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2 (2008),,,, DMB,,,,,, (2007),,, (2008),,,,,,, (2007), 3,, (2010), - 2 -

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2 1 1. 1926 TV 1956 TV 1961 KBS TV 1964 TV(DTV, TBC ), 1969 MBC TV 1970 MBC 1980 MBC, (TBC) KBS2 2 1 (1926 2010) 1926 1927 1956 KORCAD 1959 ( )(MBC) 1961 KBS 1964 TBC 1964 1968 (MBC) 1969 MBC 1970 TV 1970 TV (MBC) 1970 TV(MBC) 1971 TV, (MBC) 1971 (MBC) - 5 -

1971 (MBC) 1972 (MBC) 1973 1974 MBC, 1980 KBS, TBC 5 1980 KBS, MBC 1983 TV (MBC) 1983 TV (MBC) 1983 TV (MBC) 1985 TV (MBC) 1987,,,,,, MBC TV 1988 1991 SBS 1994,,, 4 1996,,, 4 1997 () 2004, itv, itv TV 2005 itv (ifm )(SunnyFM) 2007 OBS 2010 MBC, 2010 MBC, MBC : 2010 KBS MBC, 1991 SBS 1995 2006 (TDMB), 3 DMB 2010 DMB TV 33 21( 7 ) 54 TV TV, - 6 -

2 2 (2001 2010) 2001 2002 2003 2004 6 2005 6 2006 4 2006 2007 2008 2009 2010 41 42 42 43 46 49 49 50 53 60 73 32 33 33 33 32 32 32 33 33 33 33 * 9 9 9 10 11 11 11 11 14 21 21 6 6 6 6 6 19 : 2010 : * 7 (2009 ) TV 47 TV 128, 220 348 TV 128 64 2012 TV 220 AM 53, FM 165 KBS, MBC, SBS 348 KBS 140, MBC 100, SBS 9 32 2 3 (2010) TV AM FM (47 )* 64 64 128 53 165 2 220 348 (+18 ) 32 32 64 25 49 2 76 140 1 1 2 1 1 3 1 1 2 1 2 3 5 MBC (19 )** 19 19 38 19 38 57 95-7 -

(11 ) (2 ) (5 ) (2 ) (3 ) TV AM FM ( 1 ) ( 1 ) ( 1 ) ( 2 ) SBS 1 1 2 1 2 3 5 KNN 1 1 2 1 1 3 1 1 2 1 1 3 1 1 2 1 1 3 1 1 2 1 1 3 1 1 2 1 1 3 1 1 2 1 1 3 1 1 2 1 1 3 1 1 2 1 1 3 1 1 2 1 1 3 OBSTV 1 1 2 2 1 1 1 1 1 1 ( ) 5 16 21 21 ( ) 7 7 7 ( ) 5 5 5 ( ) 4 4 4 ( ) 2 9 11 11 7 7 7 tbs 1 1 1 tbs-efm 1 1 1 ( ) 1 1 1 1 1 1 1 1 1 (1) 1 1 1 (1) ( ) 1 1 1 :, 2011 : * 7 **MBC 19 :,,,,,,,,,,,,,,,,,, 2., 2010,, (8 4,502 ) (2 1,872 ) 25.9%, - 8 -

TV 22.8% 3.0% 2 4 (2005~2010) 2005 2006 2007 2008 2009 2010 TV 21,492 21,839 21,076 18,997 16,709 19,307 22.8% 2,683 2,799 2,807 2,769 2,231 2,565 3.0% (A) 24,175 24,638 23,883 21,766 18,940 21,872 25.9% 16,724 17,013 17,801 16,581 15,007 16,438 19.5% 4,368 4,591 4,841 4,804 4,388 4,889 5.8% 4 (B) 21,092 21,604 22,642 21,385 19,395 21,327 25.2% 4 (A+B) 45,267 46,242 46,524 43,151 38,335 43,199 51.1% 7,358 7,737 6,793 6,395 6,248 7,494 8.9% 4, (: ) 7,315 7,711 7,873 7,663 7,368 8,061 9.5% TV(a) 4,868 6,721 8,297 8,600 7,794 9,649 11.4% 5,669 7,790 10,200 11,900 12,430 15,470 18.3% (b) 62 120 120 95 95 153 0.2% TDMB(A1) 19 88 114 176 271 0.3% IPTV(c) 53 114 205 0.2% 10,599 14,650 18,706 20,762 20,609 25,748 30.5% 70,539 76,339 79,897 77,971 72,560 84,502 100.0% (a+b+c) 4,930 6,841 8,417 8,748 8,003 10,007 11.8% (A+a+b+c+A1) 29,105 31,498 32,388 30,628 27,119 32,150 38.0% :,, 2010, 2010 17 5,872, 4 685 (23.1%) PP(DP) 13 9,899, 29.1% TV 3 5,757 25.6%, 4,789 3.4% - 9 -

DP PP 5 9,724 (42.7%) 1 2 5 (2010) (: ) 2010 2010 2010 (DP) 2010 (DP) 17,587,270 100.0% 13,989,894 100.0% (TV/R/DMB) 4,068,533 23.1% 4,068,533 29.1% (TV) 3,575,718 20.3% 3,575,718 25.6% (Radio) 478,891 2.7% 478,891 3.4% DMB 13,924 0.1% 13,924 0.1% DMB 17,673 0.1% 17,673 0.1% (/) 2,651,226 15.1% 2,651,226 19.0% 2,637,424 15.0% 2,637,424 18.9% 13,802 0.1% 13,802 0.1% 875,730 5.0% 875,730 6.3% 430,983 2.5% 430,983 3.1% DMB 444,747 2.5% 444,747 3.2% 9,569,806 54.4% 5,972,430 42.7% PP 2,921,999 16.6% 2,921,999 20.9% PP(TV/R) 3,050,431 17.3% 3,050,431 21.8% PP(DP) 3,597,376 20.5% - - IPTV() 404,303 2.3% 404,303 2.9% :, 2011 2010 10 4,393, 3 6,497 (35.0%) DP, 10 3,989 35.4% TV 3 3,081 32.1%, 3,276 3.2% PP(DP ) 3 8,297 (37.1%) - 10 -

, PP 2 6 (2010) (: ) 2010 2010 2010 (DP) 2010 (DP) 10,439,341 100.0% 10,308,895 100.0% (TV/R/DMB) 3,649,683 35.0% 3,649,683 35.4% (TV) 3,308,143 31.7% 3,308,143 32.1% (Radio) 327,618 3.1% 327,618 3.2% DMB 13,922 0.1% 13,922 0.1% DMB 14,516 0.1% 14,516 0.1% (/) 1,937,757 18.6% 1,937,757 18.8% 1,928,473 18.5% 1,928,473 18.7% 9,284 0.1% 9,284 0.1% 472,912 4.5% 472,912 4.6% 351,540 3.4% 351,540 3.4% DMB 121,372 1.2% 121,372 1.2% 3,960,170 37.9% 3,829,724 37.1% PP 2,161,614 20.7% 2,161,614 21.0% PP(TV, R) 1,668,110 16.0% 1,668,110 16.2% PP(DP) 130,446 1.2% - - IPTV 404,303 3.9% 404,303 3.9% :, 2011 66.4%, 29.1% 35.4% (DP ) TV 3% ( 7.7%) 2010, KBS 33.8%(1 3,803 ), MBC 1 1,670 28.6% SBS 9,003-11 -

