정책자료14-01(방송시장경쟁상황평가).hwp

355 2014. 2014. 12 :

3 21 1 1 65 1 67 1. 67 2. 67 3. 71 2 74 1. 74 2. 82 2 85 1 87 1. 87 2. 88 3. TV 93 4. TV 96 5. 97 2 98 1. 98 2. 103 3. 104

4 4. 105 3 106 1. 106 2. 113 3. 116 4 (PP) 118 1. 118 2. 124 3. 126 4. 127 5 128 1. 128 2. 130 2 3 135 1 137 1. 137 2. 137 2 139 1. 139 2. 140 3. 144 4. 145 4 147 1 149 1. 149

5 2. 151 3. 164 2 165 1. 165 2. 180 3. 191 4. 198 5. 202 3 3 205 1. 205 2. 215 3. 223 4. 227 5. 229 5 233 1 235 1. 235 2. 236 3. 240 4. 241 2 242 1. 242 2. 246 3. 266 4. 276 5. 283 6. 303

6 6 307 1 309 1. 309 2. 312 2 329 1. 329 2. 333 3. 343 4. 345 5. 347 6. 376 3 381 1. 381 2. 382 3. 386 7 389 1 391 1. 391 2. 394 2 () 395 1. 395 2. 397 3. 401 4. 411 5. : 411 6. 417

7 8 419 1 421 1. 421 2. 423 3. 424 4. 425 5. 427 2 428 433 436

8 111 FCC 69 211 87 212 88 213 TV PP 96 221 (TV+) 99 222 (TV+) 100 223 TV (DMB ) 101 224 TV (DMB ) 102 225 3 103 226 2013 104 227 TV 105 228 105 229 106 231 107 232 107 233 (2013) 109 234 110 235 (2013) 111 236 (2013) 112 237 VOD 113 238 114 239 114 2310 115 2311 117

9 241 PP 119 242 PP 122 243 MPP PP 123 244 125 245 PP 126 246 MPP 127 411 PP 157 412 (2013) 158 413 158 414 159 415 3 (2013) 159 416 PP 161 421 166 422 168 423 169 424 170 425 (2013) 174 426 (2013) 175 427 176 428 177 429 TV (2013 6 ) 178 4210 TV PP 179 4211 180 4212 181 4213 182 4214 184 4215 MSP PP (2013) 189 4216 192

10 4217 193 4218 195 4219 199 4220 200 431 206 432 3 209 433 3( ) 211 434 3( ) (2013) 211 435 3 212 436 3 213 437 3 TV (2013 6 ) 213 438 214 439 3( ) 215 4310 3( ) 216 4311 3 218 4312 220 4313 3( ) 227 511 238 521 243 522 244 523 246 524 1 (2013) 247 525 (2013) 249 526 251 527 1 (2013) 252 528 (2013) 254

11 529 HHI (2013) 258 5210 HHI (2013) 260 5211 KT 261 5212 MSO PP 265 5213 CJ TV (2014) 267 5214 KT OllehTV (2014) 268 5215 SKYLIFE (2013) 269 5216 CJ (2014) 270 5217 KT (2014) 270 5218 SO 276 5219 IPTV 277 5220 ARPU 278 5221 ARPU (VOD ) 280 5222 281 5223 (2014) 282 5224 + 284 5225 + 285 5226 + 285 5227 ++ 286 5228 IPTV 3 MSO 4 VOD 288 5229 VOD (2013) 289 5230 IPTV 3 MSO 4 / VOD 289 5231 OTT (2014) 297 5232 OTT (2014) 300 5233 OTT (2014) 301 611 2013 315 612 2013 315

12 613 (2013) 316 614 2013 321 615 2013 321 616 (2013) 322 617 2013 3 TV 325 621 PP 329 622 MPP PP 330 623 MPP 334 624 MPP 335 625 30 MSP 342 626 MSP 342 627 MPP 346 628 MPP (2013) 347 629 PP/ 348 6210 PP 348 6211 PP/ 349 6212 PP 350 6213 351 6214 354 6215 356 6216 360 6217 4 361 6218 MSO 367 6219 PP 368 6220 SO-PP 371 6221 372 6222 SO-PP 374 6223 375

13 711 2013 TV 392 712 3 TV TV 393 713 3 TV 393 721 396 722 10 398 723 PP 412 724, MPP 412 725 PP 414 726 MPP (+) 416

14 121 75 122 80 123 83 211 89 212 (,, PP ) 90 213 (,, PP ) 90 214 TV vs (,, PP ) 92 215 TV vs 93 216 TV () 94 217 TV () 94 218 TV ( vs ) 95 219 TV ( vs ) 95 2110 TV 97 2111 97 2112 98 221 (TV+) 99 222 TV (DMB ) 101 223 TV (DMB ) 103 231 SO (2014 11 ) 108 241 PP 118 242 PP (2013) 120

15 243 PP 121 244 PP 123 245 ( ) 124 411 165 421 (2013) 172 422 (2013) 173 423 181 424 183 425 HHI 185 426 HHI 185 431 205 432 3 208 433 3( ) 209 434 3 215 435 3 217 436 3 HHI 219 437 3 HHI 219 438 225 439 3( ) 228 511 235 521 1 () 248 522 1 () 248 523 12 (, 2013) 250 524 12 (, 2013) 250 525 1 () 253 526 1 () 253 527 12 (, 2013) 255

16 528 12 (, 2013) 255 529 HHI (200713) 257 5210 HHI (200713) 258 5211 HHI (2013) 259 5212 HHI (2013) 260 5213 KT (200214) 262 5214 KT 262 5215 272 5216 273 5217 273 5218 274 5219 275 5220 275 5221 284 5222 286 5223 1 VOD (N=1,863) 290 5224 1 VOD (N=1,074) 291 5225 VOD (N=1,074) 291 5226 VOD (N=1,074) 292 5227 VOD (N=713) 292 5228 VOD (N=1,074) 293 5229 VOD (N=1,074) 293 5230 VOD (N=1,074) 294 5231 VOD (N=1,074) 295 5232 VOD (N=62) 295 5233 VOD TV (N=1,074) 296 5234 VOD (N=713) 296 5235 OTT 298

17 5236 OTT 299 5237 OTT 300 5238 OTT TV 301 5239 OTT (2014) 302 5240 (2014) 302 611 310 612 TV 313 613 313 614 317 615 () 318 616, 318 617 319 618 323 619 323 6110 4 326 6111 327 621 PP 331 622 PP (2013) 332 623 PP 333 624 MPP ( PP ) 335 625 MPP 336 626 MPP 337 627 MPP 338 628 PP 339 629 PP ( PP ) 339 6210 PP HHI 340

18 6211 MPP HHI 341 6212 PP 343 6213 345 6214 MPP 353 6215 MPP 355 6216 TV (2013) 357 6217 358 6218 358 6219 TV (2013) 361 6220 363 6221 363 6222 HHI 364 6223 365 6224 366 6225 366 6226 SO 368 6227 MSO 369 6228 SO-PP 371 6229 SO-PP 373 631 385 711 391 721 (+PP) 397 722 (+PP) 399 723 HHI 400 724 400

19 725 403 726 403 727 404 728 405 729 405 7210 406 7211 407 7212 408 7213 408 7214 409 7215 410 7216 411 7217 414 7218 MPP (+) 416

일러두기 1. 2013, 2. TV,,, 3.,,, 4. 5. (www.kcc.go.kr) (www.kisdi.re.kr), 2014

23 1.. 2011 7 355 ( ) IPTV. (market definition),

2 0 1 4 24 (S-C-P: Structure-Conduct-Performance),,. 1) 1, 2 3 47,,, 4 3 ( ),,,,, 1),,,

5,, 25 6,,, 7,, 8 2.. 2,,,,,,, 2013 DMB 53 19 92, 9 69 8 IPTV 1 3 2013 14 347 6.3%, 200813 10.2%

2 0 1 4 26,, PP ( + PP) 2) PP,, PP, (2008 48.5% 2011 42.6% 2013 37.0%) PP(24.5%) 12.5%p PP (2008 54.3% 2011 50.8% 2013 44.0%) PP (17.4%) 26.6%p TV PP 71.5% 70.4% 1.1%p. PP TV 60.8% 2013 59.3% 1.5%p TV 2013 53.6% 2.5%p, + PP 63.1% 3%p 2013 TV PP 3) (+ +) 2 3,592 13.4%, TV 9,586 14%, 1 4,006 12.9% PP 2013 2012 ( 37.7% ) 2011 TV 2) DMB 3) PP, PP, VOD PP

2013 59.4%, TV 40.6% TV PP PP 27 (51.6%) PP 2012 (2011 18.8%p 2012 4.2%p 2013 3.2%p) 2013 2,540 8.9% 2009 IPTV, (8.1%) 4) (SO) 58.0%, IPTV 34.3%, 16.5%, OTS 8.8% (2011 1,478 2012 1,480 2013 1,474), (2011 68.5% 2012 63.5% 2013 58.0%), IPTV 6%p (21.1% 27.9% 34.3%) 2012 0.3%p, OTS 2012 1.2%p OTS. 2013 (TV+) 3 8,963 1.5%p KBS 1 4,855, MBC ( MBC ) 8,051, SBS 6,901 2013 KBS SBS 1.2%, 6.2%, MBC( MBC) 2.7% 4) IPTV OTS 100%

2 0 1 4 28 TV 2013 3 5,133 1.7% 200813 4.84% TV 2009 TV 2013 KBS 1 4,538, MBC 7,519, SBS 6,481, OBS 347, MBC 2,728, (OBS ) 1,894 2008 2013 3 TV KBS 6.72%, SBS 4.69%, MBC 3.05% 2013 TV 1 8,330 5.4% 200809 2010 11, 201213 2 TV KBS 5,627, MBC 4,368, SBS 4,414, OBS 281, MBC 1,900, (OBS ) 1,339 3(KBS, MBC, SBS) 57% 1 KBS1, 2009 2010 1 MBC 2012 5% 2013 5% 2013 TV 9,586 14.0% 200813 2.0% TV KBS 3,042, MBC 2,601, SBS 2,672, OBS 112, MBC 403, (OBS ) 353

2013 3 0.45% 2011 2013, KBS MBC 29 KBS 1.83%, MBC 0.07%p 1.97%, SBS 1.36%p 4.01%.,,, IPTV 2013 96 77 2012 10.7% 4 500 () 2013 2 3,792 58.7% () IPTV KT 25.9%, 2012 0.7%p,, VOD,, 2013 2 4,534 2012 9.6% () 2013 1 1,663 47.5%, 15.5%, IPTV 37.0% 2013 ( Pre-IPTV ) 2,540 ( ) 8.9% () 2011 50% (50.9%), 2013 66.2% 1 KT (OTV Skylife ) 2013 14.6% 691, 1.4%p 27.2%

2 0 1 4 30 2 CJ 332, 12 2012 11.0%p 2013 11.6%p (2013 859) 22.8% 1,681, KT SO (615) 41.1%, 43 1 2013 MSO 15.2% 21.5% 6.3%p. (PP) 2013 PP 5) 2 3,432 4.8% PP 13.2% (2012 5,011 2013 5,671 ) PP 0.6% (2012 1 2,484 2013 1 2,561 ) ( 8.9%) PP 54%, 24%, 5% 2.25 2012 1%p, 2%p, 2%p 2013 PP 188 8 PP, PP 163 171 8 PP 2000 2007 2013 188 5) PP, PP, VOD PP PP PP

2013 CJ MPP 2 20 7 PP 2009 CJ CJ MPP 9 31 (2008 14 2009 23) PP 2 (2008 8 2009 10) CJ MPP tvn, CGV,, Catch On, OCN, TV, NGC(National Geographic Channel), TV 2013 t-broad MPP 10 4 PP t-broad (2006 4 2013 10) CJ 2 t-broad MPP,, FX, 3 2013 100 35 2012 34 1, 10 59 9 PP 2013 (++ ) (1 6,079 ) 12.9% 1 4,006 2012 4 CJ MPP PP 2013, 2013 PP CJ 4,067, (JTBC) 1,511, SBS 1,174, KBS 739, MBC 670, t-broad 590, (YTN) 67 2013 PP CJ 2.6%, SBS 3.9%, MBC 10.4%, KBS 4.9%, (YTN) 6.4%, t-broad 10.5% PP,

2 0 1 4 32 PP (JTBC 174.3%, TV 32.6%, A 54.3%, MBN 41.2%) 3.., PP ( ) ( ),,, 2013 9 5,893 9 3,854 2.2% (2.0%) 2013 (, //VOD/ PP ) 2.7% 3 2,421 2013 1.2%p 37.2%, ( ) 2013 2.6%p 25.7% 3 MBC, SBS, KBS ( PP ) 20102011 2012 2013 2 1,072 ( 4.8% ) 3 2013 1.4%p 65.0%

.,,, 3 6) 33 () 3 10%, TV 4.7%, 5.3%, 5.9%, 3 3 PP, 3 3 (), () 3 2009, PP 2010 (3, PP) 6) TV 3., 3,

2 0 1 4 34 3, ( + PP),, MPP,, 3 3 PP 3 ( ). 1) 2013 MBC 23.1%, SBS 21.5%, KBS 20.3%, CJ 10.7%, 2008 2012 3 3 2008 73.9% 2013 65.0% 1.4%p 4 CJ 0.7%p 10.7%, 4 2012 5.1% 2.2%p 7.3% HHI 2012,, 2013 1,570, (1,500) HHI 2009 1,636 2011 1,500, 2013 1,281

PP, 3 MSP 35 2) 2012 SBS, (KBS, MBC ), ( ) (57), 87.7%, 36.8% ( 56.1%, 7.0%), 60%( ), TV 21%, 19%, (60), 30%(18), 39%(7) PP,

2 0 1 4 36 (57), 43.9% ( 45.6%, 10.5%) 3) MBC SBS, KBS ( ) MBC 2008 (1.0%) 2010~2011 8.0% 2012 2.8%, 2013 1.8% SBS 2008 4.3%, 2009 3.3%, 2010 2.8%, 2011 10.1% MBC 2012 5.1%, 2013 4.1% KBS 2008 20092010 2.1%, 2011 (2011-3.3%, 2012-1.9%, 2013-1.2%) 2013 KBS 1.8% PP 4.9% CJ PP 2010 2013 2.6%, 3 PP 2013 KBSPP 4.9%, MBCPP 10.4%, SBSPP 3.9% 4) 4 3,

. 3 1) 37 2013 MBC( MBC ) 35.5%, SBS( ) 32.6%, KBS 31.9%, 2013 KBS 1 2013 : KBS 34.6%, MBC 33.0%, SBS 32.4%, HHI 3,300 2012 3,337, 2013 3,341 (3 HHI 3,333),,,, PP,, MMS PP, 3

2 0 1 4 38 2) 2012 SBS, (KBS, MBC ), ( ) 87.7%, 36.8%( 57 ) (57), PP TV 19%, 21% (KOBACO), (57), 43.9% ( 45.6%, 10.5%) 3) 200708 2009 2012 ( ) 2013 MBC( MBC ) (2.3%) 0.4%, SBS( ) (6.0%) (4.2%)

MBC KBS 3 (1.8%) (2.5%) 39 4) 2013 3 HHI 3,341,, ( ) 4.., 220 ( ) (Pre-IPTV DMB ) 2012 2,332 2013 2,540 2013 1,474, IPTV 871, 418 () 2013 4 500 58.7% 2012(63.3%) 4.6%p

2 0 1 4 40 2013 2 8,257, 2 4,534. 1),, 2014 2014 2012 2012 ( TV, TV, IPTV, ) 66.2% TV 2) 2012. 1) 2013 KT 27.2%, SO 58.0% KT 41.1% 1, SKB 12.4% 2, SO 36.6% 2013, 77 HHI

2012 4,590 2013 4,191 77 2 (1, 1) HHI HHI 2012 41 HHI 2012 4,001 2013 3,648 (SKB LGU+ ) 4 HHI, 2012(16) KT KT 67, HHI 2, KT 7, HHI KT 2) () 2 1,549 27.7%(429) 48.1%, 24.2% 2013, 15.4%, 2013 (18.8%) 1,549 30.0%(464) 3.1%p 30.8% 2013 (34.3%) () 2013 (46.6%) 49.3%(763) 45.7%,

2 0 1 4 42 46.1% ( ) 1,549 60.5% /, 2013 () 1,549 81.1%, 2013, 3) (ARPU) ARPU 2013 1 3,288, 2012 1.6% C&M 1 5,577, t-broad(1 5,314), CJ (1 4,065), SKB LGU+ 1 3,700 ARPU 2013 9,271, 2012 1.7% LGU+ 1 919, SKB(1 854) KT(1 101 ) 1 SO C&M(1 240) 1 ARPU 2013 8,049, 2012(7,996) 0.7% SKB(1 666) 1, KT(9,935), LGU+(9,825) SO(6,595) 2013 SO 151%, SO 2012 112.9% 38.1%p, SO Informa (2013) 2012 OECD ARPU 31.72

ARPU ARPU 43 2014 5 3.0 73.44, 2013 4) + + 2011 648 2013 1,094 2 68% +, 2013 KT 514, 45.3%, 1%p KT 2013 43.1%, + KT KT ++ ++ 2013 282 + 25.8%, 2011 11.5% 2014 36.5% ++ SK (2014 3 40.2%) KT(38.5%) 1 (2013 KT 41.8%, SK 39.1%), SO

2 0 1 4 44 5) VOD ( VOD ) VOD 2013 4,331 45% ( 12 2,986 ) VOD 2013 17.7%, 4.4%p ( ) VOD 1 KT 2013 1,717, VOD 39.6% SO VOD 1,374 ( ) 2013 IPTV 3 MSO 4 VOD VOD 33.3% ( ) VOD SKB 419, CJ(403), KT(349) ( ) 2013 IPTV 3 MSO 4 VOD 390 2011 143 2.7 (IPTV, OTS, ) 1 VOD 57.6% IPTV OTS ( 79.7%, 78.8%) ( 69.7%, 68.7%) ( OTT ) VOD 82.9%, OTT (17.1%). ( ) TV, TV ( 33.8%, 27.8%) VOD, TV (31.0%), TV (25.2%), (18.4%), /TV/. (,, ) 1, 2

61.4%, 2 67.7%. VOD 75.1% 1 VOD 54.5% TV VOD, PC 45 24.8%, 20.7%. 6) OTT OTT,,,, 2014 2013,, 61.4% IPTV BTV (25.2%) 7) 2013 2012, 4, VOD 2009, IPTV

2 0 1 4 46 SO, VOD OTT, 5.. () () () ( ) 1) 2013 PP 13.2% (2012 5,011 2013 5,671 ), IPTV SO 2) 3, IPTV SO 2013 3 1,255 646 94.3% 3. 2011

. 398 2012 646 2013 1,255 47 1) 510% (, ) : : : (, ) 2) 1) 3

2 0 1 4 48 :, :, (KBS2, MBC, SBS) : 3 (KBS2, MBC, SBS) () (KBS2, MBC SBS ) 3 2),. 1) 2013 CJ, MBC, SBS MPP 34.8%, 6.9%, 5.6% CR3 47.3% 3.2%p 2013 MPP CJ 1,975 5.9%, PP 34.8% CJ (2012 37.2% 2013 34.8%), 2

2013 PP HHI 1,411 178 HHI CJ PP 49 (2011 1,150 2012 1,589) 2013 1 CJ 2) PP PP 2013 PP PP 12.9% 1 4,006 CJ PP 2012 5,898 2013 4,067 31.0%, 4( PP ) 2013 3,197 3,296 3.0% () CJ 45.7%, KBS 35.2%, MBC 37.3%, SBS 34.8% 3) 2013 PP 3.1% (3.9%) ( 2012

2 0 1 4 50 2.4% 2013 1.5% 0.9%p ) 3 CJ MPP, MBC MPP, SBS MPP 2.6%, 10.4%, 3.9% 4) ( ) 2013 13 PP 19 PP CJ 3 OCN(0.31%), CGV(0.29%), SUPER ACTION(0.22%) CJ ( ) 2013 13 PP 13 PP 4 2 3 SBS Sports( SBS ESPN), MBC SPORTS+, KBS N PP 2013 MBC MBC SPORTS+(0.34%), 23 SBS SBS Sports( SBS ESPN)(0.22%) KBS KBS N (0.22%) ( ) 2013 4( PP ) 3,062 (2,264 ) 35.2%, JTBC 891, MBN 783, TV 716, A 672

JTBC 699, MBN 663, TV 591, A 551 MBN 2011 12 0.32% 51 2014 12 1.62%, TV 0.27% 1.39%, A 0.30% 1.16%, JTBC 0.42% 0.95% 2013 4( PP ) 3,197 1,469, 1,669, 59 2013 TV 13.6%, PP 22.9% 4 2013 4, MBN 41%, TV 33%, A 54%, JTBC 174% ( ) 2013 6 PP 6, 3 4,063 (3 286 ) 12.5% (2011 12 17.6%) HHI 1,908 84, 2000 2,000 HHI 2,000 2013 CJ 12.5%, GS 15.0%, 18.1%, 10.1%, 20.0%, 23.2% 5), 1 CJ MPP

