이보고서는 2010 년도방송통신위원회방송발전기금정책연구용역사업의연구 결과로서보고서의내용은연구자의견해이며, 방송통신위원회의공식입장과 다를수있습니다.
Contents 요약 ⅸ Ⅰ 서론 1. 1 2. 3 Ⅱ 방송통신콘텐츠환경변화와데이터방송 1. 4 2. 6 1) 6 2) 7 3. 9 4. 12 Ⅲ 국내데이터방송서비스및정책현황 1. 14 1) 14 2) 14 2. 18 1) 18 2) 25 3) 26 3. 28 1) 28 - i -
2) 34 3) TV 35 4) IPTV 38 Ⅳ 해외데이터방송서비스및정책현황 1. 40 1) 40 2) 41 3) 42 2. 43 1) 43 2) 48 3) 52 3. 54 1) 54 2) 59 3) 64 4) 73 Ⅴ 데이터방송서비스이용행태조사 1. 76 1) 76 2) 77 2. 79 1) 79 2) TV 86 3) () 95 3. 96 1) 96 2) 100 - ii -
Ⅵ 데이터방송활성화를위한정책방안 1. 102 1) 102 2) 104 2. 105 1) TV 105 2) TV 105 3) 106 4) 107 3. 108 1) TV 108 2) 109 3) 110 4) 111 5) 113 4. 113 Ⅶ 결론 - iii -
Contents 1 6 2 IT 7 3 9 4 10 5 10 6 (8 18 ) TV 13 7 15 8 17 9 20 10 22 11 TV 25 12 TV DP 27 13 / ( 10 10 ) 27 14 28 15 MBC 29 16 MBC 30 17 KBS 31 18 KBS 31 19 SBS 31 20 SBS 32 21 EBS 33 22 EBS 33 23 Sky Touch 34 24 35 25 TV 37 26 IPTV 38 27 IPTV TV 39 28 40 29 1996 41 30 43 31 ( ) 52 32 53 - iv -
33 63 34 BS 69 35 74 36 76 37 77 38 78 39 89 40 90 41 98 42 TV 99 43 100 44 TV 101 45 114 - v -
Contents 1 4 2 5 3 7 4 TV 12 5 17 6 MBC 30 7 CJ TV VOD 36 8 TV 37 9 KT QookTV TV 39 10 TV 57 11 VOD 59 12 DVR 60 13 61 14 TBS 65 15 TBS 66 16 TV 66 17 TV 67 18 TV 68 19 TV 69 20 TV BS 71 21 BS 71 22 TV 72 23 79 24 80 25 80 26 80 27 81 28 81 29 82 30 82 31 83 32 83 - vi -
33 84 34 85 35 85 36 TV 86 37 87 38 TV 87 39 TV 88 40 TV 88 41 TV 90 42 TV 91 43 91 44 TV 92 45 TV 92 46 TV 93 47 TV 93 48 TV 94 49 TV 94 50 () 95 51 () 96 52 102 53 TV 107 - vii -
요약문. 서론. TV TV TV., TV. TV,, TV. TV,.. 방송통신콘텐츠환경변화와데이터방송 1. 방송의디지털전환,,, TV, VOD.,. 2012 TV. TV - ix -
,. 2. 방송통신융합의진전과산업구도의변화, TV, IPTV, DMB 2.0., TV, PC,.., OS.. 3. 매체환경의다변화와인터넷동영상시장의성장, 80 TV, TV.,. YouTube UGC. TV TV. 4. 미디어이용자의행태변화, - x -
, PC, PMP. TV VOD DVR Time-shifted TV TV.. 국내데이터방송서비스및정책현황 1. 데이터방송의정의및유형.,.,.. 2. 데이터방송정책현황 04 3. 04 3 22 ( ). 12 05 4 10. 05 9 TV 06 5 非 T- - xi -
TV. TV, 2 ( 04. 11, 06. 5)., IPTV CATV TV. 08 12 4 1, 1 3 1, 10 1. 10 6 1 TV. TV. 3. 데이터방송서비스현황 90 02. ( 03 ) TV( 05 ) 06. 04 11 TV KBS1 EBS TV..,.,,,, TV. SkyLife 03 5 TV Sky Touch - xii -
,,,,,. 04 11 Sky Plus. 6 7 Sky Touch,,. TV, 05 2 CJ TV 10 10 333 TV MSO. MSO. VOD TV. IPTV 07 5 VOD, IPTV 08 11.,, 08,,,, 11 TV IPTV.. 해외데이터방송서비스및정책현황,. - - - - - xiii -
, - - - - FCC - 96, VOD, TV., TV, TV. 09.. TV,.,,.. 데이터방송서비스이용행태조사및수요예측 1. 설문조사개요및목적. TV TV. - xiv -
,. 2. 데이터방송이용행태 1) 데이터방송. 46.8%, 11.0%. 360 22.5%. 81 79.0% 56.8%. 81 1.2%, 23.5%, 22.2%, 12.3%. 64 VOD 60.9%, 57.8%, / 45.3%, 32.8%, 31.3%. 46 54.3%, VOD 54.3%, 45.7%. VOD. - xv -
. 81 65.4% 1.2%. 35.8%, 30.2%, 15.1%.. 28 1 + 2 + 3 71.4%, 57.1%, 57.1%, TV 53.6%. 40.6%( 40.0%+ 0.6%), 20.6%( 17.3% + 3.3%). 72.8% 34.1%., 84.1%. 28.8%, 21.1%, 20.7%.,. (40.9%), TV (27.3%). (29.7%).,. - xvi -
2) TV 전자상거래 TV TV TV. 34.6% 7.1% 11%. TV 09 TV 0.1%. 96.2% TV., 10 (10) TV 2.5%. TV TV 120 600 132 TV 81.1%, / 49.2%. TV. TV, TV. TV (24.8%), (22.3%), (15.7%), / (11.7%). TV, 1) Top-2 65%., 1) TV 120 - xvii -
3 TV.,. TV,,,. TV TV 44.1%( 43.1% + 1.0%). TV TV 33.7% TV 31.2%( 31.0% + 0.2%). TV TV 82.0%, / 62.7%, // 50.7%. 88.3%, / 74.1%, / / 48.1%. 3) 아이콘 ( 지정자 )., 32.1% 22.7% 55.8%., 45.2%( 19.8% + 17.5% + 7.9%).,. 42.4% - xviii -
, 40.1%., TV. 3. 데이터방송에대한선호분석. TV.,,,. TV,,,.. 13.6%.. 1/2. VOD. TV,,... TV - xix -
, TV,. TV.. 데이터방송활성화를위한정책방안,,,..., HD.... 92%..., TV. TV,., TV - xx -
., TV TV. (1 + 2 + 3 ) 71.4%, 57.1%, 57.1%, TV 53.6%. (29.7%). TV UI(User Interface)., TV. TV TV. TV. TV, PC.,. TV,, PC... - xxi -
.., TV. 2010 6 TV 11,. 2.. TV TV.,. TV TV TV.,,.. 1 3 1 10...,,.. () 10, - xxii -
... 6 2. TV. TV TV. TV. 10 6 TV,, TV. TV TV TV. TV TV.... PP. - xxiii -
SO-PP.... TV. TV, TV.. - xxiv -
. 서론 1. 연구의배경및목적,,., TV.. TV,. TV, IPTV,,,,,,., TV. TV,, TV. 04 7.7% 07. TV., TV. - 1 -