22.0% 3 3 37.2%, 30.3% 23.6%, MBC 37.8%, SBS 29.7%, KBS 26.5% 3. < >,, key station 2 7 (2010) (: ) KBS 1,380,283 1,361,764 568,936 588,699 82,885 95,121 26,124 18,518 ( )MBC 742,934 734,924-524,926 64,251 134,569 11,177 8,010 ( )SBS 682,138 667,361-506,695 75,726 84,941-14,777 EBS 237,633 114,178 15,918 30,094 3,207 7,049 57,910 123,455 ( ) 42,626 38,830-34,842 2,990 938 60 3,796 ( ) 39,795 28,712-24,226 4,074 412-11,083 ( ) 27,091 25,254-19,801 4,629 824 0 1,837 ( ) 28,026 24,681-24,258-424 - 3,345 ( ) 22,273 19,738-19,738 - - - 2,535 ( ) 24,355 18,982-16,089 2,474 419-5,373-12 -

( ) 18,654 15,772-14,194 768 521 289 2,882 ( ) 19,105 19,074-15,777 2,576 623 99 31 ( ) 18,896 18,825-15,248 1,724 283 1,571 71 ( ) 27,270 21,690-16,465 4,891 333-5,580 ( ) 24,377 16,282-12,172 1,657 629 1,823 8,096 ( ) 17,259 17,259-12,268 2,705 643 1,643 - ( ) 18,595 18,525-11,931 4,749 803 1,042 70 ( ) 17,499 16,834-13,186 3,143 480 26 666 ( ) 14,401 12,258-12,211-39 9 2,142 ( ) 13,965 13,634-11,565 - - 2,069 331 ( ) 13,670 13,579-11,088 518 788 1,185 90 ( ) 19,929 19,929-15,962 3,097-870 - ( ) 16,307 16,192-14,068 1,547-577 116 ( )KNN 50,003 39,853-31,602 6,726 1,525-10,150 ( ) 34,148 26,623-24,481 1,570 552 20 7,524 ( ) 27,797 26,902-20,203 3,764 642 2,294 895 ( ) 25,152 23,410-17,080 5,562 767-1,743 ( ) 15,979 15,979-11,338 1,019-3,622 - ( ) 14,376 14,376-11,394 - - 2,983 - ( ) 20,058 20,058-11,233 3,146 327 5,353 - ( ) 18,173 17,575-15,035 1,834 675 32 598 ( ) 12,452 12,452-11,068 1,043-341 - OBSTV( ) 30,735 30,735-25,309 4,563 839 24 - ( ) 5,574 5,357-2,881 2,476 - - 217 ( ) 8,960 7,752-4,185 3,567 - - 1,208 ( ) 14,811 11,165 266 8,735 1,393-772 3,646 ( ) 22,035 14,854-7,523 600-6,731 7,181 ( )CBS 80,021 56,036-33,561 17,839-4,636 23,986 ( ) 4,601 4,601-3,906 464-231 - ( ) 38,203 5,092-3,581 968-543 33,111 7,219 7,219-838 5,849-532 - 111,393 2,689 - - 2,689 - - 108,704 ( ) 6,422 6,422 - - - - 6,422 - ( ) 45,829 43,073 1,527 4,393 3,268 1,028 32,856 2,756 ( ) 1,671 234-145 89 - - 1,437 ( ) 2,685 85-70 14 - - 2,600 ( ) 2,481 2,437-1,989 448 - - 44 ( ) 7,170 4,013-3,205 172-636 3,156 ( ) 5,493 5,493-2,269 59-3,166 - - 13 -

( ) 5,009 5,009-2,263 65 497 2,185 - ( ) 146 15-15 - - - 131 ( ) 288 208-41 - - 167 80 ( ) 64 64-64 - - - - ( ) 21 - - - - - - 21 ( ) 18 18-18 - - - - ( ) 50 38 - - - - 38 13 ( ) 84 84-6 61-17 - DMB 17,673 14,516-7,737 296 497 5,986 3,156 672 427-145 61-222 245 4,086,205 3,664,199 586,647 2,223,933 336,858 336,689 180,073 422,006 :, 2010 3 2010 3 KBS 42.7%, MBC 70.7%, SBS 74.3% KBS1, (41.2%) KOBACO, 3 MBC 19 60% 4, 70% 4, 80% 10, MBC 49.9%( 33.2%) 60%, MBC (25.5%) 30% 12, 40% 6 MBC 50% (50.7%) 10% 2(MBC, MBC), 20% 9, 30% 6, 40% 2(MBC, MBC) - 14 -

9 50% 1, 60% 2, 70% 4, 80% 2 (50%, 60% ),,, 9 21~23% MBC 12~20% EBS 10 48.0%( 52.2%) 12.7%( ), 1.3% 6.7%, 24.4% 29.6%( 09) : 8.3%, 10.5%, 10.8% ( ) 52.0% 12.7% 6.7% 24.4% 72.5%, KBS2 10 2,376 218 (9.2%) (K-FM) 10 86.5%( 13.5%) - 15 -

46.7%, 39.8% 0%, 0% 39.8% 13.5%, 46.7% 82.5%, 10 89.6 35 (38.5%) (itv-fm) 10 96.1%( 3.9%) 51.7%, 44.4% 0%, 0% 44.4% 51.7% 92.5%, 10 55.7 27 (47.8%) YTN (YTN-FM) 10 98.2%( 1.8%) 80.2%, 18.1% 0%, 0% 80.2% 82.5%, - 16 -

10 24.8 15 (66.1%) (FEBC) 10 13.3%( 86.7%) 9.4%, 2.5% 1.4%, 80.5%( 09) (), 9.4% 92.5%, 10 382 33 (8.7%) (BBS) 10 75.4%( 24.6%) 59.0%, 9.4% 5.2%, 13.2%( 09) 24.6% ( ), 59.0% 82.5%, 10 148 72 (48.7%) (WBS) 10 100%( 0%) 84.9%, 10.1% 0%, 5.0% - 17 -

84.9%, 82.5%, 10 46 32 (70.0%) (PBC) 10 67.4%( 32.6%) 34.1%, 2.7% 0%, 30.5%, 34.1% 82.5% 10 220 62 (28.2%) CBS 10 70.0%( 30.0%) 41.9%, 22.3% 0%, 5.8%,, 77.5%, 10 800 260 (32.5%) TBN() - 18 -

10 2.4%( 97.6%) 0%, 2.4% 0%, 0%, 10 1,114 1,087 TBS( ) 10 100%( 0%) 11.6%, 81.0% 0%, 7.4%, (TBS-eFM) 92.5%, 10 72 6 (10.7%) (GFN) 10 14.0%( 86.0%) 8.7%, 5.3% 0%, 0%, 92.4%, - 19 -

10 16.7 1.3 (8.0%) (Busan e-fm) 10 3.10%( 96.9%) 2.6%, 0.5% 0%, 0%, 70.7%, 10 26.9 0.5 (1.8%) 10 100%( 0%) 0%, 0% 0%, 100%, 10 64.2 () 10 94.9%( 6.0%) 9.6%, 7.1% 0%, 71.7%, - 20 -