2 0 1 4 52 MPP,, PP 1) 7) KBS2, MBC, SBS 2) (buying power), (N=82) KBS2, KBS2 18.49% 2013 12 KT (IPTV+) 7)

691, CJ 395, t-broad 334 53, 3),, 4) 3 ( 3) (),

2 0 1 4 54 6. ( ). 2013 611 2011 (2011 475 2012 578 2013 611) 2012 578 33, 65 10 PP 2013 321 16 103 2012 10 PP 14 2012 (2011 6 2012 19 2013 14) 2013 PP( PP ) 8) 7,269 2012 7,823 7.1% 2013 4,616 2012 4,739 8) PP PP PP

2.6% PP 2013 2,653 2012 3,084 14.0% 55. 1) () (monopsony power) (monopoly power) () : :, ( ) : : () ( )

2 0 1 4 56 (, ) 2). 1), 2013 (47%) 1, 10 47(7.7%) 3 PP 3 (3 PP) 2013 62.7% 2012 0.1%p, HHI 1,612 2012 1,579 33 2013 2)

, 57 3) 37% 2013, 30% 22% 4), () (), 10 96.3%, 13 611, 7.. 2013 IPTV (,, ) 1 2

2 0 1 4 58 IPTV, MPP,,. SO HHI 2012 4,590 2013 4,191, PP HHI 2012 1,589 2013 1,411, HHI 2012 1,638 2013 1,570 IPTV, CJ PP,

. IPTV 59 ( ) + 2013 43.1%, 2014 3 44.4% 3 1.3%p KT 3, KT (IPTV ), KT 43.1%(2013 ) IPTV 3 SO ( ) + 2013 25.8% 2014.3 27.6% 3 1.8%p (SO ) SKT 50%, IPTV SO CJ SO., ( MPP ), () TV 2011 55.1% 2013

2 0 1 4 60 53.6%, CJ PP 9.1%7.1%, 2011 0.2% 2013 9.7% ( ) (+ PP) 2011 64.6% 2013 59.3%, CJ PP 9.3% 10.4%, 1.4% 4.7% ( ) 2011 66.3% 2013 62.1%, CJ PP 9.9%9.5%, 2.0% 7.1% () PP CJ PP 2011 26.3% 2013 29.9%, 1.0%4.9% (+ PP), (2012 3 9,572 2013 3 8,963 ), PP (2012 17.6% 2013 6.0%), 5.5%p (2012 6.9% 2013 1.4%) PP 2013 PP ( 15.6% ), PP ( 0.8% ),,,

, 61,. IPTV,, OTT MPP (+PP), 2014 N-Screen TV,,

1 67 1 1 1. 2011 7 355 ( ) IPTV,, 9) 2.. 9) 22 1

68 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) 10),,,,, 10) 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,, / ) Ofcom, TV,,,,,

70 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. () 1973 (

1 71 ) 2 1, 2 2013 ICT ICT 2,,,,,,, NHK,,, NHK,,, TV 3... 1),,,,,,

72 2),, 1 VOD 2, 3 1 TV,, ( : 2,177 ) (: 2014 8 299 11, ) 2 /, VOD, ( : 1,863) (: 2014 9 29 15, ) 3,, ( : 1,549) (2014 111011 16) 82,,, (: 2014 8 2710 3) / 103,, (: 2014 10 2011 26) 3),

1 73. 1) (S-C-P: Structure-Conduct-Performance),, 2) (),,, (), 50% ( ) 40% () HHI(Herfindahl-Hirschman Index),, CRn( n ) HHI 0, 10,000 HHI ( 100(%) 2 = 10,000, 0 ) DOJ (Merger Guidelines, 2010) HHI 1,500, 2,500

74 (),,,,, 3) () () () (cooperation) (collusion), ( ), ( ) ( ) ( ) ( ) ( ) 4), 2 1..,

1 75,,,,,,,, 121 : (2011) (PP) SO (silo regulation)

76 2000 IPTV SO (, SO ). 1),

1 77 IPTV SOIPTV, OTT 2) SO,, IPTV SO SO, OTT

78,,, OTT,,,. 2002 EC(European Commission) EU 1998 EC (,

1 79 2004), 11) Ofcom (Ofcom, 2010),,, 11) (2011)

80 122 : (2013). 12) ( 23) 12),,,

1 81,, 13) SO,, IPTV, (1), (2) 13) (4), (6), (7)

82 14) MSP, SO-PP 2. 1, 2 2 1,, TV, TV, 2 24, (SO,, IPTV), (PP),,,, 36,,,,,,, 14) (EC) (EC, 2008)

1 83 123 3 4 3 ( ),,,,, 5,, 6,,, 7,, 8

2 87 2 15) 1 1. 2,,,,,,, 2013 DMB 53 19 92, 9 69 8 IPTV 1 3 211 (: ) 2008 2009 2010 2011 2012 2013 47 54 54 53 53 53 DMB 6 6 19 19 19 19 103 100 94 94 92 92 108 99 100 97 78 69 1 1 1 1 1 1 DMB 1 1 1 1 1 0 187 184 179 178 180 188 IPTV 3 3 3 3 3 453 448 451 446 427 425 :, 2013 15).

88 212 : 2,, ( ) CJ, t-broad, C&M KT CJ E&M ( ) (. ) ( ) 2.. 2013 14 347 6.3%, 200813 10.2% PP 2013 6 756 9.5% 1.3%p 43.3% PP PP 2 6,694 6.0% 2013 3 8,963 1.5%

2 89 2.2%p 27.8% 2013 2 3,792 2.7% 0.5%p 17.0% IPTV 2013 1 1,251 33.5% 1.6%p 8.0% 2013 5,457 9.3% 0.1%p 3.9% 211 (:, %) : 1) PP PP, (TV, )PP PP 2) DMB, DMB, : ( + PP) 16), PP 2008 44.1% 2013 33.1%, PP(,, PP ) 30.7% 38.0% PP 2012 (35.6%) PP (36.4%) 16) DMB

90 PP 2008 39.4% 2013 27.8% 11.6%p PP, 2009 (35.8%) (36.3%) 212 (,, PP ) (: %) : 1) PP PP, (TV, )PP PP 2),,, IPTV 3) DMB DMB : 213 (,, PP ) (: %) : 1) PP PP, PP PP( PP SBS ) 2),,, IPTV 3) DMB DMB :

2 91,, PP ( + PP) 17) PP,, PP, (2008 48.5% 2011 42.6% 2013 37.0%) PP(24.5%) 12.5%p PP (2008 54.3% 2011 50.8% 2013 44.0%) PP (17.4%) 26.6%p. TV 18) (,, PP ) 2013 PP(,, PP ) TV 5 8,564 0.8%,, PP PP TV TV TV 2013 60.0% 4 (2010 66.9% 2011 65.1% 2012 61.5% 2013 60.0%) 2012 TV 3 (2010 76.9% 2011 75.6% 2012 71.3% 2013 69.6%) 17) DMB 18) TV TV PP(,, PP )

92 214 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 :. 2013 TV 19) 3 890 3.0% PP 2013, TV PP 71.5% 70.4% 1.1%p. PP TV 60.8% 2013 59.3% 1.5%p 19) PP, PP, PP, VOD only PP PP

2 93 215 TV vs : 1) KBS, MBC, SBS, EBS, OBS, 9, MBC 18 TV TV DMB 2) PP KBS, MBC, SBS PP 3) PP, PP, DP PP : 3. TV PP, 2013 TV 507, 272, 235 9, 15 + 320 11, 187 17 2013 TV 185, 100, 85 8, 3 + 113 10, 72 5

94 216 TV () (: ) : 1) PP KBS, MBC, SBS, EBS(EBS1/2, EBS English), OBS(OBS W) PP 2) : AGB 217 TV () (: ) : 1) PP KBS, MBC, SBS, EBS(EBS 1/2, EBS English), OBS(OBS W) PP 2) : AGB TV 2013 53.6% 2.5%p + PP 63.1% 3%p

2 95 218 TV ( vs ) (:, %) : 1) PP KBS, MBC, SBS, EBS(EBS 1/2, EBS English), OBS(OBS W) PP 2) : AGB 219 TV ( vs ) (:, %) : 1) PP KBS, MBC, SBS, EBS(EBS 1/2, EBS English), OBS(OBS W) PP 2) : AGB TV 2013 54.1% 2.7%p + PP 61.1% 3.6%p

96 4. TV 2013 TV PP 20) (+ +) 2 3,592 13.4%, TV 9,586 14%, 1 4,006 12.9% PP 2013 2012 ( 37.7% ) 213 TV PP (: ) 2006 2007 2008 2009 2010 2011 2012 2013 TV 8,167 8,487 8,697 7,037 9,409 9,569 11,150 9,586 PP 2,975 3,944 4,829 5,060 7,146 10,209 16,079 14,006 11,142 12,431 13,526 12,097 16,554 19,778 27,229 23,592 :,,, TV TV : 2011 TV 2013 59.4%, TV 40.6% TV PP PP (51.6%) PP 2012 (2011 18.8%p 2012 4.2%p 2013 3.2%p) 20) PP, PP, VOD PP

2 97 2110 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. 2013 2,540 8.9% 2009 IPTV, (8.1%) 2111 (: ) :, (OTS), IPTV(OTS), OTS : 2007, 2008

98 (SO) 58.0%, IPTV 34.3%, 16.5%, OTS 8.8% SO 60%, IPTV 2009 30% 0.3%p, OTS 1.2%p OTS 2112 : (= + (OTS ) + IPTV(OTS ) OTS) : 2007, 2008 2 1.. 2013 (TV+) 3 8,963 1.5% KBS 1 4,855, MBC ( MBC ) 8,051, SBS 6,901

2 99 2013 KBS SBS 1.2%, 6.2%, MBC( MBC) 2.7% 221 (TV+) (:, %) 2009 2010 2011 2012 2013 KBS 12,720 39.4 13,618 37.6 14,157 36.0 15,040 38.0 14,855 38.1 MBC 6,486 20.1 7,349 20.3 8,672 22.0 7,836 19.8 8,051 20.7 3 SBS 5,380 16.7 6,650 18.3 7,021 17.8 7,357 18.6 6,901 17.7 24,586 76.1 29,617 76.2 29,850 75.9 30,233 76.4 29,807 76.5 EBS 959 3.0 1,142 3.2 1,462 3.7 1,534 3.9 1,632 4.2 MBC 3,364 10.4 3,760 10.4 3,992 10.1 3,527 8.9 3,265 8.4 2,106 6.5 2,302 6.4 2,514 6.4 2,578 6.5 2,443 6.3 1,273 3.9 1,419 3.9 1,532 3.9 1,700 4.3 1,816 4.7 7,702 23.9 8,623 23.8 9,500 24.1 9,339 23.6 9,156 23.5 32,288 100.0 36,241 100.0 39,350 100.0 39,572 100.0 38,963 100.0 :,,,,,, :, 221 (TV+) (: ) : 1),,,,,, 2) EBS, MBC,, :,

100,,,,, 2013 2 675 5.2%, (+) 2 3,990 5.9% 2009 2,753 2013 5,385, 2009 8.5% 2013 13.8% 222 (TV+) (:, %) 2009 2010 2011 2012 2013 5,763 17.8 5,886 16.2 5,941 15.1 6,015 15.2 6,127 15.7 19,258 59.6 22,239 61.4 23,546 59.8 21,800 55.1 20,675 53.1 3,215 10.0 3,307 9.1 3,523 9.0 3,700 9.4 3,315 8.5 2,753 8.5 3,339 9.2 4,273 10.9 5,376 13.6 5,385 13.8 29 0.1 30 0.1 108 0.3 398 1.0 646 1.6 1,255 3.2 1,299 4.0 1,470 4.1 1,640 4.2 2,005 5.1 2,099 5.4 32,288 100.0 36,241 100.0 39,350 100.0 39,572 100.0 38,963 100.0 : :,. TV TV 2013 3 5,133 1.7% 200813 4.84% TV 2009

2 101 TV 2013 KBS 1 4,538, MBC 7,519, SBS 6,481, OBS 347, MBC 2,728, (OBS ) 1,894 2008 2013 3 TV KBS 6.72%, SBS 4.69%, MBC 3.05% 223 TV (DMB ) (:, %) 2008 2009 2010 2011 2012 2013 CAGR(%) KBS 10,501 10,531 13,340 13,701 14,700 14,538 6.72% MBC 6,471 5,677 6,569 7,759 7,191 7,519 3.05% SBS 5,153 5,092 6,283 6,638 7,001 6,481 4.69% EBS 869 866 1,142 1,217 1,533 1,625 13.34% OBSTV() 119 210 307 336 375 347 23.87% MBC 2,955 2,615 3,036 3,054 2,884 2,728 1.59% (OBS) 1,668 1,785 1,835 1,935 2,046 1,894 2.58% 27,736 26,776 32,512 34,640 35,729 35,133 4.84% : TV : 222 TV (DMB ) (: ) : 1) TV 2) EBS, MBC,, OBSTV :

102. TV 2013 TV 1 8,330 5.4% 200809 2010 11, 201213 2 TV KBS 5,627, MBC 4,368, SBS 4,414, OBS 281, MBC 1,900, (OBS ) 1,339 EBS OBS 2012 TV 224 TV (DMB ) (:, %) 2008 2009 2010 2011 2012 2013 CAGR(%) KBS 5,048 4,974 5,637 5,774 6,048 5,627 2.20% MBC 4,979 3,956 4,628 5,387 4,423 4,368 2.58% SBS 4,586 3,952 4,827 5,010 4,724 4,414 0.76% EBS 256 263 301 320 353 400 9.34% OBSTV() 89 160 253 281 274 281 25.87% MBC 2,613 2,222 2,465 2,678 2,118 1,900 6.17% (OBS ) 1,592 1,370 1,411 1,604 1,430 1,339 3.41% 19,164 16,897 19,523 21,053 19,370 18,330 0.89% : TV DMB :

2 103 223 TV (DMB ) (: ) : 1) TV DMB 2) EBS, MBC,, OBSTV : 2. 3(KBS, MBC, SBS) 57% 1 KBS1, 2009 2010 1 MBC 2012 5% 2013 5% 225 3 (: %) 2006 2007 2008 2009 2010 2011 2012 2013 KBS1 6.270 7.512 7.316 6.185 6.299 6.305 7.028 6.721 KBS2 6.049 5.852 6.068 6.252 6.280 5.478 5.781 5.333 MBC 5.948 6.625 6.288 5.987 5.756 5.760 4.665 5.094 SBS 6.258 6.155 6.334 6.416 6.711 5.655 5.477 4.993 24.525 26.144 26.006 24.840 25.046 23.198 22.951 22.141 : AGB

104 3 TV 2013 3 SBS(4.99%) MBN(0.98%) 4.01%p 226 2013 2013 1 KBS1 6.72 2 KBS2 5.33 3 MBC 5.09 4 SBS 4.99 5 MBN 0.98 6 TV 0.85 7 A 0.80 8 JTBC 0.79 (: %) : 24, 06:00 24:59:59 : AGB 3. 2013 TV 9,586 14.0% 200813 2.0% TV KBS 3,042, MBC 2,601, SBS 2,672, OBS 112, MBC 403, (OBS ) 353 2008 2013 TV 2.0% 3 TV KBS 0.5%, MBC 5.4%, SBS 2.3%

2 105 227 TV (: ) 2008 2009 2010 2011 2012 2013 CAGR KBS 312,616 244,926 286,085 308,202 342,408 304,197 0.54% MBC 200,445 163,080 178,991 229,350 276,606 260,063 5.35% SBS 238,178 200,884 363,148 306,314 357,669 267,213 2.33% EBS 30,355 26,013 38,901 30,890 36,981 40,274 5.82% OBS 26,099 17,493 17,959 17,530 17,562 11,199 15.57% MBC 32,401 29,997 32,970 35,395 37,094 40,332 4.48% (OBS) 29,587 21,259 22,813 29,217 46,707 35,328 3.61% 869,681 703,652 940,867 956,899 1,115,028 958,606 1.97% :. 4. 2013 3 0.45% 2011 2013, KBS MBC KBS 1.83%, MBC 0.07%p 1.97%, SBS 1.36%p 4.01% 228 2006 2007 2008 2009 2010 2011 2012 2013 3+ 2.50% 1.04% 2.95% 1.56% 3.78% 4.17% 1.34% 0.45% KBS 1.31% 3.76% 7.34% 1.63% 1.03% 4.51% 2.50% 1.83% MBC+ 0.06% 2.00% 2.00% 0.90% 7.93% 8.01% 2.34% 0.35% SBS+ 9 11.23% 6.85% 2.41% 4.81% 2.63% 11.86% 5.96% 4.19% MBC 1.35% 3.05% 0.57% 0.91% 8.15% 8.31% 1.90% 1.97% MBC 2.13% 0.16% 6.55% 4.06% 7.55% 7.40% 3.21% 3.09% SBS 9.47% 5.11% 0.91% 2.79% 0.63% 11.48% 5.37% 4.01% 9 16.02% 11.52% 6.45% 10.37% 12.80% 13.00% 7.79% 4.71% : 1) / 2) 9 OBS :, 2013

106 2013 3(KBS, MBC, SBS) 696 32.2% KBS MBC SBS 51.7%, 7.8% 229 (: ) 2008 2009 2010 2011 2012 2013 KBS 765 693 434 48 62 43 3 MBC 28 746 975 1,174 801 386 SBS 77 238 38 580 289 267 660 1,677 1,447 1,802 1,027 696 EBS 12 140 38 39 9 39 MBC 92 26 415 312 299 11 242 50 134 105 311 220 376 40 119 195 368 275 54 257 706 651 969 545 606 1,934 2,153 2,453 1,996 1,242 : 1) OBS 2),,,, 3) :, 2013 3 1.. 1) 2013 96, SO 92, 1, IPTV 3 2012

2 107 231 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 SO 107 119 111 107 103 100 94 94 92 92 1 1 1 1 1 1 1 1 1 1 IPTV 3 3 3 3 3 108 120 112 108 104 104 98 98 96 96 : : 2) SO SO, MSO SO 2012 74 2013 81 SO, SO MSO SO. 2013 SO 7 MSO, MSO SO 232 2005. 6 2006. 4 2007. 4 2007. 12 2008 2009 2010 2011 2012 2013 t-broad 30 25 24 21 22 22 21 22 21 23 CJ 14 17 19 18 18 18 19 19 19 22 C&M 17 16 15 15 15 16 18 18 17 17 HCN 8 8 11 11 10 8 8 8 8 9 CMB 17 12 13 13 12 12 9 9 9 10 GS 2 2 2 2 2 2 MSO SO 88 80 83 80 79 78 75 76 74 81 SO 31 31 24 23 24 22 19 18 18 11 SO 119 111 107 103 103 100 94 94 92 92 : 1) t-broad() 2011 2) 2011 12 HCN CJ()TV, 2013 3 2013 :

108 231 SO (2014 11 ) : TV. 1) (),,, () 2013 4 500 2012 10.7% (8.9% ) () SO 69.4% IPTV () 2013 2 3,792 58.7%, 2012 63.3% 4.6%p () Skylife IPTV TV(OTV) KT 25.9%, 2012 0.7%p

2 109 233 (2013) (: ) (A) (B) A/B t-broad 6,131 15.1% 5.0% 8,032 76.3% CJ 6,663 16.5% 15.6% 12,400 53.7% C&M 4,596 11.3% 0.3% 5,813 79.1% HCN 2,228 5.5% 8.5% 2,913 76.5% CMB 1,452 3.6% 11.9% 1,578 92.0% MSO 21,069 52.0% 7.8% 30,735 68.6% SO 2,723 6.7% -24.9% 3,531 77.1% SO 23,792 58.7% 2.7% 34,266 69.4% Skylife 5,457 13.5% 9.3% 6,003 90.9% OTV 5,039 12.4% 19.2% KT 10,496 25.9% 13.8% 238,106 2.1% SKB TV 3,446 8.5% 57.0% 25,394 13.6% LG U+TV 2,766 6.8% 37.8% 114,522 2.4% IPTV 11,251 27.8% 33.5% 378,021 3.0% 40,500 100.0% 10.7% 418,291 9.7% : IPTV IPTV Live VOD : 2014,, IPTV IR 2) () 2013 9,661 2012 11.3%, (10.7%) () SO 7,489, 824, IPTV 3 1,348 () 23.9% 2012 0.2%p SO 31.5% (15.1%) IPTV 3(12.0%) ( ) SO 2013 31.5%, 2011 26.2%, 2012 30.6% IPTV

