355 2013. 2013. 12 :
3 23 1 67 1 67 1. 67 2. 68 3. 71 2 76 1. 76 2. 83 2 89 1 89 1. 89 2. 90 3. TV 95 4. TV 99 5. 100 2 101 1. 101 2. 106 3. 108 4. 109 5. 111 3 112
4 1. 112 2. 119 3. 121 4 (PP) 123 1. 123 2. 128 3. 130 4. 131 5 132 1. 132 2. 134 3 141 1 141 1. 141 2. 143 3. 156 2 158 1. 158 2. 171 3. 182 4. 189 5. 193 3 3 196 1. 196 2. 206 3. 216 4. 220 5. 222
5 6. 225 4 : 231 1 231 1. 231 2. 234 3. 239 4. 239 2 240 1. 240 2. 242 3. 262 4. 271 5. 276 6. 293 5 299 1 299 1. 299 2. 302 2 319 1. 319 2. 323 3. 332 4. 334 5. 336 6. 363 3 368 1. 368 2. : 369
6 3. 370 4. 374 6 381 1 381 1. 381 2. 384 3. 388 2 () 389 1. 389 2. 390 3. 394 4. 403 5. : 403 6. 409 7 415 1 415 1. 415 2. 417 3. 418 4. 419 5. 420 2 421 1. 421 2. 422 3. 423 4. 423
7 5. 424 6. 425 426 430
8 111 FCC 69 211 89 212 90 213 91 214 TV PP 99 221 (TV+) 102 222 (TV+) 104 223 TV 105 224 TV 106 225 3 107 226 2012 107 227 TV 109 228 111 229 112 231 113 232 113 233 (2012) 115 234 (2012) 116 235 (2012) 117 236 (2012) 118 237 VOD (2012) 119 238 120 239 120 2310 121
9 2311 122 241 PP 124 242 PP 126 243 MPP PP 127 244 129 245 PP 131 246 MPP 132 311 PP 149 312 (2012) 150 313 150 314 150 315 3 (2012) 151 316 PP 153 321 158 322 160 323 161 324 162 325 (2012) 165 326 (2012) 166 327 168 328 169 329 TV (2012) 170 3210 TV PP 170 3211 171 3212 173 3213 174 3214 175 3215 MSP PP (2012) 180
10 3216 183 3217 185 3218 186 3219 190 3220 191 331 198 332 3 201 333 3( ) 202 334 3( ) (2012) 203 335 3 203 336 3 204 337 3 TV (2012) 205 338 205 339 3( ) 207 3310 3( ) 208 3311 3 210 3312 212 3313 3( ) 220 3314 3 223 3315 224 411 236 421 243 422 1 (2012) 244 423 (2012) 245 424 247 425 1 (2012) 249 426 (2012) 250
11 427 HHI (2012) 255 428 HHI (2012) 257 429 KT 258 4210 MSO PP 262 4211 CJ TV (2013) 263 4212 KT OllehTV (2013) 264 4213 SKYLIFE (2013) 265 4214 CJ (2013) 266 4215 KT (2013) 266 4216 272 4217 ARPU 273 4218 OECD ARPU () 274 4219 (2013) 276 4220 SO 277 4221 278 4222 (2011) 285 4223 (2011) 286 4224 OTT (2013) 289 511 2012 305 512 2012 305 513 (2012) 306 514 2012 312 515 2012 312 516 (2012) 312 517 2012 3 316 521 PP 320 522 MPP PP 321 523 MPP 324
12 524 MPP 326 525 30 MSP 332 526 MPP 335 527 MPP (2012) 336 528 PP/ 337 529 PP 337 5210 PP/ 339 5211 PP 339 5212 340 5213 343 5214 345 5215 348 5216 4 350 5217 MSO 355 5218 PP 356 5219 SO-PP 360 5220 362 611 2012 TV 382 621 389 622 10 391 623 PP 404 624 MPP 405 625 PP 407 626 MPP (+) 408
13 121 76 122 81 123 84 211 (,, PP ) 92 212 (,, PP ) 92 213 TV vs (,, PP ) 93 214 TV vs 94 215 PP () 95 216 PP () 96 217 TV () 97 218 TV () 97 219 TV ( vs ) 98 2110 TV ( vs ) 98 2111 TV 100 2112 100 2113 101 221 (TV+) 103 222 TV 105
14 223 TV 106 224 108 225 TV (2005 ) 110 226 TV 111 231 SO (2013 3 ) 114 241 PP 123 242 PP (2012) 125 243 PP 126 244 PP 128 245 ( ) 129 311 157 321 (2012) 164 322 (2012) 164 323 172 324 175 325 HHI 176 326 HHI 177 331 197 332 3 199 333 3( ) 200 334 3 206 335 3 209 336 3 HHI 211 337 3 HHI 211 338 218 339 3( ) 221
15 411 231 421 1 () 244 422 1 () 245 423 12 (, 2012) 246 424 12 (, 2012) 247 425 1 () 249 426 1 () 250 427 12 (, 2012) 251 428 12 (, 2012) 252 429 HHI (200712) 253 4210 HHI (200712) 254 4211 HHI (2012) 256 4212 HHI (2012) 257 4213 KT HHI (2012) 259 4214 268 4215 269 4216 269 4217 270 4218 270 4219 271 4220 279 4221 KT OTS 280 4222 KT 281 4223 key () 282 4224 key (KT ) 282 4225 (OX) 283 4226 (2 ) 284
16 4227 286 4228 KT (200212) 287 4229 KT 288 4230 OTT 290 4231 OTT 291 4232 OTT 292 4233 OTT TV 292 4234 OTT 293 511 300 512 TV 303 513 303 514 307 515 () 308 516, 308 517 309 518 310 519 313 5110 314 5111 4 316 5112 317 521 PP 321 522 PP (2012) 322 523 PP 323 524 MPP ( PP ) 325 525 MPP 327 526 MPP 328
17 527 MPP 329 528 PP 329 529 PP 330 5210 PP HHI 331 5211 MPP HHI 331 5212 PP 333 5213 334 5214 MPP 342 5215 MPP 344 5216 (2012) 346 5217 347 5218 347 5219 (2012) 349 5220 351 5221 351 5222 HHI 352 5223 353 5224 354 5225 354 5226 SO 356 5227 MSO PP 357 5228 MSO PP 358 5229 PP 358 531 370
18 532 374 611 381 612 384 613 385 614 386 615 10% 387 616 10% 387 621 (+PP) 390 622 (+PP) ( PP ) 392 623 HHI 393 624 393 625 396 626 397 627 397 628 398 629 399 6210 400 6211 400 6212 401
19 6213 A 402 6214 403 6215 406 6216 MPP (+) 409
일러두기 1. 2012, 2. TV,,, 3.,,, 4. 5. (www.kcc.go.kr) (www.kisdi.re.kr), 2013
23 1.. 2011 7 355 ( ) IPTV. (market definition),
2 0 1 3 24 (S-C-P: Structure-Conduct-Performance),,. 1) 1, 2 36,,, 3 3 ( ),,,,, 4, 1),,,
, 5 25,,, 6,, 7 2.. 2,,,,,,, 2012 DMB 53 19 92 2, 19 78 2012 2 IPTV 1 3 DMB SK 2012 8 31 2012 13 1,984 11.3% 200812 11.2%,, PP ( + PP) 2)
2 0 1 3 26 PP (2008 49.4% 2010 45.2% 2012 39.5%) PP(24%) 15.5%p PP (2008 55.3% 2010 52.7% 2012 46.9%) PP (16.6%) 30.3%p PP, TV PP 76.2% 71.5%. PP TV 64.6% 2012 60.8% PP, PP 2002 88.6% 2012 71.2%, 2002 11.4% 2012 28.8% 2012 TV PP 3) 2 7,229 37.7%, TV 1 1,150, 1 6,079 PP 2011 TV 2012 59.1%, TV 40.9% TV PP 2) DMB 3) PP, PP, VOD PP
PP (52.1%) PP 2012 27 (2006 59.8% 2008 46.4% 2010 43.2% 2012 4.2%) 2012 2,332 8.1% 2009 4) 63.5%, IPTV 27.9%, 16.2%, OTS 7.6% (2003 89.9% 2012 63.5%), (OTS ) 2009 2010 (2003 10.1% 2008 13.3% 2009 12.7% 2012 16.2%) IPTV (OTS ) 2011 21.1% 2012 27.9%, OTS 2011 4.7% 7.6%. 2012 (TV+) 3 9,572 0.6% 2008 2012 KBS 1 5,040, MBC ( MBC ) 7,836, SBS 7,357 2012 KBS SBS 6.2%, 4.8%, MBC( MBC) 9.6% 4) IPTV OTS 100%
2 0 1 3 28 TV 2012 3 5,729 3.1% 200812 6.5% TV 2009 TV 2012 KBS 1 4,700, MBC 7,191, SBS 7,001, OBS 375, MBC 2,884, (OBS ) 2,046 2008 2012 3 TV KBS 8.8%, SBS 8.0%, MBC 2.7% 2012 TV 1 9,370 8.0% 200809 KBS TV KBS 6,048, MBC 4,423, SBS 4,724, OBS 274, MBC 2,118, (OBS ) 1,430 3 3(KBS, MBC, SBS) 57% 1 KBS1 2009 2010 1 MBC 2012 5% 2013 5% 2012 TV 1 1 1,150 16.5% 200712 1.7% TV KBS 3,424, MBC 2,766, SBS 3,577, OBS 176, MBC 371, (OBS )
467 29,, 2012 MBC 28.70%, SBS 19.67%, KBS 10.34% MBC: 2003 2.0% 2012 28.70%, SBS: 2003 0.0% 2012 19.67%, KBS: 2004 1.0% 2012 10.34% VOD 2012 3 1.34% KBS KBS 2.50%, MBC 6.41%p 1.90%, SBS 6.11%p 5.37%.,,, IPTV 2012 2 96 77 2011 17.5% 3 6,585 () 2012 2 3,163 63.3% () IPTV KT 25.2%
2 0 1 3 30 (VOD PPV ),, 2012 2 5,504, 69.7% () 2012 1 4,820 58.1%, 14.3%, IPTV 27.6% 2012 ( Pre-IPTV ) 2,332 ( ) 2011 8.1% () 2008 24.3% 2011 50.9%, 2012 58.7% 1 KT (OTV Skylife ) 2012 19.1% 602, 2.4%p 25.8% 2 CJ 332, 12 2011 7.7%p 2012 11.0%p ( 914, 2012 ) 24.6% 1,369, KT SO ( 517) 44.0%, 45 1 2012 MSO 21.5% 21.9% 0.4%p. (PP) 2012 PP 5) 2 2,366 20.5% 5) PP, PP, VOD PP PP PP
PP 28.7% (2011 3,895 2012 5,011 ) PP 8.9%% (2011 1 1,468 31 2012 1 2,484 ) PP 56%, 22%, 4% 2.5 2011 6%p, 1%p, 1%p 2012 PP 180 2 PP, PP 161 163 2 PP 2000 2007 188 (2007: 188 2012: 180) 2012 CJ MPP 4 18 7 PP 2009 CJ CJ MPP 9 (2008: 14 2009 23) PP 2 (2008: 8 2009 10) CJ MPP tvn, CGV,, Catch On, OCN, TV, NGC(National Geographic Channel), TV 2012 100 34 2011 29 5, 10 50 1, 2012 2012 14.55% 0.28%p 2000 (2002 6.79% 2010 14.81%),
2 0 1 3 32 2010 3 PP 2012 (++ ) (9,692 ) 66% 1 6,079 2012 4 CJ MPP PP 2012 PP CJ 5,898, SBS 1,209, MBC 718, KBS 1,120, (YTN) 139, t-broad 531 2012 PP CJ 5.1%, SBS 1.7%, MBC 5.6%, KBS 3.9%, (YTN) 9.6%, t-broad 23.5% PP (JTBC 217.5%, TV 105.8%, A 153.7%, MBN 66.8%) 3.., PP
( ) ( ), 33 (, //VOD/ PP ) 2007 3 906 2009 2 5,742, 2010 2012 (2.1%) 3 3,332, 58.1% 3 ( ) 2007 2 904 2009 1 6,474 2010 2011 2 452 2012 1 8,744 (8.4%)., 3,, 3 5070% () 3 10% 6.4%, 3 3
2 0 1 3 34,, 3 PP, 3 () () (), () () () TV, TV 2.8% vs. 3.1% 2009, PP 2010 (3, PP) 3 3, ( + PP), MPP CJ MPP PP,, 3
3 PP 3 3( ) 35, MPP 3, 3 MPP,. 1) 2012 MBC 23.2%, SBS 22.1%, KBS 21.2%, CJ 11.4%, 2007 2012 3 3 2007 75.6% 2012 66.4% ( 4.7%p) MBC 2007 30.5%, 200911 27% 2012 23.2%( 4.6%p) SBS 2007 25.2% 2012 22.1%, KBS 200708 20% 2009 22.0% 2011 19.8% 2012 21.2% CJ 2007 12.3% 2009 9.4% 2012 11.4%, 3 KBS
2 0 1 3 36 HHI 2,000, 2012, 1,637.7, (1,500 ) HHI 2007 2,045.3 2008 1,952.1 2,000, 2012 224.2p HHI 2009 1,636.0 2011 1,500, 2012 1,320.9 PP, 3 MSO 2) 2012 SBS, (KBS, MBC ), (55), 80.0%, 54.5% (55), (66.6%) TV 14.2%( ), 19.2%
, (65), 37 38%(25), 64% PP (KOBACO), (55), 25.5% ( 36.4%), 27.3%( 21.8%) 3) MBC SBS, KBS ( ) MBC 2008 (1.0%), 2009 0.4%, 201011 8.0% 2012 2.8% SBS 2008 4.3%, 2009 3.3%, 2010 2.8%, 2011 10.1% 2012 MBC 5.1% KBS 2008 200910 2.1%, 2011 2012 1.9% 2012 KBS 2.5% PP 3.9% CJ 11% 2012 3 9.8%
2 0 1 3 38 SO PP 2012 5.1% 2012 TV TV IPTV TV 4) 3 (), 3, PP 3 PP 2012,. 3 1) 2012 MBC( MBC ) 34.9%, SBS( ) 32.8%, KBS 32.3% MBC KBS
2012 : MBC 29.3%, SBS 34.4%, KBS 36.3% 3 3,300, 39 HHI 3,337.2 (60.4p), HHI 3,359.6 (24.8p),,,, PP,, MMS PP, 3 2) 2012 SBS, (KBS, MBC ), (55),
2 0 1 3 40 80.0%, 54.5% (55), TV 19.2% ( 14.2%) (KOBACO), (55), 25.5% ( 36.4%), 27.3%( 21.8%) 3) 200708 2009 2012 ( ) 2012 MBC( MBC ) (8.0%) 2.3%, SBS( ) (11.9%) (6.0%) MBC KBS 3 (2.5%) 2011 (4.5%) 3 2012,
4) 2012 3, MBC KBS 41, ( ), 2012 ( ) 4.., 220 ( ) (Pre-IPTV DMB ) 2011 2,158 2012 2,332 2012 1,480, 379, IPTV
2 0 1 3 42 651 () 2012 3 6,585 63.3% 2012 2 5,504, 2 2,377. 1),, 2013 2013 2012 2012 ( TV, TV, IPTV, ) 50% TV 2) 2012. 1) 2012 KT 25.8%, SO 63.5% KT 44.0%, SO 37.8%
2011 2012, 77 HHI 4,943 4,590 43 77 7 HHI HHI 14 : (5), (1), (2), (1), (1), (1), (2), (1) HHI HHI 2011 2012 2011 2,586 2012 2,405, 2011 4,352 2012 4,001 ( KT ) 16 HHI, 2011(32), 13 KT KT KT 65 6, HHI 9 KT HHI 9 : (4), (1), (1), (1), (2), KT 24, HHI 13 KT 2) () 2 1,583 23.9%(378) 44.0%, 32.1% 2012 18.8% 2011(35.2%)
2 0 1 3 44 () 1,583 26.9%(426) 34.3% () 2011 (44.5%), 46.6%(737) 49.7% ( ) 1,583 56.9% /, 2012 () 1,583 81.9%, 2012, 3) 2012 SO 112.9%, SO (ARPU) ARPU 2012 1 3,000, 2011 12.2% U + TV 1 5,881, SO C&M 1 5,591 ARPU 2012 8,209, 2011 2.8% U + TV 1 2,233, SO C&M 1 626
Informa (2013) 2012 OECD ARPU 31.72 45 ARPU ARPU 2013 5 3.18 3.41 2013 2012, 2013 2012 4) +(),,,, + (OTS) OTS 2009 12 8 5000 2012 177 KT, 2010, IPTV OTS 2010 IPTV 2010 135 2012 243 79.4%, OTS 442.1% 203 KT ( )
2 0 1 3 46 ( key service ) ( key ) (54.369.0%) (key ) key, KT ( ) 2 KT ( ) 2012 4 KT IPTV ( ) KT ( ) KT 0.76( ), 0.82() KT 5) OTT OTT,,,, 2013
,, 47 61.7%, TV(49.3%) TV(43.0%) 6) 2012 2011,, HHI 16 13 KT 2009, IPTV KT,, 5.. () ()
2 0 1 3 48 () ( ) 1) PP 2011 28.7% (2011: 3,895 2012: 5,011 ) 2) 3 5 MSO 2012 1 CJ 3 10 C&M, 2013 2 CMB 4 t-broad HCN. 1) 510% (, ) : : :
(, ) 49 2) 1) 3 :, :, (KBS2, MBC, SBS) : 3 (KBS2, MBC, SBS) () (KBS2, MBC SBS ) 3 2),
2 0 1 3 50. 1) 2012 CJ, MBC, SBS MPP 37.2%, 7.4%, 5.9% CR3 50.5% 5.6%p 2012 MPP CJ 1,865 59.8%, PP 37.2% CJ 2011 (2009 31.5% 2010 31.1% 2011 29.9%) 2012 (2011 29.9% 2012 37.2%) CJ (37.2%) (18.5%) (34.4%) 2009 2 (2009 1,274 2010 1,228 2011 1,150) HHI 1 CJ 439 1,589 2) PP 2012 PP 1 7,449 70.9% CJ PP 2011 4,136 2012 6,002 45%, 4 2012 3,294
51 () CJ 47.3% KBS 40.3%, MBC 38.5%, SBS 37.5% 3) 2012 PP 3.9% (1.3%) ( 2011 3.4% 2012 2.4% 1%p ) 3 CJ MPP, MBC MPP, SBS MPP 5.1%, 5.6%, 1.7% 4) ( ) 2012 13 PP 19 PP 1 2 CJ 3 OCN(0.35%), CGV(0.32%), SUPER ACTION(0.28%) CJ
2 0 1 3 52 ( ) 2012 9 PP 11 PP 1, 3 3 SBS ESPN, MBC SPORTS+, KBSN PP 3 2012 2 MBC MBC SPORTS+(0.250%), 23 SBS SBS ESPN(0.247%) KBS KBS N(0.246%) ( ) 2012 4( PP ) 2,263, JTBC 642, (MBN) 628, 513, A 480 2012 4( PP ) 1,926 1,710, 216 556, JTBC 520, 452, A 398 MBN 2011 12 0.30% 2013 12 1.29%, TV 0.27% 1.21%, JTBC 0.42% 1.01%, A 0.30% 0.95% 2012 4( PP ) 3,291 1,213, 1,996, 83 2012 TV 10.8%, PP 17% 4 2012,
67%, 106%, A 53 154%, JTBC 218% ( ) 2012 6 PP 6, 3 286 (2 5,748 ) 17.6% HHI 1,992, 2000 2,000 HHI 2,000 2012 CJ 12.9%, GS 13.3%, 20.1%, 11%, NS 17.3%, 10.2% 5) 2011, 1 CJ, 2, 1, 1) 6) KBS2, MBC, SBS
2 0 1 3 54, 2) (N=82) MBC, MBC 25.24% 2012 12 KT (IPTV+) 602, CJ 332, t-broad 314, 6)
(N=1,711) 68.4%, 55 MBC 56.1%, KBS2 58.9%, SBS 60.8% 3), 4),,, 3 MSO,
2 0 1 3 56 6. ( ). 2012 578 2011 475 103, 55 1 93 2011 26 PP 19 (2010 3 2011 6 2012 19) 2012 PP 7,823 5,668 38% 2012 4,739 4,104 15.5% PP 2012 3,084 1,565 97.1%
. 1) () (monopsony power) 57 (monopoly power) () : :, ( ) : : () ( ) (, )
2 0 1 3 58 2). 1) 2012 (48%) 1, 10 27(4.7%) 3 (3 PP) 2012 62.8% 2011 13.5%p 2012 HHI 1,579 2011 2,081 608 2), (,, )
59 3) 43% 2012 17% 40% 4) 3 PP 3 PP 7.. 2012
2 0 1 3 60 IPTV,,, 1. HHI 2011 4,943 2012 4,590, HHI 2011 4,352 2012 4,001 PP 2011 (38%) (2011 5,668 2012 7,823 ) HHI 2011 2,081 2012 1,579
, 61 3 (2011 59.9% 2012 56%, PP : 2011 70.89% 2012 66.15%). TV (37.7%) (2011 1 9,769 2012 2 7,229 ) IPTV SO (2011 50.9% 2012 58.7%) SO (2011 28.3% 2012 34.9%), IPTV, SO (2011 14.6% 2012 15.8%) 4.
2 0 1 3 62,,, TV TV 2011 65.1% 2012 61.5%, PP 75.6% 71.3% TV 2011 64.6% 2012 60.8%, PP TV 76.2% 71.5% 2011 TV 2012 59.1%, TV 40.9% TV PP PP (52.1%) 2012. 3, OTT IPTV
63., IPTV 2013 N-Screen TV
1 67 1 1 1. 2011 7 355 ( ) IPTV,, 7) 2012 4 (KISDI) 2012, 2013 3 7) 22 1
68 2.. FCC Ofcom Communications Market Report CRTC Communications Monitoring Report. FCC 1934 (the Communications Act of 1934) Section 628(g) FCC (the market for the delivery of video programming) 1992 (the Cable Television Consumer Protection Act of 1992),, FCC 2013 15 (multichannel video programming distributors), (broadcast television stations), (OVD: online video distributors) 8), 8) MVPD (subscription fee), (air). OVD (
1 69,,,,,,,,, 14 OVD OVD 111 FCC : MVPD : Top5 MVPD : : FCC(2013) : : Digital channel-only HD, VOD DVR TV Everywhere. Ofcom Communications Market Report 2003 358 Ofcom (TV,, / ) )
70 Ofcom, TV,,,,, TV TV / (, BBC TV, ),, 5, (,,, ),, 5. CRTC Communications Monitoring Report CRTC (Statistics Act), (Telecommunications Act), (Broadcasting Act) (Statistics Canada) CRTC, CRTC CRTC,,,,,,,, TV,,, (, VOD, PPV ), (, ),,, (, IPTV, ),,,, TV,, TV
1 71. () 1973 ( ) 2 1, 2 2013 ICT ICT 2,,,,,,, NHK,,, NHK,,, TV 3... 1),,,,,,
72 2),,, 1 OTT 2, 3 1, ( : 1,711) (: 2013 9 119 17) 2, OTT, ( : 1545) ( : 2013 10 2210 26) 3,,, ( : 1,583) (2013 11611 11) 100,, (: 2013 9 210 18) 82,,, (: 2013 9 210 18) 3),. 1) (market definition)
1 73, 2) (The Hypothetical Monopolist Test) 1982 (1982 US Merger Guidelines) (), (Small but Significant and Non-transitory Increase in Price) SSNIP(Small but Significant and Non-transitory Increase in Price) 3) (CLA: Critical Loss Analysis) SSNIP, X%( 5% 10%) (CSL: Critical Sales Loss), (X=, M=) 9) CSL=X/(X + M)
74, (ASL: Actual Sales Loss). 1) (S-C-P: Structure-Conduct-Performance),, 2) (),,, () 9),.,,.. =,
1 75, 50% ( ) 40% (), CRn( n ), HHI(Herfindahl-Hirschman Index) HHI HHI, 0 10,000 HHI (1 100(%) 100(%) = 10,000, 0 ) DOJ 2010 Merger Guidelines 1,500, 2,500 (),,,,,,, 3) () () (cooperation) (collusion), ( ), ( ) ( ) ( ) ( ) (
76 ) 4), 2 1..,,,,,,,,, 121 : (2011)
1 77 (PP) SO (silo regulation) 2000 IPTV SO (, SO )
78. 1), IPTV SOIPTV, OTT 2)
1 79 SO,, IPTV SO SO, OTT,,, OTT,,,.
80 2002 EC(European Commission) EU 1998 EC - (, 2004), 10) Ofcom (Ofcom, 2010),, 10) (2011)
1 81, 122 : (2013). 11) 11),,,
82 ( 23),, 12) SO,, IPTV, 12) (3), (5), (6)
1 83 (1), (2) 13) MSP, SO-PP 2. 1, 2 2 1,, TV, TV, 2 24, (SO,, IPTV), (PP),,,, 36,,, 13) (EC) (EC, 2008)
84,,,, 123 3 3 ( ),,,,, 4,, 5
1 85,,, 6,, 7
2 89 2 14) 1 1. 2,,,,,,, 2012 DMB 53 19 92 2, 19 78 2012 2 IPTV 1 3 DMB SK 2012 8 31 211 (: ) 2008 2009 2010 2011 2012 47 54 54 53 53 DMB 6 6 19 19 19 103 100 94 94 92 108 99 100 97 78 1 1 1 1 1 DMB 1 1 1 1 1 187 184 179 178 180 IPTV 3 3 3 3 453 448 451 446 427 : 14).
