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28. 08 3 TV. 2 2 90.00% 80.00% 70.00% 60.00% 58.71% 82.89% 50.00% 40.00% 30.00% 20.00% 41.29% 17.11% TV 홈쇼핑계열 전문카탈로그계열 10.00% 0.00% : (2011).. 2011 7 3 ( 1 ) 78.0% 0.2%, 3,718 ( 17 ). 12 64.5% 1 (, ).

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42 2 14 5 TV (:, %) GS CJ 2003 244 362 23 36 15 608 2004 661 512 149 239 336 1,897 2005 760 779 629 641 691 3,500 2006 702 852 781 733 609 3,677 2007 667 709 809 463 510 3,158 2008 819 873 859 452 543 3,546 2009 991 1,024 1,201 692 594 4,502 2010 1,175 1,208 1,334 861 516 5,094,., GS, CJ. 2 15 TV (: %) GS CJ 2006 12.2 16.6 22.5 29.0 31.1 22.28 2007 11.2 13.7 22.3 19.1 24.2 18.1 2008 13.7 16.1 20.7 14.7 22.7 17.58 2009 14.3 15.9 23.3 15.9 21.7 18.22 2010 14.7 17 23.1 15.7 18.1 17.72 : 10 TV 5 6,250 06 4,512 38.5%. 5 156%. 10 5 848 CJO. 10 GS

2 TV 43. 2 16 TV (:, %) GS CJ 2006 2007 2008 2009 2010 ( 06 10) 512 (8.9) 498 (8.4) 555 (9.3)) 583 (8.4) 770 (9.6) 482 (9.4) 316 (6.1) 289 (5.3) 786 (12.2) 928 (13.1) 497 (14.3) 506 (13.9) 591 (14.3) 955 (18.5) 1,277 (22.1) 547 (21.6) 393 (16.2) 415 (13.5) 610 (14.1) 738 (13.4) 468 (23.9) 320 (15.2) 237 (9.9) 582 (21.2) 527 (18.5) 4,512 (23.9) 4,040 (20.9) 4,095 (19.5) 5,525 (21.6) 6,250 (21.4) 50.4% 92.5% 156.9% 34.9% 12.6% 38.5% : 501.2 406.6 417.4 703.2 848.0 2010 14% 23.1%,. 2 17 2009 2010 5.2 5.9 6.2 6.9 4.0 5.3 ( ) 3.1 3.8 () 7.9 8.2 ( ) 17.7 14.4 TV 18.2 17.7 : (2011) (: %)

44 (2011) 2010 5.9%, 6.9%, 5.3%. TV. 4. TV. TV TV.. TV,,,. 2 7 TV : (2011) 5 TV 2000. TV 90 TV

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46 CJ GS GS Home Shop18 GS 2011 1 62.6%, 57, 1,000, 15 2010 250, 110 2011 1,000, 200 2005 2010 4, 2008 4 24 Homeshop18 09 11 15% 214 10 11, 11 3 24 2000 10 10 24, 0%, 5%, 33%, 32% 1 ( 170 180), 11 7 24 05 1, 24 NS America NS Int'l China : (2011), IBK 23.2%, 5 3, 1 1,200 11 5 144% 1,273 09 LA 200 11,,

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2 TV 53 ( ) (GS) (QVC) (CJ), (18), (SCTV) (CJ) (CJ), (SCTV), (QVC) (QVC), (), (QVC) ICC (QVC, ),, (QVC), (HSV24) (QVC) JK ( ) :, (2011) TV.. ( ),. TV, (, ). TV. TV TV TV. TV