110 234 (A) 2012 (B) B/A (A) 2013 (B) (: ) t-broad 5,842 1,957 33.5% 6,131 2,114 34.5% CJ 5,763 1,899 32.9% 6,663 2,092 31.4% C&M 4,582 1,134 24.7% 4,596 1,192 25.9% HCN 2,053 672 32.7% 2,228 756 33.9% CMB 1,298 511 39.4% 1,452 568 39.1% MSO 19,537 6,173 31.6% 21,069 6,721 31.9% SO 3,625 916 25.3% 2,723 768 28.2% SO 23,163 7,089 30.6% 23,792 7,489 31.5% Skylife 4,993 641 12.8% 5,457 824 15.1% OTV 4,227 431 10.2% 5,039 570 11.3% SKB TV 2,196 258 11.8% 3,446 420 12.2% LG U+TV 2,007 260 13.0% 2,766 358 12.9% IPTV 8,429 949 11.3% 11,251 1,348 12.0% 36,585 8,680 23.7% 40,500 9,661 23.9% : 1) IPTV IPTV Live VOD : SO 2013, IPTV 2014. B/A 3) () (VOD PPV ),, () 2013 2 8,257 2012(2 5,504 ) 16.2% 69.8%, 2012(69.7%) () 2013 1 4,923 52.8%, 2012 5.3%p (14.3% 13.9%), IPTV 33.3% 2012 5.7%p SO IPTV () IPTV KT 29.8%, CJ(14.8%), t-broad(13.3%) 2012 2,3

2 111 KT, 2013 IPTV(16.0%) (13.9%) IPTV ( 14.3% ) 235 (2013) (A) (B) A/B (: ) t-broad 3,745 13.3% 2.3% 6,131 61.1% CJ 4,181 14.8% 17.9% 6,663 62.8% C&M 3,021 10.7% -3.3% 4,596 65.7% HCN 1,373 4.9% 5.9% 2,228 61.6% CMB 835 3.0% 13.3% 1,452 57.5% MSO 13,155 46.6% 6.4% 21,069 62.4% SO 1,768 6.3% -28.1% 2,723 64.9% SO 14,923 52.8% 0.7% 23,792 62.7% Skylife 3,918 13.9% 7.2% 5,457 71.8% OTV 4,511 16.0% 83.5% 5,039 89.5% KT 8,429 29.8% 37.9% 10,496 80.3% SKB TV 2,711 9.6% 47.6% 3,446 78.7% LG U+TV 2,194 7.8% 41.9% 2,766 79.3% IPTV 9,415 33.3% 61.2% 11,251 83.7% 28,257 100.0% 16.2% 40,500 69.8% : IPTV = + PPV, VOD + + : 2013, IPTV 2014 4) (),, VOD, () 2013 2 4,534 2012(2 2,377 ) 9.6% 86.8%, 2012(87.7%) 0.9%p () 2013 SO 1 1,663 412, SO 47.5% (2012 54.0% )

112 15.5%, IPTV (30.2%) 37.0% () Skylife TV KT 8,234, 33.6% 1, t-broad 2, 3 CJ 19 ( 524 ) 236 (2013) (: ) (A) (B) A/B t-broad 3,075 12.5% -3.1% 3,745 82.1% CJ 3,056 12.5% 15.4% 4,181 73.1% C&M 2,203 9.0% -5.8% 3,021 72.9% HCN 1,049 4.3% 2.8% 1,373 76.4% CMB 809 3.3% 12.8% 835 96.9% MSO 10,193 41.5% 3.0% 13,155 77.5% SO 1,471 6.0% -32.5% 1,768 83.2% SO 11,663 47.5% -3.4% 14,923 78.2% Skylife 3,801 15.5% 7.2% 3,918 97.0% OTV 4,433 18.1% 24.0% 4,511 98.3% KT 8,234 33.6% 15.6% 8,429 97.7% SKB TV 2,662 10.9% 51.3% 2,711 98.2% LG U+TV 1,974 8.0% 38.7% 2,194 90.0% IPTV 9,070 37.0% 34.2% 9,415 96.3% 24,534 100.0% 9.6% 28,257 86.8% :, VOD PPV : 2013, IPTV 2014 5) VOD () 2013 VOD 4,331 2012(2,986 ) 45% () IPTV 3 VOD 2,931, SO 1,400 () VOD 17.7% (13.3%) 4.4%p IPTV SO VOD, VOD IPTV 3 32.3% SO 12.0%

2 113 ( ) SO VOD 2012 7.3% 4.7%p, IPTV (31.2%) 1.1%p 237 VOD (: ) (A) 2012 VOD (B) B/A (A) 2013 VOD t-broad 3,172 195 6.1% 3,075 296 9.6% CJ 2,648 312 11.8% 3,056 532 17.4% C&M 2,339 219 9.4% 2,203 346 15.7% HCN 1,020 79 7.7% 1,049 108 10.3% CMB 717 0 0.0% 809 0 0.0% MSO 9,896 805 8.1% 10,193 1283 12.6% SO 2,179 71 3.3% 1,471 117 8.0% SO 12,075 876 7.3% 11,663 1,400 12.0% OTV 3,574 1,272 35.6% 4,433 1,717 38.7% SKB TV 1,759 497 28.2% 2,662 739 27.8% LG U+TV 1,423 342 24.0% 1,974 475 24.1% IPTV 6,756 2,110 31.2% 9,070 2,931 32.3% 22,377 2,986 13.3% 24,534 4,331 17.7% : 1) 2012 SO VOD VOD 16, 2013 SO VOD 2) Skylife : 2013 2014, VOD (B) B/A 2.. () 2013 ( Pre-IPTV ) 2,540 ( ) 8.9% 21) () 21), ooo,..

114 2011 50% (50.9%), 2013 66.2% (OTS) IPTV KT OTS(TV) 2013 200 (223 ) 238 ( ) 2011 2012 2013 2014. 3 21,579,972 100.0% 23,320,993 100.0% 25,399,625 100.0% 25,914,558 100.0% 14,777,993 68.5% 14,798,725 63.5% 14,737,884 58.0% 14,745,192 56.9% 10,592,296 49.1% 9,629,266 41.3% 8,587,712 33.8% 8,324,136 32.1% 4,185,697 19.4% 5,169,459 22.2% 6,150,172 24.2% 6,421,056 24.8% 3,260,579 15.1% 3,789,597 16.2% 4,179,897 16.5% 4,216,611 16.3% IPTV 4,553,363 21.1% 6,505,300 27.9% 8,708,255 34.3% 9,220,036 35.6% OTS 1,011,963 4.7% 1,772,629 7.6% 2,226,411 8.8% 2,267,281 8.7% : + + IPTV LiveOTS. OTS OTS IPTV : 2014,, OTS, IPTV. 2013 KT 691 2009 1, 2(CJ) 239 (: ) 2006. 4 2007. 4 2007. 12 2008 2009 2010 2011 2012 2013 2014. 3 t-broad 3,233 3,246 3,220 3,468 3,426 3,234 3,137 3,139 3,336 3,339 CJ 2,493 2,818 2,975 3,001 2,952 3,002 3,405 3,322 3,948 3,967 C&M 2,378 2,460 2,511 2,590 2,728 2,639 2,697 2,449 2,459 2,459 HCN 844 1,293 1,298 1,480 1,351 1,338 1,312 1,423 1,400 1,393 CMB 1,172 1,280 1,353 1,230 1,287 1,286 1,346 1,350 1,508 1,502 MSO 10,120 11,096 11,356 11,769 11,744 11,499 11,898 11,683 12,651 12,659 SO 3,897 3,310 3,425 3,259 3,398 3,360 2,880 3,116 2,087 2,086 SO 14,017 14,407 14,781 15,029 15,142 14,859 14,778 14,799 14,738 14,745 KT 1,896 2,017 2,131 2,302 3,466 4,178 5,059 6,024 6,906 7,093 OTV Live 1,009 1,727 2,810 4,007 4,952 5,144 Skylife 1,896 2,017 2,131 2,302 2,457 2,826 3,261 3,790 4,180 4,217

2 115 2006. 4 2007. 4 2007. 12 2008 2009 2010 2011 2012 2013 2014. 3 (OTS) 375 1,012 1,773 2,226 2,267 B tv Live 0.773 403 735 883 1,445 2,081 2,256 U + TV Live 330 610 860 1,053 1,675 1,821 IPTV 0.773 1,741 3,072 4,553 6,505 8,708 9,220 15,913 16,424 16,912 17,332 19,341 20,382 21,580 23,321 25,400 25,915 : 1) t-broad, CJ, C&M GS SO 2) KT OTV + OTS, IPTV OTV + B tv + U+TV, SO + KT + B tv + U+TV : 2014,, OTS, IPTV. 2013, SO 72.2%,, (47.6%), (48.1%), (50.1%), (50.9%), 2310 (A) IPTV(live)(B) (C) OTS(D) ( ) (A + B + CD) 2012 2013 2012 2013 2012 2013 2012 2013 2012 2013 14,798,725 14,737,884 6,505,300 8,708,255 3,789,597 4,179,897 1,772,629 2,226,411 23,320,993 25,399,625 2,958,012 2,945,624 1,312,814 1,715,628 459,589 485,599 232,003 279,769 4,498,412 4,867,082 1,214,265 1,221,407 438,121 595,250 198,091 220,969 136,037 163,542 1,714,440 1,874,084 849,768 820,732 207,317 288,978 78,597 91,975 48,997 64,825 1,086,685 1,136,860 686,125 666,022 414,955 548,403 197,926 206,551 93,940 112,906 1,205,066 1,308,070 547,757 539,846 128,621 182,434 57,992 69,449 31,238 44,120 703,132 747,609 527,729 514,950 150,001 211,729 58,424 69,621 28,505 38,688 707,649 757,612 418,025 408,162 115,753 171,540 63,586 77,832 44,806 57,809 552,558 599,725 2,853,933 2,849,130 1,809,512 2,383,367 914,382 973,397 427,776 524,269 5,150,051 5,681,625 467,175 430,491 272,476 347,947 213,084 228,256 87,183 103,195 865,552 903,499 414,147 406,729 202,450 264,067 154,112 174,826 61,422 77,524 709,287 768,098 563,383 556,719 288,525 392,064 306,781 337,039 97,662 129,269 1,061,027 1,156,553 448,963 440,553 223,464 309,727 188,264 211,140 79,931 100,895 780,760 860,525 486,733 523,531 190,671 265,254 248,137 285,931 93,916 128,860 831,625 945,856

116 (A) IPTV(live)(B) (C) OTS(D) (A + B + CD) 2012 2013 2012 2013 2012 2013 2012 2013 2012 2013 911,240 919,115 254,156 368,541 258,756 306,443 98,422 137,647 1,325,730 1,456,452 1,260,146 1,304,233 407,879 546,036 345,361 393,421 179,583 229,461 1,833,803 2,014,229 191,324 190,640 88,585 117,292 46,515 47,448 31,208 33,632 295,216 321,748 : 2014,, OTS, IPTV 3.. 2013 SO 14.5% 19.9% 5.4%p C&M 22.0% (21.5%), CMB 21.9%, HCN 17.6%, t-broad 16.7%, CJ 9.7% MSO SO (19.9% ), (14.9% ), (11.7% ) 22) IPTV 3 13 1 1,125 1 8,229 ( 6,979, 306 ) IPTV 1 SO (SO 13,453, KT SKB, LGU+ 13,059) 23) MSO (ROA) 6.2%, 2.1%p, CMB 11.9% (17.6%) CMB HCN, t-broad, C&M 9.3%, 8.4%, 6.8% EBITDA 24) SO 22) 2013 20.1%, 3 10.0% 23) OTS KT IPTV 24) EBITDA,, ( )

2 117 24.6% 6.2%p, MSO(25.4%) SO(18.1%) C&M, t-broad 12.9%p MSO 3 IPTV 2311 (: ) EBITDA 2012 2013 2012 2013 2012 2013 2012 2013 2012 2013 t-broad 2,018 1,340 25.9% 16.7% 1,808 806 12.2% 8.4% 41.1% 28.2% CJ 1,547 1,199 16.8% 9.7% 1,047 767 6.0% 3.3% 18.8% 13.0% C&M 1,262 1,277 21.5% 22.0% 415 776 3.9% 6.8% 43.2% 43.9% HCN 596 513 22.0% 17.6% 691 742 9.0% 9.3% 33.0% 31.6% CMB 382 346 27.1% 21.9% 379 327 17.6% 11.9% 36.3% 28.6% MSO 5,804 4,676 21.5% 15.2% 4,340 3,418 8.3% 6.2% 32.9% 25.4% SO 474 285 10.2% 8.1% 381 200 5.0% 3.4% 18.5% 18.1% SO 6,278 4,961 19.9% 14.5% 4,721 3,618 7.8% 5.9% 30.8% 24.6% 674 993 12.2% 16.5% 561 726 9.0% 10.9% 23.5% 26.6% KT 12,092 8,393 5.1% 3.5% 11,054 (603) 3.2% 0.2% 22.3% 17.5% SKBroadband 816 732 3.3% 2.9% 225 123 0.7% 0.4% 22.8% 21.0% LG U+ 1,268 5,421 1.2% 4.7% (596) 2,795 0.5% 2.4% 13.5% 14.7% : 1) = /, = /, EBITDA = EBITDA /, EBITDA = + + + 2) KT, SKB, LG U+ :, 2013, IPTV (IPTV 2012 : ) EBITDA (EBITDA )

118 4 (PP) 1.. 2013 PP 25) 2 3,432 4.8% PP 13.2% (2012 5,011 2013 5,671 ) PP 0.6% (2012 1 2,484 2013 1 2,561 ) ( 8.9%) 241 PP (: ) : 1) 2005 PP PP PP, PP(DP) PP 2), VOD 2006 3),,,, :, 25) PP, PP, VOD PP PP PP

2 119 2003 2013 PP (CAGR) 18.4% 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% 2013 5,749,422 9.2% 2,343,168 4.8% 3,406,254 12.5% CAGR (200312) 16.9% 18.4% 16.0% : 1) PP 2013,,,,,, ( PP), 2) PP VOD only, PP PP, PP PP PP :,. PP 54%, 24%, 5% 2.25 2012 1%p, 2%p, 2%p

120 26) 242 PP (2013) (: %) : 1) 2005 PP PP, PP(DP) PP 2), VOD 2006 3) :, 2013 PP 2009 2 2011 20052008 PP 19% 2009 25.7% 2010 23.2%, 2011 21.0% 2012 22.4%, 2013 24.2% IPTV SO 26) 2009 PP 13.7% (8,747 7,548 ) 18.2% (2,808 3,318 )

2 121 2008 27) IPTV, SO SO 25% PP PP 243 PP (:, %) : 1) 2005 PP PP, PP(DP) PP 2), VOD 2006 3) 2008. 2007 :,. 2013 PP 188 8 PP, PP 163 171 8 27) KT 2008 11, SK Broadband LGU+ 2009 1 IPTV

122 242 PP (: ) 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 7 7 19 19 15 16 13 17 17 17 152 137 168 169 172 168 166 161 163 171 159 144 187 188 187 184 179 178 180 188 () 15 +43 +1 1 3 5 1 +2 +8 : 1) 2013 9(SBS, CBS,, TBN, TBS,, EBS,, ), DMB 2(DMB, YTNDMB), 1(). 2) DMB, (12) : PP 2000 2007 2013 188 PP PP MPP 2013 CJ MPP 2 20 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 2013 t-broad MPP 10 4 PP t-broad (2006 4 2013 10) CJ 2 t-broad MPP,, FX, 3

2 123 243 MPP PP MPP (: ) 2008. 12 2009. 12 2010. 12 2011. 12 2012. 12 2013. 12 PP PP PP PP PP PP CJ 8 14 10 23 10 28 7 22 7 18 7 20 5 13 t-broad 3 7 3 7 3 8 4 10 4 10 4 10 MBC 4 5 3 5 3 6 3 6 3 6 3 6 SBS 4 6 5 7 5 7 6 9 6 7 6 7 KBS 2 5 2 5 1 4 1 5 1 5 1 6 : 1) 2008 CJ 2) PP PP, DP PP 3) t-broad 2006 3 2 t-broad 2006 MPP 4) : MBC MBC, MBC SPORTS PLUS, MBC KBS KBS Drama, KBS N Sports, KBS Joy SBS SBS, SBS GOLF, SBS Sports( SBS ESPN) 244 PP (: ) : VOD only, PP, PP PP :

124 2013 100 35 2012 34 1, 10 59 9 2. 2000, 2013 15.54% MPP 1.14%p 3 245 ( ) (: %) : 1),, SO / ( ) 2) 3(KBS 1TV, 2TV, MBC, SBS) 200205 06:0011:59:59, 16:0024:59:59, 2006 12 06:0024:59:59 3) 24 : AGB

2 125,,,, 200810 3 PP, 2011 YTN 3 SBS 4 2011 4 2013 1~4 244 1 2 3 (: %) 2005 2006 2007 2008 2009 2010 2011 2012 2013 MBC MBC MBC MBC MBC MBC YTN MBN 1.08 0.88 0.87 0.93 0.92 0.81 0.72 0.65 0.98 MBC SBS KBS SBS KBS MBC TV 0.80 0.84 0.72 0.77 0.80 0.78 0.68 0.56 0.85 SBS 4 OCN 5 6 SBS KBS KBS SBS KBS YTN MBN A 0.77 0.78 0.65 0.76 0.79 0.74 0.64 0.55 0.80 KBS YTN YTN SBS KBS 0.73 0.74 0.62 0.67 0.57 0.57 0.60 0.49 0.79 CGV OCN SBS YTN YTN tvn tvn A JTBC MBC 0.51 0.68 0.61 0.56 0.50 0.55 0.48 0.46 0.70 KBS 7 YTN YTN OCN Champ tvn SBS 0.50 0.51 0.58 0.53 0.47 0.45 0.47 0.46 0.57 JEI TV Champ OCN OCN CGV YTN OCN JTBC tvn 0.45 0.46 0.49 0.50 0.47 0.43 0.42 0.43 0.50 JEI SBS tvn OCN tvn 8 TV CGV CGV CGV CGV 0.41 0.45 0.47 0.47 0.45 0.42 0.40 0.43 0.46 SUPER 9ACTION SUPER ACTION XTM CGV E TV mbn TV KBS 0.41 0.36 0.41 0.44 0.41 0.40 0.39 0.37 0.45 MBC MBC XTM tvn XTM KBS JOY OCN newsy 10SPORTS + every1 TV 0.40 0.33 0.37 0.37 0.38 0.38 0.35 0.35 0.38 : AGB

126 3. PP 2013 (++ ) (1 6,079 ) 12.9% 1 4,006 2012 4 CJ MPP PP 2013, 2013 PP CJ 4,067, (JTBC) 1,511, SBS 1,174, KBS 739, MBC 670, t-broad 590, (YTN) 67 245 PP (: ) 2009 2010 2011 2012 2013 CJ 136,380 196,607 413,552 589,777 406,663 t-broad 557 28,530 56,863 53,062 59,013 KBS 6,909 40,923 68,219 112,021 73,880 MBC 37,366 53,816 41,500 71,775 67,031 SBS 28,925 150,090 107,998 120,890 117,449 10,651 5,925 7,823 13,943 6,665 JTBC 14,530 99,403 151,105 TV 5,120 90,067 71,438 A 10,372 64,265 49,362 MBN 11,290 75,902 47,818 PP 506,010 714,563 1,020,909 1,607,921 1,400,641 : 1) 2011 MBN MBN MBN 2) PP PP PP, PP PP DP PP 3) TV, A, JTBC, MBN :

2 127 4. 2013 PP CJ 2.6%, SBS 3.9%, MBC 10.4%, KBS 4.9%, (YTN) 6.4%, t-broad 10.5% PP, PP (JTBC 174.3%, TV 32.6%, A 54.3%, MBN 41.2%) 246 MPP (:, %) (%) 2011 2012 2013 2011 2012 2013 2011 2012 2013 CJ 1,155,498 1,354,923 1,657,428 78,969 69,249 43,779 6.8 5.1 2.6 t-broad 87,417 90,342 94,911 19,924 21,273 9,986 22.8 23.5 10.5 MBC 202,155 191,124 202,097 22,872 10,769 21,030 11.3 5.6 10.4 SBS 237,898 248,594 256,185 6,739 4,205 10,015 2.8 1.7 3.9 KBS 138,222 162,120 164,006 12,814 6,246 8,028 9.3 3.9 4.9 124,501 123,896 120,124 18,400 11,954 7,687 14.8 9.6 6.4 JTBC 8,338 64,222 89,132 37,688 139,713 155,337 452.0 217.5 174.3 TV 6,906 51,344 71,555 11,471 54,311 23,340 166.1 105.8 32.6 A 7,977 48,000 67,209 31,040 73,785 36,496 389.1 153.7 54.3 MBN 61,372 62,806 78,256 6,776 41,947 32,244 11.0 66.8 41.2 PP 4,437,790 5,014,813 5,487,368 59,894 193,289 169,678 1.3-3.9 3.1 PP ( ) 4,353,197 4,788,440 5,181,216 146,869 116,466 77,739 3.4 2.4 1.5 : 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, 6) :,

128 5 1.. VOD 2009 IPTV ( ) 5 28) ( 1, 1, IPTV 3), HHI IPTV 2008 6,923 2013 4,191 29) SO 77 72 1, ( 13 1,474) (2012 63.5% 2013 58%) IPTV (2013 34.3% 6.4%p ), VOD (859) 33.8% (2011 963 10.8% ) 40%, SO 615 41.7% 40% (2012 34.9%) IPTV 43.1% (2012 37.1%), 25.8% 28) SO 6 29) 2 8:2 HHI 6,800, 3 5:3:2 HHI 3,800

2 129 2013 VOD 4,331 45% (2012 2,986), VOD (2012 13.3% 2013 17.7%, 4.4%p ). ( MPP ), 2013 MPP,,, MPP,, TV 2012 56.1% 2013 53.6%, CJ PP 7.6%7.1%, 5.2% 9.7% 2013 27.8% 2.2%p 2012 3 9,572 2013 3 8,963 1.5% 2013 PP 30), 4.8% 2 3,432 2011 PP TV 2013 TV PP 40.6: 59.4 TV (2012 40.9: 59.1 ) 30) PP, PP, VOD PP, PP PP

130 PP TV (51.6%) PP. 2013 ( ) 3 2,421 2.7%, 3( PP) 4.8% 2 1,072 4 2013 7.3% 2.2%p, 4 CJ 10.7% 0.7%p PP 2010 2013 0.6% 1 2,561 2010 9,680, 2011 1 1,468, 2012 1 2,484 PP 2012 2013 5.3% 1 205 3, 2008 2,000 (HHI) 2013 1,570 (2012 HHI 1,638) 2.. IPTV VOD SO IPTV, 2013 IPTV 33.9% 220, (208 ) 2013 IPTV KT, 2014 SKB LGU+, 2014 IPTV +

2 131, IPTV VOD, IPTV, + +, VOD,, VOD, VOD. MPP MPP

132., MPP,,,, 3,, PP

3 137 3 1 1. (market definition) (relevant market) () () (),,, 2.. (The Hypothetical Monopolist Test) 1982 (1982 US Merger Guidelines)

138 (), (supra-competitive price) ( ), (Small but Significant and Non-transitory Increase in Price), SSNIP. (CLA: Critical Loss Analysis) ( SSNIP ) (Critical Loss) (Actual Loss) X%( 5% 10%) (CL: Critical Loss), (X=, M=) 31) CL=X/(X + M) 31),.,,.. =,

3 139, (AL: Actual Loss) (CL) (AL) 2 1.. TV () TV, TV TV,,,,,,, TV,, () SSNIP

140. 3 32) 3 TV,, 3 3, PP, MPP/MSP 3 3, 3 3, 3, ( 3 ) ( ) 2.. (),, 32) TV 3., 3,

3 141 IPTV () TV,, IPTV, TV TV TV ( ), VOD,, TV, VOD, VOD (differentiated goods), TV, TV,, IPTV, SO IPTV. () 2007 2009 IPTV( ) ( ) 3

142 OTS(TV ), IPTV 3 SO, SO, OTS OTS OTS TV IPTV,

3 143 OTS +, ++, 3 + 1, +, +, ++, +,. OTT(over-the-top) N OTT Netflix

144 (cord-cutting) OTT, 3.. 1), 2) (, ) (homogeneous goods),

3 145. 1),, 2) 3 3, 3 (), 3 3, 3 4..