90 212 : 2,, ( ) CJ, t-broad, C&M KT CJ E&M ( ) (. ) ( ) 2.. 2012 13 1,984 11.3% 200812 11.2% 3.9%, DMB 7.8%, SO 8.4%, 22.2%, 9.3%, DMB 36.9%, PP 16.1%, IPTV 56.4% ( DMB ) 200809 2010, 2012
2 91 SO,, IPTV, PP DMB,, DMB 213 (: ) 2008 2009 2010 2011 2012 CAGR(%) 3,397,073 3,256,399 3,649,683 3,914,473 3,957,192 3.9% DMB 15,991 11,020 14,516 16,897 11,551 7.8% 1,679,519 1,804,719 1,928,473 2,116,851 2,316,252 8.4% 11,720 12,106 9,284 5,375 4,304 22.2% 349,849 350,332 351,540 373,853 499,321 9.3% DMB 119,310 133,434 121,372 95,380 18,879 36.9% PP 3,053,732 3,300,369 3,960,170 4,717,690 5,548,004 16.1% IPTV 220,400 404,303 616,196 842,907 56.4% 8,627,194 9,088,779 10,439,341 11,856,715 13,198,409 11.2% : CAGR 200812(4), IPTV 200912(3) CAGR. : ( + PP) 15), PP 2008 44.9% 2012 35.7%, PP(,, PP ) 31.1% 36.5% PP 2012 (36.5%) PP (35.7%) PP 2008 40.1% 2012 30.1% 10.0%p PP, 2009 (36.5%) (36.9%) 15) DMB
92 211 (,, PP ) (: %) : PP PP, (TV, )PP PP, DMB,,, (DMB ), IPTV : 212 (,, PP ) : PP PP, (TV, )PP PP (SBS ), DMB,,, (DMB ), IPTV :,, PP ( + PP) 16) PP (2008 49.5% 2010 45.3% 16) DMB
2 93 2012 39.5%) PP(24%) 15.5%p PP (2008 55.4% 2010 52.8% 2012 46.9%) PP (16.6%) 30.3%p. TV 17) (,, PP ) 2012,, PP PP TV 5 8,094 9.2%,, PP TV TV PP 213 TV vs (,, PP ) : 1) KBS, MBC, SBS, EBS, OBS, 9, MBC 18 TV 2) PP KBS, MBC, SBS PP 3) PP PP, PP, DP PP : TV TV 2012 61.5% 3 (2009 67.5% 2010 66.9% 2011 65.1% 17) TV TV PP(,, PP )
94 2012 61.5%) 2012 TV 3 (2009 77.5% 2010 76.9% 2011 75.6% 2012 71.3%). 2012 TV 18) 3 1,854 1.7% 214 TV vs : 1) KBS, MBC, SBS, EBS, OBS, 9, MBC 18 TV.,, DMB 2) PP KBS, MBC, SBS PP 3) PP, PP, DP PP : PP, TV PP 76.2% 71.5%. PP TV 64.6% 2012 60.8% 18) PP, PP, PP, VOD only PP PP
2 95 3. TV PP. PP 2002 88.6% 2012 71.2%. 2002 11.4% 2012 28.8% 215 PP () : 1) 2005 15 (06:0012:00, 16:0024:59), 200612 19 (06:00 24:59), 24 2) PP KBS, MBC, SBS, EBS(EBS 1/2, EBS English), OBS(OBS W) PP 3) PP : AGB PP 2002 84.6% 2012 62.3%, ( PP ) 2002 15.4% 2012 37.7%
96 216 PP () 90.0% 85.6% 81.1% 77.2% 80.0% 70.0% 74.0% 69.3% 69.2% 67.4% 65.2% 65.1% 64.0% 63.6% 100.0% 90.0% 80.0% 89.3% 86.5% 83.7% 81.6% 78.6% 77.9% 77.4% 76.1% 75.8% 74.6% 72.6% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 14.4% 18.9% 22.8% 26.0% 30.7% 30.8% 32.6% 34.8% 34.9% 36.0% 36.4% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 10.7% 13.5% 16.3% 18.4% 21.4% 22.1% 22.6% 23.9% 24.2% 25.4% 27.4% 0.0% 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 0.0% 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 지상파채널 유료방송채널 지상파 + 계열 PP 유료방송채널 ( 지상파계열제외 ) : 1) 2005 15 (06:0012:00, 16:0024:59), 200612 19 (06:00 24:59), 24 2) PP KBS, MBC, SBS, EBS(EBS 1/2, EBS English), OBS(OBS W) PP 3) PP : AGB 2012 TV 501, 281, 220 1, 8 + 331 14, 170 7 2012 TV 190, 108, 82 8, 8 + 123 4, 67 12
2 97 217 TV () (: ) 450 400 350 300 383 358 337 305 300 314 312 299 302 280 281 450 400 350 300 410 396 382 354 354 364 372 364 367 345 331 250 250 200 150 100 152 181 197 196 192 202 221 231 226 228 220 200 150 100 125 143 152 147 138 152 161 166 161 163 170 50 50 0 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 0 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 지상파채널 유료방송채널 지상파 + 계열 PP 유료방송채널 ( 지상파계열제외 ) : 1) PP KBS, MBC, SBS, EBS(EBS1/2, EBS English), OBS(OBS W) PP 2) 3) PP : AGB 218 TV () (: ) 180 160 140 120 100 80 60 40 164 59 151 68 140 127 74 74 118 122 70 73 116 109 107 100 77 80 75 74 108 82 200 180 160 140 120 100 80 60 40 172 165 158 144 51 54 56 57 138 139 137 132 126 119 56 56 57 56 55 50 123 67 20 20 0 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 0 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 지상파채널 유료방송채널 지상파 + 계열 PP 유료방송채널 ( 지상파계열제외 ) : 1) PP KBS, MBC, SBS, EBS(EBS 1/2, EBS English), OBS(OBS W) PP 2) 3) PP : AGB TV 2012 56.1% 1%p
98 + PP 66.1% 1.8%p 219 TV ( vs ) (:, %) 80.0% 70.0% 60.0% 71.6% 66.4% 63.1% 60.9% 61.0% 60.9% 58.5% 56.4% 57.2% 55.1% 56.1% 600 500 90.0% 80.0% 70.0% 76.6% 73.5% 71.5% 70.7% 72.0% 70.5% 69.8% 68.7% 69.5% 67.9% 66.1% 600 500 50.0% 400 60.0% 400 40.0% 30.0% 20.0% 10.0% 0.0% 41.5% 43.6% 42.8% 44.9% 43.9% 39.1% 39.0% 39.1% 36.9% 33.6% 28.4% 535 539 534 501 492 516 533 530 528 508 501 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 300 200 100 0 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 23.4% 26.5% 28.5% 29.3% 28.0% 29.5% 30.2% 31.3% 32.1% 33.9% 30.5% 535 539 534 501 492 516 533 530 528 508 501 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 300 200 100 0 지상파 + 유료방송채널합계지상파채널유료방송채널 지상파 + 유료방송채널합계지상파 + 계열 PP 유료방송채널 ( 지상파계열제외 ) : 1) PP KBS, MBC, SBS, EBS(EBS 1/2, EBS English), OBS(OBS W) PP 2) 3) PP : AGB 2110 TV ( vs ) (:, %) 80.0% 70.0% 73.5% 68.9% 65.4% 63.2% 62.8% 62.6% 250 90.0% 80.0% 77.1% 75.3% 73.8% 71.6% 73.4% 71.3% 71.0% 69.8% 69.2% 68.4% 250 60.0% 60.1% 57.7% 58.8% 57.5% 56.8% 200 70.0% 64.7% 200 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 39.9% 42.3% 41.2% 42.5% 43.2% 36.8% 37.2% 37.4% 34.6% 31.1% 26.5% 223 219 214 201 188 195 193 189 182 174 190 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 150 100 50 0 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 22.9% 24.7% 26.2% 28.4% 28.7% 26.6% 29.0% 30.2% 30.8% 31.6% 35.3% 223 219 214 201 188 195 193 189 182 174 190 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 150 100 50 0 지상파 + 유료방송채널합계지상파채널유료방송채널 ( 홈쇼핑 PP 제외 ) 지상파 + 유료방송채널합계지상파 + 계열 PP 유료방송채널 ( 지상파계열 ) : 1) PP KBS, MBC, SBS, EBS(EBS 1/2, EBS English), OBS(OBS W) PP 2) 3) PP : AGB
2 99 TV 2012 56.8% 0.7%p + PP 64.7% 3.7%p 4. TV 2012 TV PP 19) 2 7,229 37.7%, TV 1 1,150, 1 6,079 PP 214 TV PP (: ) 2006 2007 2008 2009 2010 2011 2012 TV 8,167 8,487 8,697 7,037 9,409 9,569 11,150 PP 2,975 3,944 4,829 5,060 7,146 10,209 16,079 11,142 12,431 13,526 12,097 16,554 19,778 27,229 : 2011 TV 2012 59.1%, TV 40.9% TV PP PP (52.1%) PP 2012 (2006 59.8% 2008 46.4% 2010 43.2% 2012 4.2%) 19) PP, PP, VOD PP
100 2111 TV : 1) KBS, MBC, SBS, EBS, OBS, 9, MBC 18 TV 2) PP KBS, MBC, SBS PP 3) 2011 PP, DP PP(TV, PP) : 5. 2012 2,332 8.1% 2009 2112 (: ) :, (OTS), IPTV(OTS), OTS : 2007, 2008
2 101 20) 63.5%, IPTV 27.9%, 16.2%, OTS 7.6% (2003 89.9% 2012 63.5%), (OTS) 2009 2010 (2003 10.1% 2008 13.3% 2009 12.7% 2012 16.2%) IPTV(OTS) 2011 21.1% 2012 27.9%, OTS 2011 4.7% 7.6% 2113 : (= + (OTS ) + IPTV(OTS )OTS) : 2007, 2008 2 1.. 2012 (TV+) 3 9,572 20) IPTV OTS 100%
102 0.6% 2008 2012 KBS 1 5,040, MBC ( MBC ) 7,836, SBS 7,357 2012 KBS SBS 6.2%, 4.8%, MBC( MBC) 9.6% 221 (TV+) 3 (:, %) 2008 2009 2010 2011 2012 KBS 12,624 36.9 12,720 39.4 13,618 37.6 14,157 36.0 15,040 38.0 MBC 7,424 21.7 6,486 20.1 7,349 20.3 8,672 22.0 7,836 19.8 SBS 5,831 17.0 5,380 16.7 6,650 18.3 7,021 17.8 7,357 18.6 25,879 75.6 24,586 76.1 29,617 76.2 29,850 75.9 30,233 76.4 EBS 911 2.7 959 3.0 1,142 3.2 1,462 3.7 1,534 3.9 MBC 3,867 11.3 3,364 10.4 3,760 10.4 3,992 10.1 3,527 8.9 2,231 6.5 2,106 6.5 2,302 6.4 2,514 6.4 2,578 6.5 1,350 3.9 1,273 3.9 1,419 3.9 1,532 3.9 1,700 4.3 8,359 24.4 7,702 23.9 8,623 23.8 9,500 24.1 9,339 23.6 34,236 100.0 32,288 100.0 36,241 100.0 39,350 100.0 39,572 100.0 :,, KBS 5 MBC 200809
2 103 2012 SBS 2010 221 (TV+) (: ) 16,000 14,000 12,000 12,624 12,720 13,618 14,157 15,040 10,000 8,000 6,000 4,000 2,000 8,359 7,702 7,424 6,486 5,831 5,380 9,500 9,339 8,623 7,349 8,672 7,836 6,650 7,021 7,357-2008 2009 2010 2011 2012 KBS MBC SBS 기타 : EBS, MBC,, :,,,,,, 2012 2 1,800 7.4%, (+) 2 5,500 5.8% 2008 2,242 2012 5,376, 2008 6.5% 2012 13.6%
104 222 (TV+) (:, %) 2008 2009 2010 2011 2012 5,646 16.5 5,763 17.8 5,886 16.2 5,941 15.1 6,015 15.2 22,053 64.4 19,258 59.6 22,239 61.4 23,546 59.8 21,800 55.1 3,045 8.9 3,215 10.0 3,307 9.1 3,523 9.0 3,700 9.4 2,242 6.5 2,753 8.5 3,339 9.2 4,273 10.9 5,376 13.6 29 0.1 30 0.1 398 1.0 646 1.6 1,249 3.6 1,299 4.0 1,470 4.1 1,640 4.2 2,005 5.1 34,236 100.0 32,288 100.0 36,241 100.0 39,350 100.0 39,572 100.0 :,. TV TV 2012 3 5,729 3.1% 200812 6.5% TV 2009 TV 2012 KBS 1 4,700, MBC 7,191, SBS 7,001, OBS 375, MBC 2,884, (OBS ) 2,046 2008 2012 3 TV KBS 8.8%, SBS 8.0%, MBC 2.7%
2 105 223 TV (:,%) 2008 2009 2010 2011 2012 CAGR(%) KBS 10,501 10,531 13,340 13,701 14,700 8.8% MBC 6,471 5,677 6,569 7,759 7,191 2.7% SBS 5,153 5,092 6,283 6,638 7,001 8.0% EBS 869 866 1,142 1,217 1,533 15.2% OBSTV() 119 210 307 336 375 33.2% MBC 2,955 2,615 3,036 3,054 2,884-0.6% (OBS) 1,668 1,785 1,835 1,935 2,046 5.2% 27,736 26,776 32,512 34,640 35,729 6.5% : TV TV :, 222 TV (: ) 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 14,700 13,340 13,701 10,501 10,531 7,759 7,191 6,471 6,569 5,677 6,542 7,001 6,320 5,611 6,838 5,476 6,283 6,638 5,153 5,092 2008 2009 2010 2011 2012 KBS 서울MBC SBS 기타 : EBS, MBC,, OBS TV :,. TV 2012 TV 1 9,370 8.0% 200809 KBS TV KBS 6,048, MBC 4,423, SBS
106 4,724, OBS 274, MBC 2,118, (OBS ) 1,430 224 TV (:,%) 2007 2008 2009 2010 2011 2012 CAGR(%) KBS 5,734 5,048 4,974 5,637 5,774 6,048 1.1% MBC 5,535 4,979 3,956 4,628 5,387 4,423 4.4% SBS 5,063 4,586 3,952 4,827 5,010 4,724 1.4% EBS 310 256 263 301 320 353 2.6% OBS TV() 89 160 253 281 274 32.5% MBC 2,786 2,613 2,222 2,465 2,678 2,118 5.3% (OBS ) 1,786 1,592 1,370 1,411 1,604 1,430 4.3% 21,213 19,164 16,897 19,523 21,053 19,370 1.8% : TV TV(DMB ) : 6,500 6,000 5,500 5,000 4,500 4,000 3,500 3,000 223 TV (: ) 5,535 5,063 5,734 4,882 5,048 4,979 4,586 4,550 4,974 3,956 3,952 5,637 4,827 4,015 4,430 4,628 5,774 5,010 4,883 5,387 6,048 2007 2008 2009 2010 2011 2012 KBS 서울MBC SBS 기타 4,724 4,423 4,175 : EBS, MBC,, OBSTV : 2. 3 3(KBS, MBC, SBS) 57% 1 KBS1 2009 2010
2 107 1 MBC 2012 5% 2013 5% 225 3 (: %) 2006 2007 2008 2009 2010 2011 2012 KBS1 6.270 7.512 7.316 6.185 6.299 6.305 7.03 KBS2 6.049 5.852 6.068 6.252 6.280 5.478 5.78 MBC 5.948 6.625 6.288 5.987 5.756 5.760 4.67 SBS 6.258 6.155 6.334 6.416 6.711 5.655 5.48 24.525 26.144 26.006 24.840 25.046 23.198 22.96 : AGB 3 2012 3 MBC(4.67%) YTN(0.65%) 226 2012 (: %) 1 KBS1 7.03 2 KBS2 5.78 3 SBS 5.48 4 MBC 4.67 5 EBS 0.91 6 YTN 0.65 7 MBC 0.56 8 MBN 0.55 : 24, 06:00 24:59:59 : AGB
108 PP TV 2000 2000 TV (2002 84.6% 2004 75.6% 2006 67.7%) 2000 (2006 67.7% 2008 65.8% 2010 63.6% 2006 62.3%) 224 : 1) 2005 15 (06:0012:00, 16:0024:59), 200612 19 (06:0024:59), 24 2) PP KBS, MBC, SBS, EBS(EBS 1/2, EBS English), OBS(OBS W) PP 3) PP : AGB 3. 2012 TV 1 1 1,150 16.5% 200712 1.7% TV KBS 3,424, MBC 2,766, SBS 3,577, OBS 176, MBC 371, (OBS ) 467
2 109 2007 2012 TV 5.6% 3 TV KBS 1.7%, MBC 6.3%, SBS 7.6% 227 TV (: ) 2007 2008 2009 2010 2011 2012 CAGR KBS 315,438 312,616 244,926 286,085 308,202 342,408 1.7% MBC 203,482 200,445 163,080 178,991 229,350 276,606 6.3% SBS 247,597 238,178 200,884 363,148 306,314 357,669 7.6% EBS 25,157 30,355 26,013 38,901 30,890 36,981 8.0% OBS 26,099 17,493 17,959 17,530 17,562-9.4% MBC 31,089 32,401 29,997 32,970 35,395 37,094 3.6% (OBS) 25,944 29,587 21,259 22,813 29,217 46,707 12.5% 848,707 869,681 703,652 940,867 956,899 1,115,028 5.6% : 4.,,, (2002 2 6,202 2011 1 6,760 )
110 225 TV (2005 ) (: ) : GDP deflator(2005=100) 2005 :, TV 2012 MBC 28.70%, SBS 19.67%, KBS 10.34% MBC: 2003 2.0% 2012 28.70%, SBS: 2003 0.0% 2012 19.67%, KBS: 2004 1.0% 2012 10.34% VOD
2 111 226 TV : 5. 2012 3 1.34% KBS KBS 2.50%, MBC 6.41%p 1.90%, SBS 6.11%p 5.37% 228 2006 2007 2008 2009 2010 2011 2012 3+ 2.50% 1.04% 2.95% 1.56% 3.78% 4.17% 1.34% KBS 1.31% 3.76% 7.34% 1.63% 1.03% 4.51% 2.50% MBC+ 0.06% 2.00% 2.00% 0.90% 7.93% 8.01% 2.34% SBS+ 9 11.23% 6.85% 2.41% 4.81% 2.63% 11.86% 5.96% MBC 1.35% 3.05% 0.57% 0.91% 8.15% 8.31% 1.90% MBC 2.13% 0.16% 6.55% 4.06% 7.55% 7.40% 3.21% SBS 9.47% 5.11% 0.91% 2.79% 0.63% 11.48% 5.37% 9 16.02% 11.52% 6.45% 10.37% 12.80% 13.00% 7.79% : 3 MBC MBC
112 2012 3(KBS, MBC, SBS) 1,028 43% KBS 2012 MBC SBS 31.8%, 50.2% KBS SBS 229 3 (: ) 2008 2009 2010 2011 2012 KBS 765 693 434 48 62 MBC 28 746 975 1,174 801 SBS 77 238 1 580 289 660 1677 1410 1,802 1,028 EBS 12 140 38 39 9 MBC 92 26 415 312 298 256 50 132 105 311 530 47 117 195 367 194 263 702 651 967 466 1940 2112 2,453 1,995 : OBS : 3 1.. 1) 2012 96 SO 92, 1, IPTV 3
2 113 2012 () ()t-broad, ()C&M TV JCN() SO 2 231 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 SO 119 107 119 111 107 103 100 94 94 92 1 1 1 1 1 1 1 1 1 1 IPTV 3 3 3 3 120 108 120 112 108 104 104 98 98 96 : : 2) SO SO, MSO SO 2004 68 2012 74 SO, 3 1 232 2004. 6 2005. 6 2006. 4 2007. 4 2007. 12 2008 2009 2010 2011 2012 t-broad 20 30 25 24 21 22 22 21 22 21 CJ 15 14 17 19 18 18 18 19 19 19 C&M 12 17 16 15 15 15 16 18 18 17 HCN 8 8 8 11 11 10 8 8 8 8 CMB 10 17 12 13 13 12 12 9 9 9 GS 3 2 2 2 2 2 2 MSO SO 68 88 80 83 80 79 78 75 76 74 SO 39 31 31 24 23 24 22 19 18 18 SO 107 119 111 107 103 103 100 94 94 92 : 1) t-broad() 2011 2) 2011 12 HCN CJ()TV, 2013 3 3) 2012 7()C&M TV JCN() / C&M 1 :
114 231 SO (2013 3 ). 1) (),,, () SO 73.3% IPTV () 2012 2 3,163 63.3% () Skylife IPTV TV(OTV) KT 25.2%
2 115 233 (2012) (A) (B) A/B (: ) t-broad 5,842 16.0% 8.5% 7,793 75.0% CJ 5,763 15.8% 14.5% 9,200 62.6% C&M 4,582 12.5% -3.4% 5,865 78.1% HCN 2,053 5.6% 11.9% 2,703 76.0% CMB 1,298 3.5% 13.6% 1,406 92.3% MSO 19,537 53.4% 7.7% 26,967 72.4% SO 3,625 9.9% 19.4% 4,624 78.4% SO 23,163 63.3% 9.4% 31,591 73.3% Skylife 4,993 13.6% 33.6% 5,513 90.6% OTV 4,227 11.6% 34.4% 237,904 1.8% KT 9,220 25.2% 34.0% SKB TV 2,196 6.0% 40.3% 24,922 8.8% LG U + TV 2,007 5.5% 32.0% 109,046 1.8% IPTV 8,429 23.0% 35.3% 371,872 2.3% 36,585 100.0% 17.5% 408,975 8.9% : IPTV IPTV Live VOD : 2013,, IPTV IR 2) () 2012 8,680 () SO 7,089, 641, IPTV 3 949 () 23.7% SO 30.6% 12.8% IPTV 3 11.3% ( ) SO 30% 2010 21.8% 2011 26.2%, 2012 30.6% 2011, 2012
116 234 (2012) (A) 2011 (B) B/A (A) 2012 (B) (: ) t-broad 5,384 1,544 28.7% 5,842 1,957 33.5% CJ 5,031 1,413 28.1% 5,763 1,899 32.9% C&M 4,741 1,093 23.1% 4,582 1,134 24.7% HCN 1,835 492 26.8% 2,053 672 32.7% CMB 1,142 340 29.8% 1,298 511 39.4% MSO 18,133 4,882 26.9% 19,537 6,173 31.6% SO 3,035 668 22.0% 3,625 916 25.3% SO 21,169 5,550 26.2% 23,163 7,089 30.6% Skylife 3,739 301 8.0% 4,993 641 12.8% OTV 3,144 225 7.2% 4,227 431 10.2% SKB TV 1,565 127 8.1% 2,196 258 11.8% LG U + TV 1,521 185 12.2% 2,007 260 13.0% IPTV 6,230 537 8.6% 8,429 949 11.3% 31,137 6,388 20.5% 36,585 8,680 23.7% : IPTV IPTV Live VOD : SO, 2012, IPTV 2013 B/A 3) () (VOD PPV ),, () 2012 2 5,504 69.7% () 2012 1 4,820 58.1% 14.3%, IPTV 27.6% () IPTV KT 28.6%, t-broad 14.4%, CJ 13.9% KT, IPTV 14.3%
2 117 235 (2012) (: ) (A) (B) A/B t-broad 3,660 14.4% 1.1% 5,842 62.7% CJ 3,546 13.9% 7.6% 5,763 61.5% C&M 3,123 12.2% 4.2% 4,582 68.2% HCN 1,296 5.1% 3.8% 2,053 63.1% CMB 737 2.9% 3.0% 1,298 56.8% MSO 12,363 48.5% 1.4% 19,537 63.3% SO 2,458 9.6% 17.0% 3,625 67.8% SO 14,820 58.1% 3.7% 23,163 64.0% Skylife 3,655 14.3% 10.8% 4,993 73.2% OTV 3,646 14.3% 4,227 86.3% KT 7,302 28.6% 9,220 79.2% SKB TV 1,836 7.2% 2,196 83.6% LG U + TV 1,546 6.1% 2,007 77.0% IPTV 7,028 27.6% 8,429 83.4% 25,504 100.0% 36,585 69.7% : IPTV = + PPV, VOD + + :, 2012, IPTV 2013 4) (),, VOD, () 2012 2 2,377 87.7% () 2012 1 2,075 54.0% 15.8%, IPTV 30.2% () IPTV KT 31.8%, t-broad 14.2%, CJ 11.8%