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56, TV.. 3 2 ( 05 10) 2005 2006 2007 2008 2009 2010 (: ) CAGR ( 05 10) 267 270 264 260 243 248 1.5 1,094 1,098 1,133 1,124 1,099 1,055 0.7 618 790 911 946 1,003 1,098 12.2 141 144 144 143 143 146 0.6 2,121 2,303 2,451 2,473 2,487 2,547 3.7 : : TV,, DM : Euromonitor International(January, 2011) TV 88 ( 10 ) QVC HSN. QVC 10 49, 7.8 14.9%. 2 14.7%, 17%. 23%, 15%, 18%. 3 3 TV (: ) 2009 2010 2009 2010 2009 2010 QVC 49.6 52.3 7.0 7.8 14.1 14.9 HSN 27.5 30.0 1.6 2.0 5.8 6.6 ShopNBC 5.2 5.7 0.4 0.1 7.6 1.7 82.3 88.0 8.2 9.7 9.9 11.0 : HSN Annual Report(2011), ShopNBC(2011)

3 TV 57 2. TV. QVC(Quality, Value, Convenience) 1986 TV, Liverty Media Group ( 100% ). QVC TV Everywhere. ( 96. 1.), (1993. 1.), (2001. 4.), (2010. 10.) 4, (SNL, 2011. 6. 22). QVC TV Everywhere TV, PC, ( (2009. 2.), (2010. 5.)). QVC 2010 78, 11 3. QVC 70%, 30%. 3 4 QVC 2010 international (Operating Income) (:, %) 2009 2010 2009 2010 2009 2010 73.5 (100.0) 49.6 (67.4) 23.9 (32.6) 78.0 (100.0) 52.3 (67.1) 25.7 (32.9) 10.1 (100.0) 7.0 (69.3) 3.1 (30.7) 11.3 (100.0) 7.8 (69.0) 3.5 (31.0) : Liberty Media Reports Fourth Quarter and Year End 2010 Financial Results 13.7 14.5 14.1 14.9 13.0 13.6. HSN(Home Shopping Network) HSN 1981 TV. 99 HSN.com, 9 5,900

58. 2010 30 2. 09 5.8%, 10 6.7% QVC. HSN 100 6 QVC 14 HSN. QVC. 3 5 HSN 2010 (Operating Income) (:, %) 2009 2010 2009 2010 2009 2010 27.5 30.0 1.6 2.0 5.8 6.7 : HSN 2010 Annual Report 3. TV : TV (PP).. SO 2.09 QVC, HSN. SO SO ( ) 5% (NCTA, 2008). SO,. (),. TV, FTC.

3 TV 59 2 1. TV TV (TLCS: Television Licensable Content Service). ( ). OFCOM (45 47 ) TLCS.. editorial service( ), teleshopping service(, advertorial, ), self-promotional service(, EPG ). TV teleshopping service,. teleshopping,,,,. TLCS COSTA(Code On the Scheduling of Television Advertising). COSTA TLCS,,. 3 6 08 Distance selling () distance selling 2000 (Consumer Protection Regulation). code ( )

60 (),. a. b., c.. () 8.1 Radio Central Copy Clearance 8.2, (complaint),,. 8.3. 8.3.1 (arrangements) 8.3.2 8.3.3 (complaints), 8.3.4, 8.3.5 30 a., ; (made-to-measure), (out of season),, b. 8.3.6 rule 8.4 8.3.7 (recipient) (authority) (, payment) 8.3.8 8.4 (receiving) 1, 30.. a., b. c. (perishable) (made-to-measure) d. /(audio-visual) e.,, f.

3 TV 61 8.5,.,,. : www.cap.org.uk 2. TV TV 5 4.3%, 10 1 9. Ideal shopping Direct, QVC, Sit-up QVC. 3 7 TV 2005 2006 2007 2008 2009 2010 (:, %) CAGR ( 05 10) TV Shopping 154 159 152 240 163 190 4.3 : Ofcom, Communication Market Report (2005 2011) 3 8 TV Ideal Shopping Direct QVC Sit-up Creat and Craft Ideal World Ideal World Extra Ideal & More QVC QVC beauty bid tv price-drop.tv screenshop2 speedauction TV Live Shopping Live Shopping Auction TV