146 510%, (). (,, ),,

4 149 4 1 1.., PP() () (),,, () () ( ) ( ),

150,,,,, () SSNIP., PP,,,,,, () () 2012 () SBS 10, ( KOBACO) KBS MBC SBS PP PP () (Que-tone ): TV//IPTV PP IPTV SO SO ( )

4 151 KOBACO, SO,. TV (), 3 33) (3 ) ( ) 3, PP, MPP/MSP 2.. TV ( ) ( ),,, (media mix) 33) TV 3., 3,

152 (awareness), (attitude) (GRP), GRP(gross rating point) = (reach) (frequency) ( ), ( ),,, TV /, 200113 : 44.5% 37.2%, 33.9% 21.0%, ( ) 2.4% 25.7% ()

4 153 ( ) (captive audience),, ( ) (, 2014), TV 10% TV 4.1% ( 71) TV 38.9%, 28.2% TV 44.4%, 40.7% 1) PP, PP, PP, (10% ) PP(30% ) PP 40% 1 2013 59.6% 2013 3 4,763, 2 733 (59.6%) (2014 )

154, 2),,, 44.4%, 40.7%(, 2014),, Ofcom(2011. 6) TV ( ),, TV VOD TV,

4 155 34),,, ( ) 6.7%, VOD,. 3 ( ) 3 3, (media mix) 3 (target audience) ( ) 3 3,, ( ) 3/ 3 34) Ofcom(2011. 12) TV, TV

156, 3 ( ) 3 KOBACO, 3, 3, 3 (GRP), 3 (), 2013 MBC 18 13.2% 42.3%, 40.9% () 3, 3 4.085.48%, MPP 1% ( 4 2013 0.790.98%)

4 157 411 PP (: %) 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 KBS1 5.86 5.11 5.06 6.05 5.88 4.97 5.08 5.06 5.66 5.48 KBS2 5.24 5.11 4.95 4.74 4.90 5.04 5.06 4.43 4.68 4.30 MBC 5.94 4.92 4.92 5.40 5.12 4.86 4.67 4.68 3.80 4.17 SBS 5.45 5.29 5.12 5.00 5.13 5.19 5.48 4.57 4.45 4.08 OBS 0.15 0.00 0.00 0.00 0.06 0.11 0.12 0.12 0.14 0.16 EBS 0.78 0.76 0.80 0.65 0.61 0.61 0.56 0.61 0.74 0.69 MBC 0.78 0.80 0.88 0.87 0.93 0.92 0.81 0.72 0.56 0.70 KBS 0.47 0.50 0.74 0.65 0.76 0.80 0.74 0.68 0.49 0.45 SBS 0.64 0.77 0.78 0.61 0.77 0.79 0.78 0.60 0.46 0.46 Tooniverse 1.17 1.08 0.84 0.72 0.67 0.57 0.45 0.47 0.29 0.25 YTN 0.47 0.45 0.51 0.62 0.56 0.50 0.57 0.64 0.65 0.57 OCN 0.68 0.73 0.68 0.58 0.50 0.47 0.42 0.42 0.35 0.31 tvn 0.00 0.00 0.04 0.37 0.47 0.47 0.55 0.48 0.43 0.50 CGV 0.42 0.51 0.45 0.47 0.44 0.45 0.43 0.40 0.31 0.29 E 0.04 0.08 0.16 0.24 0.35 0.41 0.37 0.33 0.23 0.23 MBN 0.55 0.98 TV 0.37 0.85 A 0.46 0.80 JTBC 0.43 0.79 : 1) 24 2) OBS(200407) (itv) : AGB, DATABASE(ARIANNA) () 2013 3, 3 10 2 3 5 1 CJ tvn SSA1 25% 3

158 SA 15%, 3 3070% 3 (C) (, SSA), C 2013, 3 SA 62.4%, A 21.6%, B 12.3%, C 3.6% 412 (2013) (: ) SA A B C KBS2 8,715 15,300 2,790 10,260 825 7,095 615 4,380 MBC 7,770 13,605 2,790 11,055 1,665 8,160 780 6,240 SBS 9,120 13,200 2,850 9,720 1,260 5,430 885 3,525 EBS 510 1,410 360 1,410 150 480 OBS 1,155 1,155 810 810 255 570 255 255 : 1) 15 : KOBACO/ 413 (: ) SA A B C JTBC 3,348 8,954 346 704 MBN 1,570 4,010 350 350 TV 6,140 8,890 1,890 5,442 1,414 4,412 500 3,992 A 7,400 2,500 1,300 500 : 15 : (JTBC 2012. 1, MBN 2014. 9, TV 2014. 9 )

4 159 414 (: ) SSA1 SSA2 SSA3 SA A B CGV 1,000 450 250 150 80 tvn 1,875 450 350 250 150 80 OCN 1,000 450 250 150 80 KBS 240 200 100 MBC 1,500 1,250 1,000 SBS* 400 250 150 80 KBS 400 300 150 80 MBC 400 250 150 60 SBS* 400 250 150 80 YTN 500 400 200 80 News-Y 400 300 200 80 : 1) 15 2) 1.52 : PP (2014. 9) 415 3 (2013) (:, %) SA A B C KBS 375,842 106,912 63,422 15,078 561,254 (, %) (67.0%) (19.0%) (11.3%) (2.7%) (100%) MBC (, %) SBS (, %) (, %) 335,585 164,649 98,298 26,340 624,871 (53.7%) (26.3%) (15.7%) (4.2%) (100%) 303,651 78,978 40,590 16,777 439,996 (69.0%) (17.9%) (9.2%) (3.8%) (100%) 1,015,078 350,539 202,310 58,194 1,626,122 (62.4%) (21.6%) (12.4%) (3.6%) (100%) : 3 (,, ID,,,, ) : KOBACO/ ( ) (, 2014), TV 10% TV 4.7% ( 61) TV 9.5%( 1.9% + () 7.6%), 30.1%,

160 24.1%, 10% 5.3% 11.4% TV, 40.5%, 28.6% ( 66), 10% 5.9% 45.4%, 26.2%, 10.8% TV TV 48.8%, 53.7%, 41.5%, 40.2% 10%. ( ) MBC MBC SBS KBS (), MBC MBC 50% KNN 9 SBS SBS 1 69%, 2 71%, 3 77% SBS, MBC/SBS KBS KBS () MBC/SBS

4 161 MBC () (), ( MBCSBS) 2012 2 () (2012. 9) MBC MBCSBS (EBS OBS) EBS OBS 3 3 PP EBS OBS 3 2013 EBS 48.6%(2012 53.5%), OBS 75.7%(2012 87.8% ) ( PP) 2011 12 MPP 3 416 PP (: ) 2012 2013 JTBC 51,995 69,891 A 26,824 51,249 MBC 55,550 66,296 TV 36,612 48,102 PP 4 170,981 235,539 :, 2013 4 1 MPP 2013 4 1~4, 4 10.2% 7.4% 4 CJ ( 4 7.3%, CJ 10.7%)

162 () PP SO, IPTV PP () 2013 SO (VOD ) 1,236 ( 3.8%), 174 ( 0.5%), IPTV 63 ( 0.2%) SO, IPTV. 3, TV// 3%(6 6) 3 3,,,., 3

4 163,, () 3, 3 3 PP, 3 3 (), () 3 Whole Food (2008): 35) 3 TV TV 4.7% vs. 5.3%(2013 2.8% vs. 3.1%) 2009, PP 35) FTC v. Whole Foods Markets, Inc., 533 F.3d 869(D.C Cir. 2008)

164 2010 (3, PP) 3, ( + PP),, MPP CJ MPP PP,, 3 3 PP 3 ( ) 3. ( ), TV // TV TV(3 ) 36) 36) TV/, ( /PP ), //VOD/ PP TV

4 165, PP, MPP/MSP 3 37), MPP MSP 411 2 1.. 1),, 2013 9 5,893 37) TV

166 9 3,854 2.2% (2.0%) 200809, 2010 2012 GDP : 2010 6.3%, 2011 3.7%, 2012 2.0%, 2013 3.0% (, ECOS) 421 4 2011 2012 2013(, %) (:, %) TV 20,775 19,307 18,273 19.1 2,604 2,385 2,246 2.3 (A) 23,379 21,655 20,519 21.4 17,092 16,543 15,447 16.1 5,236 5,076 4,650 4.8 (B) 22,328 21,620 20,097 21.0 4(A+B) 45,707 43,258 40,616 42.4 8,448 9,105 9,645 10.1 4, 5,725 5,418 5,810 6.1 TV(a) 11,741 13,218 13,825 14.4 SO(b) 664 655 712 0.7 (c) 122 130 151 0.2 IPTV(d) 170 235 380 0.4 TDMB(A1) 267 168 124 0.1 18,560 19,540 20,030 20.9 600 2100 4,600 4.8 32,124 36,046 39,822 41.5 92,004 93,854 95,893 100.0 (a+b+c+d) 12,697 14,238 15,068 15.7 (A+a+b+c+d+A1) 36,343 36,071 35,711 37.2 : 1) (%) 2) 2013,.,, DM,. 12 3,851 :, 2014 2013 37.2%

4 167 ( ) 2013 25.7% 2) 38) SOIPTV,, PP 3, 3, 3 SO KBS, MBC, SBS 3 KBS, 39) MBC 18, 40) SBS 9 () 38), TV/, (/PP ), //VOD/ PP 39) KBS 9 18 40) MBC 18 MBC 50% (2011 MBC MBC MBC MBC 18 )

168 3, MBC MBC SBS 41), (key station) 3 EBS OBS 422 (:, %) 2008 2009 2010 2011 2012 2013 2,926,415 2,574,177 3,071,660 3,402,974 3,333,203 3,242,096 1,916,402 1,689,727 1,952,257 2,105,281 1,937,027 1,832,968 (, %) (65.5) (65.6) (63.6) (61.9) (58.1) (56.5) 3 1,881,848 1,647,439 1,896,854 2,045,164 1,874,355 1,764,834 (, %) (64.3) (64.0) (61.8) (60.1) (56.2) (54.4) DMB 4,064 5,082 7,737 8,910 7,545 5,757 9,695 11,348 15,605 12,234 14,498 17,410 DMB 4,094 3,300 4,510 1,800 111 117,494 106,468 111,174 114,361 109,924 123,608 IPTV 3,476 12,361 13,594 15,695 6,287 874,666 754,776 968,016 1,146,794 1,248,403 1,256,066 : 1) (%) 2),, /PP, //VOD/ PP 3) 2013 IPTV VoD Live, VoD 4) 3 KBS, MBC, SBS 5) 3 EBS, OBS : TV, IPTV PP 41) () (KOBACO), 2012 () SBS

4 169 (, //VOD/ PP ) 42) 2007 3 906 2009 2 5,742 2010 2012 2013 2.7% 3 2,421 2013 1.6%p 56.5%. 1) 423 KBS MBC SBS (: ) 2008 2009 2010 2011 2012 2013 504,800 497,398 563,736 577,359 604,784 562,699 PP 61,614 70,981 89,570 97,798 100,209 95,646 566,415 568,379 653,306 675,157 704,993 658,345 759,161 617,836 709,334 806,413 654,143 626,840 PP 121,702 97,427 118,412 139,076 118,669 123,505 880,863 715,263 827,745 945,489 772,812 750,345 617,887 532,204 623,785 661,393 615,428 575,296 PP 96,433 94,489 119,922 139,398 120,543 123,201 714,319 626,693 743,706 800,791 735,971 698,497 3 2,161,597 1,910,335 2,224,758 2,421,437 2,213,776 2,107,187 CJ 327,555 242,948 324,934 382,233 380,706 347,022 MBN 55,550 66,296 TV 5.91 36,612 48,102 A 5.31 26,824 51,249 JTBC 7.55 51,995 69,891 18.78 170,982 235,539 2,926,415 2,574,177 3,071,660 3,402,974 3,333,203 3,242,096 : 1),, /PP, //VOD/ PP 2) 200608 CJ 3) KBS, MBC, SBS 4) 2011 2011 12 TV :, 42) IPTV 3 VOD 2011 (/)

170 3 MBC, SBS, KBS ( PP ) 20102011 2012 2013 2 1,072 ( 4.8% ) 3 3 PP 2013 3,424 2012 (2012 3,394 ) 1 MBC 2012 18.3% 2013 2.9% (2012 7,728, 2013 7,503 ) SBS 2012 7,360 8.1%, 2013 6,985 5.1% 2012 3 KBS 2013 6,583 6.6% CJ 2012 ( 0.4% ), 2013 8.8% 3,470 (2012 3,807 ), 4 2013 2,355 38% (2012 1,710 ) 424 KBS MBC SBS (: ) 2008 2009 2010 2011 2012 2013 594,623 591,486 646,620 655,287 690,949 641,103 PP 61,614 70,981 89,570 97,798 100,209 95,646 656,238 662,467 736,191 753,086 791,158 736,749 838,132 694,442 799,312 892,507 744,310 705,310 PP 127,135 104,128 124,544 145,316 133,939 139,140 965,266 798,570 923,856 1,037,823 878,249 844,450 699,603 623,702 714,714 756,584 716,365 665,096 PP 98,219 98,696 123,194 145,453 146,407 151,466 797,822 722,397 837,907 902,037 862,772 816,562 3 2,419,326 2,183,435 2,497,954 2,692,946 2,532,179 2,397,760 CJ 351,010 269,716 359,423 431,622 467,988 428,591

4 171 2008 2009 2010 2011 2012 2013 MBN 55,550 66,296 TV 6.78 45,237 59,143 A 6.91 39,784 55,126 JTBC 8.04 51,995 69,891 21.72 192,566 250,456 3,249,221 2,908,439 3,421,990 3,750,127 3,824,631 3,701,823 : 1),, /PP, //VOD/ PP 2) 200608 CJ 3) KBS, MBC, SBS 4) 2011 2011 12 TV :,, 3(PP) 2010 2011 2 6,929 2012 2 5,328 ( 6.0%) 2013 5.3% 2 3,978 3 PP 2012 3,806 2013 3,863 1.5% 1 MBC 2012 8,782 15.4% 2013 3.8% 8,445 SBS 2012 8,628 4.4% 2013 5.4% 8,166 KBS 2012 5.1% 7,912, 2013 6.9% 7,367 4 CJ 2012 4,680 8.4%, 2013 8.4% 4,286 4 2013 2,505 30% 2) 2013, 10 55.5%

172 100 14.7%, 1,000 4.3% 10 (2012 47.3%), 1 2012 6.3% 2013 17.9% 2013 10 54.6%, 100 14.8%, 1,000 4.3% 421 (2013) (: %) : 1), DMB,, DMB, SO, PP ( ) 2) 10 20 3) (, MSP, MPP, MSO) 4) 1, 1 :, 2013

4 173 422 (2013) (: %) : 1), DMB,, DMB, SO, PP ( ) 2) 10 20 3) (, MSP, MPP, MSO) 4) 1, 1 :, 2013 3) 2013 3 65.0% 64.8% MBC 23.1%, SBS 21.5%, KBS 20.3% CJ 10.7% 3, CJ 23.5% 1 MBC 8.4%, SBS 8.3%, KBS 6.5% SBS MBC PP 1 2012 CJ 26.1% 2013 23.5% 4

174 425 (2013) (: ) KBS MBC SBS + (%) + (%) + (%) + 562,699 641,103 30.70 30.67 17.36 17.32 PP 95,646 95,646 6.48 5.66 2.95 2.58 658,345 736,749 20.31 19.90 626,840 705,310 34.20 33.74 19.33 19.05 PP 123,505 139,140 8.36 8.24 3.81 3.76 750,345 844,450 23.14 22.81 575,296 665,096 31.39 31.82 17.74 17.97 PP 123,201 151,466 8.34 8.96 3.80 4.09 698,497 840,236 21.54 22.70 3 2,107,187 2,397,760 64.99 64.77 CJ 347,035 428,591 23.50 25.37 10.70 11.58 MBN 66,296 66,296 4.49 3.92 2.04 1.79 TV 48,102 59,143 3.26 3.50 1.48 1.60 A 51,249 55,126 3.47 3.26 1.58 1.49 JTBC 69,891 69,891 4.73 4.14 2.16 1.89 235,539 250,456 15.95 14.82 7.26 6.77 : 1), //VOD/ PP 2) : 3( ) TV (PP,, EBS OBS ) 3) KBS, MBC, SBS :, 2013 4) 3, 2.1%(KBS 2.5%, MBC 1.2%, SBS 2.6%) 3 PP 9.9%(KBS 24.6%, SBS 7.6%, MBC 0.8%) PP PP 64.4%, PP 3 3 54.1%( PP 55.8%), CJ 19.2%, 2012 26.2% 7%p

4 175 KBS 40.7%, MBC SBS 62.9%, 64.5%, 426 (2013) (: %) 13.9 1.3 32.1 4.6 7.0 2.4 61.4 38.6 100.0 18.1 3.4 53.8 7.5 15.1 1.5 99.3 0.7 100.0 KBS 41.0 2.9 38.6 5.4 10.9 1.1 100.0 0.0 100.0 MBC+ 0.0 5.2 61.9 7.9 22.4 1.3 98.7 1.3 100.0 SBS+ 9 0.0 3.7 68.6 10.7 13.8 2.3 99.1 0.9 100.0 PP 16.1 0.0 55.8 7.2 5.8 5.3 90.1 9.9 100.0 KBS PP 17.1 0.0 58.3 0.0 0.0 0.0 75.4 24.6 100.0 MBC PP 19.5 0.0 61.7 7.8 4.9 5.3 99.2 0.8 100.0 SBS PP 12.7 0.0 49.4 11.3 10.2 8.7 92.4 7.6 100.0 + PP 17.8 2.8 54.1 7.5 13.7 2.1 97.9 2.1 100.0 KBS 38.6 2.6 40.7 4.8 9.8 1.0 97.5 2.5 100.0 MBC 3.3 3.4 62.9 7.9 19.5 2.0 98.8 1.2 100.0 PP ( ) SBS 2.9 2.4 64.5 10.9 13.0 3.8 97.5 2.6 100.0 9.6 0.0 18.5 3.2 1.5 2.9 35.6 64.4 100.0 CJ 12.0 0.0 19.2 5.0 1.6 3.0 40.8 59.2 100.0 MBN 10.1 0.0 84.7 0.0 0.9 4.2 100.0 0.0 100.0 TV 12.9 0.0 76.3 5.8 3.4 1.7 100.0 0.0 100.0 A 9.2 0.0 78.4 0.0 11.1 1.2 100.0 0.0 100.0 JTBC 10.8 0.0 67.2 15.4 2.2 0.0 100.0 0.0 100.0 : 1),, /PP, //VOD/ PP 2) 3 3) :