118 236 (2012) (: ) (A) (B) A/B t-broad 3,172 14.2% 2.7% 3,660 86.7% CJ 2,648 11.8% 3.4% 3,546 74.7% C&M 2,339 10.5% 8.2% 3,123 74.9% HCN 1,020 4.6% 1.2% 1,296 78.7% CMB 717 3.2% 2.8% 737 97.2% MSO 9,896 44.2% 2.1% 12,363 80.0% SO 2,179 9.7% 13.9% 2,458 88.7% SO 12,075 54.0% 0.4% 14,820 81.5% Skylife 3,546 15.8% 10.2% 3,655 97.0% OTV 3,574 16.0% 3,646 98.0% KT 7,120 31.8% 7,302 97.5% SKB TV 1,759 7.9% 1,836 95.8% LG U + TV 1,423 6.4% 1,546 92.0% IPTV 6,756 30.2% 7,028 96.1% 22,377 100.0% 25,504 87.7% :, VOD PPV :, 2012, IPTV 2013 5) VOD () 2012 VOD 2,847 () IPTV 3 VOD 1,997, SO 850 () VOD 12.7% IPTV 3 29.6% SO 7.0% VOD ( ) SO VOD 2011 6.0% 1%p, ( 2.7%p )
2 119 237 VOD (2012) (: ) 2011 2012 (A) VOD (B) B/A (A) VOD (B) B/A t-broad 3,260 165 5.1% 3,172 195 6.1% CJ 2,560 227 8.9% 2,648 312 11.8% C&M 2,547 179 7.0% 2,339 219 9.4% HCN 1,008 75 7.4% 1,020 79 7.7% CMB 738 0.4 0.1% 717 0 0.1% MSO 10,112 646 6.4% 9,896 805 8.1% SO 1,913 79 4.1% 2,179 71 3.3% SO 12,025 725 6.0% 12,075 876 7.3% OTV 3,217 3,574 1,188 33.2% SKB TV 1,046 1,759 467 26.5% LG U + TV 1,049 1,423 342 24.0% IPTV 5,312 6,756 1,997 29.6% 17,336 22,377 2,873 12.8% : 1) SO VOD VOD 16 2) 2012 IPTV PPV VOD : 2012, 2012, VOD, IPTV 2013 2.. () 2012 ( Pre-IPTV ) 2,332 ( ) 8.1% () 2008 24.3% 2011 50.9%, 2012 58.7% (OTS) IPTV KT OTS(TV) 2010 37 2012 177
120 238 2010 2011 2012 2013.6 (: ) 20,382,416 100.0% 21,579,972 100.0% 23,320,993 100.0% 24,303,489 100.0% 14,859,120 72.9% 14,777,993 68.5% 14,798,725 63.5% 14,843,365 61.1% 11,482,445 56.3% 10,592,296 49.1% 9,629,266 41.3% 9,141,980 37.6% 3,376,675 16.6% 4,185,697 19.4% 5,169,459 22.2% 5,701,385 23.5% 2,825,581 13.9% 3,260,579 15.1% 3,789,597 16.2% 4,005,820 16.5% IPTV 3,072,473 15.1% 4,553,363 21.1% 6,505,300 27.9% 7,487,178 30.8% OTS 374,758 1.8% 1,011,963 4.7% 1,772,629 7.6% 2,032,874 8.4% : + + IPTV Live - OTS Live. OTS Live OTS Live IPTV : 2013,, OTS, IPTV. 2012 KT 602 2009 2 239 (:, ) 2005. 6 2006. 4 2007. 4 2007. 12 2008 2009 2010 2011 2012 2013. 6 t-broad 3,510 3,233 3,246 3,220 3,468 3,426 3,234 3,137 3,139 3,126 CJ 1,719 2,493 2,818 2,975 3,001 2,952 3,002 3,405 3,322 3,549 C&M 1,957 2,378 2,460 2,511 2,590 2,728 2,639 2,697 2,449 2,470 HCN 868 844 1,293 1,298 1,480 1,351 1,338 1,312 1,423 1,284 CMB 1,669 1,172 1,280 1,353 1,230 1,287 1,286 1,346 1,350 1,338 MSO 9,723 10,120 11,096 11,356 11,769 11,744 11,499 11,898 11,683 11,767 SO 3,771 3,897 3,310 3,425 3,259 3,398 3,360 2,880 3,116 3,076 SO 13,495 14,017 14,407 14,781 15,029 15,142 14,859 14,778 14,799 14,843 KT 1,841 1,896 2,017 2,131 2,302 3,466 4,178 5,059 6,024 6,431 OTV Live 1,009 1,727 2,810 4,007 4,458 Skylife 1,841 1,896 2,017 2,131 2,302 2,457 2,826 3,261 3,790 4,006 (OTS live) 375 1,012 1,773 2,033 B tv Live 0.773 403 735 883 1,445 1,727 U + TV Live 330 610 860 1,053 1,302 IPTV 0.773 1,741 3,072 4,553 6,505 7,487 15,336 15,913 16,424 16,912 17,332 19,341 20,382 21,580 23,321 24,303 : 1) SO 2004, 2005 2) t-broad, CJ, C&M GS SO 3) KT OTV + OTS Live, IPTV OTV + B tv + U + TV, SO + KT + B tv + U + TV : 2013,, OTS, IPTV
2 121. 2012, 78.2%, 77.9%, (53.1%), (54.0%), (55.4%), (56.9%), 2310 (:, ) (A) IPTV(live) (B) (C) OTS(live) (D) (A + B + CD) 2011 2012 2011 2012 2011 2012 2011 2012 2011 2012 14,777,993 14,798,725 4,553,363 6,505,300 3,260,579 3,789,597 1,011,963 1,772,629 21,579,972 23,320,993 2,992,918 2,958,012 1,111,287 1,312,814 401,744 459,589 125,840 232,003 4,380,109 4,498,412 1,194,398 1,214,265 287,532 438,121 160,918 198,091 83,266 136,037 1,559,582 1,714,440 829,217 849,768 157,222 207,317 59,346 78,597 24,571 48,997 1,021,214 1,086,685 707,503 686,125 265,642 414,955 177,573 197,926 55,390 93,940 1,095,328 1,205,066 539,137 547,757 99,622 128,621 46,193 57,992 16,753 31,238 668,199 703,132 521,227 527,729 115,510 150,001 50,526 58,424 17,270 28,505 669,993 707,649 421,732 418,025 76,400 115,753 44,896 63,586 23,876 44,806 519,152 552,558 2,846,272 2,853,933 1,091,028 1,809,512 812,646 914,382 244,549 427,776 4,505,397 5,150,051 492,364 467,175 202,313 272,476 190,839 213,084 54,110 87,183 831,406 865,552 412,089 414,147 133,874 202,450 133,688 154,112 35,997 61,422 643,654 709,287 558,422 563,383 209,110 288,525 271,767 306,781 56,693 97,662 982,606 1,061,027 440,638 448,963 174,264 223,464 162,209 188,264 48,083 79,931 729,028 780,760 504,384 486,733 118,312 190,671 206,002 248,137 50,851 93,916 777,847 831,625 901,839 911,240 165,116 254,156 213,724 258,756 51,567 98,422 1,229,112 1,325,730 1,227,502 1,260,146 280,489 407,879 287,188 345,361 102,705 179,583 1,692,474 1,833,803 188,351 191,324 65,642 88,585 41,320 46,515 20,442 31,208 274,871 295,216 : 2013,, OTS, IPTV 3.. 2012 MSO 21.5% 21.9% 0.4%p CMB 27.1%, t-broad 25.9%, HCN 22.0%, C&M 21.5%, CJ 16.8% 2011 5.6%p
122 MSO (ROA) 8.3%, CMB 17.6% CMB t-broad, HCN, CJ 12.2%, 9.0%, 6.0% EBITDA 21) SO 30%, MSO(32.9%) SO(18.5%) SO CJ(18.8%), MSO 33.0%(HCN) 43.2%(C&M) 3 IPTV 2311 (: ) EBITDA 2011 2012 2011 2012 2011 2012 2011 2012 2011 2012 t-broad 1,799 2,018 24.6% 25.9% 1,557 1,808 11.8% 12.2% 40.1% 41.1% CJ 1,572 1,547 22.4% 16.8% 977 1,047 7.5% 6.0% 42.4% 18.8% C&M 1,166 1,262 19.0% 21.5% 303 415 2.3% 3.9% 44.8% 43.2% HCN 492 596 20.0% 22.0% 492 691 6.3% 9.0% 44.1% 33.0% CMB 254 382 20.3% 27.1% 250 379 13.6% 17.6% 40.5% 36.3% MSO 5,283 5,804 21.9% 21.5% 3,579 4,340 7.3% 8.3% 42.4% 32.9% SO 357 474 9.0% 10.2% 262 381 4.8% 5.0% 28.4% 18.5% SO 5,640 6,278 20.0% 19.9% 3,841 4,721 7.0% 7.8% 40.4% 30.8% 403 674 8.8% 12.2% 313 561 6.0% 9.0% 21.1% 23.5% KT 16,659 10,747 8.6% 5.7% 12,891 7,194 4.9% 2.7% 24.2% 22.4% SKBroadband 68 757 0.3% 3.0% 193 264 0.6% 0.9% 19.2% 18.2% LG U + 2,778 1,259 3.0% 1.2% 809 (626) 0.7% 0.6% 16.5% 13.5% : 1) = /, = /, EBITDA = EBITDA /, EBITDA = + + + 2) KT, SKB, LG U + :,, 2012, IPTV (IPTV 2011 : ) 21) EBITDA,, ( ) EBITDA (EBITDA )
2 123 4 (PP) 1.. 2012 PP 22) 2 2,366 20.5% PP 28.7% (2011 3,895 2012 5,011 ) PP 8.9%% (2011 1 1,468 2012 1 2,484 ) 241 PP (: ) : 1) 2005 PP PP PP(DP) PP 2), VOD 2006 3),,,, : 22) PP, PP, VOD PP PP PP
124 2003 2012 PP (CAGR) 20.0% 2008 2009 8.2% 241 PP PP PP PP (: ) 2003 1,206,352 74.0% 432,792 8.6% 773,561 81.8% 2004 1,580,404 31.0% 609,252 40.8% 971,152 25.5% 2005 2,047,196 29.5% 773,714 27.0% 1,273,482 31.1% 2006 2,336,981 14.2% 998,602 29.1% 1,338,379 5.1% 2007 2,736,448 17.1% 1,246,040 24.8% 1,490,407 11.4% 2008 2,959,438 8.1% 1,406,100 12.8% 1,553,338 4.2% 2009 3,204,428 8.3% 1,290,410 8.2% 1,914,017 23.2% 2010 3,773,620 17.8% 1,612,005 24.9% 2,161,614 12.9% 2011 4,430,151 17.4% 1,855,303 15.1% 2,574,848 19.1% 2012 5,265,148 18.8% 2,236,557 20.5% 3,028,591 17.6% CAGR (200312) 17.8% 20.0% 16.4% : 1) PP,,,,,,,, 2) PP PP VOD only, PP, PP PP :. PP 56%, 22%, 4% 2.5 2011 6%p, 1%p, 1%p 23)
2 125 242 PP (2012) : 1) 2005 PP PP PP(DP) PP 2), VOD 2006 3) : (2013), 2013 PP 2009 2 2012 20052008 PP 19% 2009 25.7% 2010 23.2%, 2011 21.0% 2012 22.4% IPTV SO 2008 24) IPTV, SO SO 25% PP PP 23) 2009 PP 13.7% (8,747 7,548 ) 18.2% (2,808 3,318 ) 24) KT 2008 11, SK Broadband LGU + 2009 1 IPTV
126 243 PP (: ) : 1) 2005 PP PP PP(DP) PP 2), VOD 2006 3) 2008. 2007 :. 2012 PP 180 2 PP, PP 161 163 2 242 PP (: ) 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 7 7 7 19 19 15 16 13 17 17 116 152 137 168 169 172 168 166 161 163 123 159 144 187 188 187 184 179 178 180 () +36 15 +43 +1 1 3 5 1 +2 : 1) 2011 8(SBS, CBS,, TBN, TBS,, EBS, ), DMB 2(DMB, YTN DMB), 1(KT) 2) PP 2011 12 PP 1, PP 4 3) DP SK Broadband, KT,,, TV :
2 127 PP 2000 2007 188 (2007 188 2012 180) PP PP MPP 2012 CJ MPP 4 18 7 PP 2009 CJ CJ MPP 9 (2008 14 2009 23) PP 2 (2008 8 2009 10) CJ MPP tvn, CGV,, Catch On, OCN, TV, NGC(National Geographic Channel), TV 2012 t-broad MPP 10 4 PP t-broad (2006 4 2009 10) CJ 2 t-broad MPP,, FX, 3 243 MPP PP MPP (: ) 2007. 12 2008. 12 2009. 12 2010. 12 2011. 12 2012. 12 PP PP PP PP PP PP CJ 8 16 8 14 10 23 10 28 7 22 7 18 6 16 5 13 t-broad 2 4 3 7 3 7 3 8 4 10 4 10 MBC 4 5 4 5 3 5 3 6 3 6 3 6 SBS 3 4 4 6 5 7 5 7 6 9 6 7 KBS 2 5 2 5 2 5 1 4 1 5 1 5 : 1) 2008 CJ (30, 2012 15) 2) PP PP, DP PP 3) t-broad 2006 3 2 t-broad 2006 MPP 4) :
128 MBC MBC, MBC SPORTS PLUS, MBC KBS KBS Drama, KBS N Sports, KBS Joy SBS SBS, SBS GOLF, SBS ESPN 2012 100 34 2010 29 5, 10 50 1 244 PP (: ) : VOD only, PP, PP PP : 2011, 2012 2., 2012 2012 14.55% 0.28%p 2000 (2002 6.79% 2010 14.81%), 2010 3
2 129 245 ( ) (: %) : 1),, SO / ( ) 2) 200205 06:0011:59:59, 16:0024:59:59, 200612 06:0024:59:59 3) 24 : AGB,,,, 200810 3 PP, 2011 YTN 3 SBS 4 2011 4 2012 10 244 1 2 (: %) 2004 2005 2006 2007 2008 2009 2010 2011 2012 MBC MBC MBC MBC MBC MBC 1.17 1.08 0.88 0.87 0.93 0.92 0.81 0.72 0.65 MBC MBC SBS KBS SBS KBS YTN MBC 0.78 0.80 0.84 0.72 0.77 0.80 0.78 0.68 0.56
130 2004 2005 2006 2007 2008 2009 2010 2011 2012 3 OCN 4 SBS SBS KBS KBS SBS KBS 0.68 0.77 0.78 0.65 0.76 0.79 0.74 0.64 0.55 SBS 5 YTN 6 OCN KBS YTN YTN YTN SBS MBN KBS 0.64 0.73 0.74 0.62 0.67 0.57 0.57 0.60 0.49 CGV OCN SBS YTN YTN tvn tvn A 0.47 0.51 0.68 0.61 0.56 0.50 0.55 0.48 0.46 KBS KBS YTN OCN Champ tvn SBS 0.47 0.50 0.51 0.58 0.53 0.47 0.45 0.47 0.46 SUPER 7ACTION 8 YTN JEI TV Champ OCN OCN CGV OCN 0.46 0.45 0.46 0.49 0.50 0.47 0.43 0.42 0.43 CGV JEI 9 TV JEI TV CGV CGV tvn CGV OCN CGV 0.42 0.41 0.45 0.47 0.47 0.45 0.42 0.40 0.43 SUPER ACTION SUPER ACTION XTM CGV E TV mbn JTBC tvn TV 0.37 0.41 0.36 0.41 0.44 0.41 0.40 0.39 0.37 MBC MBC 10SPORTS + SPORTS + XTM tvn XTM MBC every1 KBS JOY 0.34 0.40 0.33 0.37 0.37 0.38 0.38 0.35 0.35 : AGB TV OCN 3. PP 2012 (++ ) (9,692 ) 66% 1 6,079 2012 4 CJ MPP PP 2012 PP CJ 5,898, SBS 1,209, MBC 718, KBS 1,120, (YTN) 139, t-broad 531
2 131 245 PP (: ) 2009 2010 2011 2012 CJ 136,380 196,607 413,552 589,777 t-broad 557 28,530 56,863 53,062 KBS 6,909 40,923 68,219 112,021 MBC 37,366 53,816 41,500 71,775 SBS 28,925 150,090 107,998 120,890 10,651 5,925 7,823 13,943 JTBC 14,530 99,403 TV 5,120 90,067 A 10,372 64,265 MBN 11,290 75,902 PP 401,646 714,563 969,186 1,607,921 : 1) 2011 MBN MBN MBN 2) PP PP PP, PP PP DP PP 3) TV, A, JTBC, MBN : 4. 2012 PP CJ 5.1%, SBS 1.7%, MBC 5.6%, KBS 3.9%, (YTN) 9.6%, t-broad 23.5% PP (JTBC 217.5%, TV 105.8%, A 153.7%, MBN 66.8%)
132 246 MPP (:, %) 2010 2011 2012 2010 2011 2012 2010 2011 2012 CJ 668,018 1,155,498 1,354,923 47,483 78,969 69,249 7.1% 6.8% 5.1% t-broad 72,370 87,417 90,342 23,897 19,924 21,273 33.0% 22.8% 23.5% MBC 181,695 202,155 191,124 15,254 22,872 10,769 8.4% 11.3% 5.6% SBS 248,112 237,898 248,594 9,021 6,739 4,205 3.6% 2.8% 1.7% KBS 125,405 138,222 162,120 17,473 12,814 6,246 13.9% 9.3% 3.9% 116,670 124,501 123,896 11,941 18,400 11,954 10.2% 14.8% 9.6% JTBC 8,338 64,222 37,688 139,713 452.0% 217.5% TV 6,906 51,344 11,471 54,311 166.1% 105.8% A 7,977 48,000 31,040 73,785 389.1% 153.7% MBN 61,372 62,806 6776 41,947 11.0% 66.8% PP 2,952,845 4,437,790 5,014,813 104,151 59,894 193,289 3.5% 1.3% 3.9% PP ( ) 4,353,197 4,788,440 146,869 116,466 3.4% 2.4% : 1) PP PP PP, PP DP PP 2) PP 2009 CJ 3) 2007 t-broad t-broad, 4) PP, VOD 5) 2011 MBN MBN MBN, : 5 1.. 2011 4
2 133,, 2011 (2011 61.9% 2012 62.3%), PP 2%p (2011 73.2% 2012 71.2%) TV 3 5,729 3.1% TV TV 2012 61.5% 3 (2009 67.5% 2010 66.9% 2011 65.1% 2012 61.5%) 2012 PP TV 3 (2009 77.5% 2010 76.9% 2011 75.6% 2012 71.3%) 2011 PP TV 2012, PP (52.1%) TV : 2011 9,569 2012 1 1,150, PP : 2011 9,692 2012 1 6,079 ) PP,, 2012 PP 38.1% 37.7%, PP 26.8% 28.8% 2%p 2012 PP 25), 25) PP, PP, VOD PP PP
134 20.5% 2 2,366 PP 2012 (9,692 ) 66% 1 6,079. IPTV 2009 IPTV MSO 1 2 IPTV 2012 27.9%, (963) (2011 1,059 9.1% ) 2011 68.5% 2012 63.5% 5%p 2009 IPTV 58.7%, HHI 2012 4,590 5 26) ( 1, 1, IPTV 3), IPTV IPTV MSO 2013 6 MSO 17.5% 2011 1.8%p 2.. 26) SO 6
2 135,,,, PP,, PP PP. KT 2009 IPTV KT KT 2012 602
136 25.8%, 44.0% KT, 2007, +, + (, OTS) 3 5 MSO. PP PP MSP PP PP. 2011 4
2 137,,
3 141 3 1 1.., PP() () (), () () ( ) ( ),,,,,,
142 () SSNIP., PP,,,,,, () () 2012 () SBS 10, KOBACO KBS MBC PP () (Que-tone ): TV//IPTV PP IPTV SO SO ( ) KOBACO,
3 143 SO,. (), (3 ) ( ) 3, PP, MPP/MSP 2.. () ( ),,, (media mix) (awareness), (attitude) (GRP), GRP(gross rating point) = (reach) (frequency)
144 ( ), ( ),,, TV /, 200112 : 44.5% 36.9%, 33.9% 22.1%, 2.4% 22.1% () ( ) (captive audience),,
3 145 ( ) (, 2013c), TV 10% TV 3.0% ( 41) TV 52.1%, 5.4% TV 56.1%, 22.0% PP, PP, PP, (10% ) PP(30% ) PP 40% 1 60% 2012 3 5,796, 2 1,801 (60.9%) (2013 ),,,
146, 2012 27.8% 2013 56.1%,, Ofcom(2011. 6) TV ( ),, TV VOD TV, 27),,, ( ) 6.7%, VOD, 27) Ofcom(2011. 12) TV, TV
3 147. ( ) 3 ( ) ( ), (media mix) (target audience) ( ) 3,, ( ) / 3 ( ) 3 KOBACO, 3,,
148, (GRP),, 3 (), 2012 MBC 18 15.9% 40.8%, 43.3% /, () 3, 3 3.805.66%, MPP 1% ( 4 2012 0.360.55%)
3 149 311 PP (: %) 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 KBS1 6.26 5.86 5.11 5.06 6.05 5.88 4.97 5.08 5.06 5.66 KBS2 5.43 5.24 5.11 4.95 4.74 4.90 5.04 5.06 4.43 4.68 MBC 6.35 5.94 4.92 4.92 5.40 5.12 4.86 4.67 4.68 3.80 SBS 5.66 5.45 5.29 5.12 5.00 5.13 5.19 5.48 4.57 4.45 OBS 0.21 0.15 0.00 0.00 0.00 0.06 0.11 0.12 0.12 0.14 EBS 0.92 0.78 0.76 0.80 0.65 0.61 0.61 0.56 0.61 0.74 MBC 0.76 0.78 0.80 0.88 0.87 0.93 0.92 0.81 0.72 0.56 KBS 0.40 0.47 0.50 0.74 0.65 0.76 0.80 0.74 0.68 0.49 SBS 0.47 0.64 0.77 0.78 0.61 0.77 0.79 0.78 0.60 0.46 Tooniverse 1.14 1.17 1.08 0.84 0.72 0.67 0.57 0.45 0.47 0.29 YTN 0.40 0.47 0.45 0.51 0.62 0.56 0.50 0.57 0.64 0.65 OCN 0.73 0.68 0.73 0.68 0.58 0.50 0.47 0.42 0.42 0.35 tvn 0.00 0.00 0.00 0.04 0.37 0.47 0.47 0.55 0.48 0.43 CGV 0.30 0.42 0.51 0.45 0.47 0.44 0.45 0.43 0.40 0.31 E 0.02 0.04 0.08 0.16 0.24 0.35 0.41 0.37 0.33 0.23 : 1) 24 2) OBS(200307) (itv) : AGB, DATABASE(ARIANNA) () 2012 3, 3 10 2 3 5 1 2012 CJ E&M 2 3, 3 5070% 3 (C) (, SSA), C 2012, 3 SA 61.3%, A 21.6%, B
150 12.3%, C 4.8% 312 (2012) (: ) SA A B C KBS2 8,715 15,300 2,790 10,260 825 6,075 615 5,070 MBC 7,905 13,605 2,790 9,150 1,665 8,160 780 5,745 SBS 9,120 13,200 2,850 9,720 1,260 5,985 885 4,950 EBS 450 1,410 360 1,200 210 450 OBS 1,155 1,155 810 810 255 570 255 255 : 15 : KOBACO/ 313 (: ) SA A B C JTBC 3,348 8,954 346 704 MBN 3,750 7,510 300 300 : 15 : (JTBC 2012. 1, MBN 2013. 8) 314 (: ) SSA1 SSA2 SSA3 SA A B CGV* 700 450 350 250 150 80 tvn* 700 450 350 250 150 80 OCN* 700 450 350 250 150 80 KBS 1,200 800 500 MBC 1,500 1,250 1,000 SBS* 1,250 900 750 KBS 400 300 150 80 MBC 390 260 130 60 SBS* 400 250 150 80 YTN 500 400 200 80 News-Y 400 300 200 80 : 1) 15 2) 1.52 : PP (2013. 9), * CGV, tvn, OCN, SBS, SBS(2011. 8.)