. 04 11 TV 06 5 T- 2) TV. TV TV., 10 6 TV. TV TV TV.,.. 04,. 10 6,. TV,. 2) T- 10 6 TV TV - 2 -
2. 연구방법및구성. TV TV. TV.,. TV TV.,. TV.. 2,,,. 3 4. 5 6,,,. 7. - 3 -
. 방송통신콘텐츠환경변화와데이터방송 1. 방송의디지털전환,,, TV, VOD.,., 09, 11, 12. 1 12 TV. TV,. 10. 10 TV, 11 6. - 4 -
( ). 3) HD, (KBS MBC SBS) HD 70%, 13 80%. EBS 13 75%, MBC 60%, 70% HD., 10 TV 62.8%, TV 61%. 10 20%. 2 : (http://www.dtvkorea.org/) 3), (85.4), DTV, (47.5) (,, 2010. 6. 1) - 5 -
1 (%) (%) 2008 2009 2010 2008 2009 2010 09. 6 90 97 - - 98.9-11. 7 92.2 97.7 96.6 43.7 60.7 83.8 07 12 90 90 86 88.8 91.4 92.7 : (Digital UK): SwitchOver Tracker Survey, (): TV. (Ofcom): Digital Progress Report, (): TV, (http://www.dtvkorea.org/) 2. 방송통신융합의진전과산업구도의변화 1) 방송통신융합의진전 /.,,. 4)., VDSL ( ), (IPTV), WCDMA Wibro., TV PC.,, TV, IPTV, DMB 2.0. 4) (2008), p.29-6 -
3 : (2009. 9) 2) 방송통신융합에따른산업구도의변화. TV VoIP PSTN IPTV TV., HP PC, PC. Economist IT. 2 IT Tech giants invade each other s turf Company Apple Google Microsoft Intel HP IBM Oracle Cisco Revenues, 2009. $bn Net income, 2009, $bn Employees, latest 46.7 23.7 58.7 35.1 117.0 95.8 23.2 35.5 9.4 6.5 16.3 4.4 8.0 13.4 5.8 6.1 34,300 19,835 93,000 79,800 304,000 399,409 86,000 68,574-7 -
Tech giants invade each other s turf Company Apple Google Microsoft Intel HP IBM Oracle Cisco Amount of activity in each market 1=a lot, 2=some, 3=only a little Processors 3* 1 1 1 1 Computers 1 3 1 1 1 2 Network equipment Mobile devices 1 2 3 1 1 3 3 1 3 Software** 1 1 1 1 1 1 1 Applications 1 1 3 1 Web-based services Online advertising Cloud computing IT services/ consulting 2 1 1 3 3 2 1 3 1 1 * For ipad ** Operating systems, databases, middleware etc. Custom processors Servers for its own data centers Smart-phone/s discontinued, possible tablet : The Economist(2010. 7. 29) 1 1 2 1 2 1 1 2 1,,, (packaging),,., TV, PC,.., SNS(Social Network Service) Facebook., OS., (App Store) + +. SKT T Store KT Show App Store - 8 -
. SKT, KT WAC(Wholesale Applications Community) (2010. 2. 15). 3 08. 7 08. 10 SDK API OS, SDK, API ( $99) OS, $25 / : (2010) (30%),, 25 ( 10 8 ) 7.2 ( 10 6 ). IPTV AT&T U-Verse TV Verizon FiOS TV. KT 2 TV VOD/ CUG SNS Open IPTV. 3. 매체환경의다변화와인터넷동영상시장의성장, 80 TV, TV. 4 01 06 3%p 14%p. - 9 -
4 2001 2006 2001 2006 2001 2006 2001 2006 2001 2006 2001 2006 81% 67% 91% 86% 73% 71% 93% 87% 46% 34% 95% 90% 20% 33% 9% 14% 27% 30% 8% 13% 54% 66% 5% 10% : Ofcom(2007),, TV,, 08. 6,. TV, 3. Zenith Optimedia, 10 14.2% 619, 09 13 14% 13. 5 ( : ) 2009 2010 2011 2012 2013 09 13 CAGR 97,237 94,199 93,019 92,300 91,908 -.4% 43,844 43,184 42,644 42,372 42,300-0.9% TV 165,260 180,280 191,198 202,380 213,878 6.7% 31,855 31,979 32,580 33,815 35,054 2.4% 2,104 2,258 2,393 2,538 2,681 6.2% 28,120 29,319 30,945 32,821 34,554 5.3% 54,209 61,884 70,518 80,672 91,516 14.0% 422,629 443,103 463,297 486,898 511,891 4.9% : Zenith Optimedia(2010. 12), ZenithOptimedia Adspend Forecast Update YouTube UGC. 05 YouTube. YouTube UGC - 10 -
. 5),.,. TV Hulu, 3 (conting). Hulu 08 3 News Corp(Fox) NBC Universal 09 4 Disney(ABC ) 4 TV.com CBS 3. 10 11 Hulu Plus ( 7.99 ). 3, 09 (conting). 3 DRM,. TV TV. TV TV TV TV TV TV, TV TV, TV Blu-ray TV. TV (Web),, (App.). TV (Chrome) Adobe Flash PC. DB,,. Android, Twitter SNS, YouTube, Netflix, Amazon VOD, Napster, VEVO, Android Market. 5) YouTube 05 06 2 7,100 2 7,600, Credit Suisse 09 4 7 (Mercury News, 2009. 5. 4) - 11 -
4 TV Logitech 의 Revue Sony 의 TV 수상기 Sony 의 Blu-ray 플레이어 단말기 전용리모콘 4. 미디어이용자의행태변화.,,.,, PC, PMP. TV VOD DVR Time-shifted TV TV. 5 Kaiser Family Foundation, 09 8 18 TV TV 59% 04 80%, Time-shifted,, 29% 78. TV 08 33.4% 09 39.6%, 6 19 26.3% 39.7% 13.4%p. 6) 6),, - 12 -