176. 3 200910 23%, 2012 19.1%, 2013 18.8% 3 2010 18% 2011 2013 15.4% 3 PP 4% 2012 3.2%, 2013 3.3% 1 MBC 7% 2010 1, 2012 5.7% 2.6%p 3. 2013 0.8%p 6.5% 1 SBS 7% 2012 6.6% 2013 0.5%p 6% 3 KBS 2013 0.6%p 6.3% 3 2 2013 MBC, SBS, KBS2 CJ 2009 4% 2013 2.5% 4 2012 1.8% 2013 3.4% 427 KBS MBC SBS (: %) 2008 2009 2010 2011 2012 2013 6.07 6.25 6.28 5.48 5.78 5.33 PP 1.28 1.45 1.44 1.41 1.07 0.93 7.35 7.7 7.72 6.88 6.85* 6.27 6.29 5.99 5.76 5.76 4.67 5.09 PP 1.7 1.73 1.62 1.51 1.07 1.39 7.98* 7.72* 7.38 7.27* 5.73 6.48* 6.33 6.42 6.71 5.66 5.48 4.99 PP 1.09 1.24 1.34 1.35 1.07 1.02 7.42 7.65 8.05* 7.01 6.55 6.01 3 22.8 23.1 23.1 21.2 19.13 18.76

4 177 2008 2009 2010 2011 2012 2013 CJ 4.67 4.02 3.56 3.21 2.69 2.48 1.81 3.42 MBN 0.55 0.98 TV 0.37 0.85 A 0.46 0.80 JTBC 0.43 0.79 33.71 34.27 34.53 32.80 31.41 31.95 : 1) KBS KBS2 2) 2008 CJ (2009 CJ ) 3) 19 (PP 24 ) 4) SO, SO 5) MBC PP 2013 MBC (2012 12 31 MBC ) 6) * 1 7) 4 2011 (2011 12 ) : AGB, DATABASE(ARIANNA). ( ) 2001 3 itv OBS 2011 MBC 1 TV 2013 140 7 //VOD/ PP PP 2013 188(2012 180) PP (SO), 2002 2009 IPTV 3, DMB 2012 8 428 (: ) 2008 2009 2010 2011 2012 2013 TV 33 33 33 32 32 32 DMB 3 3 3 3 3 3 1 1 1 1 1 1 DMB 1 1 1 1 1 0

178 2008 2009 2010 2011 2012 2013 103 100 94 94 94 92 IPTV 3 3 3 3 3 PP 5 5 5 6 6 6 PP 132 141 141 147 147 140 : 1), /PP, //VOD PP 2), DMB,, PP 3) DMB TV : 2012 12 2013 TV 64 KBS1 KBS2 32, MBC MBC 20 1 TV 2013 CJ TV PP 7( 21), MBC, SBS, KBS 3( 7), 6( 7), 1( 4) 429 TV (2013 6 ) (: ) TV (32) 64 64 KBS(+18 ) 32 32 1 1 () 1 1 MBC(18) 19 19 ()SBS 1 1 ()KNN 1 1 (11) () 1 1 () 1 1 () 1 1 () 1 1 () 1 1

4 179 TV () 1 1 (11) () 1 1 ()(G1) 1 1 OBSTV() 1 1 : MBC 18(,,,,,,,,,,,,,,,,, ) MBC 2, 1 : 2014 ( ) 4210 TV PP (: ) MPP 2008. 12 2009. 12 2010. 12 2011. 12 2012. 12 2013. 12 PP PP PP PP PP PP CJ 8 14 10 22 10 26 7 21 7 18 7 21 4 9 MBC 4 5 3 5 3 6 3 6 3 6 3 7 SBS 4 6 5 7 5 7 6 9 6 7 7 7 KBS 2 5 2 5 1 4 1 5 1 5 1 4 : 1) //VOD PP 2) CJ //VOD/ :. 2012 2,868 2013 2,832 582 20.1% (a/a) 72.1%, (b/b) 56.2%

180 4211 (: ) 2008 2009 2010 2011 2012 2013 + 2,711 2,732 2,953 3,118 2,868 2,832 (A) 1,988 1,993 2,155 2,251 2,079 2,086 (B) 1,381 1,328 1,446 1,509 1,379 1,328 only (a) 1,330 1,404 1,507 1,609 1,489 1504 only (b) 723 739 798 867 789 746 : 1) 2) : AGB 2.. 1) 3 (, PP ) 2013 1.4%p 65.0% 43) PP 3( ) 2013 54.4%, PP 2011 11.1% (2008 9.6%), 2012 10.2%, 2013 10.6% 3, CJ, MBC 23.1% 1 SBS 2013 21.5% 0.6%p, KBS 0.8%p 20.3% CJ 2013 10.7% 0.7%p 4 2012 5.1% 2013 7.3% 43) 3 75%

4 181 423 (: %) :,, /PP, / /VOD/ PP :, 4212 KBS MBC SBS (: %, ) 2008 2009 2010 2011 2012 2013 17.25 19.32 18.35 16.97 18.14 17.36 PP 2.11 2.76 2.92 2.87 3.01 2.95 19.36 22.08 21.27 19.84 21.15 20.31 25.94 24.00 23.09 23.70 19.63 19.33 PP 4.16 3.78 3.85 4.09 3.56 3.81 30.10 27.79 26.95 27.78 23.19 23.14 21.11 20.67 20.31 19.44 18.46 17.74 PP 3.30 3.67 3.90 4.10 3.62 3.80 24.41 24.35 24.21 23.53 22.08 21.54 3 73.87 74.21 72.43 71.16 66.42 64.99 CJ 11.19 9.44 10.58 11.23 11.42 10.70 5.13 7.27 MBN 1.67 2.04 TV 0.00 1.10 1.48 A 0.00 0.80 1.58 JTBC 0.00 1.56 2.16 ( ) 2,926,415 2,574,177 3,071,660 3,402,974 3,333,203 3,242,096 : 1),, /PP, //VOD/ PP 2) KBS, MBC, SBS 3) 2011 2011 12 TV :,

182 2) 3 2008 74.5% 2013 64.8% PP 3 2008 65.6% 2013 54.3%, PP 8.8% 2011 10.4% 2012 10.0% 2013 2011 10.4% MBC 22.8% 1 SBS 0.5%p 22.1%, KBS 0.8%p 19.9% 4213 (: %, ) KBS MBC SBS 2008 2009 2010 2011 2012 2013 18.30 20.34 18.90 17.47 18.07 17.32 PP 1.90 2.44 2.62 2.61 2.62 2.58 20.20 22.78 21.51 20.08 20.69 19.90 25.79 23.88 23.36 23.80 19.46 19.05 PP 3.91 3.58 3.64 3.87 3.50 3.76 29.71 27.46 27.00 27.67 22.96 22.81 21.53 21.44 20.89 20.17 18.73 17.97 PP 3.02 3.39 3.60 3.88 3.83 4.09 24.55 24.84 24.49 24.05 22.56 22.06 3 74.46 75.07 73.00 71.81 66.21 64.77 CJ 10.80 9.27 10.50 11.51 12.24 11.58 MBN 1.45 1.79 TV 0.0 1.18 1.60 A 0.0 1.04 1.49 JTBC 0.0 1.36 1.89 5.03 6.77 ( ) 3,249,221 2,908,439 3,421,990 3,750,127 3,824,631 3,701,823 : 1),, /PP, //VOD/ PP 2) KBS, MBC, SBS 3) 2011 2011 12 TV :,

4 183 CJ 2013 0.6%p 11.6%, 4 1.8%p 6.8% 3) 3, 67% 2011, 2012 60.9%, 2013 2.2%p 58.7% 2012 3 MBC 2013 1, 2,3 1.5%p 2012 1 KBS 2013 2.2%p 19.6% 2, SBS 18.8% 3 CJ 2013 7.8% (2008 13.9%) 4 1%p, 4 2013 4.9%p 10.7% CJ 424 (: %) : 1) 2) KBS KBS1 3) 2008 CJ 4) 5) 4 2011 (2011 12 ) : AGB, DATABASE(ARIANNA)

184 4214 KBS MBC SBS (: %) 2008 2009 2010 2011 2012 2013 18.00 18.24 18.19 16.71 18.40 16.69 PP 3.80 4.23 4.17 4.30 3.41 2.92 21.80 22.47 22.36 20.98 21.81 19.62 18.66 17.48 16.68 17.56 14.87 15.94 PP 5.04 5.05 4.69 4.60 3.41 4.35 23.67 22.53 21.38 22.17 18.24 20.29 18.78 18.74 19.44 17.26 17.45 15.63 PP 3.23 3.62 3.88 4.12 3.41 3.19 22.01 22.32 23.32 21.37 20.86 18.82 3 67.6 67.4 66.9 64.6 60.91 58.73 CJ 13.85 11.74 10.32 9.78 8.57 7.79 5.76 10.70 MBN 1.75 3.07 TV 1.18 2.66 A 1.46 2.51 JTBC 1.37 2.47 33.71 34.27 34.53 32.80 31.41 31.95 : 1) (KBS1 ) 2) KBS KBS1 3) 2008 CJ 4) SO, SO 5) 4 2011 (2011 12 ) : AGB, DATABASE(ARIANNA). (HHI) 44) 1), HHI 2,000 2013, 1,570, (1,500 ) 44) DOJ/FTC Horizontal Merger Guidelines, HHI(Hirschman-Herfindahl Index) 2,500 1,500

4 185 425 HHI : HHI HHI 2013 1,576.9 2), HHI 1,600 (1,5002,500) 426 HHI : AGB, DATABASE(ARIANNA)

186 2009 (1,636.0) 2011 1,500 2013 1,281.6,. 1), 8( ), 9(), 17( ), PP 2001 PP, PP 2) (economy of scale) (economy of scope) 3 CJ PP

4 187, PP,, 45), PP () PP 64.4% 3( ) 0.7% 3), ( ) ( ) (MMS ) 45) (, )

188, 3, 3, PP 4), PP, SBS SBS, PP 3 () MSP PP (downstream), MSP CJ MSO PP, IPTV PP PP (upstream),

4 189 3 PP ( ) 3 PP, 4215 MSP PP (2013) (: ) PP SO 2013 CJ (t-broad) CJ() () () () CJ() () ()KM ()T ()E () ()t-broad () () () () () () () () () () () () () () () () () () () () () () (22) ()t-broad ()t-broad ()t-broad ()t-broad PP: 682,913,640 SO: 576,268,392 : 1,259,182,032 PP: 87,744,488 SO: 613,068,000 : 700,812,488

190 PP SO 2013 (t-broad) KBS MBC SBS (SBS ) ()KBS ()MBC ()MBC ()MBC ()SBS SBS() ()SBS ()SBS ()SBS ()SBS ()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) KBS:1,453,775,507 PP: 123,705,556 : 1,577,481,063 MBC:983,143,485 PP: 198,711,020 : 1,181,854,506 SBS: 826,647,261 PP: 230,499,696 : 1,057,146,958 : 1) PP ( ) 2) MBC, SBS 3), PP //VOD/ PP 4) CJ, CJ, t-broad(), SBS : 2014 5) (two-sided market) (intermediary), PP

4 191, () 46) ( ) (), 3.. 1) 2012 2011 KOBACO, 2012 2013 46) chicken and egg problem

192, (, 2014), 87.7%, 36.8%( 57 ) ( ) (57) PP TV 19%, 21% 47) 4216 (: ) 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 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 2013 15,300 8,715 4,380 615 13,605 7,770 6,240 780 13,200 9,120 3,525 885 : 15 : KOBACO/ 47),

4 193 PP PP,, ( 60) (, 2014) 30%(18), 39%(7) 4217 (: ) SSA1 SSA2 SSA3 SA A B CGV tvn OCN KBS KBS MBC MBC SBS E! SBS 2013 1000 450 250 150 80 2014 1000 450 250 150 80 2013 1500 450 350 250 150 80 2014 1875 450 350 250 150 80 2013 1000 450 250 150 80 2014 1000 450 250 150 80 2013 1200 800 500 2014 240 200 100 2013 400 300 150 80 2014 400 300 150 80 2013 400 250 150 60 2014 400 250 150 60 2013 2014 150 120 100 60 2013 400 250 150 80 2014 400 250 150 80 2013 400 250 150 80 2014 400 250 150 80 : 1) 15 2) 2 : PP (2014. 9 )

194 11.7%(7) 3.3%(2) SBS PP, KBS/MBC PP KOBACO 16( ), 20%, 70% (2013 KOBACO, KOBACO 14% 80% ),, 2) ( ) 2008 1 3,530 2012 2 7,230 2013 2 3,060 ( 18%) 3 TV 2013 50.5% (2008 71%, 2012 50.1%) MBC 2012 14.2% 2013 15.9%, (2012 386, 2013 367 ) KBS 2013 16.4%, SBS 18.2% 0.3%p, 1.1%p CJ 2008 5.8% 2012 21.7% 2013 17.6% 4.1%p

4 195 JTBC, MBN 3 (50.5%), (65.0%) 4218 KBS MBC SBS (:, %) 2008 2009 2010 2011 2012 2013 (%) (%) (%) (%) (%) (%) 313 23.1 245 20.2 286 17.3 308 15.6 342 12.6 304 13.2 PP 22 1.6 28 2.3 41 2.5 68 3.4 112 4.1 74 3.2 335 24.8 273 22.6 327 19.8 376 19.0 454 16.7 378 16.4 233 17.2 193 16.0 212 12.8 265 13.4 314 11.5 300 13.0 PP 55 4.1 46 3.8 54 3.3 41 2.1 72 2.6 67 2.9 288 21.3 239 19.8 266 16.1 306 15.5 386 14.2 367 15.9 294 21.7 222 18.3 386 23.3 336 17.0 404 14.8 303 13.1 PP 44 3.3 40 3.3 150 9.1 108 5.5 121 4.4 117 5.1 338 25.0 262 21.7 536 32.4 444 22.4 525 19.3 420 18.2 3 961 71.0 774 64.0 1129 68.2 1126 56.9 1365 50.1 1165 50.5 CJ 79 5.8 156 12.9 197 11.9 414 20.9 590 21.7 407 17.6 0 0.0 422 15.5 427 18.5 MBN 84 3.1 89 3.8 TV 0 0.0 83 3.1 69 3.0 A 0 0.0 93 3.4 69 3.0 JTBC 0 0.0 161 5.9 200 8.7 1,353 100.0 1,210 100.0 1,655 100.0 1,978 100.0 2,723 100.0 2,306 100.0 : 1) PP (/ PP ) 2) TV (,,,, ) 3) 2011 2011 12 TV : 3), KOBACO 1988, 1, 1

196 1993, 2 1994, 1, KOBACO, 48) PP (),,, SO PP, 49) PP ( ). 1) 2012, SBS () 2011 KOBACO KOBACO,, () 48) (2001. 1. 29), (2001. 4. 21), (2007. 10. 21), (2008. 2. 20), (2008. 4. 29) 49) (2010. 12. 27)

4 197 (KOBACO), (57) (, 2013c), 43.9% ( 45.6%, 10.5%) (57) (, 2014), KOBACO 89.5%(51) CJ, 2) KOBACO,, PP TV,, 3) ( 2,100, AGB)

198, ( ), 3 PP, (), 4.. () ( ) 50), 2008 2012 MBC 201011 8% 2012 2.8% 2013 1.8% MBC PP 2013 10.4% (2012 5.6%) SBS 2012 5.1% 2013 4.1% KBS 2011 (2011 3.3%, 2013 1.2%) 2013 KBS 1.8% PP 4.9% 50)

4 199 4219 (: %) KBS MBC SBS CJ 2008 2009 2010 2011 2012 2013 7.34 1.63 1.03 4.51 2.50 1.83 PP 7.93 8.46 13.93 9.27 3.85 4.89 6.41 2.12 2.10 3.30 1.89 1.16 2.00 0.90 7.93 8.01 2.34 0.35 PP 6.16 9.08 8.40 11.31 5.63 10.41 0.99 0.38 7.99 8.44 2.79 1.80 2.41 4.81 2.63 11.86 5.96 4.19 PP 14.95 3.78 3.64 2.83 1.69 3.91 SO 11.45 PP 7.36 8.13 4.26 3.33 2.84 10.07 5.12 4.13 SO 13.86 18.51 15.95 22.42 16.81 9.67 PP 1.21 5.96 7.11 6.83 5.11 2.64 7.22 11.90 11.33 12.72 9.84 5.85 MBN 66.8 41.2 TV 166.1 105.8 32.6 A 389.1 153.7 54.3 JTBC 452.0 217.5 174.3 4.73 5.95 7.23 6.58 4.15 2.62 : 1) 2),, /PP, //VOD/ PP 3) IPTV 4) 2011 2011 12 TV :, CJ 2012 9.8%, 2013 4.9%p 5.9% SO CJ (PP) 2011 6.8%, 2012 5.1%, 2013 2.6% 2013 KBS, MBC, SBS PP 4.9%, 10.3%, 3.9% CJ PP 4 2013 (2013

200 : MBN 41%, TV 32%, A 54%, JTBC 174%) 2008 MBC 2008 (0.1%) 2009 2011 11.0% 2012 8.5%, 2013 4.0% SBS 20082010 4% 2011 8.9% 2012 6.5%, 2013 5.2% KBS 2008 2009 2011 (2012 0.1%, 2013 0.6%) CJ 2008, 2009 7.8% 2012 5.7%, 2013 3% SO PP, 2013 SO PP 0.8% 4220 (: %) 2008 2009 2010 2011 2012 2013 6.01 5.36 3.15 0.33 0.41 0.29 KBS PP 5.53 5.87 10.20 6.72 2.97 2.96 5.31 5.40 3.73 0.89 0.08 0.55 0.54 7.47 11.92 11.11 9.13 3.32 MBC PP 2.67 9.61 4.66 10.56 4.52 8.22 0.14 7.74 10.94 11.04 8.50 4.02 3.09 7.23 4.37 9.03 7.59 5.59 SBS PP 11.69 7.75 3.50 8.29 2.30 3.81 4.35 4.63 4.19 8.88 6.54 5.21 SO 9.96 CJ PP 6.30 6.30 6.98 6.98 SO 6.27 12.19 10.45 13.92 11.38 6.18 PP 29.98 3.84 2.12 3.22 1.90 0.79 9.72 7.79 6.10 7.26 5.74 3.03

4 201 2008 2009 2010 2011 2012 2013 MBN 40.7 25.8 TV 7.3 107.8 23.6 A 240.0 129.0 43.6 JTBC 331.1 206.5 172.9 0.74 6.23 6.76 6.06 3.22 2.42 : 1) 2),, /PP, //VOD/ PP 3) IPTV 4) 2011 2011 12 TV :,. KOBACO 2013, TV, TV,, IPTV ( ) 51) TV TV, IPTV TV 99%, TV 79% 35%, IPTV 17%, 7% ( ) 85%,, 29%, 26% TV TV,, TV TV 139, TV 60, 22 68, 9, TV TV IPTV 51) 1 (, 3 1 )

202 TV TV 5.. 2013 (2.2%), 2013 37.2% ( ) 3 2,421 2012 2.7% 3( PP) 2 1,072 2013 65.0% (2012 66.4%), 4 2012 5.1% 2.2%p 7.3% 2013 MBC 7,503, SBS 6,985, KBS 6,583, CJ 3,470, 4 2,355. 2013 MBC 23.1%, SBS 21.5%, KBS 20.3%, CJ 10.7%, 2008 2012 3 3 2008 73.9% 2013 65.0% 1.4%p 4 2013 2012 5.1% 2.2%p 7.3% HHI 2,000, 2012,, 2013 1,570, (1,500) HHI 2009 1,636 2011 1,500, 2013 1,281

4 203 PP, 3 MSP. 2012 SBS, (KBS, MBC ), (57) 52), 87.7%, 36.8%( 56.1%, 7.0%), 60%( ), TV 21%, 19% (60) 53), 30%(18), 39%(7) PP, (57), 43.9% ( 45.6%, 10.5%) 52) 57 53) 60

204. MBC SBS, KBS ( ) MBC 2008 (1.0%) 2010~2011 8.0% 2012 2.8%, 2013 1.8% SBS 2008 4.3%, 2009 3.3%, 2010 2.8%, 2011 10.1% MBC 2012 5.1%, 2013 4.1% KBS 2008 20092010 2.1%, 2011 (2011-3.3%, 2012-1.9%, 2013-1.2%) 2013 KBS 1.8% PP 4.9% CJ PP 2010 2013 3.1%, 3 PP 2013 KBSPP 4.9%, MBCPP 10.4%, SBSPP 3.9% 2013 TV TV IPTV TV. 4 3,