, 10 458.3 43.9 4.., 05 34.3% 10 25.9%, 3.8% 3.0% 10 (DMB 3 ) (2 1,872 ) (2,565 ) 11.7%, 2000 2 8 (2005~2010) (: ) 2005 2006 2007 2008 2009 2010 268,316 279,901 280,717 276,971 223,053 256,541 TV 2,149,183 2,183,906 2,107,560 1,899,652 1,670,948 1,930,675 2,417,499 2,463,808 2,388,276 2,176,623 1,894,000 2,187,216 1.1% 4.3% 0.3% -1.3% -19.5% 15.0% TV -3.8% 1.6% -3.5% -9.9% -12.0% 15.5% -3.3% 1.9% -3.1% -8.9% -13.0% 15.5% / 11.1% 11.4% 11.8% 12.7% 11.8% 11.7% : KOBACO DB ( DMB 3 ) - 21 -

TV, 09 10 TV 15% / 10 2,565, MBC(MBC 19 ) 50.1%(1,284 ) 2 TV+ MBC 63.4%, MBC 31.8% 10 CBS 13.1%(336 ), KBS 9.7%(250 ), SBS 9.3%(240 ), SBS 9 14.1%(361 ) 2 9 (: ) 2007 2008 2009 2010 KBS-2R/FM 30,143 10.7% 27,794 10.0% 22,929 10.3% 24,964 9.7% MBC-R/FM 140,598 50.1% 143,170 51.7% 112,466 50.4% 128,415 50.1% SBS-R/FM 21,863 7.8% 22,062 8.0% 19,061 8.5% 23,980 9.3% GTB-FM 924 0.3% 796 0.3% 754 0.3% 923 0.4% KBC-FM 1,682 0.6% 1,490 0.5% 1,243 0.6% 1,641 0.6% TBC-FM 2,329 0.8% 1,955 0.7% 1,661 0.7% 2,406 0.9% TJB-FM 1,130 0.4% 990 0.4% 895 0.4% 1,149 0.4% UBC-FM 877 0.3% 713 0.3% 584 0.3% 805 0.3% JTV-FM 880 0.3% 941 0.3% 876 0.4% 1,009 0.4% JIBS-FM 587 0.2% 531 0.2% 469 0.2% 665 0.3% CJB-FM 647 0.2% 632 0.2% 545 0.2% 782 0.3% KNN-FM 2,294 0.8% 2,233 0.8% 2,186 1.0% 2,743 1.1% - 22 -

2007 2008 2009 2010 -FM 5,512 2.0% 5,013 1.8% 3,781 1.7% 4,185 1.6% itv-fm 2,431 0.9% 2,391 0.9% 2,305 1.0% 2,881 1.1% YTN-FM 0 0.0% 451 0.2% 1,097 0.5% 1,809 0.7% BBS-FM 11,596 4.1% 11,031 4.0% 8,267 3.7% 8,735 3.4% WBS-FM 4,896 1.7% 4,660 1.7% 3,603 1.6% 3,906 1.5% PBC-FM 10,684 3.8% 9,814 3.5% 7,065 3.2% 7,523 2.9% CBS-FM 37,051 13.2% 36,199 13.1% 29,320 13.1% 33,561 13.1% TBS-eFM 0 0.0% 30 0.0% 518 0.2% 665 0.3% GFN-FM 0 0.0% 0 0.0% 80 0.0% 145 0.1% Busan_eFM 0 0.0% 0 0.0% 25 0.0% 70 0.0% Radio 280,717 100.0% 276,971 100.0% 223,053 100.0% 256,541 100.0% : KOBACO DB : MBC MBC 19 ; EBS TBN() 1%, 1% 26,. 2) 1) ( The Invisible Medium ),, 2) - 23 -

,,,,,,,,,. 2),, - 24 -

, 3), DMB, DMB, ( ), (digital divide) () ( ),,,,, - 25 -

4), FM,, ( ) ( ), 2012, - 26 -

2 3) 1. TV 1.34 ( 0.94, 0.4 ), 0.82 0.70, 0.56 2 10 TV() PC 1.34 0.82 0.70 0.56 DVD 0.55 0.26 0.20 0.13 :, 2010 4) TV 98.0%, 73.3% 62.2%, 51.5% TV, 24.7%( ) 61.4%(2 24.6%( ) 77.0%(2 ) 3) 2010, KBS 2010 4) - 27 -

2 1 :, 2010 : = / 2.. TV, TV 82.6%, 16.2% 64% 2 2 (N=6,409, : %) :, 2010-28 -

2 3 TV (N=TV, : %) :, 2010 TV, /, 50 90% TV / 10 ~20 30 / 10 2 4 (N=, : %) :, 2010-29 -

2 5 (: ) :, 2010 TV(180.1 ), (105.7 ) 3 (75.3 ), TV. TV (, ) TV TV 120.0, 68.4, 71.1, IPTV 43.6 2010 TV 111.1, 142.3 2009, TV 10 (81.7 ) 60 (164.6 ) TV - 30 -

2 6 TV (: ) :, 2010 : KBS, MBC, SBS, EBS TV DMB,, PMP TV 17.6% (82.4%) TV 5), 20 ~30, TV TV TV TV DMB 52.2%, 40.8%, PC 22.9%, PMP 2.2% 6) 5) 2009 TV 94.8%, /,, DMB TV 10.2% 6) 2009 49%, 39.8%, 23.2% DMB 22.2% - 31 -

2 7 TV TV (N=TV 1,129, : %) :, 2010. 1 30.7%, 10 9.3%, 30 40 40% 2 8 (: %) :, 2010-32 -

, 2010 9, 8, 4, 05 1 37, 1 36, 1 22 05 2 11 (: %,. ) :, 2 10, 10 40 ( 16, 15 ), 30 40 (6 ), 10-15 ( ) 60 2, 2 18, 1 34 50-33 -

2 12 (: %,. ) :, 2 13 (: %,. ) :, - 34 -

3. TV 58.2%, 34.2%, 2.0% TV, 40, 50 ( 5.1%, 4.4%) 2 9 (N=6,409, : %) :, 2010 TV (48.0%), (40.2%), (46.1%), (34.4%) 1~2% 2.8% - 35 -

, DMB, IPTV TV 27.1%, / 21.8% 18.1% 10, 20, 30, 60 2 10 (N= TV, 6,409, / 5,826, : %) :, 2010 : = + ; = + 4. TV, 20 ~23 TV 21 ~24, TV 2224-36 -

. TV TV TV 21 24, 7~11 19 ~24 2 11 TV () (N=4,681, : %) :, 2010 TV TV 95.1%, DMB 13.2%, / 8.9%, PC 4.9% TV TV 56.1% - 37 -

, 49.0%, 31.2%,, 2 12 TV (5 ) (N=6,409, : %) :, 2010 : = 4 + 5 ; = 1 + 2 TV TV 50%, 45.4%, 4% TV 60, 40 TV 56.3%, 53.7%, (46.3%), (46.3%), (45.2%) / (26.2%), (26.5%) - 38 -

. 10 17, 7 ~9, 2~3 2 13 () (N=4,681, : %) :, 2010 59%, 38.2% 7%, DMB 2% 58%, 32.1%, - 39 -

11.6% KBS, 81 ~ 10 81~ 10 ( 33 3 ), ( 13 6 ) 2 14 () : KBS, 2010 28.9%, 25.7% (13.3%), (13.1%) - 40 -

2 15 (N= 1,969, : %) :, 2010 2 16 (N= 1,969, : %) :, 2010 : = + ; = + 39.7%, - 41 -

(33.4%), / (26.4%) (58.8% ), (28.8% ) 2 17 (BASE=, : %) :, 2010 : = 4 + 5 / = 1 + 2 5. TV (98.0%), (82.6%), (180.1 / ), TV (120.0 / ) ( 71.1 /, 68.4 / ), TV - 42 -