6 (8 18 ) TV 2009 2004 1999 Live TV 2:39 3:04 3:05 Time-shifted TV (On Demand) (DVR/TiVo/VCR) :22 :12 :09 :14 - :14 :14 - :14 DVD :32 :32 :28 TV on other Platform (Internet) (ipod/mp3 Player) (Cell phone) :56 :24 :16 :15 Total TV Content 4:29 3:51 3:47 : Kaiser Family Foundation(2010. 1), Generation M2:Media in the Lives of 8 to 18 Year- Olds - - - - - - - - - 13 -
. 국내데이터방송서비스및정책현황 1. 데이터방송의정의및유형 1) 데이터방송의정의.,. 2 ( ) ( ).. (VBI: Vertical Blanking Interval),.,. 2) 데이터방송의유형 (1),. - 14 -
. 7) 7 < > < >,..,,,,,...,.,,, BGM,, 7),,. - 15 -
..,, EPG(Electronic Program Guide) TV,,,,. (2), TV (T-Commerce),,,.,,,,,. TV TV TV. TV,,., TV,. TV,. TV,, /, /. TV TV,,,, VOD.,,.,,,.,, TV. (Trigger:) /. (CIP) (CIC), VOD (CIV), - 16 -
... TV 8,,,,,, CIP(CM In Program: ), CIC(CM In CM: ), CIV(CM In VOD: VOD ), 5 < 부가정보제공형 > < 독립정보제공형 > < 상품판매형 TV 전자상거래 > < 용역제공형 TV 전자상거래 > < 콘텐츠제공형 TV 전자상거래 > - 17 -
< 시청자의견조사 > < 시청자투표 > < 프로그램참여형퀴즈 > < 게임 > < 양방향광고 : CIP> < 양방향광고 : CIC> 2. 데이터방송정책현황 1) 데이터방송정책전개과정 04 3. 04 3 22 ( ) - 18 -
., TV.,.. 04 9 17.,,,,.. 04 11 22 12 6.,. TV 59 TV. TV (, KBS-1TV, EBS, ) TV 1 8) 1/4, 2 TV. /, TV. (icon ) (hyperlink). 04, 12 05 4 10. 05 9 TV 06 5 9 非 8) 1-19 -
T- TV. TV. 06 5 16 MBC SBS, 6 16 KBS-2TV TV. 04 TV, 9) ( 04. 11, 06. 5). IPTV, TV IPTV, TV. 10) 2004. 11. 22 9 59 T-. - ( ),,,, - ( ), - (T- ) /, - ( ) T-,, 9) 59 2 5 : - 1 3 1, 10 ( ), 1 10) 20 ( ) 6 IPTV (, ( ), ) - 20 -
2006. 5. 9 : 2004. 11 T- ( T- ) - T- (1 ) -, xxx Mall, shop, mall ( ) 2 ( - ) -, IPTV, TV TV., 04 9, 1, 4 1. 1. 08 12 4 1, 1 3 1, 10 1. 10 6 1 TV. TV., 10 11 TV ( 10 ). 1, 2 1/4-21 -
, 1 1/4 ( 10 ) (59 2 5 ). () ( ) ( 11 ). 10 ( 04. 11. 22) ( 10. 6. 1) 1 ( ) 73 59 1 4. 2 ( ). 1.. 2.. 3. 1. 4. 2 1. 5. (). 1 ( ) 73 59 2 5. ( ) - 22 -
( 04. 11. 22) ( 10. 6. 1) 3 ( ),,,. 4 ( ) 1. 2. 3. 4 T-Commerce. 5 ( ),,,. 6 ( ) 1. 2 10,. 3.,. 4. 3 ( ),,,,. ( ) 5 ( ),,,. ( ) - 23 -
( 04. 11. 22) ( 10. 6. 1) 7 ( ) 1. 22 1. 3. 8 (T-Commerce ) T-Commerce. 1.,,, 2. 13 3. 4 9 ( ) 1,. 2 T-Commerce,. 3 T-Commerce. 10 ( ) 1 1, 2 1/4. 21 1/4. ( ) 8 (TV ) TV. 1.,,, 2. 3. --( )--- 9 ( ) 1 --( )--- 2 TV,. 3 TV. < > ( : 59 ) - 24 -
( 04. 11. 22) ( 10. 6. 1) 11 ( ) () ( ).,. < > :, TV 2) 데이터방송의진입규제, TV. TV TV, TV, TV,,. 3,, ( 11 ).,,,. 11 TV TV,, /, / TV, TV, - 25 -
/ TV TV TV <------------------------------------------------------------> : (2008), p.43. TV. TV,, /, /,. TV TV.. TV TV. TV. 3) 데이터방송사업자현황 05 3 TV 10., TV. TV TV. 10 TV 12., TV., KTH, SK. - 26 -
12 TV DP CJ CJ KTH KT GS GS TV - SK SK - : (2008), p.44. 10 10 TV 10, 3 41, 67. 15 10, 9. 13 / ( 10 10 ) / / / / / 15 10 9 5 4 3 3 3 3 TV, / 1 TV TV TV 3 2 2 1 1 1 1 1 67 : 10, 3 :. 09 22.9% 649 0.7%. - 27 -
14 ( : ) 2004 2005 2006 2007 2008 2009 1,691 2,188 5,132 8,659 12,649 9,784 117 541 692 705 3,311 3,701 - - - - 24,495 45,878 - - - 1,680 12,314 5,492 () 1,808-2,729 (51.0%) 5,824 (113.4%) 11,045 (89.6%) 52,769 (377.8%) 64,855 (22.9%) : PP PP PP :, 3. 데이터방송서비스현황 90 02.. 1) 지상파방송 01 02, (2003 ) TV(2005 ) '06. DTV '03 10 DASE ACAP TV. 04 11 TV KBS1 EBS TV.. - 28 -
.,.,,,, TV. MBC, '01 DASE, '02 04, 100, 06 ACAP, 6. '10 3,,,,, MBCtshop(TV ) 6. 1 24. 4. 4 6. 15 MBC,,,,,, MBCtshop,,,,,,,,, MBC, shop, style, MBC,, 00:00 24:00 (, ) ( ) : 1) 10 3 2) MBC - 29 -
6 MBC 16 MBC 2 TV TV,, 2009. 10. 5, 2007. 9. 12 TV,,,, TV! 2007. 10. 10 2007. 9. 12 : 1) 10 3 2) MBC TV,,, TV,,, 150 55 60 85 KBS 04 6 06 3. 10 3,, 1TV 578, 2TV 500.,,,,. - 30 -
17 KBS 1DTV,,,,, 578 2DTV,,,,,, 500 : 1) 10 3 2) KBS 18 KBS 1DTV 2DTV (, ), KBS, 6 ( 1 ), (, ), 7080( ) (, ), (, ),,, 1 100( ), ( ), ( ) : 1) 10 3 2) KBS 40 113 SBS 02 1, 03. 10 3,, 24.,, 41. 19 SBS : 1) 10 3 2) SBS,,,, TV,, - 31 -