3 151 315 3 (2012) (:, %) SA A B C KBS (, %) MBC (, %) SBS (, %) 379,053 123,155 75,389 25,428 603,025 (62.9) (20.4) (12.5) (4.2) (100.0) 366,276 155,073 97,823 31,473 650,645 (56.3) (23.8) (15.0) (4.8) (100.0) 310,998 94,084 39,390 26,094 470,565 (66.1) (20.0) (8.4) (5.5) (100.0) (, %) 1,056,327 372,312 212,602 82,995 1,724,235 (61.3) (21.6) (12.3) (4.8) (100.0) : 3 (,, ID,,,, ) : KOBACO/ ( ) (, 2013c), TV 10% TV 2.8% ( 41) TV 27.1%( 3.5% + () 23.6%), 24.6%, 10% 3.1% 9.2% TV, 51.8%, 10% 6.4% 28.8% TV, 12.0%, 22.6% TV () 65.9%,
152 43.9% 58.5%, 46.3% ( ) MBC MBC SBS KBS (), MBC MBC 50% KNN 9 SBS SBS 1 69%, 2 71%, 3 77% SBS, MBC/SBS KBS KBS () MBC/SBS MBC () (), ( MBCSBS) 2012 2 () (2012. 9) MBC MBCSBS (EBS OBS) EBS OBS 3, PP EBS OBS 3
3 153 2012 EBS 53.5% OBS 87.8% ( PP) 2011 12 MPP 3 316 PP 2011 2012 ()JTBC 7,555 51,995 ()A 5,311 26,824 () 52,815 55,550 () 5,914 36,612 PP 4 71,595 170,981 : 2011 12 1 ( TV(111) ) :, 2012 (: ) 4 1 MPP 2012 4 PP 10, 15 () PP SO, IPTV PP () 2012 SO 1,099 ( 3.1%, IPTV ), 145 ( 0.4%, IPTV ) SO, IPTV
154, TV// 3%(6 6) 3,,,,,, 3 5070% () 3 10% 6.4%,
3 155,, PP, 3 () () (), () () () Whole Food (2008): 28) TV, TV 2.8% vs. 3.1%(2012 2.0% vs. 7.9%) 2009, PP 2010 (3, PP) 3, ( + PP) 28) FTC v. Whole Foods Markets, Inc., 533 F.3d 869(D.C Cir. 2008)
156,, MPP CJ MPP PP,, PP 3( ) 3 3, MPP, MPP, 3. ( ),
3 157 // ( ), PP, MPP/MSP 3 3 3(key station ), MPP MSP 311
158 2 1.. 1),, 2012 9 7,706 9 5,606 2.2% (10.9%) 200809, 2010 2012 GDP 2010 6.3% 2011 3.7%, 2012 2.0% (, ECOS) 321 4 (:, %) 2007 2008 2009 2010 2011 2012(, %) TV 21,076 18,997 16,709 19,307 20,775 19,307 (19.8) 2,807 2,769 2,231 2,565 2,604 2,385 (2.4) (A) 23,883 21,766 18,940 21,872 23,379 21,655 (22.2) 17,801 16,581 15,007 16,729 17,092 16,543 (16.9) 4,841 4,804 4,388 4,889 5,236 5,076 (5.2) (B) 22,642 21,385 19,395 21,618 22,328 21,620 (22.1) 4(A+B) 46,524 43,151 38,335 43,490 45,707 43,258 (44.3) 6,793 6,395 6,248 7,494 8,448 9,105 (9.3) 4, 7,873 7,663 8,115 8,881 9,327 9,269 (9.5) TV(a) 8,297 8,600 7,794 9,649 11,741 13,218 (13.5) SO(b) 524 590 664 655 (0.7) (c) 120 95 95 153 122 130 (0.1) IPTV(d) 53 114 205 170 235 (0.2) TDMB(A1) 88 114 176 271 267 168 (0.2) 10,200 11,900 12,430 15,470 18,560 19,540 (20.0) 5 600 2100 (2.1) 18,706 20,762 21,133 26,343 32,124 36,046 (36.9) 79,897 77,971 73,831 86,208 95,606 97,706 (100.0) (a+b+c+d) 8,417 8,748 8,527 10,597 12,697 14,238 (14.6) (A+a+b+c+d+A1) 32,388 30,628 27,643 32,740 36,343 36,071 (36.9) :,
3 159 2012 36.9% ( ) 2012 22.1% TV 2) 29) SOIPTV,, PP 3, 3, 3 SO KBS, MBC, SBS 3 KBS, 30) MBC 18, 31) SBS 9 29), TV/, (/PP ), //VOD/ PP 30) KBS 9 18 31) MBC 18 MBC 50% (2011
160 () 3, MBC MBC SBS 32), (key station) 3 EBS OBS 322 (:, %) 2007 2008 2009 2010 2011 2012 3,090,552 2,926,415 2,574,177 3,071,660 3,402,974 3,333,203 2,121,348 1,916,402 1,689,727 1,952,257 2,105,281 1,937,027 (, %) (68.6) (65.5) (65.6) (63.6) (61.9) (58.1) 3 2,090,384 1,881,848 1,647,439 1,896,854 2,045,164 1,874,355 (, %) (67.6) (64.3) (64.0) (61.8) (60.1) (56.2) DMB 3,133 4,064 5,082 7,737 8,910 7,545 11,810 9,695 11,348 15,605 12,234 14,498 DMB 2,137 4,094 3,300 4,510 1,800 111 98,284 117,494 106,468 111,174 114,361 109,924 IPTV 3,476 12,361 13,594 15,695 853,840 874,666 754,776 968,016 1,146,794 1,248,403 : 1) (%) 2),, /PP, //VOD/ PP : TV, IPTV PP MBC MBC MBC MBC 18 ) 32) () (KOBACO), 2012 () SBS
3 161 (, //VOD/ PP ) 33) 2007 3 906 2009 2 5,742 2010 2012 (2.1%) 3 3,332, 58.1%. 1) 323 (: ) 2007 2008 2009 2010 2011 2012 573,379 504,800 497,398 563,736 577,359 604,784 KBS PP 43,830 61,614 70,981 89,570 97,798 100,209 617,209 566,415 568,379 653,306 675,157 704,993 832,026 759,161 617,836 709,334 806,413 654,143 MBC PP 111,205 121,702 97,427 118,412 139,076 118,669 943,231 880,863 715,263 827,745 945,489 772,812 684,979 617,887 532,204 623,785 661,393 615,428 SBS PP 93,624 96,433 94,489 119,922 139,398 120,543 778,603 714,319 626,693 743,706 800,791 735,971 CJ 378,662 327,555 242,948 324,934 382,233 380,706 3 2,339,043 2,161,597 1,910,335 2,224,758 2,421,437 2,213,776 4 2,717,705 2,489,152 2,153,283 2,549,692 2,803,670 2,594,482 3,090,552 2,926,415 2,574,177 3,071,660 3,402,974 3,333,203 : 1),, /PP, //VOD/ PP 2) 200608 CJ :, 3 MBC, SBS, KBS ( PP ) 201011 2012 2 2,138 ( 8.6%) 200809 3 33) IPTV 3 VOD 2011 (/)
162, 2012 PP 3 PP 2011 3,763 2012 3,394 ( 9.8%) MBC 2009 7,153 2011 9,455, 2012 7,728 ( 18.3%) SBS 2009 6,267 2010 2011 8,008 2012 7,360 ( 8.1%), KBS 2008 5,664 2009 2012 3 7,050 ( 4.4%) CJ MBC, SBS, 2009 2011 3,822 2012 3,807 ( 0.4%) 324 (: ) 2007 2008 2009 2010 2011 2012 KBS MBC SBS 637,232 594,623 591,486 646,620 655,287 690,949 PP 43,830 61,614 70,981 89,570 97,798 100,209 681,062 656,238 662,467 736,191 753,086 791,158 906,097 838,132 694,442 799,312 892,507 744,310 PP 117,743 127,135 104,128 124,544 145,316 133,939 1,023,840 965,266 798,570 923,856 1,037,823 878,249 764,121 699,603 623,702 714,714 756,584 716,365 PP 97,846 98,219 98,696 123,194 145,453 146,407 861,966 797,822 722,397 837,907 902,037 862,772 CJ 407,835 351,010 269,716 359,423 431,622 467,988 3 2,566,869 2,419,326 2,183,435 2,497,954 2,692,946 2,532,179 4 2,974,704 2,770,336 2,453,151 2,857,377 3,124,568 3,000,167 3,390,988 3,249,221 2,908,439 3,421,990 3,750,127 3,824,631 : 1),, /PP, //VOD/ PP 2) 200608 CJ :,
3 163, 3 2007 2 5,669 2009 2 1,834 2010 2011 2 6,929 2012 2 5,328 ( 6.0%) 3 PP 2011 3,886 2012 3,806 ( 2.1%) 1 MBC 2007 1 238 2009 7,986 2010 2011 1 378 2012 8,782 ( 15.4%) SBS 2007 8,620 2009 7,224 2010 2011 9,020 2012 8,628 ( 4.4%) KBS 2007 6,811 2008 6,562 2009 2012 7,912 ( 5.1%) 4 CJ 2007 4,078 2009 2,697 2010 2012 4,680 ( 8.4%) 2) 2012, 10 47.3% 100 15.2%, 1,000 3.6% 2012 10 47.4%, 100 15.8%, 1,000 5.3%
164 321 (2012) (: %) : 1), DMB,, DMB, SO, PP ( ) 2) 10 20 3) (, MSP, MPP, MSO) :, 2012 322 (2012) (: %) : 1), DMB,, DMB, SO, PP ( ) 2) 10 20 3) (, MSP, MPP, MSO) :, 2012 3) 2012 3
3 165 66.4% 66.2% MBC 23.2%, SBS 22.1%, KBS 21.2% CJ 11.4% 3, CJ 26.1% 1 SBS 8.3%, MBC 8.1%, KBS 6.9%, SBS MBC 2011 CJ 28.2% 2012 26.1% 2011 4 PP CJ PP PP, 3 CJ 3, CJ 3 325 (2012) KBS MBC SBS + (%) + (%) + (: ) (%) + 604,784 690,949 31.22 31.00 18.14 18.07 PP 100,209 100,209 6.87 5.99 3.01 2.62 704,993 791,158 21.15 20.69 654,143 744,310 33.77 33.39 19.63 19.46 PP 118,669 133,939 8.13 8.01 3.56 3.50 772,812 878,249 23.19 22.96 615,428 716,365 31.77 32.14 18.46 18.73 PP 120,543 146,407 8.26 8.75 3.62 3.83 735,971 862,772 22.08 22.56 CJ 380,706 467,988 26.10 27.97 11.42 12.24 : 1), //VOD/ PP 2) : 3( ) TV (PP,, EBS OBS ) :, 2012
166 4) 3, 3.9%(KBS 0.9%, MBC 5.5%, SBS 6.4%) 3 PP 5.4%(KBS MBC 0.7% SBS 12.5%) PP (55.4%) CJ (49.7%), PP 3 3 53.8%( PP 56.4%) CJ 26.2% KBS 42.8%, MBC SBS 61.0%, 61.4% KBS CJ MBC SBS 326 (2012) (: %) 12.5 0.7 36.1 5.6 7.0 3.9 65.9 34.1 100.0 + PP 16.4 1.4 53.8 7.7 12.8 3.8 96.1 3.9 100.0 KBS 37.0 1.3 42.8 5.2 9.1 3.7 99.1 0.9 100.0 MBC 2.9 1.4 61.0 8.3 17.0 3.8 94.5 5.5 100.0 SBS 2.4 1.7 61.4 10.6 13.6 3.9 93.6 6.4 100.0
3 167 16.7 1.7 53.4 7.9 14.3 2.4 96.3 3.7 100.0 KBS 39.4 1.4 40.7 5.8 10.1 1.6 99.0 1.0 100.0 MBC+ 0.0 1.7 60.8 8.4 19.3 3.5 93.7 6.3 100.0 SBS+ 9 0.0 2.1 64.7 10.6 15.3 2.4 95.2 4.8 100.0 PP 10.0 0.0 24.9 4.0 1.7 4.0 44.6 55.4 100.0 PP 15.2 0.0 56.4 6.8 4.3 11.9 94.6 5.4 100.0 KBS PP 15.4 0.0 61.8 0.0 0.0 22.8 100.0 0.0 100.0 MBC PP 19.4 0.0 62.1 8.0 4.4 5.4 99.3 0.7 100.0 SBS PP 11.8 0.0 48.5 10.4 7.0 9.8 87.5 12.5 100.0 CJ 13.8 0.0 26.2 6.4 1.0 2.8 50.3 49.7 100.0 : 1),, /PP, //VOD/ PP 2) 3 3) :, 2012. 3 200910 23%, 2011 21.2%, 2012 19.1% 3 2010 18% 2011 2012 15.9% 3 PP 20092010 4.4% 2012 3.2% 1 MBC 7% 1 2010 2012 3 5.7% SBS 7% 2010 8.1% 1 2011(7.0%) 2012(6.6%) 2 KBS 200810 7% 2011 6.9% 3 2012 6.8% 1 CJ 3 200708 4.7% 2009 2012 2.7%
168 CJ PP 2009 3 PP (2012 3.2%) 2012 4 1.82% 2 0.96% 2.78% 327 KBS MBC SBS (: %) 2007 2008 2009 2010 2011 2012 5.85 6.07 6.25 6.28 5.48 5.78 PP 1.00 1.28 1.45 1.44 1.41 1.07 6.85 7.35 7.70 7.72 6.88 6.85* 6.63 6.29 5.99 5.76 5.76 4.67 PP 1.59 1.70 1.73 1.62 1.51 1.07 8.21* 7.98* 7.72* 7.38 7.27* 5.73 6.16 6.33 6.42 6.71 5.66 5.48 PP 0.86 1.09 1.24 1.34 1.35 1.07 7.01 7.42 7.65 8.05* 7.01 6.55 CJ 4.66 4.67 4.02 3.56 3.21 2.69 3 22.1 22.8 23.1 23.1 21.2 19.13 4 26.8 27.5 27.1 26.7 24.4 21.82 32.81 33.71 34.27 34.53 32.80 31.56 : 1) KBS KBS2 2) 2008 CJ (2009 CJ ) 3) 19 (PP 24 ) 4) 5) * 1 : AGB, DATABASE(ARIANNA). ( ) 2001 3 itv OBS 2011 MBC 1 TV 2007 153 2008 132 2012 147 //VOD/ PP PP 2007 188
3 169 2012 PP 180 PP (SO), 2002 2009 IPTV 3 328 (: ) 2007 2008 2009 2010 2011 2012 TV 33 33 33 33 32 32 DMB 3 3 3 3 3 3 1 1 1 1 1 1 DMB 1 1 1 1 1 1 103 103 100 94 94 94 IPTV 3 3 3 3 PP 5 5 5 5 6 6 PP 153 132 141 141 147 147 : 1), /PP, //VOD PP 2) 2007 PP 3), DMB,, PP 4) DMB TV : 2012 TV KBS, MBC, SBS EBS, OBS, 128 2012 12 64 KBS1 KBS2 32, MBC MBC 20 1 TV 2012 CJ TV PP 7( 18), MBC, SBS, KBS 3( 6), 6( 7), 1( 5) CJ PP 2010 2011 PP PP 3
170 329 TV (2012) (: ) TV (32) 64 64 128 KBS(+18 ) 32 32 64 1 1 2 () 1 1 2 MBC(18) 19 19 38 ()SBS 1 1 2 ()KNN 1 1 2 () 1 1 2 () 1 1 2 (11) () 1 1 2 () 1 1 2 () 1 1 2 () 1 1 2 () 1 1 2 ()(G1) 1 1 2 OBSTV() 1 1 2 : MBC 18(,,,,,,,,,,,,,,,,, ) MBC 2, 1 : 2013, ( ) 3210 TV PP (: ) MPP 2007. 12 2008. 12 2009. 12 2010. 12 2011. 12 2012. 12 PP PP PP PP PP PP CJ 7 14 8 14 10 22 10 26 7 21 7 18 5 12 4 9 MBC 4 5 4 5 3 5 3 6 3 6 3 6 SBS 3 4 4 6 5 7 5 7 6 9 6 7 KBS 2 5 2 5 2 5 1 4 1 5 1 5 : 1) //VOD PP 2) CJ //VOD/ :
3 171. 2007 2,845 2008 2,711 2011 3,118 2012 2,868, (a/a) (b/b) 3211 (: ) 2007 2008 2009 2010 2011 2012 + 2,845 2,711 2,732 2,953 3,118 2,868 (A) 2,168 1,988 1,993 2,155 2,251 2,079 (B) 1,361 1,381 1,328 1,446 1,509 1,379 only (a) 1,484 1,330 1,404 1,507 1,609 1,489 only (b) 677 723 739 798 867 789 : 1) 2) : AGB 2.. 1) 3 (, PP ) 2009 2012 66.4% 34) PP 3( ) 2012 56.2% PP 2011 11.1% 2012 10.2% 1 MBC 2007 30.5% 34) 3 75%
172 200911 27% 2012 23.2% 2, 3 SBS 2012 22.1%, KBS 200708 20% 2009 22.1% 2011 19.8% 2012 21.2% CJ 2007 12.3% 2009 9.4% 2011 11.2%, 2012 11.4%, 3 KBS 2011 2011 4.1% 2012 7.9% YTN, 2011 MBN PP (111) 323 (: %) 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 30.5% 30.1% 25.2% 27.8% 27.8% 26.9% 24.4% 24.3% 23.5% 23.2% 24.2% 22.1% 22.1% 21.2% 21.3% 20.0% 19.8% 19.4% 11.4% 12.3% 11.2% 9.4% 10.6% 11.2% 7.9% 4.1% 2007년 2008년 2009년 2010년 2011년 2012년 KBS MBC SBS CJ 종편보도 :,, /PP, / /VOD/ PP :,
3 173 3212 KBS MBC SBS (: %, ) 2007 2008 2009 2010 2011 2012 18.55 17.25 19.32 18.35 16.97 18.14 PP 1.42 2.11 2.76 2.92 2.87 3.01 19.97 19.36 22.08 21.27 19.84 21.15 26.92 25.94 24.00 23.09 23.70 19.63 PP 3.60 4.16 3.78 3.85 4.09 3.56 30.52 30.10 27.79 26.95 27.78 23.19 22.16 21.11 20.67 20.31 19.44 18.46 PP 3.03 3.30 3.67 3.90 4.10 3.62 25.19 24.41 24.35 24.21 23.53 22.08 CJ 12.25 11.19 9.44 10.58 11.23 11.42 3 75.68 73.87 74.21 72.43 71.16 66.42 4 87.94 85.06 83.65 83.01 82.39 77.84 ( ) 3,090,552 2,926,415 2,574,177 3,071,660 3,402,974 3,333,203 :,, /PP, //VOD/ PP :, 2) 3 2006 75.7% 2012 66.2% PP 3 2007 68.0% 2012 56.3%, PP 7.7% 2011 10.4% 2012 10.0% MBC 1, 2007 30.2% 2011 23.0% SBS 2007 25.4% 2012 22.6%, KBS 20.1% 20.7% CJ 12.0% 12.2%, 3 KBS
174 3213 (: %, ) KBS MBC SBS 2007 2008 2009 2010 2011 2012 18.79 18.30 20.34 18.90 17.47 18.07 PP 1.29 1.90 2.44 2.62 2.61 2.62 20.08 20.20 22.78 21.51 20.08 20.69 26.72 25.79 23.88 23.36 23.80 19.46 PP 3.47 3.91 3.58 3.64 3.87 3.50 30.19 29.71 27.46 27.00 27.67 22.96 22.53 21.53 21.44 20.89 20.17 18.73 PP 2.89 3.02 3.39 3.60 3.88 3.83 25.42 24.55 24.84 24.49 24.05 22.56 CJ 12.03 10.80 9.27 10.50 11.51 12.24 3 75.70 74.46 75.07 73.00 71.81 66.21 4 87.72 85.26 84.35 83.50 83.32 78.44 ( ) 3,390,988 3,249,221 2,908,439 3,421,990 3,750,127 3,824,631 :,, /PP, //VOD/ PP :, 3) 3, 66% 2011 2012 60.6% 1 MBC 2010 2012(18.2%) 3, 2 SBS 2009 3, 2010 1 2 (2012 20.8%) KBS 2009 2 3, 2012 21.7% 1 CJ 14% 2009 2011 9.8%, 2012 8.5% 2012 4 5.8% 2 3.0% 8.8%
3 175 324 (: %) 25.0 23.0 21.0 19.0 17.0 25.0 23.7 22.5 21.4 22.0 22.3 22.5 20.9 21.8 23.3 21.4 22.4 22.2 21.0 21.4 21.7 20.8 18.2 15.0 13.0 11.0 9.0 7.0 14.2 13.8 11.7 10.3 9.8 8.5 2007년 2008년 2009년 2010년 2011년 2012년 KBS MBC SBS 씨제이 : 1) 2) KBS KBS1 3) 2008 CJ 4) : AGB, DATABASE(ARIANNA) 3214 KBS MBC SBS (: %) 2007 2008 2009 2010 2011 2012 17.83 18.00 18.24 18.19 16.71 18.32 PP 3.05 3.80 4.23 4.17 4.30 3.39 20.88 21.80 22.47 22.36 20.98 21.71 20.21 18.66 17.48 16.68 17.56 14.78 PP 4.85 5.04 5.05 4.69 4.60 3.39 25.03 23.67 22.53 21.38 22.17 18.17 18.78 18.78 18.74 19.44 17.26 17.36 PP 2.62 3.23 3.62 3.88 4.12 3.41 21.37 22.01 22.32 23.32 21.37 20.76 CJ 14.20 13.85 11.74 10.32 9.78 8.52 3 67.4 67.6 67.4 66.9 64.6 60.6 4 81.6 81.5 79.2 77.2 74.4 69.2 32.81 33.71 34.27 34.53 32.80 31.56 : 1) (KBS1 ) 2) KBS KBS1 3) 2008 CJ 4) : AGB, DATABASE(ARIANNA)
176. (HHI) 35) 1), HHI 2,000 2012, 1,637.7, (1,500 ) 325 HHI 2,150.0 2,050.0 2,039.7 2,045.3 1,958.3 1,983.4 1,950.0 1,850.0 1,952.1 1,949.6 1,911.6 1,893.5 1,886.6 1,861.9 1,750.0 1,650.0 1,550.0 1,645.1 1,637.7 2007 2008 2009 2010 2011 2012 광고 광고협찬 : HHI 2009 HHI, 2012 1,645.1 2008 HHI HHI 2012 2), HHI 1,600 (1,5002,500) 35) DOJ/FTC Horizontal Merger Guidelines, HHI(Hirschman-Herfindahl Index) 2,500 1,500
3 177 2009 (1,636.0) 2011 1,500 2012 1320.9, 326 HHI 1,700.0 1,600.0 1,600.9 1,599.4 1,636.0 1,599.8 1,500.0 1,400.0 1,490.2 1,300.0 1,320.9 1,200.0 1,100.0 2007 년 2008 년 2009 년 2010 년 2011 년 2012 년 : AGB, DATABASE(ARIANNA). 1), 8( ), 9(), 17( ), PP 2001 PP, PP
178 2) (economy of scale) (economy of scope) 3 CJ PP, PP,, 36), PP () PP 55.4% 3( ) 3.7% 36) (, )
3 179 3), ( ) ( ) (MMS ), 3, 3, PP 4), PP, SBS SBS, PP
180 3 () MSP PP (downstream), MSP CJ MSO PP PP (upstream), 3 PP ( ) 3 PP, 3215 MSP PP (2012) (: ) PP SO 2012 CJ CJ() () () () CJ() () ()KM CJ() ()CJ CJ() CJ() ()CJ CJ() ()CJ ()CJ ()CJ ()CJ ()CJ ()CJ ()CJ () PP: 681,276,996 SO: 576,268,392 : 1,257,545,388
3 181 PP SO 2012 CJ (t-broad) KBS MBC SBS (SBS ) ()T ()E () ()t-broad ()KBS ()MBC ()MBC ()MBC ()SBS SBS() ()SBS ()SBS ()SBS ()SBS () CJ() ()CJ ()CJ ()CJ(19) ()t-broad ()t-broad ()t-broad ()t-broad ()t-broad ()t-broad ()t-broad ()t-broad () ()t-broad ()t-broad ()t-broad ()t-broad ()t-broad ()t-broad ()t-broad ()t-broad ()t-broad ()t-broad ()t-broad ()t-broad ()t-broad(22) PP: 85,787,169 SO: 584,159,862 : 669,947,031 KBS: 1,469,956,844 PP: 162,120,227 : 1,632,077,071 MBC: 1,007,492,800 PP: 189,832,957 : 1,197,325,757 SBS: 904,658,117 PP: 217,408,895 : 1,122,067,012 : 1) PP ( ) 2) MBC, SBS 3), PP //VOD/ PP 4) CJ, CJ, t-broad (), SBS : 2013
182 5) (two-sided market) (intermediary), PP, () 37) ( ) (), 3.. 1) 2012 2011 KOBACO, 37) chicken and egg problem
3 183 2012 KBS SA, SBS SA, (, 2013c), 80.0%, 54.5%( 55 ) ( ) (55) TV 19.2%, 14.2% 38) 3216 (: ) KBS MBC SBS SA C SA C SA C 2002 11,610 6,150 2,505 870 11,925 4,590 2,565 750 10,140 7,770 1,800 630 2003 11,610 7,770 4,860 870 11,925 4,590 2,565 750 10,140 7,770 1,800 630 2004 11,610 7,770 2,505 1,200 11,925 4,590 2,550 750 10,140 7,770 1,590 630 2005 11,610 7,770 4,860 1,200 11,925 4,290 3,690 750 10,140 7,830 1,590 630 38),
184 KBS MBC SBS SA C SA C SA C 2006 12,960 5,439 5,220 1,080 12,330 7,500 3,825 750 11,145 7,125 1,965 630 2007 13,215 5,580 5,475 1,020 12,570 7,500 3,810 660 11,700 6,360 3,540 600 2008 14,250 9,075 4,860 975 13,605 6,885 4,995 825 13,200 6,915 3,600 630 2009 14,250 9,075 4,380 615 13,605 6,885 4,995 825 13,200 6,915 2,880 630 2010 14,250 8,505 4,380 615 13,605 7,905 5,040 825 13,200 6,915 2,250 630 2011 14,250 8,715 4,380 615 13,605 7,905 4,455 825 13,200 8,910 2,250 630 2012 15,300 8,715 5,070 615 13,605 7,905 5,745 780 13,200 9,120 4,950 885 : 15 : KOBACO/ PP PP, 2012 4 0.360.55%, MBN SA 751 MBC SA, ( 65), 38%(25), 64%
3 185 3217 (: ) SSA1 SSA2 SSA3 SA A B CGV tvn OCN KBS KBS MBC MBC SBS E! SBS 2012 1000 450 250 150 80 2013 1000 450 250 150 80 2012 1500 450 350 250 150 80 2013 1500 450 350 250 150 80 2012 1000 450 250 150 80 2013 1000 450 250 150 80 2012 1200 800 500 2013 1200 800 500 2012 400 300 150 80 2013 400 300 150 80 2012 400 250 150 60 2013 400 250 150 60 2012 750 600 500 400 2013 150 120 100 60 2012 400 250 150 80 2013 2012 1250 900 750 2013 : 1) 15 2) 2 3) MBC 2012 1 31 MBC : PP (2012. 9. 20, 2013. 9. 27) 2) ( ) 3 TV 2007 71.6% 2012 50.1% MBC 22.0% 14.2%, KBS 26.5% 16.7% 2010 3 SBS 2007 23.0% 2010 32.4% 2012 19.3% CJ 2007 4.7%
186 2011 20.9% 2 2012 3 21.7% 3 (50.8%), (66.4%) 3218 KBS MBC SBS (:, %) 2007 2008 2009 2010 2011 2012 (%) (%) (%) (%) (%) (%) 315 25.3 313 23.1 245 20.2 286 17.3 308 15.6 342 12.6 PP 15 1.2 22 1.6 28 2.3 41 2.5 68 3.4 112 4.1 330 26.5 335 24.8 273 22.6 327 19.8 376 19.0 454 16.7 235 18.9 233 17.2 193 16.0 212 12.8 265 13.4 314 11.5 PP 39 3.1 55 4.1 46 3.8 54 3.3 41 2.1 72 2.6 274 22.0 288 21.3 239 19.8 266 16.1 306 15.5 386 14.2 274 22.0 294 21.7 222 18.3 386 23.3 336 17.0 404 14.8 PP 12 1.0 44 3.3 40 3.3 150 9.1 108 5.5 121 4.4 286 23.0 338 25.0 262 21.7 536 32.4 444 22.4 525 19.3 CJ 58 4.7 79 5.8 156 12.9 197 11.9 414 20.9 590 21.7 3 890 71.6 961 71.0 774 64.0 1129 68.2 1126 56.9 1365 50.1 4 948 76.3 1040 76.9 930 76.9 1326 80.1 1540 77.9 1955 71.8 1,243 100.0 1,353 100.0 1,210 100.0 1,655 100.0 1,978 100.0 2,723 100.0 : 1) PP (/ PP ) 2) TV (,,,, ) : 3), KOBACO 1988, 1, 1 1993, 2 1994, 1, KOBACO