4 205 3 3 1.. 1) 2013 9 5,893 (TV/Radio/DMB) 21.5%( 2014) 15.7%, + 25.7% 431 (: %) :, 2) 3 (, //VOD/ PP ) 2013 3 2,421, 2008 65.5% 2013 56.5%

206 3( ) 2008 64.3% 2013 54.4% 3, 3 431 2008 2009 K(6.47, Mnet) 2010 K(15.06, Mnet) 2011 2012 2013 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) 1994(7.18, tvn), 2 (6.91, tvn), 1 (4.45, tvn), (3.94, JTBC), K5(3.59, Mnet) : 3% : AGB, DATABASE(ARIANNA) 3 54) 3, 3 54),

4 207 3) 3 PP PP,, 3 PP 3 KBS, MBC, SBS 3 KBS, MBC 18, SBS 9 ( ) 3, MBC MBC SBS, (key station) 3 ( ) 2011 2013 5.8% 1 7,648 (2012 1 8,744 )

208 432 3 (:, %) : KBS, MBC, SBS ( ) :,. 1) 1 MBC( MBC ) 2011 8,064 2012 6,541 2013 4.1% 6,268 MBC 2013 4,368 1.2% (2012 4,423 ), MBC 10.3%

4 209 433 3( ) (: ) : KBS, MBC, SBS ( ) :, SBS( ) 2011 6,614 2012 6,154 2013 6.5% 5,753 SBS 6.6% KBS 2009 2012 2013 7.0% 5,627 432 3 (:, %) 2008 2009 2010 2011 2012 2013(, %) 3() 1,881,848 1,647,439 1,896,854 2,045,164 1,874,355 1,764,834 (96.3) KBS 504,800 497,398 563,736 577,359 604,784 562,698 (30.7) MBC+ 759,161 617,836 709,334 806,413 654,143 626,840 (34.2) MBC 497,901 395,617 462,831 538,651 442,309 436,809 (23.8) MBC 261,260 222,219 246,502 267,761 211,833 190,031 (10.4) SBS+ 9 617,887 532,204 623,785 661,393 615,428 575,296 (31.4) SBS 458,645 395,193 482,715 500,994 472,395 441,426 (24.1) KNN 31,821 27,765 28,859 32,104 29,596 26,828 (1.5) 25,360 21,787 22,090 24,459 22,729 20,952 (1.1) 20,481 18,070 18,562 20,608 18,689 17,476 (1.0) 17,981 15,403 15,674 19,909 15,924 16,107 (0.9) 11,924 10,070 10,428 11,265 10,527 9,642 (0.5) 11,976 9,961 10,329 11,102 10,385 10,141 (0.6)

210 2008 2009 2010 2011 2012 2013(, %) 12,319 10,315 10,612 14,364 10,716 9,702 (0.5) G1 16,072 13,648 14,112 15,302 14,132 13,406 (0.7) 11,307 9,991 10,403 11,286 10,335 9,616 (0.5) 1,916,402 1,689,727 1,952,257 2,105,281 1,937,027 1,832,968 (100.0) : () :, 2) (), 2011 3 ( 60, ) 55), 3( ) 2009 2011 2 3,044 2013 6.5% 2 115 MBC( MBC ) 2011 2013 5.2% 7,053 SBS( ) 2011 7,566 2012 7,164, 2013 6,651 ( 7.2%) KBS 2009 5,915 2012 6,909 2013 7.2% 6,411 55) 2009 2010 ( 593, )

4 211 433 3( ) (: ) 2008 2009 2010 2011 2012 2013 3 2,132,358 1,909,630 2,160,646 2,304,378 2,151,624 2,011,509 KBS 594,623 591,486 646,620 655,287 690,949 641,103 MBC + 838,132 694,442 799,312 892,507 744,310 705,310 SBS + 9 699,603 623,702 714,714 756,584 716,365 665,096 : KBS, MBC, SBS ( ) :, 3) KBS 2013 KBS 38.6% ( 41.0%), MBC 59.2% SBS 67.6% MBC 69.4%, 71.8%, MBC 29%, SBS 17.4%, MBC 4%, 1.5% 434 3( ) (2013) () (: %) KBS 100.0 41.0 2.9 38.6 5.4 10.9 1.1 0.0 100.0 MBC+ MBC 98.7 0.0 5.2 61.9 7.9 22.4 1.3 1.3 100.0 MBC 100.0 0.0 5.6 59.2 5.6 29.0 0.6 0.0 100.0 MBC 95.0 0.0 4.1 69.4 14.3 4.0 3.3 5.0 100.0 SBS + 9 99.1 0.0 3.7 68.6 10.7 13.8 2.3 0.9 100.0 SBS 99.4 0.0 4.1 67.6 9.9 17.4 0.5 0.6 100.0 98.1 0.0 2.3 71.8 13.7 1.5 8.7 1.9 100.0 3() 99.4 18.1 3.8 53.3 7.5 15.1 1.5 0.6 100.0 99.4 17.7 3.6 52.7 7.4 14.8 3.1 0.6 100.0 : () :, 2013

212. 3 4 (KBS1) 2008 26% 2013 22.1% KBS1 1, 20092010 SBS 2013 KBS1, KBS2, MBC, SBS 2012 5% (4.7%) 4 MBC 2013 5.1% 3 435 3 (: %) 2008 2009 2010 2011 2012 2013 KBS1 7.316* 6.185 6.299 6.305* 7.028* 6.721* KBS2 6.068 6.252 6.280 5.478 5.781 5.333 MBC 6.288 5.987 5.756 5.760 4.665 5.094 SBS 6.334 6.416* 6.711* 5.655 5.477 4.993 26.006 24.840 25.046 23.198 22.951 22.141 : 1) 19 2) * 1 : AGB, DATABASE(ARIANNA). ( ) 2001 3 10 DMB, (itv) TV(OBS), 2011 MBC MBC MBC

4 213 436 3 (: ) 2008 2009 2010 2011 2012 2013 KBS 1 1 1 1 1 1 MBC 1 1 1 1 1 1 MBC 19 19 19 18 18 18 SBS 1 1 1 1 1 1 9 9 9 9 9 9 31 31 31 30 30 30 : 1) MBC 18(,,,,,,,,,,,,,,,,, ): MBC 2) 9(KNN,,,,,,,, G1): SBS : 3 KBS, MBC, SBS 3,,, 3, 3 2001, 2011 MBC 2012 12 2013 3 TV 62 KBS1 KBS2 32, MBC MBC 20, 1 TV 437 3 TV (2013 6 ) (: ) TV (30) 62 62 (+18 ) 32 32 () 1 1 MBC(18) 19 19

214 (10) TV ()SBS 1 1 ()KNN 1 1 () 1 1 () 1 1 () 1 1 () 1 1 () 1 1 () 1 1 () 1 1 ()(G1) 1 1 : MBC 18(,,,,,,,,,,,,,,,,, ) MBC 2, 1 : 2014 ( ). 200809 2,000, 2011 2,251 2012 2,079, 2013 2,086 438 (: ) 2008 2009 2010 2011 2012 2013 + 2,711 2,732 2,953 3,118 2,868 2,832 1,988 1,993 2,155 2,251 2,079 2,086 1,381 1,328 1,446 1,509 1,379 1,328 only 1,330 1,404 1,507 1609 1489 1504 only 723 739 798 867 789 746 : 1) 2) : AGB

4 215 2.. 1) MBC, SBS, KBS( ), 2012 3 2013 MBC( MBC ) 2012 34.9% 2013 35.5% SBS( ) 32% 2013 32.6%(2012 32.8%) 2012 32.3% 4.1%p MBC, SBS KBS 2013 31.9% (2012 32.3%) 434 3 (: %) :, 439 3( ) (: %) 2008 2009 2010 2011 2012 2013 KBS 26.82 30.19 29.72 28.23 32.27 31.88 (1) MBC + 40.34 37.50 37.40 39.43 34.90 35.52 3 SBS + 9 32.83 32.30 32.89 32.34 32.83 32.60 100.00 100.00 100.00 100.00 100.00 100.00

216 (2) (3) (4) 2008 2009 2010 2011 2012 2013 KBS 26.34 29.44 28.88 27.42 31.22 30.62 MBC + 39.61 36.56 36.33 38.30 33.77 34.11 SBS + 9 32.24 31.50 31.95 31.42 31.77 31.30 98.20 97.50 97.16 97.14 96.76 96.03 KBS 17.25 19.32 18.35 16.97 18.14 17.36 MBC + 25.94 24.00 23.09 23.70 19.63 19.33 SBS + 9 21.11 20.67 20.31 19.44 18.46 17.74 64.31 64.00 61.75 60.10 56.23 54.44 KBS 6.5 6.7 6.5 6.0 6.19 5.87 MBC + 9.7 8.4 8.2 8.4 6.70 6.54 SBS + 9 7.9 7.2 7.2 6.9 6.30 6.00 24.14 22.31 22.00 21.39 19.18 18.40 : (1) 3, (2), (3), (4) :,, 2) 3, 6 2012 4310 3( ) (1) 3 (2) (3) (: %) 2008 2009 2010 2011 2012 2013 KBS 27.89 30.97 29.93 28.44 32.11 31.87 MBC + 39.31 36.37 36.99 38.73 34.59 35.06 SBS + 9 32.81 32.66 33.08 32.83 33.29 33.06 100.00 100.00 100.00 100.00 100.00 100.00 KBS 27.36 30.18 29.08 27.60 31.00 30.67 MBC + 38.56 35.43 35.94 37.59 33.39 33.74 SBS + 9 32.18 31.82 32.14 31.86 32.14 31.82 98.10 97.44 97.16 97.04 96.53 96.23 KBS 18.30 20.34 18.90 17.47 18.07 18.61 MBC + 25.79 23.88 23.36 23.80 19.46 20.48 SBS + 9 21.53 21.44 20.89 20.17 18.73 19.31 65.63 65.66 63.14 61.45 56.26 58.40 : (1) 3, (2), (3) :,,

4 217 1 MBC( MBC ) 2011 38.7% 2012 34.6% 2013 35.1% SBS( ) 33% 2013 33.1% KBS 2012 32.1% 3.7%p, 2013 31.9% 3) 3 ( KBS1 ) 2013 KBS 34.6%, MBC 33.0%, SBS 32.4% 2011 32.4% 3 KBS 2012 36.3% 1 2013 34.6% 1 2012 29.3% 3 MBC 2013 33.0% 3.7%p 2 SBS 32.4% 2%p 3 3 2008 55.4% 2013 48.2% 435 3 (: %) : KBS1 : AGB, DATABASE(ARIANNA)

218 3 3 PP 10% 4311 3 (1) 3 (2) (3) (: %) 2008 2009 2010 2011 2012 2013 KBS2 32.47 33.51 33.50 32.43 36.31* 34.59* MBC 33.64 32.09 30.70 34.10* 29.30 33.03 SBS 33.89* 34.39* 35.80* 33.48 34.40 32.38 100.00 100.00 100.00 100.00 100.00 100.00 KBS2 31.09 32.01 32.09 30.80 34.00 32.43 MBC 32.21 30.66 29.41 32.39 27.44 30.97 SBS 32.45 32.85 34.29 31.80 32.21 30.36 95.75 95.52 95.80 94.99 93.64 93.77 KBS2 18.00 18.24 18.19 16.71 18.40 16.68 MBC 18.66 17.48 16.68 17.56 14.87 15.93 SBS 18.78 18.74 19.44 17.26 15.89 15.62 55.44 54.45 54.31 51.53 49.16 48.23 : 1) (1) 3, (2), (3) 2) * 1 : AGB, DATABASE(ARIANNA). (HHI) 1), HHI 3,300 2012 3 3,337, 2013 3,341 (3 HHI 3,333) HHI HHI HHI HHI

4 219 436 3 HHI :, 2) HHI HHI 3,330, 2013 3,336 437 3 HHI : AGB, DATABASE(ARIANNA). 1),

220,,, 4312 9( ),, 17( ) 10() 8( ) 40%,,,,,, 4( ) (PP ) 33% (MBC) 7% ( 5%), 10% 8( ) 3,, 10% : 3, 3, PP, 3 PP PP PP, 3

4 221 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), 3

222,,, (MMS) 3, 3, 3, 3,, 4),

4 223, PP 3 3,,, SBS, SBS ( ) SBS, 3 PP 3 () 3.. 1) 2012 KBS MBC KOBACO, SBS 2011 KOBACO, 2012 2013

224, (, 2014), 87.7%, 36.8%( 57 ) ( ) (57) PP TV 19%, 21% (KOBACO), (57), 43.9% ( 45.6%, 10.5%) 2) ( ) 2012 TV 2013 13.5% 2011 (2011 9,085, 2012 1 605, 2013 9,183 ) KBS, 2010 2012 SBS( )

4 225 2013 KBS 3,042, SBS 2,672, MBC 2,601 200709 KBS 2010 2012 SBS, 2013 KBS 2013 KBS 3,042, SBS 3,025, MBC 3,004 438 (: ) : TV (,,,, ) : 3) 3 3 KOBACO 1988 1 1, 1993 2, 1994 1, KOBACO

226 KOBACO, 56). 1) KOBACO 2011 KOBACO,, () (KOBACO), (57) (, 2014), 43.9% ( 45.6%, 10.5%) (57) (, 2014), KOBACO 89.5%(51) 2) KOBACO, 56) (2001. 1. 29), (2001. 4. 21), (2007. 10. 21), (2008. 2. 20), (2008. 4. 29)

4 227, 3) 57),, ( ), 3 4.. () ( ) 2009 2012 4313 3( ) (: %) 2008 2009 2010 2011 2012 2013 KBS 7.34 1.63 1.03 4.51 2.50 1.83 MBC + MBC 2.00 0.90 7.93 8.01 2.34 0.35 MBC 0.57 0.91 8.15 8.31 1.90 1.97 MBC 6.55 4.06 7.55 7.40 3.21 3.09 SBS + 9 2.41 4.81 2.63 11.86 5.96 4.19 SBS 0.91 2.79 0.63 11.48 5.37 4.01 9 6.45 10.37 12.80 13.00 7.79 4.71 3 2.95 1.56 3.78 4.17 1.34 0.45 : : 57) 2,100, AGB

228 MBC( MBC ) 200809 2010 7.9%, 2011 8.0% 2012 2.3%, 2013 0.4% SBS( ) 2011 11.8%, 2012 6.0%, 2013 1.8%p 4.2% KBS 20092010 (1.6%, 1.0%), 2011 (4.5%), 2013 (1.8%) ( ), MBC 2010 11.9%, 2013 5.8%p 3.3% SBS 2011 9.0%, 2013 5.6% KBS 2008 2009 5.4% 2012 0.4%, 2013 0.3% 439 3( ) (: %) : 1) 2) KBS, MBC, SBS :

4 229. KOBACO 2013, TV, TV,, IPTV ( ) 58) TV TV, IPTV TV 99%, TV 79% 35%, IPTV 17%, 7% ( ) 85%,, 29%, 26% TV TV,, TV TV 139, TV 60, 22 68, 9, TV TV IPTV TV TV 5.. 21.4%( TV 19.1%) ( 2014) 58) 1 (, 3 1 )

230 2013 3 1 7,648 5.8% MBC( MBC ), SBS( ), KBS 6,268 ( 4.1% ), 5,753 ( 6.5% ), 5,627 ( 7.0% ). 2013 MBC( MBC ) 35.5%, SBS( ) 32.6%, KBS 31.9%, 2013 KBS 1 2013 : KBS 34.6%, MBC 33.0%, SBS 32.4%, HHI 3,300, 2012 3 3,337, 2013 3,341 (3 HHI 3,333),,,, PP,, MMS PP, 3. 2012 SBS, (KBS, MBC

4 231 ), 87.7%, 36.8%( 57 ) ( ) (57) PP TV 19%, 21% (KOBACO), (57), 43.9% ( 45.6%, 10.5%). 200708 2009 2012 ( ) 59) 2013 MBC( MBC ) (2.3%) 0.4%, SBS( ) (6.0%) (4.2%) MBC KBS 3 (1.8%) (2.5%) 59)

232 3 2013,. 2013 3 HHI 3,341,, ( )

5 235 5 1 1..,,,, () 220 511

236. () () +, + +, (OTT) OTT,, 2.. (),, IPTV () TV, TV,, IPTV (demand substitutability),,

5 237. 1) (differentiated consumer product markets),,, ( ),, (),

238 2) () TV, TV,, IPTV (),, (VOD), 4 ( TV) TV, (), VOD, ( /IPTV) TV IPTV (),, () TV IPTV, IPTV TV VOD 511 () TV HD () () VOD 4,00015,000 2080 8,80025,200 80243 40107 10,00033,000 165201 119134 Near VOD IPTV 9,00022,000 66214 48164 OTS 9,00020,000 158196 114129 : 3 : (2014 12 )

5 239 3) () TV IPTV, TV (),,, VOD, 5,, VOD 4) (CLA: Critical Loss Analysis) 10%,?,? (own-price elasticity)? (cross-price elasticity) () A A 1% A % () () B A A 1% B % () () (CLA: Critical Loss Analysis)

240 () (CLA) x%( 10%),, () (CSL: Critical Sales Loss) (ASL: Actual Sales Loss), TV 10% 60.1% TV ASL 60.1% CLA () 2012 2014,, IPTV 3. () 77 60) 60) 2014 3, 78, 2013 77

5 241 (),, (), SO, 4.. 2012 ( TV, TV, IPTV, ) 50% TV,, 2014 OTT,,

242 2014 2012,, (sub market),,. 2012 2 1..,,, IPTV 2013 2012 96 77 2013 96 SO 92, 1, IPTV 3 SO MSO SO 2004 68 2013 81. 1) 2013 2,540 ( ) 8.9% 859 10.8%,

5 243 2011 50.9%, 2013 66.2% 1,681 SO 2013 1,474, IPTV 871 2012(651 ) 33.9% 61) IPTV KT OTS 2010 38 2013 223 2) 1 KT (OTV Skylife ) 2013 14.6% 691, 1.4%p 27.2% 2 CJ 296 2 2012 11.0%p 2013 11.6%p KT 2013 41.1%, 615 SO (36.6%), SO 2012 6.2%p 2013 4.5%p 43 1 521 (: ) 2006. 4 2007. 4 2007. 12 2008 2009 2010 2011 2012 2013 2014. 3 t-broad 3,233 3,246 3,220 3,468 3,426 3,234 3,137 3,139 3,336 3,339 CJ 2,493 2,818 2,975 3,001 2,952 3,002 3,405 3,322 3,948 3,967 C&M 2,378 2,460 2,511 2,590 2,728 2,639 2,697 2,449 2,459 2,459 HCN 844 1,293 1,298 1,480 1,351 1,338 1,312 1,423 1,400 1,393 CMB 1,172 1,280 1,353 1,230 1,287 1,286 1,346 1,350 1,508 1,502 61) TV IPTV, SO,,. 2014 (N=1,863), 27.8%,

244 2006. 4 2007. 4 2007. 12 2008 2009 2010 2011 2012 2013 2014. 3 MSO 10,120 11,096 11,356 11,769 11,744 11,499 11,898 11,683 12,651 12,659 SO 3,897 3,310 3,425 3,259 3,398 3,360 2,880 3,116 2,087 2,086 SO 14,017 14,407 14,781 15,029 15,142 14,859 14,778 14,799 14,738 14,745 KT 1,896 2,017 2,131 2,302 3,466 4,178 5,059 6,024 6,906 7,093 OTV Live 1,009 1,727 2,810 4,007 4,952 5,144 Skylife 1,896 2,017 2,131 2,302 2,457 2,826 3,261 3,790 4,180 4,217 (OTS) 375 1,012 1,773 2,226 2,267 B tv Live 0.773 403 735 883 1,445 2,081 2,256 U + TV Live 330 610 860 1,053 1,675 1,821 IPTV 0.773 1,741 3,072 4,553 6,505 8,708 9,220 15,913 16,424 16,912 17,332 19,341 20,382 21,580 23,321 25,400 25,915 : 1) t-broad, CJ, C&M GS SO 2) KT OTV + OTS, IPTV OTV + B tv + U+TV, SO + KT + B tv + U+TV : 2014,, OTS, IPTV 522 (: ) 2008 2009 2010 2011 2012 2013 2014. 3 t-broad 309 444 590 727 1,020 1,273 1,343 CJ 700 806 995 1,198 1,486 2,005 2,138 C&M 664 907 1,102 1,388 1,416 1,537 1,561 HCN 141 296 386 447 548 612 628 CMB 11 34 43 51 80 117 123 MSO 1,814 2,498 3,116 3,811 4,549 5,544 5,794 SO 99 177 261 374 620 606 627 SO 1,913 2,675 3,377 4,186 5,169 6,150 6,421 KT 2,302 3,466 4,178 5,059 6,024 6,906 7,093 OTV Live 1,009 1,727 2,810 4,007 4,952 5,144 Skylife 2,302 2,457 2,826 3,261 3,790 4,180 4,217 (OTS) 375 1,012 1,773 2,226 2,267 B tv Live 0.773 403 735 883 1,445 2,081 2,256 U + TV Live 330 610 860 1,053 1,675 1,821 IPTV 0.773 1,741 3,072 4,553 6,505 8,708 9,220 4,216 6,874 8,900 10,988 13,692 16,812 17,590 : 1) t-broad, CJ, C&M GS SO 2) KT OTV + OTS, IPTV OTV + B tv + U+TV, SO + KT + B tv + U+TV : 2014,, OTS, IPTV