20 SBS A/V 00:00 23:59 09:20 10:40 17:35 18:25 19:15 20:00 20:45 21:55 21:55 23:15 - - - SBS - - - 00:00 23:59 09:20 10:40 17:35 18:25 19:15 20:00 20:45 21:55 21:55 23:15 23:15 00:30 - - SBS - - 00:00 23:59 09:20 10:40 17:35 18:25 18:25 19:15 19:15 20:00 21:55 23:05 - - -? - - - 00:00 23:59 09:20 10:40 17:35 18:25 18:25 19:15 19:15 20:00 21:55 23:05 - - -? - - - 00:00 23:59 09:20 10:40 17:35 18:25 18:25 19:15 19:15 20:00 20:50 21:55 22:55 23:05 - - 3 - - - 32 -
00:00 23:59 00:00 23:59 09:45 11:00 00:20 01:20 : 1) 10 3 2) SBS 16:10 17:15 09:30 10:45 TV 18:20 20:00 10:45 11:00 A/V 20:50 22:00 12:10 13:10 300 22:00 23:10 16:10 17:20 SBS 23:10 00:10 17:10 20:00 - - 20:50 22:00 - - 22:00 23:10 EBS 04 6. 10 3,, 127. 3 6. 21 EBS,, 7,620 ( 127 ) : 1) 10 3 2) EBS 22 EBS space,, 360 (6 ) : 1) 10 3 2) EBS - 33 -
2) 위성방송 03 5 TV Sky Touch,,,,,,. 04 11 Sky Plus. 05 8,,. 23 Sky Touch TV,,,,, 6 YTN, TV : 2010 12 : GS - 34 -
6 7 Sky Touch,,. 3) 케이블 TV TV, 05 2 CJ. TV 10 333 TV MSO. 15,, TV 3,,,,, JEI TV., 4 40%. 24 TV (VOD) TV : 2010. 12 :,, 15 GS, CJ GS, CJ,,, NS, MBN MSO. VOD TV - 35 -
., VOD TV VOD VOD. 44% VOD 20% 3 4 3,000. VOD 100%. VOD 6. CJ 06 VOD 13%, 12 75% VOD. 14%. VOD 2,300 77%. HCN VOD 5,795 239%. VOD 27 28% GS 26%. 11) 7 CJ TV VOD : 24, (2010. 7. 14) TV, 05 CJ GS 3 08 TV TV 11) (2010. 12. 19) - 36 -
1%.,. GS, 30 40. GS TV 6 90 50 2. CJ 08 40 TV 09 1.6 65. 07, 09 2. 12) 25 TV GS CJ TV (2005. 12), C&M(2007. 7), GS (2007. 12), QRIX,(2008. 2) CJ (2008. 3) CJ (2005. 12), C&M(2007. 6.), QRIX(2007. 4) BSI(2006. 1), C&M(2007. 5) KCTV(2007. 4) QRIX(2007. 2), (2007. 9) 8 TV TV 전자상거래커머스연간매출 데이터방송월평균이용률 ( 이용률 = 서비스이용횟수 / 디지털가입가구 ) 2009 년 TV 전자상거래전체시장 191 억추정 : 1) CJ 2) TV TV : CJ, KISDI 12) (2010. 6. 14) - 37 -
4) IPTV IPTV 07 5 VOD, IPTV 08 11.,, 08,,,, 11 TV IPTV. 8 VOD IPTV 3 KT 7, SK 60. 26 IPTV KT SKBB LG VOD 7 4 6 1 56 60 4 : KT, KISDI TV 08 Pre-IPTV 10 TV GS CJ, VOD. VOD 5., 8 PPL(Product Placement) TV KT IPTV., KT 8 13)., TV IPTV 5%. 14) 13) TV,,.,. 14) (2010. 2. 3) - 38 -
27 IPTV TV Pre-IPTV(2008) GSTV - 2,500 - CJ TV - -,, TV - TV - PIP(Picture in Picture),, IPTV(2009 ) -,,, GS, CJ 5 VOD - KT 779 KT KT 5 VoD PPL - - 9 KT QookTV TV : : KT, KISDI - 39 -
. 해외데이터방송서비스및정책현황 1. 주요국의데이터방송법적정의 1) 영국 TV (Data broadcasting) 96 (digital additional service). 96 ( 24 1 )( 28 ). 03, ( Ofcom) 15), Ofcom. Ofcom,,,.. 28 24 (1). (a), (b) 15) EU 2003, (Radio-communication Agency), (Radio Authority), (ITC), (BSC), (Oftel) 5 Ofcom(Office of Communication). - 40 -
(2).. (a), (b) ( ) (i) (a), (ii) (a) (3). (a), (b) : 1996 16) 2) 미국 FCC (ancillary and supplementary service) (FCC, 2003).., ; ; ; ; ; ; ; (subscription video); FCC (FCC, 2005). 29 1996 1996 17) 336 (a) - (advanced television services), 16) (1998) 17) (2005) - 41 -
(1) ( ), (2),, (public interest, convenience and necessity). (b) -(a), (1), (2) HDTV, (3)., 614 615, 628, (4), (5),,. -.... 3) 일본., TV, TV.,.. - 42 -
30 2 ( ) 2 4 30 MHz (,, ) TV. 2 5 TV (,, ( )). 2 6, TV,,, TV. 2. 주요국의데이터방송정책현황 1) 영국 (1) Ofcom. (Ofcom, 2004a) Ofcom (Ofcom, 2004b). Ofcom,,,,,,. Ofcom. Ofcom (Association for Television on Demand).., (TVWF).. - 43 -
(2) Ofcom.. 03 TV.., (general condition of entitlement)...,,,.. (contract base),. TV, TV TV. Ofcom. 18) (3) 03, Ofcom. Ofcom. (Thatcher),,. 03., 20% ITV, BSkyB, (Sun), (The Times) (Rupert Murdoch) (News Corporation) 5 18) (2005) - 44 -
., (Lord Puttnam),.. ITV 15% ITV 2. (4),, 60. (, ). + = (co-regulation) 03 Ofcom. ITA, IBA, ITC, 03 03 Ofcom. ITC Ofcom, (ASA: Advertising Standards Authority). 61,. 03, (out-contract) 1,., (BCAP: Broadcast Committee of Advertising Practice). 04,,,,,. - 45 -