3 187, 39) PP (),,, SO PP, 40) PP ( ). 1) 2012, SBS () 2011 KOBACO KOBACO,, () (KOBACO), 39) (2001. 1. 29), (2001. 4. 21), (2007. 10. 21), (2008. 2. 20), (2008. 4. 29) 40) (2010. 12. 27)
188 (55) (, 2013c), 25.5% ( 36.4%), 27.3%( 21.8%) 2012 KOBACO 100 65.0%, 68.1%(TV, Radio, DMB ), 92 41) (MPP, PP ),, PP /PP 2) KOBACO,, PP TV,, 41) KOBACO
3 189 3) ( 2,100, AGB), ( ) 2012 KOBACO 10 21.6%(1 4.6%), 24.6%(TV, Radio, DMB ) 42), 3 PP, (), 4.. () ( ), 2008 2011 MBC 2008 (1.0%) 2009 0.4%, 201011 8% 2012 2.8% SBS 2008 4.3%, 2009 3.3%, 2010 2.8% 2011 10.1% 2012 MBC 5.1% KBS 2008, 200910 2.1% 42) KOBACO
190, 2011 2012 1.9% 2012 KBS 2.5% PP 3.9% 3219 KBS MBC SBS CJ (: %) 2007 2008 2009 2010 2011 2012 3.76 7.34 1.63 1.03 4.51 2.50 PP 11.24 7.93 8.46 13.93 9.27 3.85 3.10 6.41 2.12 2.10 3.30 1.89 2.00 2.00 0.90 7.93 8.01 2.34 PP 18.59 6.16 9.08 8.40 11.31 5.63 3.79 0.99 0.38 7.99 8.44 2.79 6.85 2.41 4.81 2.63 11.86 5.96 PP 23.53 14.95 3.78 3.64 2.83 1.69 9.16 4.26 3.33 2.84 10.07 5.12 SO 10.68 11.45 PP 23.94 7.36 21.94 8.13 SO 15.76 13.86 18.51 15.95 22.42 16.81 PP 7.95 1.21 5.96 7.11 6.83 5.11 5.55 7.22 11.90 11.33 12.72 9.84 6.29 4.73 5.95 7.23 6.58 4.15 : 1) 2),, /PP, //VOD/ PP 3) IPTV :, CJ 11%, 2012 3 9.8% SO CJ (PP) 2011 6.8%, 2012 5.1% 2012 KBS, MBC, SBS PP 3.9%, 5.6%, 1.7% CJ PP 2008
3 191 MBC 2008 (0.1%) 2009 2011 11.0% 2012 8.5% SBS 200810 4% 2011 8.9% 2012 6.5% KBS 2007 08 2009 2012 (0.1%) CJ 200708, 2009 7.8% 2012 5.7% SO PP, 2012 SO PP 1.9% 3220 KBS MBC SBS CJ (: %) 2007 2008 2009 2010 2011 2012 2.14 6.01 5.36 3.15 0.33 0.41 PP 8.13 5.53 5.87 10.20 6.72 2.97 1.69 5.31 5.40 3.73 0.89 0.08 10.76 0.54 7.47 11.92 11.11 9.13 PP 12.19 2.67 9.61 4.66 10.56 4.52 10.91 0.14 7.74 10.94 11.04 8.50 9.82 3.09 7.23 4.37 9.03 7.59 PP 20.73 11.69 7.75 3.50 8.29 2.30 11.34 4.35 4.63 4.19 8.88 6.54 SO 6.75 9.96 PP 17.88 6.30 16.19 6.98 SO 7.37 6.27 12.19 10.45 13.92 11.38 PP 23.30 29.98 3.84 2.12 3.22 1.90 5.83 9.72 7.79 6.10 7.26 5.74 4.41 0.74 6.23 6.76 6.06 3.22 : 1) 2),, /PP, //VOD/ PP 3) IPTV :,
192. (KOBACO) 2012 43), TV, TV,, IPTV ( ) 44) TV TV, IPTV TV 97%, TV 76% 35%, IPTV 14%, 8% ( ) 79%,, 38%, 35% TV TV,, TV TV 157.4, TV 92.2, 75.2, 100.9 IPTV 81.4 95.9, 29.0, TV TV IPTV TV TV 43) KOBACO (2012. 12. 28) (2012 12) : 2012 1364, 6,000, 44) 1 (, 3 1 )
3 193 5.. 2012 (2.2%), 2001 44.5% 36.9% ( 2013) 2012 (2.1%) 3 3,332, 58.1% (2013 ) MBC SBS ( PP ) ( 18.3%, 8.1%), 3 KBS (4.4%) 2012 MBC 7,728, SBS 7,360, KBS 7,050 CJ 0.4% 3,807. 2012 MBC 23.2%, SBS 22.1%, KBS 21.2%, CJ 11.4%, 2007 2012 3 3 2007 75.6% 2012 66.4% ( 4.7%p) MBC 2007 30.5%, 200911 27% 2012 23.2%( 4.6%p) SBS 2007 25.2% 2012 22.1%, KBS 200708 20% 2009 22.0% 2011 19.8% 2012 21.2% CJ 2007 12.3% 2009 9.4% 2012 11.4%, 3 KBS HHI 2,000, 2012
194, 1,637.7, (1,500 ) HHI 2007 2,045.3 2008 1,952.1 2,000, 2012 224.2p HHI 2009 1,636.0 2011 1,500, 2012 1,320.9 PP, 3 MSO. 2012 SBS, (KBS, MBC ), (55), 80.0%, 54.5% (55), (66.6%) TV 14.2%( ), 19.2% 45), 45)
3 195 (65), 38%(25), 64% PP (KOBACO), (55), 25.5% ( 36.4%), 27.3%( 21.8%) 46). MBC SBS, KBS ( ) 47) MBC 2008 (1.0%), 2009 0.4%, 201011 8.0% 2012 2.8% SBS 2008 4.3%, 2009 3.3%, 2010 2.8%, 2011 10.1% 2012 MBC 5.1% KBS 2008 200910 2.1%, 2011 2012 1.9% 2012 KBS 2.5% PP 3.9% CJ 11% 46), 47)
196 2012 3 9.8% SO PP 2012 5.1% 2012 TV TV IPTV TV. 3 (), 3, PP 3 PP 2012, 3 3 1.. 1) 2012 9 7,706 (TV/Radio/DMB) 22.3% ( 2013)
3 197, 14.6%, 22.1% 331 (: %) 45.0% 40.0% 35.0% 30.0% 39.7% 29.5% 지상파방송유료방송신문온라인 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 22.2% 20.0% 16.9% 14.6% 3.4% 2.7% 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 :, 2) 3 (, //VOD/ PP ) 2012 3 3,332, 2007 68.6% 2012 58.1% 3( ) 2007 67.6% 2012 56.2% 3,
198 3 3 2012 3 MBC 4.67%, YTN 0.65% 331 2007 (4.10, tvn) 2008 2009 K(6.47, Mnet) 2010 K(15.06, Mnet) 2011 2012 K(10.45, Mnet) (4.46, tvn) (, ) K(7.27, Mnet), JTBC (6.38, JTBC), (5.80, JTBC), 1997(4.67, tvn), (3.94, Mnet), (3.41, JTBC), (3.27, tvn), (3.03, MBN) : 3% : AGB, DATABASE(ARIANNA) 3 48) 3, 3 3) 3 48),
3 199 PP PP,, 3 PP 3 KBS, MBC, SBS 3 KBS, MBC 18, SBS 9 ( ) 332 3 (:, %) : KBS, MBC, SBS ( ) : 3, MBC MBC SBS,
200 (key station) 3 ( ) 2007 2 904 2009 1 6,474 2010 2011 2 452 2012 1 8,744, 3. 1) 3( ) 2009 2010 11 2007 2012 ( 8.4%) 333 3( ) (: ) : KBS, MBC, SBS ( ) : MBC( MBC ) 2007 8,320 2009 6,178 201011 8,064 2012 18.9% 6,541 MBC 2012 4,423 17.9% SBS( ) 2007 6,850 2009 5,322
3 201 2011 6,614 2012 6,154 ( 6.9%) SBS 5.7% KBS 2007 5,734 2009 4,974 201011 5,774 2, 2012 4.8% 6,048 332 3 (:, %) 2007 2008 2009 2010 2011 2012(, %) 3() 2,090,384 1,881,848 1,647,439 1,896,854 2,045,164 1,874,355 (96.8) KBS 573,379 504,800 497,398 563,736 577,359 604,784 (31.2) MBC+ 832,026 759,161 617,836 709,334 806,413 654,143 (33.8) MBC 553,461 497,901 395,617 462,831 538,651 442,309 (22.8) MBC 278,564 261,260 222,219 246,502 267,761 211,833 (10.9) SBS+ 9 684,979 617,887 532,204 623,785 661,393 615,428 (31.8) SBS 506,335 458,645 395,193 482,715 500,994 472,395 (24.4) KNN 35,413 31,821 27,765 28,859 32,104 29,596 (1.5) 28,391 25,360 21,787 22,090 24,459 22,729 (1.2) 22,890 20,481 18,070 18,562 20,608 18,689 (1.0) 19,944 17,981 15,403 15,674 19,909 15,924 (0.8) 13,511 11,924 10,070 10,428 11,265 10,527 (0.5) 13,767 11,976 9,961 10,329 11,102 10,385 (0.5) 14,077 12,319 10,315 10,612 14,364 10,716 (0.6) G1 18,233 16,072 13,648 14,112 15,302 14,132 (0.7) 12,417 11,307 9,991 10,403 11,286 10,335 (0.5) 2,121,348 1,916,402 1,689,727 1,952,257 2,105,281 1,937,027 (100.0) : () : 2) (), 2011 3 ( 60, ) 49) 49) 2009 2010
202, 3( ) 2007 2 3,075 2009 2010 2011 2 3,044 2012 2 1,516 ( 6.6%) MBC( MBC ) 2009 6,944 2011 2007 8,925 2012 7,443 ( 16.6%) SBS( ) 2009 6,237 2011 7,566 2012 7,164 ( 5.3%) KBS 2009 5,915 2012 6,909 ( 5.4%) 333 3( ) (: ) 2007 2008 2009 2010 2011 2012 3 2,307,450 2,132,358 1,909,630 2,160,646 2,304,378 2,151,624 KBS 637,232 594,623 591,486 646,620 655,287 690,949 MBC + 906,097 838,132 694,442 799,312 892,507 744,310 SBS + 9 764,121 699,603 623,702 714,714 756,584 716,365 : KBS, MBC, SBS ( ) : 3) KBS () 2012 KBS 40.7% ( 39.4%), MBC 60.0% SBS 65.5% 3, KBS 1.0%, MBC 2.5%, SBS 3.0%, MBC ( 593, )
3 203 14.7%, 10.8% 334 3( ) (2012) () (: %) KBS 99.0 39.4 1.4 40.7 5.8 10.1 1.6 1.0 100.0 MBC+ MBC 93.7 0.0 1.7 60.8 8.4 19.3 3.5 6.3 100.0 MBC 97.5 0.0 2.0 60.0 6.0 26.9 2.6 2.5 100.0 MBC 85.3 0.0 1.1 62.7 13.5 2.6 5.5 14.7 100.0 SBS + 9 95.2 0.0 2.1 64.7 10.6 15.3 2.4 4.8 100.0 SBS 97.0 0.0 1.7 65.5 10.3 19.6 0.0 3.0 100.0 89.2 0.0 3.5 62.4 11.7 1.7 9.9 10.8 100.0 3() 96.3 16.7 1.7 53.4 7.9 14.3 2.4 3.7 100.0 93.9 15.8 1.7 50.9 7.7 14.1 3.7 6.1 100.0 : () :, 2012. 3 4 (KBS1) 200708 26% 2012 23.0% KBS1, 200910 SBS 2012 MBC 5% (4.7%), KBS2(5.8%) KBS1(7.0%) 2 335 3 (: %) 2007 2008 2009 2010 2011 2012 KBS1 7.512* 7.316* 6.185 6.299 6.305* 7.028* KBS2 5.852 6.068 6.252 6.280 5.478 5.781 MBC 6.625 6.288 5.987 5.756 5.760 4.665 SBS 6.155 6.334 6.416* 6.711* 5.655 5.477 26.144 26.006 24.840 25.046 23.198 22.951 : 1) 19 2) * 1 : AGB, DATABASE(ARIANNA)
204. ( ) 2001 3 10 DMB, (itv) TV(OBS), 2011 MBC MBC MBC 336 3 (: ) 2007 2008 2009 2010 2011 2012 KBS 1 1 1 1 1 1 MBC 1 1 1 1 1 1 MBC 19 19 19 19 18 18 SBS 1 1 1 1 1 1 9 9 9 9 9 9 31 31 31 31 30 30 : 1) MBC 18(,,,,,,,,,,,,,,,,, ): MBC 2) 9(KNN,,,,,,,, G1): SBS : 3 KBS, MBC, SBS 3,,, 3, 3 2001, 2011 MBC 2012 3 TV KBS, MBC, SBS, 124, 2012 12 62 KBS1 KBS2 32, MBC MBC 20,
3 205 1 TV 337 3 TV (2012) (10) (: ) TV (30) 62 62 124 (+18 ) 32 32 64 () 1 1 2 MBC(18) 19 19 38 ()SBS 1 1 2 ()KNN 1 1 2 () 1 1 2 () 1 1 2 () 1 1 2 () 1 1 2 () 1 1 2 () 1 1 2 () 1 1 2 ()(G1) 1 1 2 : MBC 18(,,,,,,,,,,,,,,,,, ) MBC 2, 1 : 2013, ( ). 2007 2,168 200809 2,000, 2011 2,251 2012 2,079 338 (: ) 2007 2008 2009 2010 2011 2012 + 2,845 2,711 2,732 2,953 3,118 2,868 2,168 1,988 1,993 2,155 2,251 2,079 1,361 1,381 1,328 1,446 1,509 1,379 only 1,484 1,330 1,404 1,507 1609 1489 only 677 723 739 798 867 789 : 1) 2) : AGB
206 2.. 1) MBC, SBS, KBS( ), 2012 3 MBC( MBC ) 40%, 2012 34.9% SBS( ) 32% 2012 32.8% 2 2007 30% KBS 2012 32.3% SBS 3( ) 2007 67.6% 2012 56.2% 3 PP 810% (75.7% 66.4% ) 334 3 (: %) 45.0% 40.0% 39.8% 40.3% 37.5% 37.4% 39.4% 35.0% 34.9% 30.0% 25.0% 32.8% 32.8% 27.4% 26.8% 32.3% 32.9% 30.2% 29.7% 32.3% 28.2% 32.8% 32.3% 20.0% 2007 년 2008 년 2009 년 2010 년 2011 년 2012 년 KBS MBC+ 지역 SBS+ 민방 9 :
3 207 MBC( MBC ) 2007 26.9% 2011 23.7%, 2012 19.6% SBS( ) 2007 22.2% 2012 18.5%, KBS 2007 18.5% 2011 17.0% 2012 18.1% MBC( MBC ) 10% 2012 6.7% SBS( ) 2007 8.6% 2012 6.3%, KBS 7.2% 6.2% 339 3( ) (: %) 2007 2008 2009 2010 2011 2012 KBS 27.43 26.82 30.19 29.72 28.23 32.27 (1) 3 MBC + 39.80 40.34 37.50 37.40 39.43 34.90 SBS + 9 32.77 32.83 32.30 32.89 32.34 32.83 100.00 100.00 100.00 100.00 100.00 100.00 (2) KBS 27.03 26.34 29.44 28.88 27.42 31.22 MBC + 39.22 39.61 36.56 36.33 38.30 33.77 SBS + 9 32.29 32.24 31.50 31.95 31.42 31.77 98.54 98.20 97.50 97.16 97.14 96.76 KBS 18.55 17.25 19.32 18.35 16.97 18.14 (3) MBC + 26.92 25.94 24.00 23.09 23.70 19.63 SBS + 9 22.16 21.11 20.67 20.31 19.44 18.46 67.64 64.31 64.00 61.75 60.10 56.23 KBS 7.2 6.5 6.7 6.5 6.0 6.19 (4) MBC + 10.4 9.7 8.4 8.2 8.4 6.70 SBS + 9 8.6 7.9 7.2 7.2 6.9 6.30 26.16 24.14 22.31 22.00 21.39 19.18 : (1) 3, (2), (3), (4) :,
208 2) 3, 6 2012 1 MBC( MBC ) 200708 39% 200910 36% 2011 38.7% 2012 34.6% SBS( ) 2007 33.1% 2011 32.8% 2012 33.3% KBS 2007 27.2% 2009 31.0% 2011 28.4% 2012 32.1% 3310 3( ) (1) 3 (2) (3) (: %) 2007 2008 2009 2010 2011 2012 KBS 27.62 27.89 30.97 29.93 28.44 32.11 MBC + 39.27 39.31 36.37 36.99 38.73 34.59 SBS + 9 33.12 32.81 32.66 33.08 32.83 33.29 100.00 100.00 100.00 100.00 100.00 100.00 KBS 27.21 27.36 30.18 29.08 27.60 31.00 MBC + 38.68 38.56 35.43 35.94 37.59 33.39 SBS + 9 32.62 32.18 31.82 32.14 31.86 32.14 98.51 98.10 97.44 97.16 97.04 96.53 KBS 18.79 18.30 20.34 18.90 17.47 18.07 MBC + 26.72 25.79 23.88 23.36 23.80 19.46 SBS + 9 22.53 21.53 21.44 20.89 20.17 18.73 68.05 65.63 65.66 63.14 61.45 56.26 : (1) 3, (2), (3) : 3( ) 2007 68.1% 2012 56.3% MBC( MBC ) 26.7% 19.5% SBS( ) 22.5% 18.7%, KBS
3 209 18.8% 18.1% 3) 3 ( KBS1 ) 2007 SBS, 1 MBC 2007, 2011 1 2012 KBS 36.3% 34.4% SBS 29.3% MBC 3 2007 56.8% 2012 50.5% 3 3 PP 10% (67.4% 60.6% ) 335 3 (: %) 37.5% 35.8% 36.3% 35.5% 33.5% 35.6% 33.0% 33.6% 33.9% 34.4% 33.5% 33.5% 34.1% 33.5% 34.4% 31.5% 31.4% 32.5% 32.1% 32.4% 29.5% 30.7% 29.3% 27.5% 2007 2008 2009 2010 2011 2012 KBS2 MBC SBS : KBS1 : AGB, DATABASE(ARIANNA)
210 3311 3 (: %) 2007 2008 2009 2010 2011 2012 KBS2 31.41 32.47 33.51 33.50 32.43 36.31* (1) 3 MBC 35.56* 33.64 32.09 30.70 34.10* 29.30 SBS 33.04 33.89* 34.39* 35.80* 33.48 34.40 100.00 100.00 100.00 100.00 100.00 100.00 (2) KBS2 30.10 31.09 32.01 32.09 30.80 34.00 MBC 34.07 32.21 30.66 29.41 32.39 27.44 SBS 31.65 32.45 32.85 34.29 31.80 32.21 95.82 95.75 95.52 95.80 94.99 93.64 KBS2 17.83 18.00 18.24 18.19 16.71 18.32 (3) MBC 20.21 18.66 17.48 16.68 17.56 14.78 SBS 18.78 18.78 18.74 19.44 17.26 17.36 56.82 55.44 54.45 54.31% 51.53 50.46 : 1) (1) 3, (2), (3) 2) * 1 : AGB, DATABASE(ARIANNA). (HHI) 1) 3 HHI 3,300, 2012 3 MBC( MBC ) KBS HHI 60.4p 3,337.2 HHI HHI HHI HHI
3 211 336 3 HHI 3,600.0 3,500.0 3,400.0 3,300.0 3,410.4 3,425.1 3,401.3 3,399.0 3,361.6 3,363.1 3,348.5 3,358.4 3,397.5 3,386.7 3337.2 3336.4 3,200.0 3,100.0 2007 년 2008 년 2009 년 2010 년 2011 년 2012 년 광고 광고협찬 : 2) HHI HHI 3,330, 2012 3,359.6 SBS MBC, KBS, HHI 24.8p 337 3 HHI : AGB, DATABASE(ARIANNA)
212. 1),,,, 3312 9( ) 17( ) 10() 8( ) 40%,,,,,, 4( ) (PP ) 33% (MBC) 7% ( 5%), 10% 8( ) 3,, 10% : 3, 3, PP, 3 PP
3 213 PP PP, 3 2),,, 3 2012 KBS 1.0%, MBC 2.5% SBS 3.0%, MBC 18 14.7% 9 10.8% PP 2012 PP 55.4% 3),
214 3,,, (MMS) 3, 3, 3, 3,, 4)
3 215,, PP 3 3,,, SBS, SBS ( ) SBS, 3 PP 3 () 5) (intermediary) (two-sided market), KBS, KBS1 1994
216 (multi-product firm),, () ( ), (), 3 3.. 1) 2012 KBS MBC, SBS 2011 KOBACO 2012 KBS SA, SBS SA ( )
3 217, (, 2013c),, 80.0%, 54.5%( 55 ) ( ) (55), TV 19.2%, 14.2% 2) ( ) TV KBS, 2010 2012 SBS( ) 2012 SBS 3,577, KBS 3,424, MBC 2,766 SBS MBC SBS 1 200712 1 200709 KBS 2010 SBS 2012, SBS 4,044, KBS 3,424, MBC 3,137
218 338 (: ) 400,000 350,000 300,000 250,000 315,438 312,616 247,597 238,178 244,926 363,148 286,084 308,202 306,314 357,669 342,408 276,606 200,000 150,000 100,000 50,000-200,884 229,350 203,482 200,445 163,080 178,991 31,089 55,687 32,970 46,707 29,997 35,395 37,094 25,944 32,401 21,259 22,813 29,217 2007 2008 2009 2010 2011 2012 KBS 서울 MBC 지역 MBC SBS 지역민방 : TV (,,,, ) : 3) 3 3 1988 1 1, 1993 2, 1994 1,, 50). 1) KOBACO 50) (2001. 1. 29), (2001. 4. 21), (2007. 10. 21), (2008. 2. 20), (2008. 4. 29)
3 219 2011 KOBACO,, () (KOBACO), (55) (, 2013c), 25.5% ( 36.4%), 27.3%( 21.8%) 2012 KOBACO 100 65.0%, 68.1%(TV, Radio, DMB ), 92 51) 3 2) KOBACO,, 51) KOBACO
220 3) ( 2,100, AGB ),, ( ) 2012 KOBACO 10 21.6%(1 4.6%), 24.6%(TV, Radio, DMB ) 52), 3 4.. () ( ) 2009 2012 3313 3( ) (: %) 2007 2008 2009 2010 2011 2012 KBS 3.76 7.34 1.63 1.03 4.51 2.50 MBC + MBC 2.00 2.00 0.90 7.93 8.01 2.34 MBC 3.05 0.57 0.91 8.15 8.31 1.90 MBC 0.16 6.55 4.06 7.55 7.40 3.21 SBS + 9 6.85 2.41 4.81 2.63 11.86 5.96 SBS 5.11 0.91 2.79 0.63 11.48 5.37 9 11.52 6.45 10.37 12.80 13.00 7.79 3 1.04 2.95 1.56 3.78 4.17 1.34 : : 52) KOBACO
3 221 MBC( MBC ) 200809 2010 7.9%, 2011 8.0% 2012 2.3% SBS( ) 2008 2.4% 2009 4.8% 2010 2.6% 2011 11.9% 2012 6.0% KBS 2008 200910 (1.6%, 1.0%) 2011 ( 4.5%) 2012 (2.5%) ( ), MBC 2007 10.8% 2008 0.5% 2010 11.9% 2012 9.1% SBS 2007 9.8% 2011 9.0% 2012 7.6% KBS 2008 2009 5.4% 2012 0.4% 339 3( ) (: %) 14.0% 12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% -2.0% -4.0% -6.0% -8.0% 10.8% 11.9% 11.1% 9.1% 9.8% 7.5% 9.0% 3.1% 7.2% 4.4% 7.6% 5.4% -0.5% 3.1% 0.3% -0.4% 2007년 2008년 2009년 2010년 2011년 2012년 -2.1% -6.0% KBS MBC+ 지역 SBS+ 민방 9 : 1) 2) KBS, MBC, SBS :
222. (KOBACO) 2012, TV, TV,, IPTV ( ) TV TV, IPTV TV 97%, TV 76% 35%, IPTV 14%, 8% ( ) 79%,, 38%, 35% TV TV,, TV TV 157.4, TV 92.2, 75.2, 100.9 IPTV 81.4 95.9, 29.0, TV, 5.. 2012 KBS/MBC( ) SBS( )
3 223 67.2% 32.8%, 2012 ( ),, EBS/OBS TV 68.1% 31.9% EBS OBS 2012 KOBACO 3314 3 (:, %) 2007 2008 2009 2010 2011 2012(, %) 3 2,090,384 1,881,848 1,647,439 1,965,440 2,045,164 1,874,353 (100.0) KBS 573,379 504,800 497,398 563,736 577,359 604,784 MBC+ 832,026 759,161 617,836 777,920 806,413 654,142 (67.2) SBS+ 9 684,979 617,887 532,204 623,785 661,393 615,427 (32.8) : 3 ( ) : 65.9% 34.1% PP 15.2% ( 0.01% ) 2012 PP, KOBACO PP SBS PP, KOBACO KBS/MBC PP 2013, KOBACO PP SO (2012. 11. 21), CJ, (2013. 4. 19),
224 3315 (:, %) KOBACO 2012 112(, %) 2013 16(, %) () 1,517,841 (100.000) 699,353 (100.000) (TV/Radio/DMB) 1,517,632 (99.986) 698,431 (99.868) TV 1,313,831 (86.559) 607,392 (86.851) 209 (0.014) 922 (0.132) PP PP 209 (0.014) 724 (0.104) 198 (0.028) 2012 112(, %) 2013 16(, %) () 784,628 (100.000) (TV/Radio/DMB) 665,331 (84.796) TV 616,840 (78.616) 119,297 (15.204) PP 119,297 (15.204) PP : = TV/Radio/DMB : KOBACO/., 2012 3( ) 3, 53), 2012 ( ), 53)
3 225 15.2% 0.01% (2013 0.1% ) SBS PP, KOBACO KBS, MBC 3 (PP SO) KOBACO KBS MBC, PP KOBACO SBS PP, KBS/MBC PP KOBACO 16( ), 20%, 70% (2013 KOBACO, KOBACO 14% 80% ),, 6.. 22.3%( TV 19.9%) ( 2013) 2012 3 1 8,744 8.4% (2013 )
226 MBC( MBC ) SBS( ) 6,541 ( 18.9% ), 6,154 ( 6.9% ), KBS 6,048 ( 4.8% ). 2012 MBC( MBC ) 34.9%, SBS( ) 32.8%, KBS 32.3% MBC KBS 2012 : MBC 29.3%, SBS 34.4%, KBS 36.3% 3 3,300, HHI 3,337.2 (60.4p), HHI 3,359.6 (24.8p),,,, PP,, MMS PP, 3. 2012 SBS, (KBS, MBC
3 227 ), (55), 80.0%, 54.5% (55), TV 19.2% ( 14.2%) 54) (KOBACO), (55), 25.5% ( 36.4%), 27.3%( 21.8%) 55). 200708 2009 2012 ( ) 56) 2012 MBC( MBC ) (8.0%) 2.3%, SBS( ) (11.9%) (6.0%) 54) 55), 56)
228 MBC KBS 3 (2.5%) (4.5%) 3 2012,. 2012 3, MBC KBS, ( ), 2012 ( )
4 : 231 4 : 1 1..,,,, () 220 411
232. 1) (),, IPTV () TV,, IPTV, TV TV TV ( ), VOD,, TV, VOD, VOD (differentiated goods), TV, TV,, IPTV 2) () 2007 2009 IPTV( ) ( ) 2
4 : 233 OTS(TV ),, OTS OTS OTS TV IPTV, 2 +, ++, 3 + 1
234 + + +, 3) OTT N OTT Netflix (cord-cutting) OTT, 2.. (),, IPTV () TV, TV,, IPTV (demand substitutability),,
4 : 235. 1) (differentiated consumer product markets),,, ( ),, (),
236 2) () TV, TV,, IPTV (),, (VOD), 4 (ACTV) TV, (), VOD, (DCTV/IPTV) TV IPTV (),, () TV IPTV, IPTV TV VOD 411 () TV HD () () VOD 4,00010,000 2080 15,00025,000 100230 4080 8,00030,000 178198 88102 Near VOD IPTV 7,00022,000 65198 21120 : 3 OTS 9,00017,000 168192 8898 : (2013 11 )
4 : 237 3) TV IPTV, TV 4) (),,, VOD, 5 () 5 2 (),? VOD VOD TV VOD 5) (CLA: Critical Loss Analysis) 10%,?,? (own-price elasticity)?