,,,,,,,,, 0.7, 0.56, 62.2%, 51.5% 1 30.7%, 16.2%, 64% TV (58.2%) 2.0%, TV,, 1%,, TV (56.1%), (49.0%) (31.2%), (39.7%) TV, TV (, ), /, (,, ) (26.4%),, - 43 -

3 1 1.. 11 10, (smart phone) 2,000, (Apple) (ipad) (Galaxy tab) TV (Google) (operating system) TV, LG TV IT TV (anytime anywhere), (UGC) 7), SNS 8) TV (feature phon 7) user generated content(ugc) user created content(ucc) 8) Twitter, Facebook social network service(sns) - 44 -

e) 9) (smart) (interactive service), (application),,,, (platform),,,, (opportunity), (threat). 11 10 2,015, 38.6% 10) 9), (feature) - 45 -

1,000 3 4 1,500, 3 2,000 3 1 : (2011.3) 2 3GS 2009 50 ( 1.04% 11) ) 2,000 Gartner, IDC IT Gartner, 2010 18.6% 2013 36.7% 18.1%p IDC 2010 17.9% 2013 10) 2011 10 11) 2010, 373pp. - 46 -

27.7% 3 2 IDC : IDC, 3 3 (: %) :, 2011. 8.16, 2011 2 18.5%(2,030 ) 1, 2 17.5% - 47 -

, RIM PC, 70% 2008 2 47% 1, 2011 2 48% 1, ios 19% 2, (Symbian OS) 16% 1/3 OS 4% 3 4 (2008.2/ 2011.2) : (http://www.asymco.com) - 48 -

, 2010 2 18 189,060, 1,909 86,, KT (2010.3.2) (http://www.distimo.com) 2011 7 100 3 3 1 daily download free apps population (millions) 1. United States 4M 313M 2. China 1.5M 1337M 3. Korea 1M 49M : Gartner 2010 52 2014 580 10-49 -

3 5 : :. PC PC 12) PC, PC Gartner 2010 PC 1,950 181% 12) (2011), TV - 50 -

3 6 PC (: ) :, KRG, (2010.10). TV TV TV (OS) TV TV TV TV TV 3D TV, VoD, TV OS, PC, TV N-SCREEN, - 51 -

TV TV IPTV TV, TV VoD IPTV, IPTV IPTV TV, LG, QoS IPTV TV TV IPTV CP Dart media(2011.5) - 52 -

3 7 TV :,, LG, 2011 TV TV (4,500) 25% 1,200 TV LG 11 TV TV - 53 -

TV TV 99 2010 9 12 100 TV,, TV, aip play, TV, Neflix, OS, YouTube, Gmail, Google-earth OS Bada 3D TV 2010 2, 7 TV LG 2.0 OS TV 2011 1 LG U+ TV Smart share - 54 -

3 2 TV Apple TV Google TV Apps TV 2010.9.28 2010.10.13 2010.9.3() $99 $1,000~2,500(TV) $299.99(STB) 160~330 - SONY Samsung TV, TV + + + OS ios Android Bada $0.99(TV ) $4.99() / / Time Warner(CNN, itunes store ABC FOX Netflix : (2011) - TBS, TNT, Cartoon Network) NBCU HBO Amazon Netflix Napster Pandora NYT USA Today SONY Intel Adobe Logitech Dish Network BestBuy( ) KBS SBS EBS Hulu Plus Blockbuster Vudu TV 2010 TV 17.2% 2013 33.3% KT 2010 12.8% 2013 50% - 55 -

3 8 TV :, KT TV IPTV, (, 2010) In-Stat TV 2013 17 Linear TV on-demand, VoD Netflix 2,000 BBC BBC iplayer 17% - 56 -

( 10 5 ), 2008 3,890, 2010 3,420, VoD 60 140 DVR 820 1,340 3 9 TV :, 2010, VoD KBS 60%, KBS, DMB, IPTV VoD 40% - 57 -

3 10 KBS 2. TV () TV OS 3 11 TV : (2011) - 58 -

3 3 TV : (2010) ( ) TV TV : TV (OS), LG TV : TV OS TV - 59 -

3 12 TV : (2010) 3 13 TV Value Chain : ATLAS - 60 -

2 1. TV TV TV ( ) OS -- TV (1 ) 2010 5, TV TV (TV meets web, Web meets TV) TV,,, (Adobe),,, TV 2010 10, TV TV 2010 10, TV TV (Revue) (UI), 1 TV - 61 -

3 14 TV :http://itviewpoint.com/177843 (2 ) 2011 10, UI, () TV TV 2.0 PC 3.1 UI TV 30 (Vizio), LG,, 1,, 19 ( 2011/10/31) - 62 -

3 15 2.0 :www.google.com - 63 -

(3 ) 2012 100 2012 LG TV TV' ( 2011/11/23) TV' TV TV TV ( 2011/11/4) ( ) TV 2. TV ( ) ios TV (1 ) 2007 3, 40GB TV 299 (2 ) 2009 9, 2 TV 99 TV, PVR(Personal Video Recorder) OTT(over-the-top) TV (, 2010) - 64 -

3 16 N : (2011) 3 17 2 TV(STB) : www.apple.com - 65 -

(3 ) TV 2013 ( ),, PC TV 2012 2 ( 2011/11/24) ( ) N-Screen 3 4 TV TV Apple TV(STB) Google TV 2010 9 28 (2 STB) 2010 10 13 (1) 2012 itv() 2011 10 28 (2.0 ) $99(2 STB) $1,000~2,500(TV) $299.99(STB) ( ),, 2 ios Android TV, ( ),, + + TV 99, HD 4.99 ( : ( ) ABC, FOX ) (2),, ( ) (TV, ) (: 1) (: 2) - 66 -

Apple TV(STB) Google TV (CPU) ( ) ( ) 3. Hulu ( ) (hulu.com) ABC, NBC, Fox 2007 3, 4 NBC FOX 2009 ABC ( ) 2008 3,, 2008 8 8 hulu.com 2009 3 2, 2010 3 2010 6, (Hulu plus) ( ) 2010 4 hulu.com 3 2 TV, NBC, FOX, ABC, CBS the CW 1 6 (, 2011) Hulu plus 7.99 13) Hulu PC, Hulu plus ( ), TV(, LG,, Vizio), (, ), 13) 7.99, 9.99-67 -

(Roku), ( 3 MS XBox, ) Hulu (NBC, FOX, ABC), (MTV, A&E, MSNBC ), (MGM, Paramount ) AOL, MSN, Myspace, Facebook, Yahoo (, 2011) Hulu 29,700 TV 1,700 ( 16,000 TV 775 ) TV (SNL, 2011) 3 18 Hulu : (2011) ( ) 2011 9, - 68 -

, 1,480 (19.25) PC, TV, PC, 3 xbox 3 5 Hulu :Nielson Company(2010.03) - 69 -

4. Netflix ( ) 1997 DVD, 2007 1 DVD Watch Instantly' 2010 11, VoD-only 7.99 ( DVD 9.99 ) ( ) 2,380, 2,280 TV (, 2011) 2011 4, 23,500 TV 8,250 (, 2011) 2010 29.5% 21 6,300, 47.8% 2 8,400 2009 3 41% 2010 1 55% DVD 2013 2011 7, DVD 3 2011 9 1 60% 3(2011. 07~09) 80 3 35% ( ) 2010 9, 7.99 ( 7.8 ) 97 (2011. 06 ) - 70 -