, Ofcom., Ofcom, Ofcom. + ( ), Ofcom., (BCAP code)., (BACC: Broadcast Advertising Clearance Centre) (RACC: Radio Advertising Clearance Centre).,,, (distress or offence).,., 2 2, (watershed),,,,,. 18, 16, 10,,,.. Ofcom,.,, Ofcom, Ofcom..,, - 46 -
., (station identification). +. (censorship). (statutory regulation). (preclearance)., (clearance). (Teltext), (BTSA: British Television Shopping Association) (pre-vetting)., ( ),. ( ). Ofcom..,,. ITC (Advertising Standard Code) Ofcom 19) (,,, IPTV) 20) 19) Ofcom(2004a), p.9. - 47 -
, (Interactive Advertising)., TV. (single stream sequential model) 21). ITC itv( ). 2) 미국 (1) 1. FCC.,,,,.,,, (FCC, 2008). 96..,,,. ().,,.. 99 20) (advertising breaks),,. 21). - 48 -
FCC., FCC. 1 FCC.. FCC. 22) FCC (Julius Genachowski) (a Senate Commerce and Science Committee). 90 (The Children s Television Act of 1990).,,., (Host selling) (Tie-in advertising).,. 23) FCC. 04 FCC.,.,. 06 9,. FCC 22) Lasar, M.(2009) 23) (2008) - 49 -
.,,,. (2) 96 (Advanced teleivsion service),,,.,, 3. FCC., FCC,., FCC (FCC, 2003). 12 1 FCC FCC 317 9 30 9 29 12. FCC 73 624(g),.(FCC, 2005) 336(e),, 5% (Annual DTV service fee). 3, 3 (FCC, 2003). - 50 -
(3) (outlet diversity). 24). 03, (Consumers Union).. 202(h) 4., 4.,,,. (4).,,,,.. (the Cable Communications Policy Act of 1984: ).,. 551,, 24) (2008) - 51 -
,,,.,., TiVo... 3) 일본,,,.,.,,,.,, BS CS. 31 ( ). ) TV - 52 -
TV NHK d ( BS ). TV, TV, TV d (TV, ). ) TV,,. CS BS BS 32! PC, TV 110 CS (!e2)., WOWOW, 00. BS. TV,,. : (CS) (BS),... PP 52 13 2. TV,, CS BS.. - 53 -
. 1/4. ( ) 3 2( ) 2. TV,,,. 3 4( ) 51 2,. 12 4 (1) ( ) (,,,, ) (,, ) (,,,,, ) (,,, ) (, ) ( ) 18 (148) CM 18%. 3. 주요국의데이터방송서비스현황 1) 영국 (1) BBC. BBCi,, TV,, - 54 -
. BBC., 535. Our Ashes Alarm Clock Down Under.. 7 15 66% BBCi. BBC News Interactive SMS. BBC BBC Trust BBC iplayer (BBC 2007). iplayer.. ITV, 4.. 25) 03 BBC, (On-damand), VOD. 26) BBC, PVR. PVR,. 27) BBC,. BBC imp, (iplayer),. 28) 25) Mintel(2006) 26) (2006) 27) (2006) - 55 -
06 1 Ofcom BBC, BBC 07 Ofcom 4. BBC iplayer 08 1/4 4,200, 5 70.,, BBC 07 08.,,. BBC iplayer. (2) 1, BSkyB BSkyB. BSkyB 98 10,, Open. Open Sky.,,., Sky Digital, Open 01 SkyActive. Sky. Sky Sports (killer application),., 28) 06 12 4 4oD 07 5 BBC iplayer, 7 ITV ITV.com (, 2007). - 56 -
,,.. Sky Bet, Sky Bet Sky Sports (betting),,,.. Sky Bet 05/06 16% 3 7 3 4,100. Sky ", (It matters more when there s money on it), Sky Bet. 29) 10 TV 2 (Virgin media, NTL Telewest), PVR V+, TV.,,,,,,,,., BSkyB Sky+ HDSky 29) Mintel(2006) - 57 -
, BSkyB. 3 BTVision(IPTV) 99 (Kingston Communications) IPTV (Internet Protocol TV). 06 12 BT IPTV, BT Vision. BT Vision IPTV (Self-install Box), IPTV. BSkyB BT Vison. 30), 08 BBC ITV BT IPTV, (Canvas). TV (set-top Box), TV, VOD, (Catch-up). 4(Channel4) TV(Five TV), TV (Freesat), BBC BBC, 10. (Intellect Technology Association).,,,,, TV 70% IPTV. BT IPTV. 09 BBC,. 31) 30) (2007) 31) (2009), Broadcast(2010) - 58 -
2) 미국 09 6.. (EPG),.. DVR TiVo 39%. TiVo 47%.,. 11, 09 4,736. 01 09 39.4%. Magna (2010) 15 6,413. 11 VOD ( : ) : Magna(2010. 4) - 59 -
DVR 10. 12, DVR 01 94 09 3,445 57%. Magna(2010) DVR 15 5,229. 12 DVR ( : ) : Cable, DBS, Stand-alone : Magna(2010. 4).,. 09 4 TiVo 39% 36%. IAB(2010), 48%.. 10 1 6,100. 32) 32) Magna(2010) - 60 -
13 ( : ) : Magna(2010) 09.. (Canoe Venture), 6 MSO. 33) MSO (Comcast) 09 4 40. HD DVR 870., 25. 09 25%,. 09 3 1,500. 3, 1 5 1.. 09 3 5 7 DVR 33) IAB(2010) - 61 -
430. 09 9, 460, 15. TV 740 DVR, 66% 09 3. TV 114.. DirecTV Active., DirecTV Active 270. 34) IPTV (Verizon) TV(FiosTV). 35) (Showtime Networks) 2 EBIF (Enhanced TV Binary Interchange Format) TV., EBIF. EBIF. (Widget) 10 4.,,, 189 (MLB extra innings premium programming package).,.. 09 12 TV HSN. 33. 33, MSO 34) DirecTV(2008) 35) Seidman(2010) - 62 -