238 (cross-price elasticity) () A A 1% A % () () B A A 1% B % () () (CLA: Critical Loss Analysis) () (CLA) x%( 10%),, () (CSL: Critical Sales Loss) (ASL: Actual Sales Loss), TV 10% 60.1% TV ASL 60.1% CLA () 2012
4 : 239 3. () 77 (),, (),, 4..,, 2013 2013 2012 2012 ( TV, TV, IPTV, )
240 50% TV,, (sub market),,. 2012 2 1..,,, IPTV 2012 2011 2 96 77 2012 96 SO 92, 1, IPTV 3 SO MSO SO 2004 68 2012 74. 1) 2012 2,332 ( ) 8.1%
4 : 241 962 9.1%, 2008 24.3% 2011 50.9%, 2012 58.7% 1,369 IPTV KT OTS 2010 37 2012 177 2) 1 KT (OTV Skylife ) 2012 19.1% 602, 2.4%p 25.8% 2 CJ 257 2 2011 7.7%p 2012 11.0%p KT 2012 44.0%, 517 SO (37.8%), SO 2011 7.9%p 2012 6.2%p 45 1. (),, VOD, 1) 2012 2011 17.5% 3 6,585 2 3,163, 63.3% 1 KT 9,220, 25.2%
242 (25.8%) 0.6%p, 2011 (20.4%) 3.0%p 2) 2012 2 5,504 69.7% 2011 72.8% 3.1%p SO 1 4,820 58.1%, KT 7,302 28.6%, 2011 4.0%p 3) 2012 2 2,377 87.7% 2011 83.3% 4.4%p, VOD SO 1 2,075 54.0%, KT 7,120 31.8%, 2011 4.6%p 2.. IPTV 1) 2012 KT 25.8%, SO 63.5%
4 : 243 421 2005. 6 2006. 4 2007. 4 2007. 12 2008 2009 2010 2011 2012 2013. 6 t-broad 22.9% 20.3% 19.8% 19.0% 20.0% 17.7% 15.9% 14.5% 13.5% 12.9% CJ 11.2% 15.7% 17.2% 17.6% 17.3% 15.3% 14.7% 15.8% 14.8% 14.6% C&M 12.8% 14.9% 15.0% 14.8% 14.9% 14.1% 12.9% 12.5% 10.5% 10.2% HCN 5.7% 5.3% 7.9% 7.7% 8.5% 7.0% 6.6% 6.1% 5.5% 5.3% CMB 10.9% 7.4% 7.8% 8.0% 7.1% 6.7% 6.3% 6.2% 5.8% 5.5% MSO 63.4% 63.6% 67.6% 67.1% 67.9% 60.7% 56.4% 55.1% 50.1% 48.4% SO 24.6% 24.5% 20.2% 20.3% 18.8% 17.6% 16.5% 13.3% 13.4% 12.7% SO 88.0% 88.1% 87.7% 87.4% 86.7% 78.3% 72.9% 68.5% 63.5% 61.1% OTV 5.2% 8.5% 13.0% 17.2% 18.3% 12.0% 11.9% 12.3% 12.6% 13.3% 12.7% 13.9% 15.1% 16.2% 16.5% OTS Live 1.8% 4.7% 7.6% 8.4% KT 12.0% 11.9% 12.3% 12.6% 13.3% 17.9% 20.5% 23.4% 25.8% 26.5% SKB TV 2.1% 3.6% 4.1% 6.2% 7.1% LG U + TV 1.7% 3.0% 4.0% 4.5% 5.4% IPTV 9.0% 15.1% 21.1% 27.9% 30.8% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% : 1) SO 2) t-broad, CJ, C&M GS SO 3) KT OTV+OTS Live, IPTV OTV+SKB TV+U + TV, SO +KT +SKB TV+U + TV :,, OTS, IPTV 1 1, MSO CJ 19 1, 16 50% t-broad 16 1 11 50% C&M 15 1 9 50% 1 KT 1 2012, 1 t-broad, CMB 1, SO 2, CJ, C&M, HCN 2011 SO 1 1** 1 (CMB SO) C&M SO 1
244 422 1 (2012) t-broad 40% (4) (16) 5** CJ(19) C&M(15) 2**, 서울 4** 40 50%(14) 5060%(20) 6070%(24) 70%(15) 1, 3, 9, 1 3**, 6**, 1** 1**, 9**, 7**, 8* 13, 6, 4, 1, 4, 6, 1 5, 2, 2, 2**, 4, 2 3 8, 5 10, 12, 5, 1, 3, 3 3, 7, 11, 14, 19, 20, 21 2, 5 1, 3, 7, 8 6 HCN(7) 18** 16 17, 1, 2 4, 2, CMB(5) 3 15 2, 1, 2 (15) 4**, 광주 1**, 2 1**, 1, 3, 3 : 1) IPTV (Live) 2, 3, 2, 1, 1 2) * SO. ** 3) 고딕체 2011 1 울산 1, 2, 4 : 2013,, OTS, IPTV 421 1 () 2011 2012
4 : 245 422 1 () 2011 2012 2012 1 70% 2011 23 15, 1 2 30% 42 2011 4 423 (2012) 1 3040% (4) 4050% (14) 5060% (20) 5% (8) 2**, 4**, 서울 5**, 18** 광주 1**, 1, 2, 대구 4** 510% (6) 1015% 1 2 (4) 1520% (5) 2025% (9) 2530% (3) 30% 6**, 3, 8*, 1** 2, 3 9, 1 1, 4 9** 1 3, 2, 3 서울 1**, 3**, 7** 4, 3, 6, 1, 2 대구 1** 4, (42) 13, 16, 6, 5, 경남 2**
246 1 6070% (24) 70% (15) 5% (8) 510% (6) 1015% (4) 1 2 1520% (5) 2025% (9) 2530% (3) 3 1 : 1) IPTV (Live) 30% (42) 서울 3, 7, 8, 서울 10, 서울 11, 12, 서울 14, 15, 17, 19, 20, 21, 5, 2, 5, 1, 3, 2, 3, 2, 1, 1 서울 6, 1, 2, 3, 4, 7, 부산 8, 2, 대구 5, 1, 2, 2, 울산 1, 2, 4 2) * SO ** 3) 고딕체 2011 12 : 2013,, OTS, IPTV 423 12 (, 2012) 1 12 : (), 12
4 : 247 424 12 (, 2012) 1 12 : (), 12 2) KT OTV KT 44.0% SK LG IPTV 27.7% IPTV SO 37.8% 2011 0.3%p SO 1.1%p t-broad CMB, C&M 2.3%p 424 2008 2009 2010 2011 2012 2013. 6 t-broad 7.3% 6.7% 6.6% 6.6% 7.5% 7.4% CJ 16.7% 11.8% 11.2% 10.9% 10.9% 11.3% C&M 15.7% 13.2% 12.4% 12.6% 10.3% 9.8% HCN 3.3% 4.3% 4.3% 4.1% 4.0% 3.8%
248 2008 2009 2010 2011 2012 2013. 6 CMB 0.0% 0.4% 0.5% 0.5% 0.6% 0.7% MSO 43.1% 36.5% 35.0% 34.7% 33.2% 32.9% SO 2.4% 2.6% 2.9% 3.4% 4.5% 4.7% SO 45.4% 39.0% 37.9% 38.1% 37.8% 37.6% OTV 0.0% 14.6% 19.4% 25.6% 29.3% 29.4% 54.6% 35.7% 31.7% 29.7% 27.7% 26.4% OTS Live 0.0% 0.0% 4.2% 9.2% 12.9% 13.4% KT 54.6% 50.3% 46.9% 46.0% 44.0% 42.4% SKB TV 0.0% 5.8% 8.3% 8.0% 10.6% 11.4% LG U + TV 0.0% 4.8% 6.9% 7.8% 7.7% 8.6% IPTV 0.0% 25.3% 34.5% 41.4% 47.5% 49.4% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% : 1) t-broad, CJ, C&M GS SO 2) KT OTV+OTS Live, IPTV OTV+SKB TV U + TV, SO +KT + SKB TV+U + TV : 2013,, OTS, IPTV 1 2012 KT OTV KT 77 45 1, 2011 1 2 13(t-broad) 2(CJ) 1 50% 26 2011 11 C&M 1 (12) 1, 50% (8) 1 CJ 1 10 1, 50% 7 1 t-broad SO 1 2, 1, LG U + 1 (5) 1, 2012 1
4 : 249 425 1 (2012) 40% (12) 4050% (19) t-broad(3) 서울 5**, 서울 13 8 CJ(10) C&M(12) 2**,4**, 9** 1, 경남 2**, 5 1** 5060% (30) 7, 5, 12 3, 6, 7, 11, 14, 20, 21 HCN(4) 16 2, 17, 4 (3) 1** 울산 1 2 KT (45) 18**,4, 1**, 3**, 5, 6** 1, 3, 6, 7**, 1**, 2, 5, 3, 4**, 3, 4, 1, 2 2, 8*, 9, 2, 1, 15, 1, 2, 2, 4, 6, 4, 1, 2, 1 : 1) IPTV (Live) 6070% (10) 3, 10, 8, 1 19 1, 2, 3 3, 2, 70% (6) 2, 3, 3, 1, 3, 1 2) * SO ** 3) 고딕체 2011 1, 11 KT 1 : 2013,, OTS, IPTV 425 1 () 2011 2012
250 426 1 () 2011 2012 1, 46 1 50% 1 50% 2011(58) 12 426 (2012) 1 2040% (12) 4050% (19) 5060% (30) 5% (7) 서울5**, 13, 3**, 5, 1** 1, 2** 510% (7) 4**, 서울 18**, 대구 1**, 6**, 4 경남 3, 1 1015% (10) 2 1520% (5) 2025% (9) 2530% (7) 30% (32) 서울 2** 9** 1**, 5, 울산 1, 3, 5, 6, 7** 2, 제주 1 16, 1** 8*, 4 2, 4, 1 20, 6, 7, 2, 2, 4 3 8, 서울 11, 서울 14, 4, 5, 2 4**, 대전 2 서울 3, 서울 6, 서울 7, 12, 15, 17, 21, 1, 2, 2, 9, 1, 1, 2
4 : 251 1 6070% (10) 70% (6) 5% (7) 510% (7) 1015% (10) 2 1520% (5) 2025% (9) 2530% (7) : 1) IPTV (Live) 2) * SO ** 30% (32) 서울10, 19, 1,3, 부산8, 3, 2, 2, 1, 3 1, 1, 전남3 3, 충남3, 2 3) 고딕체 2011 12 : 2013,, OTS, IPTV 427 12 (, 2012) 1 12 : (), 12
252 428 12 (, 2012) 1 12 : (), 12. 1), Cn( n ), HHI(Herfindahl-Hirschman Index) HHI HHI : HHI 0 10,000 HHI 1 100(%) 100(%) = 10,000, 0 Merger Guidelines 1,500, 2,500 Merger Guidelines: 2), HHI
4 : 253 2012 (+) HHI 1,313 2007 944, 2008 980, 2009 1,149, 2010 1,176, 2011 1,286, 2012 1,313 2007 2012 HHI 2,405 HHI HHI 2007 5,337, 2008 3,449, 2009 3,068, 2010 2,661, 2011 2,586, 2012 2,405 2007 429 HHI (200712) : 1) MSO, SO,, IPTV HHI 2) IPTV (Live) 3) KT HHI (OTS ) : 2013,, OTS, IPTV
254 3) HHI () 77 (HHI) 57) ( ) 2011 4,943 2012 4,590 ( ) 2011 4,352 2012 4,001 () IPTV 2008 4210 HHI (200712) : SO MSO ( ) : 2013,, OTS, IPTV HHI ( ) HHI, HHI 4,0005,000 34, 3,0004,000 5,0006,000 17 57) 2011 HHI IPTV Live VOD. 2011
4 : 255 6,0007,000 6 2011 8, 7,000 (2011 1) 2011 77 7 HHI, 2012 14 HHI 7 HHI 14 : (5), (1), (2), (1), (1), (1), (2), (1) 427 HHI (2012) HHI 2,0003,000 (3) 3,0004,000 (17) 4,0005,000 (34) 5,0006,000 (17) 6,0007,000 (6) 4**, 9**, 18** 1**, 2**, 서울 5**, 3**, 4**, 6**, 3, 4, 1**,1, 4, 6, 7**, 8*, 9, 1, 1** 3, 서울 7, 8, 서울 11, 12, 13, 14, 15, 16, 17, 19, 20, 5, 6, 대구 1**, 인천 1, 2, 5, 3, 5, 1, 2, 3, 1, 2, 충남 2, 1, 2, 2, 3, 4, 1, 경남 2**, 3, 서울 6, 서울 10, 21, 2, 4, 7, 2, 2, 1, 대전 2, 2, 충남 3, 3, 1, 2, 3, 1, 1, 3, 부산 8, 대구 5, 울산 1, 4, : 1) *, ** 2) IPTV (Live) 3) KT IPTV HHI 4) 고딕체 2011 HHI : 2013,, OTS, IPTV
256 4211 HHI (2012) : HHI ( ) HHI, HHI 3,0004,000 36, 4,0005,000 18 6,000 4, 6,0007,000 1, 8,0009,000 2, 9,000 1 16 HHI, 2011(32) HHI 16 : (5), (2), (1), (1), (1), (1), (1), (2), (2) 16 13 KT
4 : 257 428 HHI (2012) HHI 2,0003,000 (12) 3,0004,000 (36) 4,0005,000 (18) 5,0006,000 (7) 6,0007,000 (1) 8,0009,000 (2) 9,00010,000 (1) 2**, 서울4**, 5**, 9**, 13, 18**, 1**, 4**, 5, 6**, 4, 6 1**, 서울6, 서울7, 8, 서울11, 14, 15, 16, 20, 2, 5, 6, 7, 대구2, 3**, 2, 3, 4, 5, 광주1**, 1, 2, 울산1, 1, 2, 3, 5, 7**, 8*, 9, 1, 1, 1, 2, 경북1**, 1 3, 서울10, 12, 17, 19, 21, 3, 4, 부산8, 2, 2, 2, 2, 경북4, 2**, 경남3, 경남4, 1 부산 1, 1, 1, 3, 2, 1, 3, 2 충남 3, 3 전남 3 : 1) *, ** 2) IPTV (Live) 3) KT IPTV HHI 4) 고딕체 2011 HHI : 2013,, OTS, IPTV 4212 HHI (2012) : HHI
258 4) KT KT 65 2011 6, HHI 9 2011 5 KT KT HHI 9 : (4), (1), (1), (1), (2) KT 24, HHI 13 KT KT HHI 13 : (5), (1), (1), (1), (1), (1), (1), (2) 429 KT 2011 2012 2011 2012 KT 22.3% 24.6% 46.8% 44.0% HHI 1,286 1,313 2,586 2,405 KT 8.841.6% 8.546.1% 12.491.4% 20.395.5% KT 22.3% 24.6% 46.8% 44.0% KT 5.28.2% 19.99.9% KT 2.2% 2.9% KT 65 24 HHI 14 16 KT & HHI 9 13 : 2013,, OTS, IPTV
4 : 259 4213 KT HHI (2012). 58) 1),,,, SO, IPTV 5 58) (2011)
260 1/3, 1/3,,, 2), (variable or incremental cost) (up-front fixed cost) (first copy), (economy of scale), (window effect) TV IPTV, VOIP
4 : 261 3), SO, SO PP 2010 IPTV 2011 IPTV 4) PP SO PP SO PP 2008 20% (21.5%), 20% (26.127.2%) 2012 32.2% 30% 40.2%, 2011 39.0% 1.2%p MSO
262 4210 MSO PP (: ) (A) 2010 2011 2012 (B) (B/A) (A) (B) (B/A) (A) (B) (B/A) t-broad 3,236 822 25.4% 3,260 902 27.7% 3,172 1,060 33.4% CJ 2,319 688 29.7% 2,560 671 26.2% 2,648 1,005 38.0% C&M 2,407 635 26.4% 2,547 658 25.8% 2,339 747 31.9% HCN 991 289 29.2% 1,008 292 29.0% 1,020 308 30.2% CMB 707 177 25.0% 738 185 25.1% 717 191 26.7% MSO 9,660 2,612 27.0% 10,112 2,708 26.8% 9,896 3,311 33.5% SO 2,098 582 27.7% 1,913 511 26.7% 2,179 575 26.4% SO 11,758 3,194 27.2% 12,025 3,219 26.8% 12,075 3,886 32.2% 2,977 1,164 39.1% 3,217 1,256 39.0% 3,546 1,425 40.2% 14,735 4,358 29.6% 15,241 4,475 29.4% 15,620 5,311 34.0% : VOD PPV :,2012 3.. 59),,, 1), CJ, 3 9%()11%() 59) 3,,,
4 : 263 IPTV KT OTV 5%(1)20%(3) 29%(1)71%(3), 3 (41%) (31%) 4211 CJ TV (2013) (, ) (%) HD () HD HD HD 117 (HD 47) 199 (HD 85) 213 (HD 92) 240 (HD 102) 4 16,600 13% 3 17,200 9% 2 17,800 6% 1 18,400 3% 19,000 0% 4 19,000 14% 3 19,750 10% 2 20,500 7% 1 21,250 3% 22,000 0% 4 21,400 14% 3 22,300 11% 2 23,200 7% 1 24,100 4% 25,000 0% 4 24,600 15% 3 25,700 11% 2 26,800 8% 1 27,900 4% 29,000 0% (, ) : CJ (www.cjhellovision.com, 2013 12 )
264 4212 KT OllehTV (2013) 55 +(44,16,13, 15,15 ) 124 3 8,000 20% 2,000 71% 10,000 41% 2 9,000 10% 3,000 57% 12,000 29% 1 9,500 5% 5,000 29% 14,500 15% 10,000 0% 7,000 0% 17,000 0% 3 9,600 20% 2,000 71% 11,600 39% 2 10,800 10% 3,000 57% 13,800 27% 1 11,400 5% 5,000 29% 16,400 14% 12,000 0% 7,000 0% 19,000 0% 3 12,800 20% 2,000 71% 14,800 36% 154 161 2 14,400 10% 3,000 57% 17,400 24% 1 5,200 5% 5,000 29% 20,200 12% 16,000 0% 7,000 0% 23,000 0% 3 18,400 20% 2,000 71% 20,400 32% 2 20,700 10% 3,000 57% 23,700 21% 1 21,850 5% 5,000 29% 26,850 11% 23,000 0% 7,000 0% 30,000 0% : KT (www.qook2000.co.kr, 2013 12 ) 5, 3, 3 0%(HD)50%()
4 : 265 4213 SKYLIFE (2013) PlatinumPlus HD Master HD Blue HD Green HD On HD EnglishWorld HD 191 HD 97, SD93, 3D 1 5+PPV 3 191 HD97, SD93, 3D1 3+PPV2 192 (HD98, SD93, 3D1) 185 (HD93, SD91, 3D1) 178 (HD 88, SD 89, 3D 1) 31 5 30,000 55% 0 30,000 57% 3 33,000 50% 0 33,000 53% 66,000 0% 4,000* 70,000 0% 5 23,000 53% 0 23,000 57% 3 25,000 49% 0 25,000 53% 49,000 0% 4,000* 53,000 0% 5 13,000 52% 0 13,000 58% 3 14,000 48% 0 14,000 55% 27,000 0% 4,000* 31,000 0% 5 11,000 27% 0 11,000 42% 3 12,000 20% 0 12,000 37% 15,000 0% 4,000* 19,000 0% 5 9,000 31% 0 9,000 47% 3 10,000 23% 0 10,000 41% 13,000 0% 4,000* 17,000 0% 5 12,000 14% 1,000 13,000 28% 3 13,000 7% 1,000 14,000 22% 14,000 0% 4,000 18,000 0% Combi HD** 35 3 10,000 0% 4,000 14,000 : COMBI HD, COMBI HD 35 5/, : SKYLIFE (http://www.skylife.co.kr/service/fee/feetype.do, 2013 12 ) 2)
266 4214 CJ (2013) + + + + + + + + 1 2 : CJ (2013 11 ) 3 4 1 2 3 4 VOIP 0% 0% 0% 0% 0% 50% 0% 0% 0% 0% 0% 5% 15% 25% 35% 40% 0% 0% 0% 0% 0% 50% 10% 15% 20% 25% 30% 10% 20% 30% 40% 45% 10% 15% 20% 25% 30% 15% 25% 35% 45% 50% 50% 4215 KT (2013) VOIP 1 2 3 1 2 3 + + + / 15% 22% 28% 40% 13% 16% 18% 23% 17% 21% 25% 33% 19% 22% 25% 31% 14% 30% 32% 36% 17% 21% 24% 30% / 15% 22% 28% 40% 13% 16% 18% 23% 17% 21% 25% 33% : 19% 22% 25% 31% 14% 30% 32% 36% 81% 17% 21% 24% 30% + + / 15% 22% 28% 40% 13% 16% 18% 23% 17% 21% 25% 33% 19% 22% 25% 31% 14% 30% 32% 36% 17% 21% 24% 30% : KT (2013 11 )
4 : 267 CJ 3 25%, 40% OTV IPTV, 3 ( 40%) (23%),. 1) 2 :, :? ( ),, () 3, 2), 2 1,583 23.9%(378) 44.0%,
268 32.1% 2012 18.8%, 2011(35.2%), 44.2% 2011(30.4%) 15.4%, 9.6% () 1,583 26.9%(426) 34.3% 4214 2012 2013 : (2012, 2013)
4 : 269 4215 2012 2013 : (2012, 2013) 2011 (44.5%), 46.6%(737) 53.4% 4216 2012 2013 : (2012, 2013) 49.7%, 2012 (53.2%) 42.3%
270 4217 2012 2013 : (2012, 2013) (), ( ) 1,583 56.9% /, 2012 (), 4218 2012 2013 : (2012, 2013)
4 : 271 () 1,583 81.9%, 2012, () 4219 2012 2013 : (2012, 2013) 4. () IPTV, (ARPU) ARPU 3,. IPTV
272 4216 (A) 2011 (B) B/A (A) 2012 (B) (: ) t-broad 1,799 1,544 85.8% 2,018 1,957 97.0% CJ 1,572 1,413 89.9% 1,547 1,899 122.8% C&M 1,166 1,093 93.7% 1,262 1,134 89.9% HCN 492 492 100.0% 596 672 112.8% CMB 254 340 133.9% 382 511 133.8% MSO 5,283 4,882 92.4% 5,804 6,173 106.4% SO 357 668 187.1% 474 916 193.2% SO 5,640 5,550 98.4% 6,278 7,089 112.9% 403 301 74.7% 674 641 95.1% :, B/A 2012 SO 112.9%, SO 2011 98.4% 14.5%p, 20.4%p,. (ARPU) ARPU,, ARPU
4 : 273 4217 ARPU (: ) 2010 2011 2012 2010 2011 2012 2010 2011 2012 t-broad 12,745 14,302 15,507 9,071 9,618 9,716 8,339 8,660 8,421 CJ 11,909 12,312 13,911 8,062 8,067 8,561 6,469 6,264 6,391 C&M 13,220 14,648 15,591 9,461 10,075 10,626 7,601 7,869 7,958 HCN 10,353 11,660 13,239 7,305 7,932 8,355 6,078 6,402 6,576 CMB 6,711 7,070 8,012 4,754 4,705 4,553 4,582 4,567 4,427 MSO 11,683 12,701 13,936 8,209 8,536 8,818 6,998 7,083 7,059 SO 7,847 8,781 9,695 5,552 6,080 6,573 5,161 5,533 5,827 SO 10,815 11,937 13,043 7,608 8,057 8,346 6,583 6,781 6,799 OTV* 7,196 7,142 8,790 6,617 6,277 7,584 6,384 6,104 7,434 * 10,368 9,555 10,980 9,304 8,433 8,038 8,781 8,221 7,797 KT * 9,986 10,126 12,755 9,027 8,922 10,101 8,578 8,690 9,850 SKB TV 9,805 12,633 12,659 9,775 10,520 10,583 9,159 9,877 10,143 LG U + TV 11,510 14,701 15,881 9,234 11,273 12,233 8,004 10,159 11,260 IPTV 8,677 9,635 10,798 7,892 8,043 9,003 7,370 7,602 8,655 10,630 11,651 13,073 8,026 8,004 8,209 7,127 7,007 7,092 : KT OTS, 2012 OTV VOD. IPTV ARPU. :,, 2012, IPTV 2012, 20102011 1) ARPU ARPU, ARPU 2012 1 3,000, 2011 12.2% U + TV 1 5,881, SO C&M 1 5,591 2) ARPU ARPU, ARPU 2012 8,209
274, 2011 2.8% U + TV 1 2,233, SO C&M 1 626 3) ARPU ARPU ARPU 2012 7,092, 2011 1.2% U + TV 1 1,260, SO t-broad 8,421. ARPU ARPU 4218 OECD ARPU () (: ) 2005 2006 2007 2008 2009 2010 2011 2012 Australia 64.51 67.90 71.72 74.60 76.48 78.99 79.83 79.28 US 50.21 52.30 54.30 56.13 57.41 59.13 60.47 61.30 Israel 50.58 51.88 52.73 54.18 54.69 55.49 56.47 56.67 New Zealand 37.80 38.77 40.44 41.82 43.54 46.15 48.05 49.80 UK 43.50 43.33 44.51 46.30 47.83 48.72 49.30 49.33 Canada 42.80 43.90 45.59 47.17 48.22 49.72 49.69 49.06 Ireland 26.82 32.51 34.88 37.04 38.85 40.19 41.12 41.72 Greece 61.67 63.21 63.47 59.87 51.73 47.85 43.56 41.16 Spain 41.18 45.75 44.94 43.28 40.81 39.35 39.75 39.16 Chile 30.23 31.82 33.44 35.08 35.31 35.26 35.18 34.95