62. QVC UK QVC, 1993 QVC. 2004 QVC 100%. TV, 2010 QVC beauty. (Freeview), (Sky, Freesat), (Virgin Media) 1,500.. Ideal Shopping Direct Ideal Shopping Direct QVC Uk, Sit-up TV 3 TV. 2000 4 TV Ideal World, Create & Craft(2003 4 ), Ideal World2(2004 1, Ideal Extra), Ideal World3(2005,, Ideal & More). Freeview(Ideal World, Create & Craft), (4 ), (Ideal World). TV 1 13... 3 9 TV (Freeview ) 1 BBC1 London 30 5 Star 2 BBC2 32 Big Deal 3 ITV1 36 Create and Craft 4 Channel 4 37 price drop 5 Channel 5 38 Quest 6 ITV2 43 Gems TV 7 BBC Three 44 PICK TV +1

3 TV 63 9 BBC Four 45 Lottery Xtra 10 ITV3 46 Challenge 11 Pick TV 47 Food Network 12 YeSTERDAY 51 BBC One HD 14 More4 52 ITV1 London HD 15 Film4 53 Channel 4 HD 16 QVC 54 BBC HD 17 G.O.L.D. 70 CBBC 18 4Music 71 Cbeebies 19 Dave 72 CITV 21 VIVA 80 BBC News 22 Ideal World 81 BBC PARLIAMENT 23 bid 82 Sky News 24 ITV4 85 Russia Today 31 5 USA 87 Community Channel 26 Home 89 Al Jazeera International 28 E4 3 1. TV TV 10%( 09 ) 00. TV 02 09 08 37.6% 4,057.

64 3 10 TV (:, %) 2007 2008 2009 100.0 38,800 100.0 41,400 100.0 43,100 27.7 10,747 24.2 10,018 21.6 9,309 5.3 2,056 5.3 2,194 5.3 2,284 DM 18.4 7,139 19.8 8,197 17.6 7,585 6.8 2,683 6.3 2,608 6.1 2,629 1.2 465 1.0 414 1.1 474 3.6 1,396 2.4 994 2.3 995 3.6 1,396 1.2 496 2.4 1,034 TV 7.6 2,948 9.8 4,057 10.4 4,482 1.8 698 3.1 1,283 2.2 948 18.1 7,022 20.2 8,362 23.3 10,042 2.0 776 2.8 1,159 2.2 948 3.9 1,519 3.9 1,618 5.51 2,370 : ( ) TV 1970 TV 1990. 00. 3 11, TV ( 00 ),,,, TV : KOTRA,

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66 (). TV 2(, QVC ) 1, 2. 3 13 TV 1 2 QVC 3 4 5 2008 2009 2010 1,317 (31.1%) 710 (16.8%) 375 (8.9%) 184 (4.3%) 145 (3.4%) 1,090 (24.9%) 811 (18.6%) 400 (9.2%) 207 (4.7%) 185 (4.2%) (:, %) 1,115 (24.1%) 884 (19.1%) 492 (10.6%) 350 (7.5%) 157 (3.4%) 4,231 4,370 4,636 : TV : TV 1), 2) pp,,,, ( ). Shop Channel, QVC Japan, TV 1, 2 (2010 shop channel (24.1%), QVC Japan (19.1%)). TV 3 Japanet Takata, TV, 2010 10.6%. TV,, IPTV, TV 3, TV.

3 TV 67 3 14, TV IPTV TV, QVC, DX, Mall of TV ch.217, 240, Gem Shopping TV, 365 TV, QVC, DX, QVC, DX TV 1996 11 1 TV, 4 2.8% 2010 1,115.,, IPTV, 2010 2,708. TV, (http://www.shopch.jp). 3 15 2006 2007 2008 2009 2010 (: ) CAGR ( 06 10) 997 1,023 1,063 1,090 1,115 2.8% : Shop Channel(2011. 7. 1) 3 16 (: ) 2006 2007 2008 2009 2010 2,063 2,212 2,441 2,579 2,708 : Shop Channel(2011. 7. 1) 2 TV QVC 1986 QVC, QVC 60%, 40%. 2001 4 TV

68,. 2010 884, 2 2,400. TV, j:com. 1 9, 10 11 J:COM, TV 200 202. 3 17 SO TV 1 NHK 2 NHK 3 tvk/tv/tv 4 NTV 5 TV 6 TBS 7 TV 8 TV 9 MX 10 J:COM HD 11 J:COM 200 201 QVC 202 280 300 TBS 301 302 CNNj 303 CNBC