. (Cablevision), (Charter), (Comcast), (Cox), (TimeWarner) DVR (TiVo). 36),,,. TV. (Entry point) 33 AT&T Cablevi- Charter Comcast Cox DirecTV Dish U-verse sion Time Warner (Destination) / (Click to call) T- / (addressable) : IAB(2010), 36) - 63 -
3) 일본 82 TV, TV, FM, TV., TV TV, 97 99 TV.,. (1) 03 12,,.,,,. 1 NHK 07 5, NHK NHK NHK., 1 TV. NHK. NHK,,,,,,,. - 64 -
2 TBS TBS( ) 97 7, TV PC, 05 2.,,,,, 5,., TBS TV.,, 05 11,, TV., QR,. 14 TBS - 65 -
15 TBS 3 TV TV., (20, 5 )., MY 60, 9 30 12. 16 TV - 66 -
4 TV TV,,,, 09 12, 9,,,.,,, TV., TV,,,,. 17 TV - 67 -
18 TV 5 TV TV,,,,., TV EPG «Ç. TV, TV J 09 9 1. WITH, 80%. TV J,. - 68 -
19 TV (2) 1 BS BS, BS, NHK, BS, BS, BS-TBS, BS, BS, WOWOW,, BS, 10, BS NHK, BS, BS, BS, BS, WOWOW,, 24, BSi, 10. 34 BS TV NHK BS1 101 700 NHK BS2 102 701 NHK BShi 103 707 707-69 -
TV BS 141 744 BS BS 151 BS-TBS BSi BS 171 161 766 753 BS 755 BS 756 BS & 757 BS 768 G 777 BSJ STOCK 777 778 BSJ BS 181 780 BS BS11 211 BS11 TwellV 222 Twell WOWOW 191 192 193 791 WOWOW navi WOWOW 200 800 800 24 910 2 BS BS BS744 746, BS745, BS746,, BS744,,. 3 14 BS744, BS4 (141 ). BS4, 3,,,, 1,, TV DVD. - 70 -
20 TV BS 3 BS BS 171 (),,, 777, 20 (1 )., 778, 10 3 31. 21 BS - 71 -
(3) TV TV TV.,.,,,. ( )L,. L. CATV.. TV. PUSH. HTML. PC, TV. TV (,,,,, ),,,. 22 TV - 72 -
(4) IPTV IPTV VOD,., GyaO NEXT 3,,. 06 ( ),,,,, 6, TV,,.,,, Ameba, TV,,. 08 9 Shufoo!.,. 08 12 NHK VOD NHK., 30%,.,,, IPTV, IPTV. 4) 소결,,.,. - 73 -
. 04 Ofcom,. Ofcom (,,, IPTV),. 09.. FCC,., FCC. 35 - - - -, - - - FCC 96 - -. - 74 -
, VOD, TV., TV, TV. BSkyB, Sky+ 1. 08 BSkyB,. TV BSkyB,. 09.. TV,. VOD,. DVR, MSO,,., TV.,,. - 75 -
. 데이터방송서비스이용행태조사 1. 설문조사개요및목적 1) 조사목적및설계,. 10 10 20 11 15 600. TV, TV TV,, IPTV TV. 600 120. TV. 36 2010 10 20 ( ) 11 15 ( ) TV(,),, IPTV *Booster TV(),, IPTV 有 600 Booster 120 ) 95% ±4.0%point (Purposive Quota Sampling) Face-to-Face Interview) - 76 -
2) 표본의구성및특성 300 400 36.7%. TV, TV,, IPTV 25%. 16.9% TV 2.5%. TV 37 ( ) % 480 100.0 240 50.0 240 50.0 20 120 25.0 30 120 25.0 40 120 25.0 50 120 25.0 / 164 34.2 143 29.8 66 13.8 / 48 10.0 38 7.9 / 11 2.3 / 7 1.5 / 3 0.6 300 34 7.1 301 400 176 36.7 401 500 160 33.3 501 600 71 14.8 601 39 8.1 TV( ) 120 25.0 TV() 120 25.0 120 25.0 IPTV 120 25.0 81 16.9 399 83.1 12 2.5 468 97.5-77 -
.,, IPTV. 69.2%, 2 30 70.8%. 38 ( ) % 120 100.0 ( ) 37 30.8 83 69.2 ( ) 20 39 32.5 30 46 38.3 40 21 17.5 50 14 11.7 ( ) / 52 43.3 42 35.0 11 9.2 9 7.5 / 6 5.0 ( ) 81 67.5 39 32.5 ( ) 300 8 6.7 301 400 30 25.0 401500 46 38.3 501600 27 22.5 601 9 7.5 ( ) TV() 40 33.3 40 33.3 IPTV 40 33.3-78 -
2. 데이터방송이용행태 1) 데이터방송 (1). 46.8%, 11.0%.,. 20 (55.0%), 30 (53.3%) 30 40. TV, IPTV, 65.0%, 48.3%, 42.5%, TV 31.7%. 23 ( : %) : n=480, ( ) (2) 360 22.5%. 81 79.0% 56.8% - 79 -
. 32.1%, 11.1%. 24 ( : %) 25 ( : %) : n=360, : n=81, (3) 81 1.2%, 23.5%, 22.2%, 12.3%. 26 ( : %) - 80 -
(4) VOD 60.9%, 57.8%, / 45.3%, 32.8%, 31.3%. 27 ( : %) : n=64, 54.3%, VOD 54.3%, 45.7%. VOD. 28 ( : %) : n=46, - 81 -
(5). 81 65.4% 1.2%.,. 29 ( : %) : n=81, 1, 35.8%, 30.2%, 15.1%. 30 ( : %) : n=53, - 82 -
. 28 1 + 2 + 3 71.4%, 57.1%, 57.1%, TV 53.6%. 31 ( : %) : n=28, (6) 40.6%( 40.0% + 0.6%), 20.6%( 17.3% + 3.3%). 72.8% 34.1%. 32 ( : %) - 83 -
,., 195 70.8%, /, / 68.7%, VOD 60.0%., VOD 86.4%, 55.9%, 47.5%, / 45.8%. Ⅲ VOD. 37), /, / 77.9%. 33 ( : %),. 195 84.1%. /, / 58.5%, VOD 54.4%. VOD 67.8%, (59.3%), (52.5%), (45.8%), (94.9%) /, / (67.6%), VOD(67.8%), (43.6%). 37) p.36 7 CJ TV VOD. - 84 -
34 ( : %) (7) 285 1 28.8%, 21.1%, 20.7%. 35 ( : %) : 1,., (40.9%), TV (27.3%). (29.7%) - 85 -
.,.,. 2) TV 전자상거래 (1) TV TV TV. 480 41.7%, 7.1% 11%. 36 TV ( : %) : n=480, ( ) (2) TV '09 TV 0.1%. 96.2% TV. '10 (10 ) TV 0.3%, 97.5%,. - 86 -