4 : 275 2005 2006 2007 2008 2009 2010 2011 2012 Italy 33.94 34.28 33.31 32.05 30.46 30.15 32.27 34.87 Portugal 34.52 36.14 36.66 35.57 35.70 35.22 34.57 34.24 Denmark 26.27 27.00 27.86 28.53 28.63 29.19 29.59 31.31 Mexico 22.55 23.49 24.46 25.34 24.56 26.47 27.56 27.85 France 32.59 33.26 32.57 31.14 29.56 27.98 26.92 26.37 Sweden 20.33 20.53 21.32 22.17 23.29 24.46 25.42 26.04 Belgium 15.11 15.65 18.24 19.96 21.88 23.89 25.10 25.82 Czech Rep. 27.54 29.94 29.81 28.63 27.35 26.75 26.22 25.57 Japan 20.10 20.41 21.04 21.70 22.26 22.85 23.54 24.31 Finland 29.04 29.79 29.84 28.47 27.14 26.21 25.05 23.96 Switzerland 22.83 23.66 24.78 25.72 25.21 24.37 23.77 22.95 Germany 18.14 18.61 19.24 19.94 20.70 21.61 22.33 22.90 Austria 21.74 22.42 23.76 23.11 22.88 23.51 23.21 22.68 Netherlands 17.04 17.38 17.69 18.18 18.66 19.22 19.24 18.90 Slovenia 15.71 16.49 16.87 16.19 16.14 16.57 17.29 17.54 Poland 14.82 15.68 16.57 16.24 15.99 16.03 16.05 15.94 Slovakia 8.42 9.53 11.34 12.24 12.78 13.32 13.83 14.18 Turkey 10.90 11.18 12.22 12.76 12.84 13.01 12.43 12.21 Hungary 8.00 8.99 9.29 9.80 10.28 10.42 10.58 10.67 28.62 29.85 30.76 31.11 31.06 31.42 31.64 31.72 : Informa 2012 ARPU 10.75 : Informa OECD (, 2013 ) Informa (2013) 2012 OECD ARPU 31.72 ARPU ARPU. 2013 5 3.18 3.41 TV 3.18, TV 3.31, IPTV 3.37, OTS 3.34, 3.41 TV, IPTV
276, 2013 2012, 2013 2012 4219 (2013) IPTV OTS 3.28 3.03 3.02 3.10 2.99 3.13 3.34 3.37 3.40 3.50 3.08 3.25 3.39 3.44 3.48 (/) 3.13 3.54 3.51 3.46 3.49 /VOD * 3.09 3.25 3.31 3.46 3.39 3.04 3.24 3.34 3.41 3.35 3.18 3.31 3.37 3.41 3.34 (2012) 3.1 3.2 3.2 3.2 3.3 : 1) VOD ( ) 2) 5 (1=, 2=, 3=, 4=, 5= ) : 2012 (2013b) 5.. KT 1) 2009 IPTV 2008 86.5% 2012 63.5%, IPTV 2009 9.0% 2012 27.9% KT 25.8% (2012 ), 2 CJ(14.8%) 11.5%p 2011 KT 2.4%p KT KT
4 : 277 2012 12 KT 44.0%(, 2013f) KT KT SO IPTV SO SO IPTV IPTV 60) 4220 SO 2011 2012 20136 t-broad 313,7014 570,258 18.2% 3,139,243 642,660 20.5% 3,125,749 648,651 20.8% CJ 3,405,348 588,036 17.3% 3,452,154 620,240 18.0% 3,549,408 668,363 18.8% C&M 2,697,194 455,249 16.9% 2,449,208 411,537 16.8% 2,469,821 423,833 17.2% HCN 1,311,868 195,339 14.9% 1,292,443 80,020 6.2% 1,283,928 87,407 6.8% CMB 1,346,152 61,724 4.6% 1,349,680 224,287 16.6% 1,338,005 234,831 17.6% MSO 11,897,576 1,870,606 15.7% 11,682,728 1,978,744 16.9% 11,766,911 2,063,085 17.5% SO 2,880,417 282,566 9.8% 3,115,997 362,776 11.6% 3,076,454 375,954 12.2% SO 14,777,993 2,153,172 14.6% 14,798,725 2,341,520 15.8% 14,843,365 2,439,039 16.4% : : 60) (, 2013f) IPTV 3 81.9%, +IPTV, SO
278, 2013 10 4221 2013(N=1,657) 2012(N=1,565) + 11.4%(1) 10.6%(3) +0.8%p +IPTV 10.4%(2) 5.6%(8) +4.8%p + 9.0%(3) 12.2%(1) 3.2%p + 8.4%(4) 6.6%(5) +1.8%p +-IPTV 8.0%(5) 9.6%(4) 1.6%p +() 7.6%(6) 11.3%(2) 3.7%p +() 5.8%(7) 5.2%(9) +0.6%p +IPTV 5.3%(8) 2.6%(12) +2.7%p + 4.6%(9) 4.5%(10) +0.1%p + 3.8%(10) 5.8%(6) 2.0%p :, 2012 : (2013g) 2012 2013 +, KT +, + (OTS) 2, KT 2) + + 3 2006 2012
4 : 279 3 80%, 10% 4220 : 2013,, OTS, IPTV, () IPTV 2009 3 2012 36.7% 2009 78.2% 2012 63.3%,,,, 3) + (OTS) OTS KT 2009 2009 12 346 2012 602
280, OTS 2009 12 8 5000 2012 177 4221 KT OTS (: ) : KT OTS KT KT KT 3, (OTS ), IPTV(OTS ), OTS(+IPTV VOD/), 2010 2010 245 2013 6 197 19.5% IPTV OTS 2010 IPTV 2010 135 2012 243 79.4%, OTS 442.1% 203, 2010 58.7%, IPTV 32.4%, OTS 9.0%, 2012 IPTV 37.1%, 33.5%, OTS 29.4% OTS KT IPTV 2010 173 2012 401 132.0%, OTS 34.1% OTS KT
4 : 281 4222 KT (: ) : 4) KT ( ),,,, ( ) KT 77 SO KT KT ( key service ) (key service) (54.369.0%) 4223 KT key 54.5%, (69%)
282 4223 key () : BASE : (2013e) (44.8%) (41.7%) key ( 4224 ), (KT 11.0%) KT IPTV key 77.3% IPTV (70.5%) 4224 key (KT ) : BASE : (2013e)
4 : 283 (KT ) key KT (key ) key, KT ( 4225 ) KT key (82.8%) ( 76.7%, IPTV 73.5%) 4225 (OX) : (2013e) ( ) KT KT 4225,,,
284, ( ) 2 KT key ( ) KT (65.8%), (66.4%), (64.4%) (68.5%,) IPTV (69.7%) 4226 (2 ) : (2013e) 2 KT 20.3% (11.8%) IPTV (12.7%) ( 4226 ) ( ) 2012 4 KT IPTV
4 : 285 99.2% 5 4() 5 ( ), IPTV (88.292.7%) 90.5%, 97.3% 4222 (2011) (: %) (1) (2) (3) (: %) (4) (5) (: 4.0 ) 3,396 0.9 0.1 0.8 5.3 93.9 17.8 76.0 4.7 2,259 0.8 0.1 0.7 4.7 94.5 15.1 79.4 IPTV KT 1,001 0.0 0.0 0.0 0.8 99.2 5.1 94.1 SKB TV 697 2.0 0.1 1.9 5.3 92.7 16.1 76.6 LG U + TV 561 0.7 0.2 0.5 11.1 88.2 31.7 56.5 765 1.3 0.0 1.3 8.2 90.5 30.5 60.0 t-broad 154 0.6 0.0 0.6 7.8 91.6 29.9 61.7 DCATV C&M 234 1.7 0.0 1.7 5.6 92.7 25.6 67.1 CJ 209 1.4 0.0 1.4 12.4 86.1 31.6 54.5 HCN 168 1.2 0.0 1.2 7.1 91.7 36.3 55.4 Skylife 372 0.3 0.0 0.3 2.4 97.3 8.6 88.7 :, 2011 KT IPTV 0.17, IPTV (0.58), (0.92) (0.20)
286 4223 (2011) IPTV DCATV (: %) 0 12 35 610 10 (: ) 3,396 81.2 18.8 12.3 3.5 1.8 1.1 0.61 2,259 82.2 17.8 11.6 3.2 2.1 0.9 0.58 KT 1,001 93.2 6.8 5.0 1.4.3 0.1 0.17 SKB TV 697 80.6 19.4 12.8 2.9 3.0 0.7 0.59 LG U + TV 561 64.3 35.7 21.9 7.0 4.1 2.7 1.29 765 74.2 25.8 17.1 4.7 1.6 2.4 0.92 t-broad 154 70.1 29.9 19.5 3.9 1.9 4.5 1.34 C&M 234 79.9 20.1 12.8 3.8 1.3 2.1 0.79 CJ 209 69.4 30.6 20.6 6.2 1.4 2.4 0.98 HCN 168 76.2 23.8 16.7 4.8 1.8 0.6 0.63 Skylife 372 90.1 9.9 6.7 3.0 0.3 0.0 0.20 :, 2011 (, VOD ) KT (KT ) KT (54.2%) (50.4%) IPTV (50.0%) 4227 : (2013e) ( )
4 : 287 ( 4227), KT,, KT OTS KT,, KT, KT 4228 KT (200212) : (2013f) ( ) 2010 KT
288 0.71 4229 KT 2010 2012 ( ) 0.78 ( ) 2012, 0.76( ), 0.82(), KT. OTT 1) OTT,,, Netflix,
4 : 289, 2013,, 2) 19 59 1,545 2013 10 22 5 15 OTT, 3, 4224 OTT (2013) 1 2 3 01. pooq 3 EBS TV VOD 02. TV TV TV 03. K KBS KBS KBS TV 04. MBCTV MBC MBC MBC TV 05. (tving) CJ TV/TV VOD 06. tvnow KT TV 07. BTV SKBroadband KBS/TV VOD 08. TV(SecondTV) LG U + TV 09. TV SK TV 10. TV TV 11. TV TV 12. TV TV UCC 13. TV TV UCC 14. TV UCC 15. () UCC :,,, 1 2 VOD
290 3 VOD, 3) 61.7%, TV(49.3%) TV(43.0%) 1 CJ (tving, 30.0%) (pooq, 29.4%), IPTV TV (21.6%) 4230 OTT : Base(N:1,545) : (2013e), 1 TV 29.9% ( seamless watching ) 2 TV 24.7% (22.3%) (time shift)
4 : 291 3 (28.9%) (28.0%) (convenient search) (killing-time) 4231 OTT : (2013e) 1 (55.9%), /(54.8%), (31.7%), (27.4%), (6.2%), /(7.7%), (4.8%), (2.3%) 2 (44.7%), /(40.7%), (37.2%), 3 /(51.9%), / (23.4%) ( 1 11.6%, 2 11.9%)
292 4232 OTT : (2013e) OTT TV TV 4233 OTT TV : (2013e) 1 ( 16.3%, 15.8% 32.1% ) OTT 1 (45.0%) ( 59.6% )
4 : 293 2 3 2 (39.4%) 3(35.9%), ( 2 51.5%) 3(49.7%) 4234 OTT : (2013e) 6..,,, IPTV 2012 2 96 77, 8.1% 2,332 2 4,316, 17.5% 3 6,585 1 KT (OTV Skylife ) 2012 19.1% 602, 2.4%p 25.8% 2 CJ 257 2 2011 7.7%p 2012 11.0%p (2012 914)
294 24.6% 1,369, KT SO (517) 44.0%, 45 1. HHI 4,590 2011(4,943) 63 12 2011 2011 71 HHI (4,001) 2011(4,352), 12 2011 53 2012 60. :, :? ( ),, () 3,
4 : 295 ( ). IPTV, 58.7%, VOD., KT, key KT, KT KT, KT. 2012 2011,
296, HHI 16 13 KT HHI KT 8(CJ), 1(HCN), 4(CJ), MSO SKB 1, 2 2009, IPTV KT,,
5 299 5 1 1.. () () ( ) ( ). 1) 3 5 MSO 2012 1 CJ 3 10 C&M, 2013 2 CMB, 4 t-broad HCN
300 2) (PP) PP 3) MBC, SBS 61) 511 61)
5 301., 62) SSNIP test, () () () () A A,, A A B Ofcom(2010) () () 62) (, )
302 2.. 1) 510% (, ), 2000 171 2012 108, 2000 46 2012 82 2000 125 2012 26
5 303 512 TV (: ) : AGB 513 (: %) : (2013a)
304 (34.5%) 62% 510% () (510%) 2),,, JTBC MBC SBS
5 305,,,, 2012 4 (++) 823 3 4 3,291 2012 CJ PP (5,898 ) CJ(22), SBS(9), KBS(5), MBC(6), t-broad(10) 2012 4 52.8% 2011 3 (15.5%), 511 2012 (: %) KBS1 KBS2 MBC SBS tvn SBS KBS MBC 11.9 25.4 21.4 13.5 80.2 74.9 68.7 80.7 : 2013 512 2012 (: %) TV JTBC A MBN 41.6 58.6 34.9 33.2 : 2013,
306 513 (2012) (: %) 2012 1 KBS1 7.03 2 KBS2 5.78 3 SBS 5.48 4 MBC 4.67 5 EBS 0.91 6 YTN 0.65 7 MBC 0.56 8 MBN 0.55 9 KBS 0.49 10 A 0.46 11 SBS 0.46 12 JTBC 0.43 13 tvn 0.43 14 IPTV VOD() 0.38 15 TV 0.37 16 OCN 0.35 17 CGV 0.31 18 Y 0.31 19 Tooniverse 0.29 20 Dramax 0.28 : 24, 06:00 24:59:59 : AGB (N=1,711)
5 307 27% 30.9% 3.2% 2.8% 23.9% 28.5% 4.1% 2.6% 514 (: %) : (2013a), 27.9%, 12.5%, 33.1%, 27.6%,
308 29.9%, 23.1%, 12.7%, 11.8% 515 () (N=1,711) : (2013a) 516, ((N=1,711)) : (2013a) KBS2 (=100) TV 45.4, JTBC 55.1, A 46.5, MBN 47.8 3
5 309 517 : (2013a) (,, ) (, ), ( ), 3),,,,,
310 (53.7%), (48.7%), (43.2%), (39.8%) (33.1%), (29.9%), (27.6%), (23.1%) 518 (: %) : (2013a),, 4) ()
5 311 ( ) (PP) () ( ). 1) 10% (, ),,,,, 3 (++) 2012 3,281 4 2012 863, CJ PP,
312 2012 3 18.05% (2012 41.1%) 514 2012 (: %) KBS1 KBS2 MBC SBS tvn SBS KBS MBC 11.9 25.4 21.4 13.5 80.2 74.9 68.7 80.7 : 2013 515 2012 (: %) TV JTBC A MBN 41.6 58.6 34.9 33.2 : 2013 3 3 MBC YTN 7.2 (2012 ) 516 (2012) (: %) 2012 1 KBS1 7.03 2 KBS2 5.78 3 SBS 5.48 4 MBC 4.67 5 EBS 0.91 6 YTN 0.65 7 MBC 0.56 8 MBN 0.55 : 24, 06:00 24:59:59 : AGB
5 313 CPS 3,360 63) CPS 2012 YTN (133 ) (2,158 ) YTN CPS 618 (N=1,711), 519 (: %) : (2013a) 63) 280 12
314 34.2% 5110 : (2013a) (69.9%), 5.1% (58.4%), 3 30% 68.4% 3
5 315 9.0% (,, ) (, ) ( ), 3 (510%) 3 2) 3 3 3, 3 3, 3 2012 3 (++) KBS 3,424,
316 MBC 2,766, SBS 3,577 517 2012 3 (: ) KBS 223,554,327 108,957,707 9,896,321 342,408,355 MBC 120,273,108 154,304,980 2,028,049 276,606,137 SBS 165,024,403 190,400,409 2,244,064 357,668,876 : 2013 3 2012 7% KBS1 3 KBS2, MBC, SBS 5111 4 : 2005 15 (06:0012:00, 16:0024:59), 200612 19 (06:0024:59) : AGB
5 317 3 (CPS) 280, 280 (N=1,711) 3 KBS2 58.9%, MBC 56.1%, SBS 60.8%, KBS2 41.7%, MBC 38.2%, SBS 42.3% 3 5112 (: %) : (2013a) (single brand relevant market)
318 ( ) Ofcom(2010) Sky (Sky Movies) Ofcom (,,, ) Sky Movies (,,, DVD ) (PC OS) Microsoft Intel Compatible PC OS OS(Mac OS ) Window OS Intel Compatible PC OS OS HW/SW, SW, Mac application (NCAA ) (1984) NCAA NCAA NFL, ( ) International Boxing Club of New York (1959) 3) ( ) :,
5 319 :, (KBS2, MBC, SBS) : 3 () (KBS2, MBC SBS ) 3 3 3 (5 10%) 2 1.. 2012 PP 180 2 PP, PP 161 163 2 PP 2000 2007 188 (2007 188 2012 180) PP PP
320 521 PP (: ) 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 7 7 7 19 19 15 16 13 17 17 116 152 137 168 169 172 168 166 161 163 123 159 144 187 188 187 184 179 178 180 +36 15 +43 +1 1 3 5 1 +2 : 1) 2011 8(SBS, CBS,, TBN, TBS,, EBS, ), DMB 2(DMB, YTNDMB), 1(KT) 2) PP 2011 12 PP 1, PP 4 3) DP SK, KT,,, : MPP 2012 CJ MPP 4 18 7 PP 2009 CJ CJ MPP 9 (2008 14 2009 23) PP 2 (2008 8 2009 10) CJ MPP tvn, CGV,, Catch On, OCN, TV, NGC(National Geographic Channel), TV 2012 t-broad MPP 10 4 PP t-broad (2006 4 2009 10) CJ 2 t-broad MPP,, FX, 3 MBC MBC, MBC SPORTS PLUS, MBC KBS KBS Drama, KBS N Sports, KBS Joy SBS SBS, SBS GOLF, SBS ESPN
5 321 522 MPP PP (: ) MPP 2007. 12 2008. 12 2009. 12 2010. 12 2011. 12 2012. 12 PP PP PP PP PP PP CJ 8 16 8 14 10 23 10 28 7 22 7 18 6 16 5 13 t-broad 2 4 3 7 3 7 3 8 4 10 4 10 MBC 4 5 4 5 3 5 3 6 3 6 3 6 SBS 3 4 4 6 5 7 5 7 6 9 6 7 KBS 2 5 2 5 2 5 1 4 1 5 1 5 : 1) 2008 CJ (30, 2012 15) 2) PP PP, DP PP 3) t-broad 2006 3 2 t-broad 2006 MPP 4) : 2012 100 34 2010 29 5, 10 50 1 521 PP (: ) : VOD only, PP, PP PP :
322. PP 56%, 22%, 4% 2.5 2011 6%p, 1%p, 1%p 64) 522 PP (2012) (: %) : 1) 2005 PP PP PP(DP) PP 2), VOD 2006 3) : 2013 PP 2009 2 2012 200508 PP 19% 64) 2009 PP 13.7% (8,747 7,548 ) 18.2% (2,808 3,318 )
5 323 2009 25.7% 2010 23.2%, 2011 21.0% 2012 22.4% IPTV SO 2008 65) IPTV, SO SO 25% PP PP 523 PP (:, %) : 1) 2005 PP PP PP(DP) PP 2), VOD 2006 3) 2008. 2007 : 2.. 1) 2012 3 PP CJ PP, SBS 65) KT 2008 11, SKBroadband LGU + 2009 1 IPTV
324 PP, MBC PP 6 PP (12.4%) CJ PP 2012 6,813 21.4%, 6 (CAGR) 23.3% 2 SBS PP 1.1% 2,174 6 (CAGR) 23.3% 3 MBC PP 6.1% 1,898, 6 (CAGR) 5.5% 2012 4 JTBC 642, A 480, 628, 513 523 MPP (:, %) 2007 2008 2009 2010 2011 2012 CAGR(%) (0712) CJ 238,823 289,570 375,172 475,338 561,132 681,277 23.3 257,633 247,389 t-broad 19,919 34,051 52,905 71,323 85,527 85,787 33.9 KBS 53,994 82,215 100,677 125,405 138,222 162,120 24.6 MBC 144,973 165,080 153,017 181,695 202,155 189,833 5.5 SBS 125,223 128,539 144,604 181,927 215,135 217,409 11.7 80,026 96,799 87,009 95,680 103,434 98,313 4.2 MPP 920,590 1,043,643 913,385 1,131,367 1,305,605 1,434,739 9.3 MPP 1,093,464 1,832,930 1,117,177 1,422,773 1,608,309 1,901,020 11.7 PP 1,246,040 1,406,100 1,290,410 1,612,005 1,855,303 2,236,557 12.4 PP 2,736,448 2,959,438 3,204,428 3,773,620 4,430,151 5,265,148 14.0 : 1) 2006 PP PP, PP PP, VOD PP., PP DP PP 2) PP PP PP, 2011 :
5 325 524 MPP ( PP ) (: %) : 1) PP, PP PP(DP), VOD PP 2) PP 2009 CJ : PP 3 CJ (30.5%), SBS (9.7%), MBC PP(8.5%) CR3 48.7% 2007 1 PP, 2008 CJ PP 1, CJ 2009 2 1 2 SBS PP(9.72%) 3 MBC PP(8.49%), 2) 2012 PP 5,011 28.7%
326 524 MPP (: ) 2007 2008 2009 2010 2011 2012 CJ 35,891 52,967 57,440 60,219 104,563 116,219 116,650 186,449 t-broad 4,011 7,183 16,145 17,264 20,474 21,104 KBS 10,164 12,595 19,098 19,954 18,757 24,991 MBC 24,602 30,191 31,811 36,664 33,544 37,092 SBS 17,797 18,518 27,002 23,588 24,885 29,338 7,184 7,039 10,916 12,985 14,434 13,347 PP 242,286 280,770 331,769 373,398 389,510 501,130 : 1) PP 2009 CJ 2) PP PP PP, PP PP DP PP 3) VOD only 4) t-broad 2006 3 2 t-broad 2006 MPP : 2012 CJ MPP 1,865 59.8% 2012 IPTV 2011 CJ PP IPTV 2011 CJ IPTV 2 MBC MPP 10.6% 371, 3 SBS PP 33.2% 293
5 327 525 MPP (: %) : 1) PP 2009 CJ 2) PP PP PP, PP PP DP PP 3) VOD only 4) t-broad 2006 3 2 t-broad 2006 MPP : 2012 CJ, MBC, SBS MPP 37.2%, 7.4%, 5.9% CR3 50.5% 5.6%p CJ 2011 (2009 31.5% 2010 31.1% 2011 29.9%) 2012 (2011 29.9% 2012 37.2%) 2 21.3%p 29.8%p 2 MBC PP 7.4% 2, 3 SBS PP 5.9% 3) 2012 CJ, t-broad, MBC MPP 18.47%, 18.7%, 7.97% CR3 35.15% (42.31%) 7.16%p
328 4 MPP 526 MPP (: %) : 1) CJ CJ 2) t-broad 2006 3 2 t-broad 2006 MPP 3) 2011 11 PP 2011 12 (MBN) : AGB 3 1 CJ (2009 27.67% 2011 21.65% 2012 18.47%) 2 2 t-broad 1.75% 8.7% 2011 2 2011 t-broad MBC 7.97% 2.24%p MPP 81.39% 2010 MPP, 2011 (2010 85.35% 2011 81.39%) 2012
5 329 527 MPP (: %) : 1) PP, PP, PP, VOD only (, ) 2) SO / : AGB 4) PP MPP 2009 3 2012 25.46% 3 MPP 1 MPP (CJ MPP) 5%p PP MBC 2004, 2006 SBS KBS 528 PP (: %) :
330 529 PP (: %) : PP (2012 25.46%) PP PP (2012 18.24%) 7.22%p PP (, ). 2009 2 (2009 1,274 2010 1,228 2011 1,150) HHI 1 CJ 439 1,589 1, MPP HHI 2011 945 2012 723 CJ 2009 MPP HHI 1,195 439 3 (2009 1,195 2010 1,031 2011 945 2012 723)
5 331 5210 PP HHI : PP, PP, DP, VOD only : 5211 MPP HHI : 1) PP, PP, DP, VOD only 2) PP HHI : AGB. 30 MSP 2012 13(43.3%) 4 2011 30 MSP 30 13 MSP CJ 7
332, t-broad 3, C&M 2, HCN 1 CJ MSP 30 10 7 30 t-broad MSP 2012 (2007 2 2011 6 2012 3) 525 30 MSP (: %) 2007 2008 2009 2010 2011 2012 (%) (%) 30 MSP 12 40.0 14 46.7 15 50.0 14 46.7 17 56.7 13 43.3 CJ 6 20.0 6 20.0 10 33.3 8 26.7 8 26.7 7 23.3 3 10.0 5 16.7 (%) t-broad 2 6.7 2 6.7 3 10.0 4 13.3 6 20.0 3 10.0 C&M 1 3.3 1 3.3 2 6.7 2 6.7 3 10.0 2 6.7 HCN 1 3.3 : 2009 CJ (%) (%) (%) 3.. PP 22%. PP 2012 PP 1 6,079 57.5% CJ
5 333 CJ PP 2011 4,136 2012 5,898 42.6%, 4( PP ) 2012 3,296 5212 PP (: ) : 1) 2010 PP PP 2),,, 3) JTBC, TV, A, MBN PP PP :, ( PP ). 1) 2)
334 3) CJ 47.3% KBS 40.3%, MBC 38.5%, SBS 37.5% 5213 (: %) : (2013a) 4.. 2012 PP 3.9% (1.3%)
