Total Revenues Operating profit Number of channels (ANALOG, 8VSB) Service fee (ANALOG, 8VSB) Total revenue is the sum of broadcasting license revenue, VOD revenue, advertising revenue, home shopping transmission fee revenue, and telecommunication business revenue Operating profit is the profit generated by the company's business activities. In addition to operating profits, we also compared operating profit per subscriber as an indicator of efficiency. The number of channels is presented as the number of analog channels before introduction of 8VSB and the number of 8VSB channels after introduction. The rates are presented as 8VSB fee after introduction of 8VSB and analog fee before introduction. 8VSB. 3 : 8VSB? 2. < 1>. TV IPTV VSB TV 1.1 /8VSB 2015, 2016, ,, 8VSB ,, 8VSB Table 2. Changes in Analog, Digital, and 8VSB Subscribers in Cable Broadcasting by Region (Unit: Terminal) YEAR Subscriber Type N Minimum Maximum Average S.D. ANALOG DIGITAL Broadcast ALL ANALOG VSB DIGITAL Broadcast ALL ANALOG VSB DIGITAL Broadcast ALL

6 1 : TV 8VSB (Kim Jee-Hoon et al.: A Study on the Impact of Cable TV 8VSB Conversion on Subscriber Retention and Consumer Welfare) 78,812. 8VSB , , , ,577. 8VSB , ,631. 8VSB 73,167, , , SO, 8VSB,. 8VSB 20 SO 67,570, 8VSB 10 SO 67.95% SO. 10 ~20 SO 8VSB 58.33%, 20 SO 42.86%. SO 8VSB. 20 SO 141, , , SO SO SO 2015 SO SO 3. Table 3. Change in number of cable broadcasting subscribers by subscriber size (Unit: Terminal) Subscribers ' scale Less than 100, ,000~ 200,000 N ANALOG DIGITAL ANALOG 8VSB DIGITAL Conversion rate % % More than 200, % Total % F ** ** ** 4.172* ** p *p<.05, **p< SO /8VSB Table 4. Analog, 8VSB, and Digital Subscribers according to competition between SOs by region (Unit: Terminal) Monopoly presence N ANALOG DIGITAL ANALOG 8VSB DIGITAL Conversion rate Competition % Monopoly % t * * * * p *p<.05, **p<.01

7 (JBE Vol. 23, No. 6, November 2018). T,. SO SO ,667 92,576, 49,613, 93, VSB 56.21%, 50.68% SO SO 55%. 50, 50~60, VSB SO 50~60% SO, 60%. 8VSB 60%, 8VSB 64.75%. 50% 55.47%, 50~60% 31.49%. 2. SO 8VSB SO 8VSB 49%. 0 SO 9 SO HCN, HCN, HCN, HCN, HCN, HCN, HCN, HCN HCN. SO (2.92), (2.47) 1,, TV,,,,,,, SO 8VSB Table 6. Cable SO's 8VSB Subscribers Conversion Rate 8VSB Conversion rate N Minimum Maximum Average Standard Deviation , 10 64% 20 32%. 5. SO Table 5. Changes in the number of subscribers according to the level of market share within SO's domain (Unit: Terminal) Market share N ANALOG DIGITAL ANALOG 8VSB DIGITAL Conversion rate Less than ~ More than ALL F * * p *p<.05, **p<.01

8 1 : TV 8VSB (Kim Jee-Hoon et al.: A Study on the Impact of Cable TV 8VSB Conversion on Subscriber Retention and Consumer Welfare) 7. TV 8VSB Table 7. Difference of 8VSB subscribers conversion rate by Cable SO subscriber size SO TYPE N M F p Less than 100K K~200K More than 200K ALL SO. 60% 8. SO 8VSB Table 8. Difference in 8VSB subscribers conversion rate according to SO market share Item SO TYPE N M F p Less than Market 50~ share More than ALL %.57 50~60%.. SO 8VSB SO VSB 0.5,,, (β=.963). 8VSB 0.5 (β=.312), (β=.268), (β=.266). SO SO (2016 ) Table 9. Factors Affecting Cable SO's Total Revenue (2016) Conversion rate less than 0.5 / Total sales Conversion rate over 0.5 / Total sales Item Standardiza Standardiza t Probability tion factor tion factor t Probability Constant Broadcasting fee ** **.000 VOD subscription fee **.000 Ad sales **.000 Home shopping transmission fee ** **.000 Telecommunications business sales ** **.000 F Modified R squared SO Table 10. Factors Affecting Cable SO's Operating Profit Conversion rate less than 0.5 / OP Conversion rate over 0.5 / OP Item Standardiza Standardiza t Probability tion factor tion factor t Probability Constant Broadcastinge fee VOD subscription fee **.004 Ad sales Home shopping transmission fee **.013 Telecommunications business sales F ** Modified R squared