, TV / 22.7%, (35.1%), TV TV. 37 : n=480, ( ) (3) TV TV 120 600 132 TV 81.1%, / 49.2%. TV. 38 TV ( : %) : 1) n=132, TV 120 TV 2) - 87 -
TV 132, TV., /, 66.7% 37.9%, 34.1%, 26.5%. 39 TV ( : %) : 1) n=132, TV 2) (4) TV 40 TV ( : %) : n=132, TV - 88 -
(24.8%), (22.3%), (15.7%), / (11.7%). TV, 38) TV Top-2 65% ( 40)., 39, TV 3 TV., ". TV,,,. 39 ( : %) TV / TV 24.8 10.6 23.9 8.2 25.4 12.6 22.3 15.9 19.7 16.6 29.5 17.5 15.7 13.6 17.9 14.6 27.6 16.4 / 11.7 16.7 22.5 17.2 33.2 13.0 6.8 18.2 17.9 12.2 22.5 15.7 6.2 20.5 31.1 13.4 17.1 12.0 3.3 12.9 15.3 11.1 24.4 12.3 / 3.2 17.4 19.3 17.5 28.8 19.4 2.7 15.2 18.8 16.0 20.2 15.5 1.2 14.4 15.5 10.8 22.5 14.5, 1.0 11.4 19.5 14.0 23.8 15.0 0.7 11.4 13.9 12.8 18.1 12.1 0.5 12.9 10.9 8.5 16.4 12.6 : 1) n=600( ),. 2) Top-1 38) TV 120-89 -
, TV 132 76.5%( 75.0% + 1.5%)., Top-2 92.2%, 87.7%. TV (78.7%). TV 20 83.3%. 41 TV ( : %) : n=132, TV TV 40 / TV/ 132 431 343 579 593 (%) 76.5 78.7 62.7 92.2 87.7 : 1) TV 120 600 2) 3) Top-2 (5) TV 1 TV 44.1% ( 43.1% + 1.0%) - 90 -
. 42 TV ( : %) : n=480, 43 : 1) n=480, 2) Top-2 2 TV TV, TV 33.7% TV 31.2%( 31.0% + 0.2%). - 91 -
44 TV ( : %) : N=480, TV 82.0%, / 62.7%, // 50.7%. 88.3%, / 74.1%, / / 48.1%. 45 TV ( : %) : N= TV 1 42.0%, 18.7%, 15.3%. - 92 -
46 TV ( : %) : N=150, TV TV 1 26.5%, 22.8%. 47 TV ( : %) : N=162, TV, TV 1 + 2 + 3 56.1%, / 43.0%, 37.9%. - 93 -
48 TV ( : %) : N=330, TV TV 1 21.7%., 1+2+3 / 37.7%(1 +2+3 ), 34.0% (1+2+3 ), TV 14.8%(1 ), 34.0%(1+2+3 ) TV. 49 TV ( : %) : N=318, TV - 94 -
3) 아이콘 ( 지정자 ). 480, 32.1% 22.7% 55.8%., 45.2%( 19.8% + 17.5% + 7.9%). 50 () ( : %) : N=480, ( ),,. 42.4%, 40.1%., TV. - 95 -
51 () ( : %) 아이콘나타나는횟수감소 아이콘이떠있는시간단축 아이콘크기축소 아이콘클릭시내용소개 아이콘삭제 : 1) N=217, 2) ( : %) : 1) N=263, 2) 3. 데이터방송에대한선호분석 1) 컨조인트분석의개념. - 96 -
,. (Contingent Valuation Method, CVM). TV.. 39) (choice), (ranking), (rating).,, (marginal willingness to pay), (compensated surplus)... 41.. 6,....,. 39) Green and Srinivasan(1990). - 97 -
..,. 1, 1/2, 1/3( ).. VOD. 41 () () 1/2(1/2 ) 1/3(2/3 ) VOD. VOD TV. TV.. TV. 40) 40) (2009),. - 98 -
... TV. 5 10. TV. 42 TV /, TV, TV (ex. ) (ex. / ) (ex.,, ) : ( ) : (, 11 ) : ( ) TV, TV,,,, ( ) TV GS, CJ, TV G,, - 99 -
,. 2) 컨조인트분석결과. 13.6%.. 1/2. VOD. 43-100 -
44 TV TV 44. TV,,... TV, TV,. TV. - 101 -
. 데이터방송활성화를위한정책방안 1. 환경적측면 1) 데이터방송활성화를위한기반마련,.,, TV, IPTV, TV, (Return Path).. 05., 06 6. 09 TV 49% 89%, 12.. 52 : (2010a), p.54. - 102 -
10 9 1,939 41) 1,517 TV TV. TV 05 09 IPTV 10 10 333. TV 21%... TV.., HD. TV. 42).. HD. 41) ( : ) 42) (2008),, - 103 -
.. 2) 지상파데이터방송의재전송검토 TV.. TV 92% TV. TV,... 78 KBS1 EBS.. - 104 -
.. 78.. 2. 이용자측면 1) 데이터방송과 TV 전자상거래인지도제고 TV,., TV. TV 11%, 7.1%. TV 46.8%, 41.7%.. 2) 이용자관점에서의데이터방송및 TV 전자상거래저해요인개선 TV TV. - 105 -
. (1 + 2 +3 ) 71.4%, 57.1%, 57.1%, TV 53.6%. (29.7%).,. TV UI(User Interface). TV,,,, 3 TV., ". TV,,,. 3) 결제및인증절차개선 TV. TV PC.,. 07 TV 09,, TV. - 106 -
53 TV : (2010) TV TV. TV. TV, PC. 4) 크로스플랫폼데이터방송활성화 TV TV PC. TV,,.. N - 107 -
. 43) TV,, PC.... 3. 제도적측면 TV,. TV 10 6,.. 1) 데이터방송및 TV 전자상거래에대한법적정의고찰. 10 6 TV 43) (2010) - 108 -
11,. 2..,.. TV. TV TV.,. TV TV TV.,,. TV. 2) 데이터방송광고규제완화검토 59 2 4. 1 3 1 10. - 109 -
59 ( ). ( " " ), 4 1.. 1 (. "1" ) 3 1, 10 ( )., 1...,,..,,..,. 3) 지정자 44) 에대한규제완화 () 44) - 110 -
. 10,. 45).,..., TV. (45.2%) (55.8%).. TV., TV. 6 2. 4) 연계대상사업자확대검토 TV TV 45) 6-111 -
(10 TV ). 9 5, TV. 46) TV. (2008) TV,. 9 TV.,. 10 6 TV,, TV. TV TV. TV TV TV. TV TV 46) 9 5.,. - 112 -
.. 5) 데이터방송수신료배분.. PP. SO-PP. SO-PP 25% PP.. 4. 기술적측면. TV DVB-MHP, TV OCAP, TV ACAP, IPTV ACAP.. - 113 -
. 45 TV TV TV IPTV DMB DVB-MHP OCAP ACAP ACAP BIFS * DVB-MHP: Digital Video Broadcasting- Multimedia Home Platform * OCAP: Open Cable Application Platform * ACAP: Advanced Common Application Platform * BIFS: Binary Format for Scenes. return path 10 20% TV IPTV.. TV OCAP ACAP API, TV. IPTV ACAP KT, SK, LG 3 IPTV. TV. TV, TV.. - 114 -