2,556 (, 2011) 2011 9 5, 9 12 43 7.99, PC,, TV, 2012, 2011 11 2, (gigaom.com),,,,,,, 3 19 Netflix Hulu :, 2011-71 -

3 20 5. BBC iplayer ( ) 2007 12 BBC 7, 30 7 BBC1 BBC2, BBC3, BBC4, CBBC, CBeebies 10, - 72 -

( ) 2010 5 1 2 PC, TV IPTV BT Vision, TV Virgin Media, (Wii) 3 2011 2,, 2011 7, 9 BBC iplayer Catchup TV itv(itv Player), Channel4(4oD), Channel5(Demand 5) 3 21 BBC iplayer : bbc.co.uk - 73 -

3 22 BBC iplayer : igadgetlife.com 6. YouView ( ) BBC ITV, BT 7 VoD, TV, VoD,, catch up TV 14) 2008 iplayer BBC ITV BT TV Project Canvas Channel4, Channel5, TalkTalk, Arqiva 7 4 450 14) VoD, - 74 -

2010 9, YouView TV Ltd. Freeview Freesat IP VoD ( ) 200 YouView Freeview Freesat, ( ) 2011 6 2012 3 (text), (picture, ), (audio) (video),, VoD(video on demand), AoD(audio on demand) ( ) ( ) ( ) 15) 15) VoD, AoD CoD(content on demand) - 75 -

1.. : (Conting) 2009 8 15 (contents exciting ) KBSi, imbc, SBS DRM( ) DRM free 3 3 23 30 15,000 10% 3 3 9,900 20, 50GB 12,500, 35,500-76 -

KBS K(K-player) ( ) KBS TV 3 (KBS1, KBS2, KBS24) 7 ( FM, FM, 1Radio, FM, 3Radio,, KBS world) PC,, PC 3 24 K : TV (2011.09.03) ( ) WiFi 3G KBS ( ) PC N-, () KBS TV - 77 -

3 25 K PC 3 26 K PC 3 27 K : www.k.kbs.co.kr - 78 -

MBC (Pooq) ( ) MBC PC, PC 3 MBC PP 4 (MBC, MBC, MBC, MBC) SBS SBS 2 (SBS SBS ) 6 ( ) PC (www.pooq.kr) PC, VoD 700 3 28 Pooq 3 29 Pooq - 79 -

3 30 Pooq 3 31 Pooq PC : www.pooq.kr - 80 -

( ) MBC SBS 6, SNS,, (Nate) CRI(content related information) () MBC SBS PP SBS Gorealra ( ) SBS 2 (FM, FM) PC, PC SBS TV (SBS, SBS ESPN, SBS Plus, E! TV) 4 MBC TV (MBC, MBC ) 2, 3 11 ( ) 3 32-81 -

3 33 TV 3 34 PC - 82 -

( ) TV, /( ),,, best, SNS, () 3 35 : http://gorealra.sbs.co.kr - 83 -

3 6 3 N KBS MBC SBS K(K-player) (Pooq) (Gorealra) 2011. 9 2011. 10 2011. 3(TV ) VoD (2011.11.1 ) (KBS ) KBS TV ( ) KBS 1TV, 2TV KBS 7 10 PC,, PC KBS TV, 100 (MBC/iMBC MBC IT ) MBC SBS TV,, SNS, CRI 16) MBC, SBS PP(MBC, MBC, MBC, SBS ) 6 PC,, PC 2MB HD, MBC SBS, 130 ( 150 ) (SBS SBSi ) SBS TV,,, (AoD ) SBS TV 4 MBC 2, 2 (FM, FM), 3 11 PC, ( ) 300 16) Pooq VoD imbc - 84 -

CRI(, Content Related Information) Pooq SK (API) CRI SK PC,, TV, CRI MBC 3 36 Pooq CRI - 85 -

( ) N 9 TBC() 1 ( m.tbc.co.kr ) TBC SNS(, ), ( MBC ) N 18 MBC MBC(m.mbccj.co.kr), MBC(m.gnmbc.co.kr), MBC(m.ysmbc.co.kr) 3 ( ) N N N () DMB HD ( ) - 86 -

,, DMB ( ). 3 KT TV(Olleh tv now) ( ) KT IPTV, PC VoD 26 7,000 VoD PP VoD Fun Oasis,, Metro Class,, kids Mom&Kids ( ) Olleh tv now WiFi WiBro TV, VoD,, IPTV KT - 87 -

3 37 TV 3 38 TV VoD - 88 -

3 39 TV PC : http://tv.olleh.com/ SKT (hoppin) ( ), TV, 8 VoD PC, TV S TV ( ) TV WiFi ShareZone ( ) SK S PC - 89 -

3 40 Hoppin TV - 90 -

3 41 : http://www.howtolivesmart.com/hoppin/bottom.html 3 42 S Hoppin : www.kuccblog.net/395-91 -

LG (U+Box) ( ) N,,, VoD, PC, PC, TV WiFi, 3G DVD/HD (10~15GB, ) (,, / ), (photo book) PC, ( ), PC, PC /, TV ' (U+ Smart7)' 3 43 : http://www.uplusbox.co.kr/ - 92 -

3 44 VoD 3 45 : http://www.uplusbox.co.kr/ - 93 -

3 7 3 N KT SKT LG U+ Olleh TV now Hoppin U+Box, -App TV- 7, -App, -App HDTV- HDMI TV-STB TV-Cradle PC- PC-hopping player PC -, IPTV Hopping IPTV, display(tv) N STB TV : (2011) N N () ( ). (CJ Hellovision) (TVing) ( ) CJ N 120 1 VoD PC,, PC 2011.8 141, MBC 5 (KBS1, KBS2, SBS, OBS, EBS) - 94 -

Mnet, tvn, 3, 16 4 Multi-View 4 3 46 TV :http://www.tving.com/ ( ) 120 (, ) PC,, PC 30 5,500 ( 5,000 ) (PC ) 30-95 -

16,000 ( 15,000 ),,, 30 3,500 ( 3,000 ), 1,500, 3,000 30 1,500~2,500 3 47 () HCN TV ( ) HCN TV N PC, PC 50 PP 2011 9 6 ( ) (PP) - 96 -

( ) /, /, /, /,, 50 VoD ( ) 11 1 10 2011 10 1 100 3 48 TV :http://everyon.pandora.tv/. TV TV,,,, 350 (, ) 20 VoD TV 1-97 -

12. 3 30 21,000, 30 9,000. TV 1) 2010 ( ) 2010, TV 22.1% 20 33.9%, 10 26.7% 3 49 TV (: %) :, 2010 TV, TV 58.4%, 46.1% TV 34.9%, TV VOD 21.9% TV, TV 69.7, 57.2, - 98 -

54.0 3 50 TV (: %) :, 2010 : N= TV 950 TV, VoD 24.7%, 20.6% TV 10.1% 3 8 TV ( ) (%) TV (331) 69.7 TV VoD (208) 50.2 24.7 (555) 57.2 20.6 (438) 54.0 10.1 :, 2010-99 -

8.9%, 4.9% 2) 2010 (KISA) 6 42.8% TV TV 44.9% 40.4% 20 TV 69.5% 3 51 TV (: %) :, 2010 : 6 3 52 TV (: %) :, 2010 : 6-100 -