9 (JBE Vol. 23, No. 6, November 2018). 8VSB 0.5 VOD (β =.598) (β=.593). 3. 8VSB TV 8VSB. SO, VSB 80. 8VSB 0.5 8VSB MSO 8VSB MSO CMB, 130 8VSB. 12 8VSB. MSO 10 SO 12 8VSB. 8VSB / 19.7% / 16.9%, 14.1%, / 12.7%,, 1.4%. 8VSB.. 8VSB, [14] VSB Table 11. Difference between the number of analog channels and the number of 8VSB channels 2015 Number of analog channels 2016 Number of 8VSB channels Conversion rate Less than 0.5 More than 0.5 Less than 0.5 More than 0.5 Number of analog channels t ** ** p VSB Table 12. Additional channels and channel genre added to 8VSB Item Culture Leisure/ Sports Education / Information news / Eco Documentary /Drama Number of channels Kids / Cartoon Channel ratio 14.1% 19.7% 5.6% 2.8% 12.7% 9.9% Item Entertainment /Game Music / Movie Satellite Religion Public Local Number of channels Channel ratio 16.9% 4.2% 9.9% 1.4% 1.4% 1.4%

10 1 : TV 8VSB (Kim Jee-Hoon et al.: A Study on the Impact of Cable TV 8VSB Conversion on Subscriber Retention and Consumer Welfare) VSB [3]. 8VSB TV., 8VSB SO, SO SO 8VSB. 8VSB 60%. IPTV 8VSB. 8VSB 8VSB 0.5,,. 8VSB 0.5. SO, 8VSB 0.5 VOD. 8VSB 8VSB TV, 8VSB VOD. 8VSB 0.5 SO 0.5 SO 8VSB 20. 8VSB SO. 8VSB PP. 8VSB.. 8VSB. EPG.. TV 8VSB., 8VSB 50 SD HD 155 [16]. 8VSB. 8VSB OTT VOD IPTV. [17] 8VSB VOD.,., 8VSB TV. [18]

11 (JBE Vol. 23, No. 6, November 2018), PP. 2 PP 10.., 8VSB..,. OTT... (References) [1] MSIT, The first half of 2017 and pay-tv subscriber market share, MSIT, [2] MSIP, Cable broadcasting 8VSB modulation method introduction, operation policy direction, MSIP, [3] KCC, 2017 Evaluation of competition situation of broadcasting market, Korea Communications Commission, [4] H. K. Kim, The Study on the Introduction of Clear QAM and 8VSB in the Digital Conversion of Pay TV, Journal of Korean Contents, Vol. 13, No. 4, [5] H. K. Kim, D. M. Kim, The Study on the digital conversion present situation and consideration regarding an issue of analogue cable broadcast, Journal of Digital Policy & Management, Vol. 11, No. 6, pp. 1~9, [6] H. K. Kim, D. M. Kim, The evaluation on the impact of introduction of 8VSB transmission method on the broadcast market, Journal of Digital Convergence, Vol. 12, No. 5, pp. 501~515, [7] D. N. Chung, J. K. Lee, A study on the ripple effect of broadcasting market due to the relaxation of technical regulation- Focused on MMS and 8VSB introduction policies, KOBACO, [8] KIPO, Examination Guide for Digital Broadcasting Invention, KIPO, [9] M. H. Lee, Y. J. Lim, Status of standardization of terrestrial digital broadcasting in each country, Performance Comparison of ATSC 8-VSB System and DVB-T COFDM System, Broadcasting and Media Magazine, Vol. 4, No. 3, pp. 62~70, [10] CMB, A Study on Promotion and Activation of Digital Conversion, CMB, Marketing Policy Office, [11] MSIP, Technical standards for Cable broadcasting facilities, MSIP, [12] S. M. Lee, An Empirical Study of Impacts of Bundling Communication Services on Cable System Operators Performances, Information Society & Media, Vol. 50, No. 2, pp. 99~128, [13] E. J. Choi, K. W. Lee, Developmental Plans of Local Cable Channels following Process of Conversion to Digital Cable TV, Journal of the Korea Contents Association, Vol. 8, No. 6, pp. 98~110, [14] S. H, Song. The status of the policy on digital transmission of broadcast, Information and Telecommunication, pp [15] J. W, Lee, H. J. Kim. A study on Revising of the Pay-TV regulation : Cases and Policy Issues, Ministry of Science, ICT and Future Planning, [16] July, 15, 2018) [17] &mediaCodeNo=257&OutLnkChk=Y (accessed June, 8, 2018) [18] Digital Times, &ref=naver (accessed May 23, 2018)

Consumer Welfare) - 2012 : - 2018 : IT - 2006 ~ : CMB MSO - ORCID : https://orcid.

12 1 : TV 8VSB (Kim Jee-Hoon et al.: A Study on the Impact of Cable TV 8VSB Conversion on Subscriber Retention and Consumer Welfare) : : IT ~ : CMB MSO - ORCID : - :, TV, : : : ~ 2008 : ~ : IT - ORCID : - :,,, IT

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