17) 목차 1. 87. 87. 92 2. 94 102 1. 시장현황 가. 시장규모 17) 2009, 08 ( DMB ) 3 8,178 (3 8,815) 1.6%. TV 481 ( 1.4%), 157 ( 2.9%). TV 9%, 0.7% *, (02) 570-4333, sunsil@kisdi.re.kr 17) DMB. DMB 2 4 87
제 2 장 방송산업. 14.8%, 57.6%, 3.2%, 11%. < 표 2-1> 지상파방송매출현황 2006 2007 2008 (:, %) TV 33,284 (4.8) 33,474 (0.6) 32,994 ( 1.4) 5,063 (38.5) 5,341 (5.5) 5,184 ( 2.9) 38,347 (8.2) 38,815 (1.2) 38,178 ( 1.6) : 1. ( ) 2. DMB 3 (YTN DMB, DMB, U2 ) :,, 2008, 2009 : (2009), 2009 그림 2-1 지상파방송매출액구성내역 (2008 년 ) 09. 08 88
4/4 57.6%. :,, 그림 2-2 지상파방송수익원별매출비중추이, IMF, IT,,,. ( /GDP) GDP 0.8%., GDP. 89
제 2 장 방송산업 (: %) :,, 그림 2-3 방송광고시장과내수지표증감률추이 :, 그림 2-4 광고시장이 GDP 에서차지하는비중 09 3/4. 09 10 90
, 19.7% 1 5,171. 10 TV 18.9%, 25.6%. : TV : KOBACO 그림 2-5 지상파방송광고판매월별추이 < 표 2-2> 지상파방송광고판매액추이 (:, %) 08 4 09 1 09 2 09 3 09 10 () TV 4,111 29.4 3,062 31.0 4,153 27.9 4,316 7.9 13,402 18.9 629 21.2 424 39.1 515 31.2 590 15.3 1,769 25.6 4,740 28.4 3,486 32.1 4,668 28.3 4,905 8.8 15,171 19.7 : 1. 2. TV : KOBACO 91
제 2 장 방송산업 09 4/4,. 10. 10 2, 6, 11 TV.. :,, 그림 2-6 지상파방송광고연도별증감률추이 나. 사업자동향 2009, 2008 5 3,211 3,278 92
, 2,242. 1,532 663. 1.6%, 3.6%. < 표 2-3> 지상파방송사재무현황 (: ) 2007 5,648,991 1,199,871 4,449,120 3,881,539 49,216 233,925 2008 5,321,146 1,096,177 4,224,969 3,817,765 153,226 66,267 :,, 2008, 2009 08 SBS 77 3. KBS 765, MBC 28, 92. < 표 2-4> 지상파방송 3사의재무현황 ( 08년기준 ) (: ) KBS 1,074,382 452,449 621,933 1,274,138 93,477 76,544 1,622,956 277,005 1,345,951 754,108 4,279 2,841 MBC 802,604 94,541 708,063 424,747 27,833 9,213 SBS 776,188 126,439 649,748 607,216 5,521 7,711 : (2009), 2009 09 10 MBC 26.3%, KBS SBS 10.5%, 19.6%. 93
제 2 장 방송산업 1,250 13.6% 754 20.8%. < 표 2-5> 지상파방송사별광고판매액추이 (: ) 1Q08 2Q08 3Q08 4Q08 09 10 () 5,136 3.0% 6,509 1.1% 5,381 0.1% 4,740 28.4% 15,171 19.7% KBS 1,192 13.4% 1,606 4.3% 1,339 1.0% 1,174 24.0% 4,129 10.5% MBC 2,212 3.1% 2,647 0.5% 2,100 5.2% 1,925 28.7% 5,674 26.3% SBS 1,079 4.9% 1,444 1.0% 1,246 6.2% 1,023 32.5% 3,365 19.6% 384 0.3% 491 1.1% 428 5.7% 376 25.3% 1,250 13.6% : : KOBACO 269 4.8% 322 1.0% 268 0.5% 243 31.6% 754 20.8% 2. 주요이슈 가. 국내외지상파방송사업자의인터넷대응동향 1),,.,. 2 6 TV, TV. 94
< 표 2-6> 주요국의지상파채널과다채널방송의시청점유율비교 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% : Zenith(2007), Ofcom(2007), p.128,. TV, 3. Zenith Optimedia, 08 22% 516.,,. 18),,,. UGC(user generated contents). 06 12 33% 09 4 62% 2. 19) TV. 20) 18) CPM( 1,000 ) : $15, $8, $26, $7, $0.05 7, $0.6 30, $30 40(Media Dynamics, Bain/IAB, J.P. Morgan, (2009a) ) 19) Pew Internet & American Life Project(2009) 20) Ovum, Heavy User 33% TV (a little less) 95
제 2 장 방송산업 < 표 2-7> 세계주요매체별광고시장규모및전망 (: ) 2007 2008 2009(E) 2010 2011 07 11 CAGR TV 181,322 186,822 173,625 179,508 186,929 0.8% 130,744 123,748 105,533 101,499 101,019 6.2% 59,475 56,886 47,373 45,490 46,161 6.1% 42,281 51,601 56,797 63,124 72,085 14.3% 38,697 37,853 34,036 33,676 34,515 2.8% 31,730 32,764 30,469 31,468 33,384 1.3% 2,283 2,394 2,278 2,427 2,641 3.7% 486,532 492,068 450,111 457,192 476,734 0.5% : Zenith Optimedia(2009) 2) ),,, YouTube.. Disney ABC 06 5 TV 720p VOD. ABC NBC, CBS, Fox., 28% (a lot less) TV (-) (Ovum(2009. 3), (2009) ) 96