3 TV 69 351 MUSIC ON! TV 352 MTV : : : J:COM ( ) : http://tv.so-net.ne.jp/chart/catv/jcom/53/date.action?index=2 4 1. TV TV 92 97 98 1 05 2 07. TV 00 TV. 3 1 TV (: ) : (2011) TV 09 234 105%

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72 16 NEWS 21 BTV 22 BTV 23 BTV 24 BTV 25 BTV 26 BTV 27 BTV 28 BTV 29 BTV 25 BTV 26 BTV 27 BTV 28 BTV 29 BTV 30 31 32 33 34 35 36 37 40 3 41 38 39 1 42 43 44 45 46 47 48 49 50 51 52 53 54 55 陕 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 72 73 74 75 76 77 78 79 80 101 : Beijing Gehua http://www.bgctv.com.cn/dnszx11/pdlb11/ 3. TV 2006 2010 18%. TV CJ HappiGo. 2010 3 TV 46.4%.

3 TV 73 3 21 3 TV TV-CJ (CJ) (Happigo) Acorn International Inc 3 2006 2007 2008 2009 2010 4.5 (5.7) 3.2 (4.0) 8.6 (10.8) 16.3 (20.5) 8.5 (9.6) 9.4 (10.6) 14.0 (15.7) 31.9 (35.9) 14.5 (14.4) 14.0 (13.9) 11.9 (11.8) 40.4 (40.1) 22.1 (17.4) 20.0 (15.7) 11.0 (8.6) 53.0 (41.7) (:, RMB, %) 33.5 (21.6) 28.3 (18.2) 10.2 (6.5) 72.0 (46.4) CAGR ( 06 10) 65.18% 72.45% 4.36% 44.97% 79.2 89.1 101.0 127.2 155.2 18.32% : : TV,, DM : Euromonitor International 5 (CAGR) 13.7%, 70.7%, 10 8.3%, 13.3%. 3 22 ( 05 10) 2005 2006 2007 2008 2009 2010 (:, RMB, %) CAGR ( 05 10) 348 337 377 421 459 520 8.4 82 79 89 101 127 155 13.7 55 75 104 128 202 801 70.7 30 34 37 41 42 46 9.0 514 524 607 691 831 1,521 24.2 : Euromonitor International(January, 2011). CJ: CJ 2003 8 SMG(, ) CJ. 2004 4 TV CJ

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110 (2011),, 6. 30. (2010), TV, 5. (2011), TV, 11. 28,. (2002), T-commerce,. (2007),. (2010), 2011, 2011. (2003), 1. (2007. 6), (2011), 2010. (2006), TV, T. SERI. (2009),,, 11 24. (2006),,. (2008), TV, 2008-18. (2011), ( ). (2007. 10), TV. (2009), TV : TV, 14 5, 107-127., TV, 2010. 10. (2007),,, 12, 5.

111 (2010),. (2010. 12), 2010. (2008), 2008. (2011), TV, Trade Focus, Vol.10, No.56. (2011), 2010. (2009),,. (2011), 2011. Euromonitor International(2011), Homeshopping in the US, January. Euromonitor International(2011), Homeshopping in Japan, June. Euromonitor International(2011), Homeshopping in China, January. HSN(2010), Annual Report. JETRO(2011), A. KOTRA(2007),. NCTA(2008), Comments of the Cable: In the matter of leased commercial access(mb Dcoket No.07-42), Before the FCC. Ofcom, Communication Market Report (2005 2011). Shop Channel(2011. 7. 1), 20101,115 14. ShopNBC(2011. 3. 17), ValueVision Q4 2010 Net Sales Rose 15.2% to $178.8 Million; Adjusted EBITDA Rose to $8.0 Million vs. a Loss of $1.3 Million. SNL(2011. 6. 22), QVC in talks to launch in China, France, Brazil.

2011 12 2011 12 3 36( ) TEL: 570-4114 FAX: 579-4695 6 ISBN 978-89-8242-879-1 93320