TV 81.7% 1 ( 1 31.5%, 1 50.2%) TV 2.. PC, MP3, 93, 94, 95 2000 FTP, / - 101 -

metafile :, cf) (Podcasting) Podcast / MP3 RSS RSS(really simple syndication) : /, RSS / Podcast / Podcast / (MP3 ) Zencast : (MP3 Zen ) Podcating Podcasting Podcast (PC ),,, - 102 -

MP3 (PC ) KBS kong, MBC mini, SBS Gorealra, CBS rainbow, EBS bandi widget ( ) PC. KBS on air 1FM, 2FM(Cool FM), 1Radio, 2Radio(Happy FM), 3Radio,,, Kong Kong KBS On-air No Gravity, 2006 3, DMB,,, AoD/VoD( ) TV DMB 8 1FM, 2FM(Cool FM), 1Radio, 2Radio(Happy FM), 3Radio,, KBS World Radio, DMB - 103 -

' AoD, VoD,, Kong 2007 6, Kong, KBS Kong 2008 10, KBS < KBS > 3 53 KBS Kong - 104 -

KBS Radio Tune 1FM, 2FM(Cool FM), 1Radio, 2Radio(Happy FM), 3Radio,, KBS World Radio, DMB 8 KBS, 4 3 54 KBS Radio Tune,, R2-player - 105 -

, R2(Radio 2.0)-player PC, 21 44 3 9 R2-player (2011.11.) KBS(1Radio, 2Radio, 3Radio, 1FM, 2FM,, DMB, WORLD), itvfm, YTN (FM, AM),,, TBS(FM, efm),, TBN(,,,,,,, ), ( FM), 21, RadioKiss(KISS, 8090,,, All that Jazz, 1, 2 ) FM, FM, FM, FM, FM, FM,,,,,,, 2010 3 PC, 2010 7 KBS ( ) 3 55 R2-player - 106 -

EBS on air, TV(EBS, ) VoD( ), / / AoD/ VoD 3(1), Bandi Beyond Analog and Digital 2006 7,, (),,,, 3 56 EBS Bandi - 107 -

2011 10, Bandi,,,,, EDUmp3 EBS MBC on air FM(95.9), FM4U(91.9), TV(MBC), mini FM(95.9), FM4U(91.9), Channel M(DMB, ) 2006 3 2007 6 5 2007 12 2010 8 2011 10, BETA 2011 10,,,,,, mini, (, ) - 108 -

3 57 MBC mini, mini FM(95.9), FM4U(91.9), Channel M(DMB, ) 2010 8, 2010 9,. mini,, MBC on air - 109 -

3 10 MBC MBC MBC on-air FM, FM4U FM, F M 4 U, AM - - - - MBC FM - - MBC ( F M, AM) (FM98.9, - - FM100.5) MBC FM, AM - - MBC FM, FM4U - -, MBC FM, AM, - - MBC FM, AM - MBC ( ) QR MBC MBC FM, AM FM, FM 3 - - (MBC, TV, ) MBC FM, - - PC - 110 -

MBC MBC MBC MBC MBC MBC on-air FM4U FM, FM4U FM,AM FM FM, FM F M, FM FM, AM FM, AM (, ) MBC, 3 - - - (, ) - - - 2 - QR (, VoD, ) MBC FM, AM : MBC, MBC FM, MBC FM4U, imbc FM, imbc FM4U, CNN, ABC, NPR, BBC, NHK - 111 -

3 58 MBC SBS on air Love FM(103.5), Power FM(107.7), DMB(SBS V-Radio), TV(SBS, ) V-Radio,,,, Gorealra Go Real Radio 2006 7 2007 11 Gorealra 2.0 TV on-air 2010 5 Gorealra 3.0 TV SNS 2010 12 TV,,, SNS(, ), DJ - 112 -

3 59 SBS Gorealra, Gorealra(Go Real Radio) 2010 12 Love FM(103.5), Power FM(107.7), TV(SBS, ) TV,,, on air - 113 -

3 11 on-air KNN() 6 G1() fresh FM FM(99.3) TBC() ( ) KBC() FM 101.1 TJB() FM 95.7 UBC() FM 92.3 JTV() FM 90.1 CJB() JOY FM 101.5 JIBS() FM on air ( Player ) 2009 10,, FM 99.9, KFM99.9() 99.9FM,,,,,, CBS on air : rainbow TV on air, rainbow - 114 -

FM(93.9), FM(98.1),,, TV, rainbow FM(93.9), FM(98.1),,,,, 3 60 CBS rainbow FEBC() on air FM/AM, FM, FM, FM, FM, FM, FM, FM, FM, FM, AM,, iradio - 115 -

FM/AM, FM, FM, FM, FM, FM, FM, FM, FM, FM, AM,,,, 3 61 iradio, FEBC( ) FM(93.9), FM(98.1) FM, FM, FM, FM, FM, FM, FM, FM, FM, FM, AM,,, IP 16 9, LGU+ 2010 3, - 116 -

BBS() on air FM 101.9 3, BBS 2011 10 BBS, TV,, BBS,, /, ARS BOOM PBC() on air FM(105.3), PBC Radio 2010 11 PBC, WBS() on air (,,,, ) - 117 -

WBS AoD tbs( ) on air FM(95.1), efm(101.3), TV, TOY 2009 4, FM95.1, efm, tbstv 3,,,, tbs FM(95.1), efm(101.3), TV TV,, /,,, () 3 62 tbs TOY - 118 -

TBN(, ) on air DMB, FM, FM, FM, FM, FM, FM, FM (, ) AoD 365, TBN, SAFE DRIVING', ' R2 TBN R2 R2 TBN 8 KBS, PBC,, 28 3 63 R2-player - 119 -

, TBN DMB, FM, FM, FM, FM, FM, FM, FM,, CCTV,,., http://www.mukulcast.com/ 1999 7 (Music Club Cast) (Cyber Jokey: CJ) 8 CJ 24, Shoutcast Radio,,, Real player, itunes, foobar(),,, (http://www.mukulcast.com), MuKulPlayer 2000, 1-120 -

3 64 MukulPlayer KMStudio Classical Radio(KCR) http://kmstudio.co.kr/ 2007 24 2010 1, TV 'KMSTUDIO TV',,, (4143 ) TV(1960 ), Real Player,,,, Simple player, InLive Player, KPlayer, KMStudio Player1 2 3, 3 65 KMSTUDIO - 121 -

:,, 6 21&TV http://www.radio21.tv/ 2002 16 2003 2 21 24 TV 1, 2 ( 1, 1 ), 1 on-air, TV FStream radio21 xiialive url (Google Listen) http://www.inlive.co.kr/ 1999 12 2003 2 4 2 5 2005 2 70, 15,,, - 122 -

Olleh Music(Dosirak) 3 66 INLIVE (Podcast) Podcast ipod Broadcast', RSS - 2001, 2004, - 123 -

Apple (itunes Store), Apple ipod MP3,, 2009, 2011 4 1 600 1 KBS 25, MBC 29, SBS 20, MBC 17, 435 MBC< >, SBS< > 10~20 MBC< > 15-124 -

. 1) ( ) 2010, (1,969 ) 1 7.0%, 0.2% (136 ) 1 29.8% 2 26.0%, 3 20.5%, 3 23.7% 2) (KISA) 6 50.2%( 54.6%) 56.3%(58.8%) 44.1%(49.7%) 20 62.3%(62.4%), 30 66.0%(66.2%), 40 63.3%(65.4%), 50 54.8%(62.6%) 30 6 (3,617 ) 33.2% 33.7% 32.7% 20 51.8% - 125 -