.. 21) < 표 2-8> 미국 4 대지상파방송사광고매출규모 (: ) 1993 1996 2000 2004 2008 93 96 97 00 01 04 05 08 CBS 2,733 2,581 3,591 4,752 4,913 1.2% 9.0% 7.3% 0.9% NBC 2,775 4,556 5,339 5,403 5,597 10.8% 4.3% 2.0% 2.1% ABC 3,212 3,591 4,451 3,626 3,972 5.1% 5.8% 4.3% 2.7% FOX 916 1,794 2,147 2,795 3,034 26.7% 5.0% 7.0% 2.2% 4 9,636 12,522 15,527 16,577 17,516 7.1% 5.7% 1.9% 1.4% : : SNL Kagan(2009). YouTube, Myspace TV Web-to-TV 22). 23) 21) KT (2009), p.4. 22) Web-to-TV( Over-the-Top), DVR, TV Apple TV, Vudu, Netflix 23), 50 70% 97
제 2 장 방송산업. CBS CBS Myspace Facebook SNS, CSI, NCSI.,. Hulu 08 3 News Corp(Fox) NBC Universal, 09 4 Disney(ABC ) 4 TV.com CBS 3. Hulu 2 ( 09 9, Nielsen Company). Hulu. 24) < 표 2-9> 미국주요온라인동영상사이트이용현황 ( 09 년 9 월기준 ) () Unique () YouTube 6,688,367 106,180 Hulu 437,407 13,519 Yahoo! 228,494 30,084 MSN/WindowsLive/Bing 180,104 18,109 Fox Interactive Media 139,634 14,342 Nickelodeon Kids and Family Network 127,654 5,303 Turner Sports and Entertainment Digital Network 123,665 6,062 MTV Networks Music 116,839 9,647 ESPN Digital Network 114,652 9,299 Facebook 110,418 23,161 : Nielsen Company(2009. 10. 12) 24) New York Post(2009. 10. 23) 98
) BBC PC TV. BBC PC iplayer 07 12. iplayer TV 7 TV. iplayer BBC1 BBC2, BBC3, BBC4, CBBC, CBeebies 10. 25) iplayer PC PS3, Wii TV Virgin Media. Virgin Media iplayer 08 6 2 TV. BBC 10 Freesat. 26), BBC PC TV ITV ISP BT Project Canvas. Project Canvas TV VOD, 2010. BBC, ITV, 4 3 Project Kangaroo Project Canvas. 27) BBC BT Project Canvas 25) (2009b) 26) BBC News(2009. 11. 5) 27) Project Kangaroo VOD (BBC News, 2009. 2. 4) 99
제 2 장 방송산업 TV. 3). 2002 08 3 1. < 표 2-10> 지상파 i3 사의매출액및영업이익률추이 2005 2006 2007 2008 (: ) KBSi 20,602 17.7% 13.8% 22,634 9.9% 4.7% 26,227 15.9% 6.1% 31,526 20.2% 8.6% imbc 21,334 14.5% 30.7% 26,000 21.9% 28.6% 27,226 4.7% 19.3% 25,209 7.4% 3.6% SBSi 25,374 13.9% 13.4% 30,113 18.7% 19.0% 35,371 17.5% 17.4% 43,328 22.5% 18.1% 67,310 15.3% 19.3% 78,747 17.0% 17.4% 88,825 12.8% 14.3% 100,063 12.7% 10.1% : 1. 2. 3 : P2P DRM 09 8. DRM 3., (DRM) DRM free PC PMP Divx 100
. 3. 500 1,000, 1 3., TV. TV TV TV TV, TV TV. TV TV IPTV., KBS, SBS, EBS, LG TV (Irdeto) (VMark) TV TV. KBS 09 5 LCD TV 650, 750, PDP TV 850, LED TV 7000, 8000 TV TV. SBSi LCD 650, LED 7000/8000 TV, VOD. 101
제 2 장 방송산업 참고문헌 (2009. 8), ( ).,,.,, e(http://index.go.kr/egams/index.jsp).,, e(http://index.go.kr/egams/index.jsp).,, (http://ecos.bok.or.kr/).,, (http://ecos.bok.or.kr/). (2009), (OTT),, 21 6 459, 2009. 4. 1. (2009a), 5 2009 2009. 6. (2009b), TV BBC iplayer: TV, 2009. 11. 20. KT (2009),, 2009. 4. Nielsen Company(2009), Nielsen Announces September U.S. Online Video Usage Data, Nielsen Company Press Releases, 2009. 10. 12 Ofcom(2007), The International Communications Market 2007. Ovum(2009), Video Trends Survey: the Impact of OTT on Traditional TV, Jonathan Doran, 2009. 3. Pew Internet & American Life Project(2009), The Audience for Video Sharing Sites Shoots Up, 2009. 7. SNL Kagan(2009), Media and Communications Industry Analysis; TV Network Data. Zenith Optimedia(2009), Global Advertising Expenditure Forecasts, Zenith Optimedia Press Releases, 2009. 7. 102
BBC News, (2009. 2. 4), Broadcasters Kangaroo Tied Down. BBC News, (2009. 11. 5), BBC iplayer to Launch on Freesat. New York Post (2009. 10. 23), Adieu Free Hulu. 103