5 245. (),, VOD, 1) 2013 2012 10.7% 4 500 2 3,792, 58.7% 1 KT 1 496, 25.9% (27.2%) 1.3%p, 2012 (25.2%) 0.6%p 2) 2013 2 8,257 69.8% 2012 69.7% SO 1 1,492 52.8%, KT 8,429 29.8%, 2012 1.2%p 3) 2013 2 4,534 86.8% 2012 87.7% 0.9%p SO 1 1,663 47.5%,, KT 8,234 33.6%, 2012 1.8%p

246 2.. IPTV 1) 2013 KT 27.2%, SO 58.0%, 60% 523 2006. 4 2007. 4 2007. 12 2008 2009 2010 2011 2012 2013 2014. 3 t-broad 20.3% 19.8% 19.0% 20.0% 17.7% 15.9% 14.5% 13.5% 13.1% 12.9% CJ 15.7% 17.2% 17.6% 17.3% 15.3% 14.7% 15.8% 14.8% 15.5% 15.3% C&M 14.9% 15.0% 14.8% 14.9% 14.1% 12.9% 12.5% 10.5% 9.7% 9.5% HCN 5.3% 7.9% 7.7% 8.5% 7.0% 6.6% 6.1% 5.5% 5.5% 5.4% CMB 7.4% 7.8% 8.0% 7.1% 6.7% 6.3% 6.2% 5.8% 5.9% 5.8% MSO 63.6% 67.6% 67.1% 67.9% 60.7% 56.4% 55.1% 50.1% 49.8% 48.8% SO 24.5% 20.2% 20.3% 18.8% 17.6% 16.5% 13.3% 13.4% 8.2% 8.0% SO 88.1% 87.7% 87.4% 86.7% 78.3% 72.9% 68.5% 63.5% 58.0% 56.9% OTV 5.2% 8.5% 13.0% 17.2% 19.5% 19.8% 11.9% 12.3% 12.6% 13.3% 12.7% 13.9% 15.1% 16.2% 16.5% 16.3% OTS 1.8% 4.7% 7.6% 8.8% 8.7% KT 11.9% 12.3% 12.6% 13.3% 17.9% 20.5% 23.4% 25.8% 27.2% 27.4% SKB TV 2.1% 3.6% 4.1% 6.2% 8.2% 8.7% LG U+TV 1.7% 3.0% 4.0% 4.5% 6.6% 7.0% IPTV 9.0% 15.1% 21.1% 27.9% 34.3% 35.6% 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, IPTV OTV+SKB TV+U+TV, SO +KT +SKB TV+U+TV : 2014,, OTS, IPTV

5 247 1 1, MSO CJ 1 20 1, 17 50% t-broad 16 1 7 50% C&M 15 1 9 50% 1 KT 1 (5) 1 5 MSO 63 2012 1, SO 6 2012 SO 1 2013 KT 1 2(2, 3) 524 1 (2013) 40%(9) 40 50%(17) 5060%(24) 6070%(21) 70%(6) 4, 1, 8, 13, 5, 6 2, 5 t-broad (16) CJ (20) 5** 3 6** 4, 6, 9, 1, 1 3**, 2 12, 5, 5, 2,, 3, 2**, 4, 2 10, 7, 8, 1, 3, 1, 3, C&M(15) 2**, 1**, 3, 11, 6, 7, 14, 4**, 7**, 8* 20, 3 19, 21 9** HCN(7) 16, 1 17, 2, 4, 2, CMB(5), 15 2, 1, 2 (9) 4** 1** 1, 2, 2, 1 1, 2 4 KT (5) : 1) IPTV (Live) 2) * SO. ** 3) 2012 1 : 2014,, OTS, IPTV

248 521 1 () 2012 2013 522 1 () 2012 2013 1 70% 2012 15 6, 1 2 30% 34 2012 8

5 249 525 (2013) 1 5% (11) 510% (8) 1 2 1015% 1520% 2025% 2530% (4) (7) (4) (9) 30% (34) 3040% (9) 5**, 4** 3, 6** 9** 4050% (17) 8*, 2, 3, 2, 3 9, 1, 1 3**, 1 1, 6, 7**, 4 1**, 4 13, 5060% (24) 3, 4 2 3, 3, 2 6 2 16, 5, 5, 1, 2**, 3, 8, 11, 12, 15, 20, 2, 5 3, 1 6070% (21) 1 6, 7, 10, 10, 14, 19, 21, 2, 2, 4, 7, 8, 1, 2, 2, 1, 2, 2, 3, 70% 1, 3,, 5, (6), 4 : 1) IPTV (Live) 2) * SO ** 3) 2012 12 : 2014,, OTS, IPTV

250 523 12 (, 2013) 1 12 : (), 12 524 12 (, 2013) 1 12 : (), 12 2) KT OTV KT 41.1% SO 36.6% 1.2%p,

5 251 KT SK(12.4%) LG(10.0%) 24.9%, IPTV (2012 27.7%) SO MSO SO 2012 0.9%p 3.6%, MSO 33.0% 0.2%p 526 2009 2010 2011 2012 2013 2014. 3 t-broad 6.7% 6.6% 6.6% 7.5% 7.6% 7.6% CJ 11.8% 11.2% 10.9% 10.9% 11.9% 12.2% C&M 13.2% 12.4% 12.6% 10.3% 9.1% 8.9% HCN 4.3% 4.3% 4.1% 4.0% 3.6% 3.6% CMB 0.4% 0.5% 0.5% 0.6% 0.7% 0.7% MSO 36.5% 35.0% 34.7% 33.2% 33.0% 32.9% SO 2.6% 2.9% 3.4% 4.5% 3.6% 3.6% SO 39.0% 37.9% 38.1% 37.8% 36.6% 36.5% OTV 14.6% 19.4% 25.6% 29.3% 29.5% 29.2% 35.7% 31.7% 29.7% 27.7% 24.9% 24.0% OTS 0.0% 4.2% 9.2% 12.9% 13.2% 12.9% KT 50.3% 46.9% 46.0% 44.0% 41.1% 40.3% SKB TV 5.8% 8.3% 8.0% 10.6% 12.4% 12.8% LG U+TV 4.8% 6.9% 7.8% 7.7% 10.0% 10.3% IPTV 25.3% 34.5% 41.4% 47.5% 51.8% 52.4% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% : 1) t-broad, CJ, C&M GS SO 2) KT OTV+OTS, IPTV OTV+SKB TV U+TV, SO +KT + SKB TV+U+TV : 2014,, OTS, IPTV 1 2013 KT OTV KT 77 43 1, 2012 1 2

252 1, 5 ( t-broad) 6(CJ) 1 SO, CJ 1 2 1 50% 27 2012 1(2) C&M 1 (12), 50% (8) CJ 1 10, 50% (7) t-broad 1 2 5, SO 1 3 527 1 (2013) 40%(12) 4050%(23) 5060%(28) 6070%(8) 70%(6) t-broad(5) 5**, 13, CJ (10) C&M(12) 2**,4**, 9** 8 1, 5 1**, 7, 11, 20, 7, 5, 10, 12 3, 6, 14 19, 21 HCN(4) 16 2, 17, 4 SO(3) 1** 1, 2 KT (43) 18**, 4, 3** 1, 3, 6, 7**, 1, 2, 5, 3, 4**, 3, 4, 1 2, 8*, 9, 2, 1, 15, 1, 2, 2, 4, 6, 4, 1, 2, 1, 2 3, 8, 1 1, 2, 3 3, 2, : 1) IPTV (Live) 2) * SO ** 2, 3, 3, 1, 3, 1 3) 2012 1, 12 KT 1 : 2014,, OTS, IPTV

5 253 525 1 () 2011 2012 526 1 () 2012 2013 1, 42 1 50% 1 50% 2012(46) 4

254 528 (2013) 1 5% (7) 510% (10) 1015% (10) 2 1520% (12) 2025% (9) 2530% (12) 30% (17) 2040% (15) 4050% (28) 5060% (22) 6070% (9) 70% (3) 4** 5**, 3**, 1** 2** 6**, 4, 6 5, 1, 3 2**, 9**, 4**, 4 1**, 3, 1, 2 4 16 20, 2, 6, 2, 2, 1, 8*, 2, 4, : 1) IPTV (Live) 11, 15, 3, 3, 4, 3, 1, 2 7, 8, 5, 2, 2 14, 17, 19, 21, 9, 1 2 2) * SO ** 10, 12, 1, 2, 2 1, 1, 2, 1, 3, 1 3, 3, 3 3) 2012 12 : 2014,, OTS, IPTV

5 255 527 12 (, 2013) 1 12 : (), 12 528 12 (, 2013) 1 12 : (), 12

256. 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 2013 (+) HHI 1,431 2008 980, 2009 1,149, 2010 1,176, 2011 1,286, 2012 1,313 2013 HHI 2,239 HHI HHI 2008 3,449, 2009 3,068, 2010 2,661, 2011 2,586, 2012 2,405

5 257 529 HHI (200713) : 1) MSO, SO,, IPTV HHI 2) IPTV (Live) 3) KT HHI (OTS ) : 2014,, OTS, IPTV 3) HHI () 77 (HHI) 62) ( ) 2012 4,590 2013 4,191 ( ) 2012 4,001 2013 3,648 () IPTV 2008 62) 2011 HHI IPTV Live VOD. 2011

258 5210 HHI (200713) : SO MSO ( ) : 2014,, OTS, IPTV HHI ( ) HHI, HHI 4,0005,000 33, 3,0004,000 23, 5,0006,000 12 6,0007,000 2 2012 4, 2,0003,000 7 2012 4 2012 77 14 HHI, 2013 2 HHI HHI 2 1, 1 SO 529 HHI (2013) HHI 2,0003,000 (7) 3,0004,000 (23) 2**, 4**, 9**, 18**, 3**, 4** 1**, 13, 15, 16, 5, 6, 6**, 2, 3, 4, 1**, 1, 3, 4, 5, 6, 7**, 8*, 9, 1, 2**, 1, 2

5 259 HHI 4,0005,000 (33) 5,0006,000 (12) 6,0007,000 (2) 3, 6, 7, 8, 10, 11, 12, 14, 17, 19, 20, 21, 4, 7, 1, 5, 1, 2, 3, 1, 2, 2, 3, 3, 1, 2, 3, 2, 3, 4, 1, 3, 1 1, 2, 3, 8, 1, 2, 2, 1, 2, 2,, 4, 5 : 1) *, ** 2) IPTV (Live) 3) KT IPTV HHI 4) 2012 HHI : 2014,, OTS, IPTV 5211 HHI (2013) : HHI ( ) HHI, HHI 3,0004,000 40, 2,0003,000 19 6,000 3 1, 6,0007,000 1, 7,0008,000 1, 1 2013 4 HHI, 2012(16) HHI 4 : 1, 6, 1, 1

260 5210 HHI (2013) HHI 2,0003,000 (19) 3,0004,000 (40) 4,0005,000 (12) 5,0006,000 (3) 6,0007,000 (1) 7,0008,000 (1) 8,00010,000 (1) 1**,2**, 4**, 5**, 9**, 13, 18**,, 3**, 4**, 5, 6**, 3, 4, 1, 4, 6, 7**, 1** 3,, 7, 8, 10, 11, 12, 14, 15, 16, 17, 20, 21, 2, 4, 5, 6, 7, 2, 2, 5, 1, 2, 1, 2, 2, 3, 5, 8*, 9, 1, 1, 1, 2, 2,, 2,, 2**, 3 19, 3, 8, 1, 2, 3, 1, 2, 3, 4, 4, 1 1, 1, 2 3 3 3 : 1) *, ** 2) IPTV (Live) 3) KT IPTV HHI 4) 2012 HHI : 2014,, OTS, IPTV 5212 HHI (2013) : HHI

5 261 4) KT KT 67 (2012 2 ), HHI 2 KT KT HHI 2 : 1, 1 KT 7, HHI KT 13 KT HHI, KT 5211 KT 2012 2013 2012 2013 KT 25.8% 27.2% 44.0% 41.1% HHI 1,313 1,431 2,405 2,239 KT 8.546.1% 9.7~48.9% 20.395.5% 18.9~90.9% KT 24.6% 25.9% 44.0% 40.5% KT 1.88.7% 14.20.9% KT 1.3% 3.4% KT 67 7 HHI 2 4 KT & HHI 2 0 : 2014,, OTS, IPTV KT,, KT

262, KT 5213 KT (200214) : 2014 5214 KT 2012 2013

5 263 ( ) 2013 KT 0.81 ( ) 0.86 (SKB LGU+ ) SKB LGU+ ( 0.62, 0.77), ( 0.83, 0.87) KT, KT IPTV 3. 63) 1),,,, SO, IPTV 5, SO 1/3 63) (2011)

264,,,, 2), (variable or incremental cost) (up-front fixed cost) (first copy), (economy of scale), (window effect) TV IPTV, VOIP

5 265 3), SO, SO PP 2010 IPTV 2011 IPTV 4) PP SO PP 2013 SO PP 2008 20% (21.5%), 2012 32.2% 30% 1 2013 40.0% 2012 40.2% SO, 2013 37.9%, VOD 5212 MSO PP (: ) 2011 2012 2013 (A) (B) (B/A) (A) (B) (B/A) (A) (B) (B/A) t-broad 3,260 902 27.7% 3,172 1,060 33.4% 3,075 1,301 42.3% CJ 2,560 671 26.2% 2,648 1,005 38.0% 3,056 1,373 44.9%

266 (A) 2011 2012 2013 (B) (B/A) (A) (B) (B/A) (A) (B) (B/A) C&M 2,547 658 25.8% 2,339 747 31.9% 2,203 904 41.0% HCN 1,008 292 29.0% 1,020 308 30.2% 1,049 423 40.3% CMB 738 185 25.1% 717 191 26.7% 809 227 28.0% MSO 10,112 2,708 26.8% 9,896 3,311 33.5% 10,193 4,227 41.5% SO 1,913 511 26.7% 2,179 575 26.4% 1,471 432 29.4% SO 12,025 3,219 26.8% 12,075 3,886 32.2% 11,663 4,660 40.0% 3,217 1,256 39.0% 3,546 1,425 40.2% 3,801 1,440 37.9% 15,241 4,475 29.4% 15,620 5,311 34.0% 15,464 6,099 39.4% : VOD PPV :, 2013 3.. 64),,, 1), CJ, 3 9%()11%() IPTV KT OTV 5%(1)20%(3) 64) 3,,,

5 267 29%(1)71%(3), 3 (41%) (31%) 5213 CJ TV (2014) (, ) (%) 4 16,600 13% HD () 120 (HD 52) 3 17,200 9% 2 17,800 6% 1 18,400 3% 19,000 0% 4 19,000 14% HD 204 (HD 91) 3 19,750 10% 2 20,500 7% 1 21,250 3% 22,000 0% ( HD 217 (HD 98) 4 21,400 14% 3 22,300 11% 2 23,200 7% 1 24,100 4%, ) 25,000 0% 4 24,600 15% HD 243 (HD 107) 3 25,700 11% 2 26,800 8% 1 27,900 4% 29,000 0% : CJ (www.cjhellovision.com, 2014 12 )

268 5214 KT OllehTV (2014) 54 +(21,16,38, 17,18 ) 142 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% 172 176 2 14,400 10% 3,000 57% 17,400 24% 1 15,200 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, 2014 12 ) 5, 3, 3 0%(HD)50%()

5 269 5215 SKYLIFE (2013) 201 5 30,000 55% 0 30,000 57% PlatinumPlus HD HD134, SD36, 31 + Movie Choice 3 3 33,000 50% 0 33,000 53% 66,000 0% 4,000* 70,000 0% 199 5 23,000 53% 0 23,000 57% Master HD HD 132, SD 36, 31 + Movie 3 25,000 49% 0 25,000 53% Choice 2 49,000 0% 4,000* 53,000 0% Blue HD 196 (HD 129, SD 36, 5 13,000 54% 0 13,000 59% 3 14,000 50% 0 14,000 56% Green HD 31) 172 (HD 125, SD 35, 28,000 0% 4,000* 32,000 0% 5 11,000 27% 0 11,000 42% 3 12,000 20% 0 12,000 37% 12) 15,000 0% 4,000* 19,000 0% On HD 165 (HD 119, SD 34, 5 9,000 31% 0 9,000 47% 3 10,000 23% 0 10,000 41% 12) 13,000 0% 4,000* 17,000 0% 5 12,000 14% 1,000 13,000 28% EnglishWorld HD 32 3 13,000 7% 1,000 14,000 22% 14,000 0% 4,000 18,000 0% Combi HD** 36 3 10,000 0% 4,000 14,000 : COMBI HD, COMBI HD 35 5/, (30,000) : SKYLIFE (http://www.skylife.co.kr/service/fee/feetype.do, 2014 12 ) 2)

270 5216 CJ (2014) + + + 1 2 3 4 1 2 3 4 VOIP 0% 0% 0% 0% 0% 50% 0% 0% 0% 0% 0% 5% 15% 25% 35% 40% + + + + + : CJ (2014 12 ) 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% 5217 KT (2014) 1 2 3 1 2 3 VOIP + + + / 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% 17% 21% 24% 30% 14% 30% 32% 36% : KT (2014 12 )

5 271 CJ 3 25%, 40% OTV IPTV, 3 ( 40%) (23%),. 1) 2 :, :? ( ),, () 3, 2), 2 1,549 27.7%(429) 48.1%,

272 24.2% 2013, 15.4%, 2013 (18.8%), 49.4% 2013(44.2%) 4.8%p 17.7%, 9.9% 2013 () 1,549 30.0%(464) 3.1%p 30.8% 2013 (34.3%) 5215 2013 2014 : (2013a, 2014)

5 273 5216 2013 2014 : (2013a, 2014) 2013 (46.6%) 49.3%(763) 5217 2013 2014 : (2013a, 2014) 45.7%, 2013 (49.7%)

274 46.1% 5218 2013 2014 : (2013a, 2014) (), ( ) 1,549 60.5% /, 2013 (),

5 275 5219 2013 2014 : (2013a 2014) () 1,549 81.1%, 2013, () 5220 2013 2014 : (2013a 2014)

276 4. () IPTV, ( SO ) SO 2012, 2013 2012 5.4%p, (2011 8.8% 2012 12.2% 2013 16.5%) SO 5218 SO (: ) 2011 2012 2013 7,329 7,793 8,032 t-broad 5,529 5,775 6,692 1,799 2,018 1,340 24.6% 25.9% 16.7% 7,015 9,200 12,400 CJ 5,442 7,654 11,200 1,573 1,547 1,199 22.4% 16.8% 9.7% 6,125 5,865 5,813 C&M 4,960 4,603 4,535 1,166 1,262 1,277 19.0% 21.5% 22.0% 2,455 2,703 2,913 HCN 1,963 2,107 2,400 492 596 513 20.0% 22.0% 17.6% 1,252 1,406 1,578 CMB 999 1,024 1,232 254 382 346 20.3% 27.1% 21.9% 24,176 26,967 30,735 MSO 18,893 21,163 26,059 5,283 5,804 4,676 21.9% 21.5% 15.2%

5 277 SO SO Skylife 2011 2012 2013 3,963 4,624 3,531 3,606 4,150 3,246 356 474 285 9.0% 10.2% 8.1% 28,139 31,591 34,266 22,499 25,313 29,305 5,640 6,278 4,961 20.0% 19.9% 14.5% 4,598 5,513 6,003 4,194 4,839 5,010 405 674 993 8.8% 12.2% 16.5% : SO (SO ) :, 2013 (IPTV ), IPTV,, LGU+ IPTV 5219 IPTV (: ) + 2011 2012 2013 2011 2012 2013 2011 2012 2013 19,376 19,964 19,717 2,433 4,227 5,039 21,809 24,191 24,756 KT 11,437 8,972 14,683 6,726 9,678 8,198 18,163 18,650 22,881 7,939 10,992 5,034 4,293 5,451 3,158 3,646 5,541 1,876 41.0% 55.1% 25.5% 176.4% 129.0% 62.7% 16.7% 22.9% 7.6% 9,378 9,175 8,878 1,337 2,115 3,444 10,715 11,290 12,322 SKB 4,060 5,673 4,668 2,279 3,206 6,133 6,339 8,879 10,801 5,318 3,502 4,209 942 1,091 2,689 4,376 2,411 1,520 56.7% 38.2% 47.4% 70.5% 51.6% 78.1% 40.8% 21.4% 12.3% LGU+ 7,122 7,635 7,419 1,521 2,007 2,766 8,643 9,642 10,185 7,877 7,139 7,996 2,437 2,750 3,899 10,314 9,889 11,895