3 67 (: %) :, 2010 : 6 85.0% 1 1 26.9% 1 58.1% 3 68 (: %) :, 2010 : 6-126 -

4 1., TV PC (on-demand), PC (on-demand) PC (mobility), (anytime anywhere) ( ) 17) 17) ios Android OS, (App Store) (Android Market) - 127 -

(App Store) (Android Market) ( ), (needs), SNS(social network service) (utility), PC ( ) TV TV TV, OS (Apple) (Google) IT, ( ), LG OS ( PC) ( ), TV ( ) - 128 -

, TV, SO, PP PC ( ), (Conting) K-player, Pooq, Gorealra VoD, 2. - -- -, - -, - 129 -

,,,,,,, ( ) TV,, IPTV,, TV ( ) PC,,, TV - 130 -

,,, 3 TV, TV, pod-casting TV,, IPTV PP - 131 -

,, IP TV, ( ) ( ) /,,, Hulu,, IT - 132 -

, /IPTV, ( PP) ( TV), MPP TV TV 3., (), (TV) ( ), VoD,, ( ) (TV), ( ) - 133 -

,, (, ) DMB,, ( ), (), () ( ),,, LG IT ( ) TV, ( ) ( ), ( ) - 134 -

(VoD ), ( ), / /, ( ) PP VoD ( ), ( ) ( ), ( ), ( ), - 135 -

4 1,,,,,, (public interest) (2003, 2007) 2003 Ofcom, 4 4 1 (quality) (range & scope) (diversity) - 136 -

(social values) (, ) (,, / )) (, ) : Ofcom(2004), Measuring Public Service Broadcasting BBC 2007 21 BBC 6 4 2 BBC 6,,,,,,,,,,,, - 137 -

DAB 95% TV : (2009), 2 1. ( ),,,,, - 138 -

, (Public Service Broadcasting) : 5 ( ) 6 ( ), 4 3 o 5 ( ) - /, -,, - /// -, -,, - // o 5 ( ) -, - /////// - /,, - / - -, - 139 -

-, /, -, -, (public goods), : (exclusiveness, ) (rivalry, ) 2. (), 2, 3, - 140 -

(window effect) :,,,,,.,,, 1,,, VoD, 2, 3,,, - 141 -

4 4 KBS (2010) - 12, DMB/DTV - - KoreaView - / KBS Player KBS -, - - -, - / - -, -,, KBS - HD, - /, -, -, -, -, - 2TV, - 2FM 2-142 -

- - - - 2FM, - -, - 24 - KBS World - - - 3.,,,,,,,, - 143 -

TV ( ),, /, / ( ) /, ( ), - 144 -

(),,, /( ), / (), (), TV, (/ ), PSB (distinctive) Ofcom PSB(public service broadcasting) - 145 -

(KBS), / ( ), 18),,,,, SBS, KBS MBC 18) (2011) - 146 -

5 1 1.. () 9 ( ) 10 ( ) 17 ( ) 15 ( ) / : /,,,, / :,, /, 152( ), - 147 -

. / / MMS() KBS K-view MMS, 2011 8, ( ) MBC MBC MBC MBC /,, / /,, ( ), / /, - 148 -

, VoD / (PP),, / KBS/MBC/SBS, PP (MMS), 2.. 8 ( ) 1 (40% ) (10% ) 20% - 149 -

4 ( ) (33%, PP) SO/ (33% ) SO (33% ) PP (TV/ / PP 3% ) 5% (TV/ ) (TV/ ) (7%, 5% ), 10% MBC (TV/ ) TDMB ( 31, TDMB 3~5 ) 51, TDMB 6 14 ( ) / / / : / 50%. PP PP - 150 -

PP, TV TV, PP, 3.. - 151 -

1) PP (in house ),,, 2009 7,735 2,331, 92 2,726 PP 5,460 2,211 5 1 PP (2009) ( ) 1) ( ) 2) ( ) ( ) ( ) ( ) 20,864,393 443,507,228 14,429,818 206,856,044 35,294,211 650,363,272 927,501 10,631,183 50,927 4,691,850 978,428 15,323,033 923,532 272,620,931 480,097 46,013,231 1,403,629 318,634,162 71,010 28,419,838 42,790 8,569,798 113,800 36,989,636 3) 272,953 7,259,940 3,783,582 116,739,329 4,056,535 123,999,269 4) 250,856 11,039,730 3,322,731 163,125,144 3,573,587 174,164,874 23,310,245 773,478,850 22,109,945 545,995,396 45,420,190 1,319,474,246 : 1. : 2. :. ( ) 3. :,, ( ) (). 4. :, : KISDI(2010), 2009 2) 2009 3, KBS2, MBC SBS 42~46% KBS1 15% - 152 -

KBS1 (50.8%) (34.2%), KBS2 2 (45.8%) MBC SBS // 5 2 3 (2009) (:) (:%) KBS 1TV 2,484 34.2 3,686 50.8 1,086 15.0 KBS 2TV 648 9.0 3,301 45.8 3,265 45.3 MBC-TV 1,537 21.1 2,630 36.0 3,131 42.9 SBS-TV 1,616 21.8 2,593 34.9 3,217 43.3 :, 2010 2009 3, KBS2 (44.5%) MBC SBS KBS2 5 3 3 (2009) (:) (:%) KBS 1TV 5,273 72.7 1,806 24.9 0 0 177 2.4 KBS 2TV 3,706 51.4 3,208 44.5 46 0.6 253 3.5 MBC TV 3,873 53.1 2,460 33.7 562 7.7 401 5.5 SBS TV 4,331 58.3 2,560 34.5 189 2.5 347 4.7 :, 2010-153 -

. /,,, /, 69 ( ) TV/, ( ) 71 ( ) 72 ( ) 132( ) 6, 60% - 154 -

5 4 () ( ) ( ) ( ) (KBS, MBC ) () ( ) ( ) ( ) TV R 50% - 60% - TV R PP/SO / 80/70/60% - 60% -,,, 69% TV,, 50% 85% 71%, 77%,,, 69% R,,,, 40% 80% 71%, 77% EBS /EBS 60% 80% 80/70% TV R SO 40% 70% 50% PP 20% 50% 40% TV,SO,,PP* 20% 40% 25% 40% 4% TV 30% 50% 45% SOPP* 35% 40% 8% 4% TV KBS, MBC, SBS/EBS 1% 1/0.3% (SBS ) 1.5% '06 () 50% 80% 60% 1 () 60% 60% KBS2/MBC SBS/KBS1 40% 40/35/24/ () TV /EBS/ 20/4% () () 30% 21% () KBS MBC SBS 15% 10% TV / TV 1% 0.2/0.1% ( ) ** 30% : ; : ( ); : ; : ; : * PP ; ** : 3143 : - 155 -

, 2005 MBC SBS 35%, KBS2 40%, KBS1 24% 5 5 KBS1 KBS2 MBC SBS 1991 3% 3% 3% 3% 1992 4% 5% 5% 5% 1993 7% 10% 10% 10% 1994 10% 13% 13% 13% 13% 15% 15% 15% 1995 13% 15% 15% 15% 1996 16% 18% 18% 18% 1997 19% 19% 19% 19% 20% 20% 20% 20% 1998 20% 20% 20% 20% 1999 20% 20% 20% 20% 20% 20% 20% 20% 2000 20% 20% 20% 20% 22% 22% 27% 27% 2001 24% 24% 29% 29% 26% 26% 31% 31% 2002 28% 28% 33% 33% 2003 30% 30% 35% 35% 2004 30% 30% 35% 35% 2005 24% 40% 35% 35% 2008 24% 40% 35% 35% 2010 24% 40% 35% 35% : KISDI(2010), 2009. / - 156 -