. 결론. TV IPTV. TV.,. TV 20%... TV.,.,,,..., HD. - 115 -
... 92%..., TV. TV,., TV., TV TV. (1 + 2 + 3 ) 71.4%, 57.1%, 57.1%, TV 53.6%. (29.7%). TV UI(User Interface)., TV. TV TV. TV - 116 -
. TV, PC.,. TV,, PC....., TV. 10 6 TV 11,. 2.. TV TV.,. TV - 117 -
TV TV.,,.. 1 3 1 10...,,.. () 10,... 6 2. TV. TV TV. TV. 10 6 TV - 118 -
,, TV. TV TV TV. TV TV.... PP. SO-PP.... TV. TV, TV.. - 119 -
참고문헌 (2008),, 2008-03. (2007), UCC,, 8 4. (2009),,, 21 13 466, 2009. 7. 16. (2006), -. KBI, 06-16 16,, 2006. 11. 1. (2007), IPTV. KBI, 07-18 37,, 2007. 9. 15. (2008),, 2008-04 (2009),, 2009-14 (2008), TV,, 2008. 6. (2010), "IPTV, 2010. 2. 3. (2008),,, 2008 2, vol. 22. (2009),, 08-09. (1998), (1996 ), 22. (2005), 1934, 2005-3. (2010a), 2009 (2010b), 2010 (2010),, KISDI (2010), "CJ TV VOD, 2010. 7. 14. (2010), T', 2010. 6. 14. (2010), (2005),, KBI 05-08,. (2009), T-commerce,, 09-03 - 120 -
35,. (2008), TV, 2008-18. (2010), TV 2.0, 6, LG Businesss Insight LG, 2010. 8. 18. (2006),,, 704. KBS, 2006. 12. (2007), " :,, KBS, 2007. 12. (2008), ", 08-12, 32,. (2007),, 25 4,,, KBS, 2007. 12. (2009), ISSUE REPORT,. (2010), " TV 320 2010. 12. 19. (2010), FCC(2000), Comments of Telecommunications for the Deaf, Inc.; MM Docket No. 99-339, FCC, Retrieved 2000. 2. 23 from http://www.fcc.gov/cgb/dro/comments/99339/5006114101.txt FCC(2003), FCC 317: Instructions for annual DTV ancillary/supplementary services report, Federal Communication Commission 3060-0906. FCC(2005), Media Bureau reminds digital television licensees to file report on ancillary or supplementary DTV services on or before December 1, 2005, Public Notice- DA 05-3095, Retrieved 03. 04. 2010 from http://www.fcc.gov/dtv/. 2005. 11. 29 FCC(2008), The public and broadcasting: How to Get the Most Service from Your Local Station, The Media Bureau of Federal Communications Commission, Retrieved from http://www.fcc.gov/mb/audio/decdoc/public_and_broadcasting.html#_toc202587538 Green, P. and V. Srinivasan(1990), Conjoint analysis in marketing: New developments with implications for research and practice, Journal of Marketing, 54, 3-19. IAB(2010), Platform status report: An interactive television advertising overview. Kaiser Family Foundation(2010), Generation M2:Media in the Lives of 8 to 18 Year-Olds, 2010. 1. - 121 -
Lasar, M.(2009), FCC: TV ad content for kids back on the regulatory table, Arstechnica. Magna(2009), Advanced TV advertising forecast-may 2009. Magna Global. Magna(2010), On-Demand Quarterly, Magna Global, 2010. 4. Mintel(2006), Multichannel vs Terrestrial TV-UK-August 2006. Nielsen Company(2009), Online Engagement Deepens as Social Media and Video Sites Reshape the Internet, Nielsen Company Press Release 2009. 4. 22. OECD(2007), Information Economy: Sector Definitions Based on the International Standard Industry Classification(ISIC4), 2007. 3. Ofcom(2004a), Code & Guidance Notes, Guidance to Broadcasting on Interactive Television Services, Annex A Ofcom(2004b), Broadcasting Code Ovum(2009a), Mobile voice and data forecast, 2009. 6. Ovum(2009b), Video trends survey: the impact of OTT on traditional TV, Jonathan Doran, 2009. 3 Seidman(2010), Showtime Launches Interactive TV with MMA for Verizon FiOS Customers, via press release The Economist(2010), The end of Wintel, 2010. 7. 29. Zenith Optimedia(2010), ZenithOptimedia Adspend Forecast Update, 2010. 12. - 122 -
방송통신위원회지정 2010-07 방송통신콘텐츠유통환경변화를고려한미래지향적진흥정책방향 : 데이터방송활성화를중심으로 발행일발행인발행처인쇄처 2010 12 () 20 : 02-750-1114 E-mail: webmaster@kcc.go.kr Homepage: www.kcc.go.kr