5 335 3 CJ MPP, MBC MPP, SBS MPP 5.1%, 5.6%, 1.7%, 526 MPP (:, %) (%) 2010 2011 2012 2010 2011 2012 2010 2011 2012 CJ 668,018 1,155,498 1,354,923 47,483 78,969 69,249 7.1 6.8 5.1 t-broad 72,370 87,417 90,342 23,897 19,924 21,273 33.0 22.8 23.5 MBC 181,695 202,155 191,124 15,254 22,872 10,769 8.4 11.3 5.6 SBS 248,112 237,898 248,594 9,021 6,739 4,205 3.6 2.8 1.7 KBS 125,405 138,222 162,120 17,473 12,814 6,246 13.9 9.3 3.9 116,670 124,501 123,896 11,941 18,400 11,954 10.2 14.8 9.6 JTBC 8,338 64,222-37,688-139,713-452.0-217.5 TV 6,906 51,344-11,471-54,311-166.1-105.8 A 7,977 48,000-31,040-73,785-389.1-153.7 MBN 61,372 62,806-6776 -41,947-11.0-66.8 PP 2,952,845 4,437,790 5,014,813 104,151 59,894-193,289 3.5 1.3-3.9 PP 4,353,197 4,788,440 146,869 116,466 3.4 2.4 ( ) : 1) PP PP PP, PP DP PP 2) PP 2009 CJ 3) 2007 t-broad t-broad, 4) PP, VOD 5) 2011 MBN MBN MBN, :
336 CJ PP (37.2%) (18.5%) (36.7%) t-broad PP (3.3%) (8.7%) (4.2%) 527 MPP (2012) (:, %) PP (%) (%) (%) (%) CJ 589,777 36.7 2.69 18.5 186,449 37.2 t-broad 53,062 3.3 1.27 8.7 21,104 4.2 KBS 112,021 7.0 1.07 7.3 24,991 5.0 MBC 71,775 4.5 1.16 8.0 37,092 7.4 SBS 120,890 7.5 1.07 7.4 29,338 5.9 13,943 0.9 0.67 4.6 13,347 2.7 MPP 961,468 59.8 7.92 54.5 312,321 62.3 MPP 1,238,078 77.0 11.84 81.4 418,289 83.5 PP 1,607,921 100.0 14.55 100.0 501,130 100.0 : PP, PP, PP VOD only PP., PP DP PP : 2013 AGB() 5.. 1), 2) 2012 13 PP 19
5 337 PP 1 2 CJ PP 6 ( CGV, Catch On, Super Action ), t-broad,, KT 2 528 PP/ (: ) PP/ 2008 2009 2010 2011 2012 PP 12 12 12 11 13 20 17 18 17 19 :, : 1 CJ PP CJ VOD, PP 529 PP (: ) MPP PP PP (2012) CJ CJ XTM, CGV 1,843,028,747 Catch On, Catch On plus, OCN, SUPER ACTION 252,481,606 t-broad cinef, SCREEN 43,116,826 7,640,142 80,529,038 KT VIKI, 36,668,982
338 MPP PP PP (2012) PP SPICE TV 21,315,792 655,311 TV 772,171 589,486 CNTV 5,054,786 THE MOVIE 1,198,734 ch. PH 1,471,085 2,294,522,706 : 1), 2) CJ 2011 CJ,, (CJ), () CJ CGVPLUS 2010 6 CGV 3),, M2 2010 4) 2008 6 (2008), 2009 6 (2009), 2011 3 (2010), 2012 3 (2011) 5) IPTV 2011 9 HD : AGB 2012 9 PP 11 PP 1, 3 3 KBS MBC PP 1, SBS PP 1 1 (SBS GOLF) 3
5 339 5210 PP/ (: ) PP/ 2008 2009 2010 2011 2012 PP 7 8 8 8 9 7 8 8 8 11 : : 3 PP PP PP PP, 5211 PP (: ) MPP PP PP (2012) KBS () KBS N Sports 78,192,759 MBC () MBC SPORTS PLUS 14,339,331 SBS () SBS GOLF 57,612,420 () SBS ESPN 21,034,440 () JGolf 21,409,403 PP () CAR/SPORTS 90,529 () 1,656,024 () TV 2,652,209 () SPOTV, SPOTV2, SPOTV+ 21,760,229 218,747,344 : 1), 2) 2012 3 3) SBS 2010 12 1 SBS ESPN 4) () 2009 4(), () 2009 6 Fsports, 2011 3 CAR/SPORTS 5) () 2008 10 6) () 2008 11, 2010 8 TV : AGB
340 3) CJ 3 OCN(0.35%), CGV(0.32%), SUPER ACTION(0.28%) CJ CJ t-broad SCREEN(0.20%) HHI (2009 7,373 2010 6,290 2011 5,798 2012 5,303) 5212 (: %) 2009 2010 2011 2012 Catch On 0.0227 0.0177 0.01521 0.01882 Catch On plus 0.0133 0.0097 0.00465 0.00581 OCN 0.4702 0.4208 0.42472 0.34780 SUPER ACTION 0.2966 0.2661 0.27906 0.24608 Story On 0.1468 CGV PLUS 0.0065 0.0033 CJ XTM 0.3008 0.2125 0.15230 0.18328 CGV 0.4473 0.4312 0.39737 0.31195 CineF 0.0333 0.06634 0.06727 SCREEN 0.0921 0.2091 0.21708 0.20427 0.0012 0.0023 0.00374 0.00241 0.0107 0.0091 0.01220 0.02742 VIKI 0.0004 0.00169 0.01024 0.00083 0.00083 ABO 0.0035 0.0051 MGM 0.0106 0.0097 M2 0.0071 SPICE TV 0.0068 0.0028 0.00278 0.01525 0.0034 0.00627 0.00504 TV 0.0000 0.00016 0.00158 0.0002 0.0008 0.00160 0.00256
5 341 2009 2010 2011 2012 TV 0.0045 M 0.0000 CNTV 0.0933 0.1121 0.13668 0.12888 KCNTV 0.0020 CHING 0.0557 THE MOVIE 0.00535 ch.ph 1.9919 1.7491 1.72268 1.58484 : 1), 2) 2007 (), 2008 () 2009 6 () 3) CJ 2011 CJ,, (CJ), () CJ CGVPLUS 2010 6 CGV 4) ABO, 2011 1 5),, M2 2010 6) 2008 6 (2008), 2009 6 (2009), 2011 3 (2010), 2012 3 (2011), 7) IPTV 2011 9 8) THE MOVIE MGM 9) ch.ph 2012 6 : AGB MPP CJ 1.11% 2 t-broad (0.27%) 2009 CJ CJ CJ CJ 2 t-broad
342 5214 MPP (: %) : 1) t-broad MPP 2009 6 2) CJ 2009 PP 3) 2012 MPP : AGB 3 SBS ESPN, MBC SPORTS+, KBSN PP 3 2012 2 MBC MBC SPORTS+(0.250%), 23 SBS SBS ESPN(0.247%) KBS KBS N(0.246%) PP JGolf(2012 0.07%) (0.05%) 3 HHI 2011 2012 (2009 2,401 2010 3,028 2011 3,036 2012 2,831)
5 343 5213 (: %) 2009 2010 2011 2012 KBSN 0.2568 0.2492 0.26408 0.24620 MBC SPORTS+ 0.3150 0.2724 0.28142 0.24958 SBS 0.0616 0.0493 0.06145 0.06595 SBS ESPN 0.2357 0.2797 0.30632 0.24681 JGolf 0.0348 0.0509 0.05157 0.06649 CAR/SPORTS 0.0017 0.0005 0.00026 0.00007 0.0005 0.0013 0.00668 0.00405 TV 0.0001 0.00037 0.00013 Xports 0.2087 SPOTV 0.00749 SPOTV2 0.00538 SPOTV+ 0.00006 1.1148 0.9034 0.97215 0.89221 : 1), 2) 2008 6 (2008), 2009 6 (2009), 2011 3 (2010), 2012 3 (2011), 3) Xports 2009 12 28 4) SBS 2010 12 1 SBS ESPN 5) () 2009 4(), () 2009 6 Fsports, 2011 3 CAR/SPORTS 6) () 2008 10 2009 7) () 2008 11, 2010 8 TV : AGB PP 1 SBS 2011, 2012 SBS 2009 2, 1 MBC SBS 2010 1 2012 3
344, SBS PP PP, 3 5215 MPP (: %) : 1), 2) 2008 6 (2008), 2009 6 (2009), 2011 3 (2010), 2012 3 (2011), 3) SBS 2010 12 1 SBS ESPN 4) 2012 IPTV : AGB. 1) 2012 2011 12 4(JTBC, A,, ) 4,,,
5 345 2011 1 2) 2012 4( PP ) 2,263 JTBC 642, (MBN) 628, 513, A 480 2012 4( PP ) 1,926 1,710, 216 556, JTBC 520, 452, A 398 556, JTBC 520, 366, A 268 JTBC (MBN) 2012 5214 (: ) JTBC 2012 51,995 51,995 2011 7,555 483 8,038 2012 26,824 12,959 39,784 2011 5,311 1,468 6,778 2012 55,550 55,550 2011 52,815 52,815 2012 36,612 8,624 45,237 2011 5,914 991 6,905 2012 170,982 21,584 192,566 2011 71,594 2,942 74,536 :,
346 2012 5.0%, (PP) 13.3% 5216 (2012) (: %) :,, /PP, //VoD/ PP :, (2013) 3) 2013 4 1%, MBN 2011 12 0.30% 2013 12 1.29%, TV 0.27% 1.21%, JTBC 0.42% 1.01%, A 0.30% 0.95%
5 347 5217 (: %) : AGB 5218 (: %) : AGB 2013 12 1 4 YTN, KBS, KBS, SBS
348 2013 12 4 4) 2012 4( PP ) 3,291 1,213, 1,996, 83 5215 (: ) JTBC 2012 29,838 67,848 1,716 99,403 2011 3,876 10,613 40 14,530 2012 7,783 53,215 3,267 64,265 2011 941 9,309 122 10,372 2012 35,156 39,174 1,572 75,902 2011 2012 48,474 39,338 1,716 89,529 2011 962 3,332 826 5,120 2012 121,250 199,576 8,272 329,098 2011 5,779 23,254 989 30,022 : 1) 2) 2011 MBN MBN : JTBC 994 30% 68.2% A 643 12.1% 82.8% (MBN) 759
5 349 46.3% 51.6% 895 54.1% 443.9% 2012 JTBC(994 ), (54.1%), A(82.8%) 2012 TV 10.8%, PP 17% 5219 (2012) (: %) : 2013 5) 4 2012, 67%, 106%, 154%, JTBC 218%
350 5216 4 (:, %) (%) JTBC 2012 64,222 139,713 218 2011 8,338 37,688 452 2012 48,000 73,785 154 2011 7,977 31,040 389 2012 62,806 41,947 67 2011 61,372 6,776 11 2012 51,344 54,311 106 2011 6,906 11,471 166 :,. 1) 2) 2012 6 PP 6 1995 2 (CJ, GS ) 1 2001 2 3 (,, ), 2011 12 66) () 3) 2012 3 286 (2 5,748 ) 17.6% 66) 2011 6 12 2012 1
5 351 2004 2012 2009 2012 99.6% 5220 (: ) : 5221 (: %) :
352 2012 1 2 CJ (7,964 ) 1 GS (7,105 ) 2, 3 (5,633 ) 1 CJ 26.3% 1 2 2 GS 3 (CR3) 68.4% 3%p HHI 1,992, 2000 2,000 HHI 2,000 2011 () HHI 5222 HHI : 4) 2012 CJ 12.9%, GS 13.3%, 20.1%, 11%, 17.3%, 10.2% GS 2012
5 353 2011 5223 : () 2011 429.5% : 5) 2012 22.9% 41.2%, 41.2% 33.5% 32.4%, 29.4%, GS 24.6%, CJ 22.9% CJ
354 5224 (: %) : 5225 (: %) : 2012 19.5% 44.5%, 44.5% 30.1%, 29.6%, 26.5%, GS 19.8%, CJ 19.5% CJ
5 355 5217 MSO (:, %) 2007 2008 2009 2010 2011 2012 CAGR(%) (0712) t-broad 22.5 29.7 33.9 38.1 49.2 62.4 22.6 CJ 21.9 24.8 30.6 35.4 41.5 55.0 20.2 C&M 26.9 27.1 28.4 29.4 40.5 46.3 11.5 23.4 19.8 26.1 30.1 37.5 52.0 17.4 CMB 14.9 15.8 15.9 20.1 25.3 37.9 20.4 19.0 20.4 17.7 19.4 19.9 24.2 25.4 27.6 30.7 SO 15.2 16.5 16.3 19.2 23.2 29.4 14.1 SO 20.5 22.6 25.6 29.4 37.6 47.9 18.5 : SO 1, SO 2007 2012 18.5% 2012 MSO t-broad 6 2,400, CJ 5 5,000, C&M 4 6,300, 5 2,000, CMB 3 7,000 2011 SO 2012 67) SO 2 9,400 MSO SO 68) 67) 2 2012 830 12 (12 ) 69 68) MSO (t-broad CJ C&M
356 5226 SO (: ) :. SO 1) 2012 PP 5,740 (4,433 ) 29.5% SO PP 4,736 (3,964 ) 19.5% IPTV PP, 2009 25% PP PP SO 5218 PP (: ) 2006 2007 2008 2009 2010 2011 2012 PP 3,111 3,570 4,113 4,433 5,740 PP 1,885 2,423 2,808 3,318 3,734 3,895 5,011 :, CMB) MSO (CJ t-broad C&M CMB)
5 357 MSO PP 5 MSO 2008 21.8% 2012 33.5%, 2008 35.4% 2012 40.2% PP SO PP 5227 MSO PP (: %) : MSO PP 2009, PP MSO 5 MSO 2008 13.1% 2012 16.9% 3.8%p, 2008 29.8% 2012 28.5% 1.3%p
358 5228 MSO PP (: %) : 5229 PP (: ) : 2010 PP PP :, ( PP ),, VOD only PP PP 2011 4
5 359 IPTV PP PP SO IPTV SO SO, IPTV PP 2) PP (MPP ) MPP MPP (leverage) MPP ( ) PP ( ) SO
360 PP SO-PP PP SO 25% SO SO 3) SO-PP 89 SO 203 SO SO 11,716 dataset SO-PP 5219 SO-PP (PRICE) ij SO i j (: ) (SOSIZE) i j (12 ) (MSOSIZE) ij j SO i (: ) (RATING) j SO i MSO j (: ) (GENRE) j (VI) ij (CHHOR) j (MPP) i (KMS) j j (2012 ) : 1-, 2-, 3-, 4-, 5-, 6-, 7-, 8-, 9-, 10-, 11-, 12-, 13-, 14-, 15-, 16-, 17- =1, if SO i j, otherwise=0 j PP ( PP ) MPP MPP: 1-CJ, 2-SBS, 3-MBC, 4-KBS, 5-YTN, 6-t-broad MPP, =1, if j (KBS, MBC, SBS) MPP, otherwise=0
5 361 SO SO,, -, PP (regression analysis) SO SO SO SO MSO SO MSO SO SO-PP 25%,, MPP MPP SO MPP
362 5220 Model 1 (PRICE) ij Coefficient Std. Error (SOSIZE) i 169.221*** 2.954 (MSOSIZE) ij 2.073*** 0.276 (RATING) j 98,466,484*** 2,729,348 (GENRE) j (VI) ij 9,931,944*** 964,147 (CHHOR) j 3,843,898*** 316,686 Model 2 ln(price) ij Coefficient Std. Error ln(sosize) i 0.426*** 0.009 ln(msosize) ij 0.001 0.008 ln(rating) j 0.432*** 0.011 (GENRE) j (VI) ij 0.306*** 0.047 ln(chhor) j 0.063*** 0.008 : 1) ***, **, * 1%, 5%, 10% 2) GENRE 4) SO-PP PP SO PP SO PP, SO-PP PP MPP
5 363 MPP SO-PP 6.. PP 2011 28.7% (2011 3,895 2012 5,011 ). 2012 CJ, MBC, SBS MPP 37.2%, 7.4%, 5.9% CR3 50.5% 5.6%p 2012 MPP CJ 1,865 59.8%, PP 37.2% CJ 2011 (2009 31.5% 2010 31.1% 2011 29.9%) 2012 (2011 29.9% 2012 37.2%) CJ (37.2%) (18.5%) (34.4%) 2009 2 (2009 1,274 2010 1,228 2011 1,150) HHI 1 CJ 439 1,589.
364 PP 2012 PP 1 7,449 70.9% CJ PP 2011 4,136 2012 6,002 45%, 4 2012 3,294 () CJ 47.3% KBS 40.3%, MBC 38.5%, SBS 37.5%. 2012 PP 3.9% (1.3%) ( 2011 3.4% 2012 2.4% 1%p ) 3 CJ MPP, MBC MPP, SBS MPP 5.1%, 5.6%, 1.7%
5 365. 1) 2012 13 PP 19 PP 1 2 CJ 3 OCN(0.35%), CGV(0.32%), SUPER ACTION(0.28%) CJ 2012 9 PP 11 PP 1, 3 3 SBS ESPN, MBC SPORTS+, KBSN PP 3 2012 2 MBC MBC SPORTS+(0.250%), 23 SBS SBS ESPN(0.247%) KBS KBS N(0.246%) 2) 2012 4( PP ) 2,263 JTBC 642, (MBN) 628, 513, A 480 2012 4( PP ) 1,926 1,710, 216 556, JTBC 520, 452, A 398 4
366 MBN 2011 12 0.30% 2013 12 1.29%, TV 0.27% 1.21%, JTBC 0.42% 1.01%, A 0.30% 0.95% 2012 4( PP ) 3,291 1,213, 1,996, 83 2012 TV 10.8%, PP 17% 4 2012, 67%, 106%, A 154%, JTBC 218% 3) 2012 6 PP 6 2011 12 () 2012 3 286 (2 5,748 ) 17.6% 2012 1 2 CJ (7,964 ) 1 GS (7,105 ) 2, 3 (5,633 ) 3 (CR3) 68.4% 3%p HHI 1,992, 2000 2,000 HHI 2,000 2012 ()
5 367 2012 CJ 12.9%, GS 13.3%, 20.1%, 11%, 17.3%, 10.2% GS 2012 2012 4) SO 89 SO 203 SO SO sample 11,716 dataset SO-PP SO SO,, -, PP SO PP, SO PP, SO SO SO SO SO MSO SO
368 SO MPP MPP SO. 2011, 1 CJ, 2, 1, 3 1.. 3 5 MSO 2012 1 CJ 3 10 C&M, 2013 2 CMB 4 t-broad, HCN
5 369 IPTV, SO. 2012 3 594 345 72.1% 2012 0.88% (1.5%) 0.62%p 3 MSO, 2012 2011, IPTV 69) 2. : 70) 2012 23 6,080 (2 5112, 1 1,060 ) 2006 2 1,460 6 10 2006 1% 2012 4 13% 69). 70) SNL Kagan(2013)
370 531 : SNL Kagan(2013) 2012 4 47(499) (37) 38% CPS Sinclair Broadcast Group 72 Entravision Communications Corp. 14 CPS TV CPS 2012 News Corp(Fox Network) 69, CBS Corp(CBS Network) 55, Walt Disney(ABC Network) 45 Comcast/NBC(NBC Network) 25 4 CPS 48.5 3.. 1) 71) KBS2, MBC, SBS 71)
5 371, 2), 9(). 1) 3, 3
372 2) (buying power) (N=82) MBC, MBC 25.24% (, 2013c) SO MBC 14.68%, IPTV MBC 15.33% 2012 12 KT (IPTV+) 602, CJ 332, t-broad 314
5 373 3), 3 (N=1,711) 68.4%, MBC 56.1%, KBS2 58.9%, SBS 60.8%,
374 MBC 41.7%, KBS2 38.2%. SBS 42.3% 532 : (2013a).,, 72) 4.. 3 5 MSO 2012 3 646 398 62.3% 2012 1.6% 0.6%p 72).
5 375. 2012 23 6,080 (2 5,112, 1 1,060 ) 2006 2 1,460 6 10 2006 1% 2012 4 13% 2012 4 47(499) (37) 38%. 1) 73) KBS2, MBC, SBS, 2) (N=82) MBC 73)
376, MBC 25.24% 2012 12 KT (IPTV+) 605, CJ 338, t-broad 314, (N=1,711) 68.4%, MBC 56.1%, KBS2 58.9%, SBS 60.8% 3),.,,, 3 MSO
5 377,
6 381 6 1 1.. 74) 611 74)
382. 1) (self-supply) ( ) 2) 2012 3 (+) 25% 51.5% 2 611 2012 TV (:, %) (%) KBS1 319,347 111,783 2,050 459,945 25 KBS2 192,383 199,737 11,490 440,350 48 MBC 208,680 190,815 37,860 447,790 51 SBS 199,200 185,646 34,793 427,999 51.5 : 2013 (2013) 3),,, (: )
6 383 3 2012 3 TV KBS1 5.1%, KBS2 6.8%, MBC 2.3%, SBS 1.95% 2012 KBS Drama 95.6%, MBC 93.2%, SBS Plus 91.3%, tvn 22.6%, CH.CGV 98.3%, FX 100%. () (monopsony power) (, ) (), ( ) (,,, ) ( ) ()
384 2.. PP (N=65) 49.2%, 50.8% 612 : 100(2012 578 17.3%) : (2013d) (pre-production), (production), (post-production) 56.9%
6 385 56% 613 : 100(2012 578 17.3%) : (2013d)
386 614 (: ) (: %) :. (N=50) 82%, 76% (N=41) 82.9%, 70.7% (/) (N=50) 44% (N=41) 51.2%
6 387 615 10% : 100(2012 578 17.3%) : (2013d) 616 10% : 100(2012 578 17.3%) : (2013d)
388 (N=50) 82%, 76% (N=41) 82.9%, 70.7%. ( ) : :, ( ) : : 3.,,
6 389 2 () 1.. 2012 578 2011 475 103, 55 1 93 2011 26 PP 19 2011 (2010 3 2011 6 2012 19) 621 (: ) PP PP PP PP 2012 578 55 305 19 93 2011 475 56 234 6 67 2010 540 55 283 3 71 : PP
390. 2012 PP 7,823 2011 5,668 38% 2012 4,739 2011 4,104 15.5% PP 2012 3,084 2011 1,565 97.1% 621 (+PP) (: ) : 2010 PP PP : 2.. 3 PP 2011 3 2011 3.5% 6%
6 391 1 SBS PP 2,030 25.9% 2011 6%p 2 MBC PP 1,684 21.5% 2011 4.1%p 3 KBS PP 1,200 15.3% 2011 3.5%p 622 10 (:, %) 2010 2011 2012 (%) (%) (%) SBS(PP) 186,090 38.1 SBS(PP) 180,548 31.9 SBS(PP) 202,980 25.9 MBC(PP) 117,513 24.1 MBC(PP) 145,193 25.6 MBC(PP) 168,426 21.5 KBS(PP) 96,138 19.7 KBS(PP) 106,606 18.8 KBS(PP) 119,935 15.3 CJ(MPP) 26,240 5.4 CJ(MPP) 29,246 5.2 (MPP) 74,889 9.6 EBS() 11,071 2.3 (MPP) 17,927 3.2 (PP) 53,215 6.8 (MPP) 7,016 1.4 EBS(PP) 13,896 2.5 (MPP) 39,418 5.0 t-broad(mpp) 5,875 1.2 t-broad(mpp) 13,689 2.4 (PP) 39,174 5.0 2,936 0.6 9,309 1.6 CJ(MPP) 24,451 3.1 OBS TV 2,444 0.5 (PP) 6,639 1.2 EBS(PP) 20,400 2.6 2,272 0.5 4,782 0.8 6,130 0.8 TOP 10 457,596 93.7 TOP 10 527,836 93.1 TOP 10 749,018 95.8 488,104 100 566,848 100 782,259 100 : MBC MBC : 2011 4 (1,996 ) PP 2011 PP 4 2,067 3 (3 PP) 2012 62.8% 2011 13.5%p
392 3 (CR3) 2012 4 2011 4 PP 3 PP 622 (+PP) ( PP ) :. 2012. 2012 HHI 1,579 2011 2,081 502 2006 2,722 HHI 2012 1,579 1,143 3
6 393 623 HHI : 624 : (N=100) 2012 (84%) 5 2012 (48%) 1
394, 10 27(4.7%). 1) PD,,, 2) 3.. 1 (SBS+ PP) 25.1% 3 (SBS, MBC, KBS+ PP) (CR3) 60.5%
6 395., 3 (self-supply),. ( ) 89.7%, 1.3%, 9% 73.5%, 7.4%, 19.1%
396, 625 : 100(2012 578 17.3%) : (2013d) 35.9%, 32.1%, 26.9%, 5.1% 38.9%, 27.9%, 33.8%, 4.4%
6 397 626 : 100(2012 578 17.3%) : (2013d) 627 : 100(2012 578 17.3%) : (2013d)
398 47.4%, 32.1%, 16.7%, 3.8% 44.1%, 30.9%, 20.6%, 4.4% 628 : 100(2012 578 17.3%) : (2013d) (64%), 4% (73.3%) (13.3%) ( 69%)
6 399 ( 16%) ( 15%) 629 : 100(2012 578 17.3%) : (2013d),,
400 6210 : 100(2012 578 17.3%) : (2013d). 6211 : 100(2012 578 17.3%) : (2013d)
6 401 23.1%, 32.4% 69.2% 57.4% 6212 : 100(2012 578 17.3%) : (2013d) 38% (33.3%) (38.2%)
402, 6213 A : 100(2012 578 17.3%) : (2013d) (,, PD ) (68%) A PD