1, 2, 3 ( ), (24 ) (6 ~ 1 ) (11.11.23),, PC Pooq/Gorealra ( ) - 157 -

24, ( ) Pooq/Gorealra, 4.. 1) () (VoD ) 3 (Conting) (www.conting.com) () PP 2-158 -

, PP 5 6 (2007~2009) (:, %) 2007 2008 2009 MBC 5,642,796 32.3% 3,135,599 21.0% 5,380,754 25.8% KBS 6,837,186 39.1% 6,530,051 43.7% 7,986,611 38.3% SBS 3,788,400 21.7% 2,931,726 19.6% 5,523,649 26.5% 3 1,221,239 7.0% 2,329,863 15.6% 1,976,954 9.5% 3 23,485 0.1% 43,960 0.3% 27,844 0.1% 17,489,621 100.0% 14,927,239 100.0% 20,867,968 100.0% : 1.,. PP 0.01%(2007 ), 0.02%(2008 ), 0.02%(2009 ) 2. 3. PP : KISDI(2010), 2009 2), SO,, IPTV, IPTV, SO - 159 -

. ( ) ( 78 4 21 ) ( ) SO/ KBS1/EBS ( ) SO ( ) ( ),, : SO IPTV, : : SO : 50%, : OBS 27 SO 2008 2, OBS 13 SO, 14 SO 2011 7-160 -

: : : (CAS) (local to local) : KBS2( 1 ), MBC( 1, 19 ), (10 ) ( 04.9, 05.2), OBS ( 10.4) DMB(SDMB) : : () : FM(), my-mbc DMB( ) ( 05.8, 07.12), YTN News FM, tbs FM tbs efm ( 10.4) IPTV : : IPTV 3 : IPTV. 11 12 SO - 161 -

, 2008 2011 SO OBS, IPTV SO,, 3 key station, PC, (Pooq/Gorealra) PC,, (replay), 4G/LTE, DMB (cannibalization) - 162 -

5.,, (nuisance). 10 8 4,502 3 2,150 (38.0%) 03 37.8% 10 25.9%, (, ) 34.2% 25.2%, 4.3% 11.8%, 3.9% 18.3% TV 10 (DMB 3 ) (2 1,872 ) - 163 -

(2,565 ) 11.7%, 2000 TV, 09 10 TV 15%. 1) 1981 (KOBACO) 2006, (KOBACO) 2008 11, 1, 2) /,, 73 ( ) 74 () : /// /// - 164 -

10 1 ( 10 ), 3), : TV ( ) :,,, ( ) :,,,,,, TV 4),, - 165 -

,,. KOBACO, 19), 19) KOBACO KBS, MBC SBS (MBC,, ) - 166 -

,,,,,,,,, (K-Player/Pooq/Gorealra), - 167 -

, 6. (KBS). (KBS) 1) (KBS) ( ) KBS () 11, 3, () 49-168 -

() 1, 2, 8 1 3, KBS KBS, KBS KBS KBS - 169 -

, KBS KBS, KBS, KBS 2) (KBS) ( 65 ), KBS, KBS KBS KBS 20) - 170 -

. KBS,, KBS ( ),, NHK, 20) (2008) - 171 -

7.. 32 ( ) : : 21 ( ) :, TV', :, : : 33 () 3,. 31 ( ),,, - 172 -

. 35 (). 353( ) IPTV 213( ) :,,,. 355( ).,,,,, - 173 -

,,, 8..,,,,,, - 174 -

,,,, ( ) ( ),,,,. ( ), TV(),, DMB(, ) RF IPTV IP, QoS, RF ( ) CoD(content on demand) IP - 175 -

, OTT(over-the-top), OVD(online video distribution), ( ),,, ( ), IP - 176 -

,, 1, CoD(content on demand), VoD,, - 177 -

( ) H/W (RF) PiP(platform in platform) Pooq/Gorealra/K-player (measure) (), ( ),, PP, CoD, CoD - 178 -

IP ( ),, IP, IP 2 21) 1. TV TV TV, 3 TV TV,, 21) - 179 -

,,, TV. ( ) ( ) TV 9 ( ) 1, 34 ( ) 2 45 71 20 2-180 -

35 10 ( ) ( ),,,, - 181 -

1 (), ( ),,,,. TV,,, SO, 1-182 -

5 7 (10 (,, SO 1 * ) ) 10% 10% 33% 40% : : * / /,, SO/ 33%, TV/ / 3% ( 5%) TV/ TV/ 7%( 5%) TV/ 10% (TDMB ) TV/ TDMB TDMB 1/3( 3~5), 1/5( 6 ) TV,, SO-, - 183 -

SO 1 CBS/BBS-, SBS- DMA(designated market area) DMA(Designated Market Area) ( ) TV DMA TV ( ), SO--, - 184 -

1-1 1 -, (cannibalization), 1 -,. / TV 50% 60% ( ),, ( 50 ) () //, - 185 -

, TV,, // 22),,,,,,,,,, 60% 22), (, ) - 186 -

,, 3, (),,,,, ( ), () (KBS ),,,,,. TV - 187 -

(DMB ) TV/ 10% TV/ (, ) 4, 80 5 (300 ) TV TV : 2, 90, 3 (180 =2 x90 ) TV 2, 10 8 (480 = 2 x 10 x 24) TV : 2, 10, 10 1 40 (100 =10 x10 ) TDMB/SDMB TV,,, 10 ( 12 ) 1, 4, 100, 3 20 (200 ) 5 8 TDMB/SDMB TV/ 45~60 60~90 90 ~120 120~150 150~180 180 1 2 3 4 5 6 : - 188 -

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(2011), PSB, KISDI. (2011),,. (2009), 3, 47. (2011.10.30). - TV,. (2005),, 6(2). (2010), VoD,. (2011.11.01). TV, LG,. (2011.10.26). 80 35%,. (2009),, 12. (2011). TV, 16(1). (2011). N-, Technology Hot Issues 38. (2010),, 20. (2011.10.07).... N,. (2011.08.08). N,, (2010.11.01). N, 22(20),. - 203 -

(2008),, 2008-15,. (2010). TV, 73, 2010.,.,. (2010.11.16). YouView VOD, 22(21),. (2007),, 1502. (2011.01). OTT, Global Report 33,. (2011.07.31). N, Premium Report, 2011-08,. (2005),, 21 05-24,. (2007), 3,.,. (2008),,. (2011.09.05).... N, (2011),. (2008),, 2008-12,. (2008),, 2008-12,. - 204 -

(2011). N, KOCCA 2011-11,. (2011.10.08)., N, 1147. (2011), TV, ETRI.,. (2010.06.30). TV TV TV, LG Business Insight, LG. (2011.11.01). Netflix Hulu, 23(20),. (2011). VOD KISDI Premium Report 2011-06,. (2009), -, 09-09,. Janko Roettgers (2011.11.02). "Where Netflix wants to go next: India, Korea, Japan?", http://gigaom.com/video/netflix-international-expansion-plans/ - 205 -

University of Texas at Austin 2011 12 2011 12 3 36( ) TEL: 570-4114 FAX: 579-4695 6 ISBN 978-89-8242-876-0 93320-206 -