278 + 2011 2012 2013 2011 2012 2013 2011 2012 2013 LGU+ 755 496 577 916 743 1,133 1,671 247 1,710 10.6% 6.5% 7.8% 60.2% 37.0% 41.0% 19.3% 2.6% 16.8% 35,876 36,774 36,014 5,291 8,349 11,249 41,167 45,123 47,263 IPTV 23,374 21,784 27,347 11,442 15,634 18,229 34,816 37,418 45,576 12,502 14,990 8,666 6,151 7,285 6,980 6,351 7,705 1,686 34.8% 40.8% 24.1% 116.3% 87.3% 62.1% 15.4% 17.1% 3.6% : 2014, 2013 IPTV, (ARPU),, SO. (ARPU) ARPU,, ARPU 5220 ARPU (: ) 2011 2012 2013 2011 2012 2013 2011 2012 2013 t-broad 14,302 15,507 15,314 9,618 9,716 9,355 8,660 8,421 7,682 CJ 12,312 13,911 14,065 8,067 8,561 8,826 6,264 6,391 6,451 C&M 14,648 15,591 15,577 10,075 10,626 10,240 7,869 7,958 7,466 HCN 11,660 13,239 13,258 7,932 8,355 8,171 6,402 6,576 6,245 CMB 7,070 8,012 8,025 4,705 4,553 4,614 4,567 4,427 4,471

5 279 2011 2012 2013 2011 2012 2013 2011 2012 2013 MSO 12,701 13,936 13,879 8,536 8,818 8,666 7,083 7,059 6,714 SO 8,781 9,695 10,870 6,080 6,573 7,058 5,533 5,827 5,872 SO 11,937 13,043 13,453 8,057 8,346 8,438 6,781 6,799 6,595 KT * 10,126 12,755 12,665 8,922 10,101 10,171 8,690 9,850 9,935 SKB TV 12,633 12,659 13,799 10,520 10,583 10,854 9,877 10,143 10,660 LG U+TV 14,701 15,881 13,763 11,273 12,233 10,919 10,159 11,260 9,825 11,651 13,073 13,288 8,004 9,113 9,271 7,490 7,996 8,049 : KT 2012 VOD. :, 2013, IPTV 2013 2014, 20112012 1) ARPU ARPU, ARPU 2013 1 3,288, 2012 1.6% C&M 1 5,577, t-broad(1 5,314), CJ (1 4,065) CMB(8,025) MSO, SKB LGU+ 1 3,700 2) ARPU ARPU, ARPU 2013 9,271, 2012 1.7% LGU+ 1 919, SKB(1 854) KT(1 101) 1 SO C&M(1 240) 1 3) ARPU ARPU

280, VOD ARPU 2013 8,049, 2012(7,996) 0.7% SKB(1 666) 1, KT(9,935), LGU+(9,825) SO(6,595) VOD 5,937 2012(6,340) 7.1% 65) SO 5,978 2012(6,626) 648(9.8%), IPTV 5,875 77(1.3%) (2012 5,952) 5221 ARPU (VOD ) 2012 2013 (: ) VOD -VOD VOD -VOD t-broad 8,421 517 7,904 7,682 741 6,941 CJ 6,391 753 5,639 6,451 1,123 5,328 C&M 7,958 746 7,212 7,466 1,173 6,293 HCN 6,576 510 6,067 6,245 644 5,601 MSO 7,402 649 6,753 7,018 959 6,058 SO 5,933 207 5,726 6,018 488 5,530 SO 7,085 554 6,531 6,866 888 5,978 KT OTV 7,434 2,645 4,789 7,459 2,889 4,570 SKB TV 10,143 2,863 7,280 10,660 2,959 7,701 LG U+TV 11,260 2,704 8,555 9,825 2,363 7,463 IPTV 8,655 2,703 5,952 8,679 2,804 5,875 7,604 1,264 6,340 7,589 1,652 5,937 : 1) VOD SO (2012: CMB,,, 2013: CMB, ) 2) KT OTV OTS, ARPU, IPTV : 2013, IPTV 2013 2014, 2012 65) VOD,,

5 281. IPTV, SO 5222 (: ) 2012 2013 (A) B/A (A) (B) (B) B/A t-broad 2,018 1,957 97.0% 1,340 2,114 157.7% CJ 1,547 1,899 122.8% 1,199 2,092 174.5% C&M 1,262 1,134 89.9% 1,277 1,192 93.3% HCN 596 672 112.8% 513 756 147.3% CMB 382 511 133.8% 346 568 164.0% MSO 5,804 6,173 106.4% 4,676 6,721 143.7% SO 474 916 193.2% 285 768 269.3% SO 6,278 7,089 112.9% 4,961 7,489 151.0% 674 641 95.1% 993 824 83.0% :, 2013 SO 151%, SO 2012 112.9% 38.1%p, 12.1%p, SO. ARPU ARPU

282 Informa (2013) 2012 OECD ARPU 31.72 ARPU ARPU. 2014 5 3.07 3.44 TV 3.07, TV 3.31, IPTV 3.38, OTS 3.42, 3.44, 2013 TV, IPTV, (2.89) 2014 2013, 2013, 5223 (2014) IPTV OTS 3.21 3.12 3.06 2.89 3.06 3.03 3.34 3.34 3.60 3.45 2.99 3.38 3.43 3.48 3.47 (/) 2.91 3.51 3.62 3.60 3.58 /VOD * 2.98 3.26 3.36 3.50 3.40 2.95 3.19 3.32 3.24 3.33 3.07 3.31 3.38 3.44 3.42 (2013) 3.18 3.31 3.37 3.41 3.34 : 1) VOD ( ) 2) 5 (1=, 2=, 3=, 4=, 5= ) : 2013

5 283 5.. 1) IPTV, IPTV 3 66), SO, + ( + ) ++ ( ++ ) 66) IPTV 3 SKB SKT ++.,,,,, IPTV 3 KT, SK, LG

284, 5221 2) + 2011 648 2013 1,094 2 68% 67), 2011 30.0% + 2013 43.1%, 2014 3 44.4% 2011 52.9% 2014 3 62.3% 5224 + (:, %) 2011 2012 2013 2014. 3 6,477,392 8,651,261 10,936,935 11,498,294 30.0% 37.1% 43.1% 44.4% 5,811,532 8,005,836 10,385,322 10,960,940 52.9% 58.5% 61.8% 62.3% :,, 67) IPTV IPTV, IPTV

5 285 +, 2013 KT 514, 45.3%, 1%p KT 2013 43.1%, + KT KT, SK LG SK 2011 13.6% 2013 19%, LG 13.3% 15.3% SO + 2011 192 2013 223, 29.7% 20.4% 5225 + KT SK LG (:, %) 2011 2012 2013 2014.3 2,810 4,007 4,952 5,144 43.4% 46.3% 45.3% 44.7% 883 1,445 2,081 2256 13.6% 16.7% 19.0% 19.6% 860 1,053 1675 1821 13.3% 12.2% 15.3% 15.8% 1924 2146 2229 2278 SO 29.7% 24.8% 20.4% 19.8% 6,477 8,651 10,937 11,499 : + 2013 25.8% 2014 3 27.6% 68) 5226 + 2013 2014. 03. 25.8% 27.6% 27.2% 28.9% : IPTV OTS : 68), 2014 3

286, 2011 11.5% 2014 36.5% 5222 :, ++ 1 2013 KT 2014 3 SK SK 2013 9 37.7% 2014 3 40.2% 2.5%p, KT 45.4% 38.5% 6.9%p 5227 ++ (:, %) 2013.9 2013.12 2014.3 KT 1,122,704 1,178,365 1,222,418 45.4% 41.8% 38.5% SK 933,104 1,103,326 1,275,691 37.7% 39.1% 40.2% LG 418,361 522,769 656,738 16.9% 18.5% 20.7% SO 839 16,549 17,181 0.0% 0.6% 0.5% 2,475,008 2,821,009 3,172,028 :

5 287 LG 16.9% 20.7% 3.8%p SO 2014 3 0.5%, CJ SO 3) +, 2012 865 2013 1,094 43.1%, 61.8% + 2013 25.8%(282), 2014. 3 27.6% + KT 2013 45.3%( 1.0%p ), (2013 43.1%, 1.1%p ) SO + (2012 215, 2013 223), 2013 20.4% (2012 24.8%) ++ SK (2014 3 40.2%) KT(38.5%) 1 (2013 KT 41.8%, SK 39.1%) KT SK, SO. VOD 1) VOD ( VOD ) VOD 2013 4,331 45% ( 12 2,986 )

288 VOD 2013 17.7%, 4.4%p ( ) IPTV 3 VOD 67.7%, SO VOD IPTV 32.3% SO (12.0%) ( ) VOD 1 KT 2013 1,717, VOD 39.6% SO VOD 1,374 IPTV3 VOD 3,722 VOD(2,931 ) VOD 2013 IPTV 3 MSO 4 VOD 390 2011 143 2.7 KT 192, SKB 58, LGU+ 36 5228 IPTV 3 MSO 4 VOD (: ) 2011 2012 2013 2014.6 t-broad 51 257 482 303 1,093 CJ 128 590 3,012 2,013 5,743 C&M 222 675 2,940 1,426 5,263 HCN 78 149 723 535 1,485 KT 7,406 10,152 19,249 12,741 49,548 SKB 5,423 5,802 8,298 5,760 25,283 LGU+ 946 1,604 4,345 3,553 10,448 14,254 19,229 39,049 26,331 98,863 : (2014. 10. 10) ( ) VOD SKB 419, CJ(403), KT(349)

5 289 5229 VOD (2013) VOD () t-broad 110,797 5.4% CJ 403,276 19.7% C&M 238,224 11.6% HCN 104,486 5.1% MSO 856,783 41.8% SO 195,860 9.5% SO 1,052,643 51.3% OTV 348,626 17.0% SKB TV 419,166 20.4% LGU+TV 231,627 11.3% IPTV 999,419 48.7% 2,052,062 100.0% : ( ) 2013 IPTV 3 MSO 4 VOD VOD 33.3% 7.4%, PP 1.6%, VOD (41.3%) 5230 IPTV 3 MSO 4 / VOD 2011 2012 2013 2014. 6 33.3% 32.0% 33.6% 33.3% 3.6% 5.7% 6.6% 7.4% PP 0.8% 1.4% 1.6% : (2014. 10. 10), VOD IPTV 3 SO IPTV, SO

290 VOD PP 2) VOD 19 59 1,863 2014 8 29 ~ 9 11 VOD VOD VOD, TV, VOD, VOD ( ) 1 VOD 57.6% IPTV OTS ( 79.7%, 78.8%) 69) 5223 1 VOD (N=1,863) : (2014) 69) VOD TV, PC,. TV PC VOD

5 291 1 VOD (N=1,074) VOD 66.4% 5224 1 VOD (N=1,074) : (2014) ( ) VOD 82.9%, OTT (17.1%) 5225 VOD (N=1,074) 유료방송에서시청 OTT 에서시청 전체 (N=1,074) 82.9 17.1 성 남성 (N=524) 85.1 14.9 별 여성 (N=550) 80.7 19.3 20 대 (N=261) 77.4 22.6 연 30 대 (N=398) 81.7 18.3 령 별 40 대 (N=304) 86.5 13.5 50 대 (N=111) 90.1 9.9 : (2014) 0% 50% 100% VOD TV 54.5%, PC 24.8%, 20.7%, VOD

292 ( ) VOD TV 33.8%, TV 27.8%, TV, /TV/ 10% 5226 VOD (N=1,074) 40.0% 33.8 27.8 20.0% 10.1 12.8 7.2 4.8 2.9 0.0% 지상파 TV 지상파 TV 종편 / 종편 / ( 상영중인 ) ( 비상영중인 ) 개봉한지 드라마 오락 케이블 TV/ 케이블 TV/ 최신영화 최신영화 오래된영화 프로그램 위성방송 위성방송 드라마 오락프로그램 : (2014) VOD VOD, TV (31.0%) TV (25.2%), (18.4%) 5227 VOD (N=713) 70) 40.0% 31.0 25.2 20.0% 13.5 18.4 8.8 2.4 0.0% 지상파 TV 종편 / 지상파 TV 종편 / 최신영화 개봉한지 드라마 케이블 TV/ 오락프로그램 케이블 TV/ 오래된영화 위성방송 위성방송 드라마 오락프로그램 : (2014) 70) 1 VOD (N=713)

5 293 ( ) VOD 1, 2 61.4%, 2 67.7% 5228 VOD (N=1,074) 50.0% 평일 휴일 36.2 25.0% 25.2 22.8 22.5 27.5 19.8 9.5-10.1 10.3 4.0 1.7 0.0% 1 시간미만 1 시간 ~2 시간 2 시간 ~3 시간 3 시간 ~4 시간 4 시간 ~5 시간 5 시간이상 미만 미만 미만 미만 : (2014) VOD 75.1% 1, VOD 5229 VOD (N=1,074) 거의매일사용함주 4 ~ 6 회정도주 1 ~ 3 회정도 월 1 ~ 3 회정도 월 1 회미만 전체 (N=1,074) 11.2 18.3 45.6 19.7 5.1 성 남성 (N=524) 9.7 18.9 47.7 17.9 5.7 별 여성 (N=550) 12.5 17.8 43.6 21.5 4.5 20 대 (N=261) 11.9 20.7 46.4 18.4 2.7 연 령 별 30 대 (N=398) 40 대 (N=304) 13.6 9.5 19.4 16.6 44.5 45.4 18.3 21.1 7.0 4.6 50 대 (N=111) 5.4 16.2 48.6 24.3 5.4 : (2014) 0% 50% 100%

294 (VOD ) VOD 5230 VOD (N=1,074) 71) 100.0% 1 위전체 (1+2 위 ) 71.3 56.3 57.0 50.0% 21.6 14.8 22.1 21.1 12.7 0.0% 7.4 7.4 5.6 1.7 본방시시청 시청하지못한 VoD 의화질 / 최신영화나 무료또는 남는시간을 하지못한 프로그램을 음질등이 프로그램을 사용요금이 활용하기 프로그램을 한번에모두 우수해서 빨리볼수 저렴해서 위해서 다시보기 볼수있어서 있어서 위해 : (2014) (time-shift) (1 56.3%), (binge-watching) 21.6% VOD (VOD ) VOD 61.6%, (5.8%),, 30 71) 1 VOD (N=1,074), (1+2)

5 295 5231 VOD (N=1,074) : (2014) (67.7%) 5232 VOD (N=62) 72) 80.0% 67.7 40.0% 11.3 11.3 0.0% 1.6 1.6 볼거리 사용요금이 서비스품질이 사용하기 아동보호 ( 콘텐츠 ) 가 비싸서 나빠서 불편해서 장치가 적어서 미흡해서 : (2014) ( TV ) VOD TV VOD 72) VOD (2, N=62)

296 5233 VOD TV (N=1,074) : (2014) () 2 OTS TV 5234 VOD (N=713) 73) : (2014) 73) 1 VOD (N=713)

5 297. OTT 1) OTT,,, Netflix,, 2014 2013,, 2) 19 59 210 2014 1114 18 4 7 OTT, 3, 5231 OTT (2014) 01. tving CJ TV/TV VOD() 1 02. pooq 3 EBS TV VOD() 2 3 03. TV KT TV 04. BTV SK KBS/TV VOD() 05. U+ HD TV LG U+ TV 06. 07. TV TV UCC :,,,

298 1 2 IPTV 3, UCC, UCG 3) 61.4% 1 (pooq) (29.0%), IPTV BTV (25.2%) 5235 OTT : 1(50), 2(100) 3(50) : (2014) OTT 25.7%, 1 53.2%, 2 29.9%

5 299, 1 TV 66.0% ( seamless watching ) 2 (57.7%) TV (56.7%), (time-killing) 3 TV (51.5%) (45.5%) N, (timeshift) TV 43.9% 5236 OTT : (2014) OTT 1 2, 3 / 1 2,, 3

300 OTT 5237 OTT : (2014) 2 OTT, 80% (65.9%), IPTV(61.5%), (60.4%) (multiple tier) 5232 OTT (2014) OTT TV (%) TV (%) (%) LTE (%) 91 8.8 61.5 65.9 60.4 tving 10 80.0 10.0 50.0 10.0 pooq 4 0.0 25.0 0.0 100.0 OTV 23 0.0 65.2 73.9 56.5 BTV 35 0.0 65.7 68.6 68.6 U+ HD TV 19 0.0 84.2 73.7 68.4 : (2014) OTT 1,001~2,000 (72.5%)

5 301 OTV (30.4%), BTV 1,000 (14.3%), U+ HDTV 1,0012,000 (84.2%) 5233 OTT (2014) OTT 1,000 1,001~2,000 (%) (%) (%) 91 12.1 72.5 15.4 100.0 tving 10 20.0 70.0 10.0 100.0 pooq 4 50.0 50.0 0.0 100.0 TV 23 0.0 69.6 30.4 100.0 BTV 35 14.3 71.4 14.3 100.0 U+ HD TV 19 10.5 84.2 5.3 100.0 : (2014) OTT TV TV, 3 5238 OTT TV : (2014)

302 OTT 2 50.5% tving(44.8%), OTV (44.8%), BTV (52.3%), U+ HD TV(54.2%) 5239 OTT (2014) : (2014) OTT (N=174), 2 (32.1%) 5240 (2014) : (2014)

5 303 1 81.0%, 3 67.9% ( 68.4%) OTT, 6..,,, IPTV 2013 96 77, 8.9% 2,540 2 8,257, 10.7% 4 500 1 KT (OTV Skylife ) 2013 14.6% 691, 1.4%p 27.2% 2 CJ 296 2 2012 11.0%p 2013 11.6%p (2013 859) 22.8% 1,681, KT SO (615) 41.1%, 43 1. HHI 4,191 2012(4,590)

304 77 89.6% 69 12 2012 2012 63 12 2013 HHI (3,648) 2012(4,001) SKB LGU+, 12 2012 60 2013 64. :, :? ( ),, () 3, ( ),

5 305. IPTV, 66.2% VOD, VOD 1,. IPTV, VOD IPTV SO OTT,,. 2013 2012, 4, VOD 2009, IPTV SO, VOD OTT

306,

6 309 6 1 1.. () () ( ) ( ). 1) TV TV, KBS1 EBS

310 2) (PP) PP 3) MBC, SBS 74) 611 74)

6 311., 75) SSNIP test, () () () () A A,, A A B Ofcom(2010) () () 75) (, )

312 2.. 1) 510% (, ), 2000 171 2013 100, 2000 46 2013 85 2000 125 2013 15

6 313 612 TV (: ) : AGB 613 (: %) : (2014)

314 (35.3%), 35% 57% 510% () (510%) 2),,, JTBC MBC SBS

6 315,,,, 2013 4 (++) 799 3 3 (++) 2013 2,772 4 3,197 2013 CJ PP (4,067 ) 2013 4 49.7% 2012 3 (20.6%), 611 2013 (: %) KBS1 KBS2 MBC SBS MBC tvn SBS KBS 16.5 24.9 19.9 21.1 77.5 77.6 73.4 79.6 : 2014 612 2013 (: %) TV JTBC A MBN 43.5 62.2 46.9 46.3 : 2014,

316 613 (2013) 2013 1 KBS1 6.72 2 KBS2 5.33 3 MBC 5.09 4 SBS 4.99 5 MBN 0.98 6 TV 0.85 7 A 0.80 8 JTBC 0.79 9 MBC 0.70 10 EBS 0.69 11 YTN 0.57 12 tvn 0.50 13 SBS 0.46 14 IPTV VOD() 0.45 15 KBS 0.45 16 newy 0.38 17 MBC SPORTS+ 0.34 18 OCN 0.31 19 Dramax 0.29 20 CGV 0.29 (: %) : 24, 06:00 24:59:59 : AGB (N=2,177) 34.3%, 35.9% 27.4% 24.0%, 27.8% 23.2%

6 317 614 (: %) 줄어듦이전과동일늘어남 (N=2,025) 지 보도 34.3 50.1 15.6 상 파 T 오락 35.9 46.8 17.3 V 교양 27.4 58.4 14.3 유료 보도 24.0 56.1 19.8 방송 오락 27.8 52.4 19.8 채널 교양 23.2 60.7 16.1 0% 50% 100% : (2014), 32.4%, 18.3%, 30.2%, 24.4%, 29.3%, 20.3%, 12.8%, 11.8%

318 615 () (: %) 다른유료방송서비스로전환의향 ( 비율 ) 전환의향많음전환의향보통전환의향없음 (N=2,177) 종편전체 32.4 38.7 28.8 TV 조선 17.4 33.8 48.9 JTBC 36.6 36.3 27.1 채널 A 19.3 35.3 45.4 MBN 19.2 37.0 43.7 0% 50% 100% : (2014) 616, (: %) 요금할인제공시, 반응평가 (N=2,177) (100.0) 0.0 100.0 종편전체 18.3 81.7 TV 조선 6.8 93.2 JTBC 20.2 79.8 채널 A MBN 8.1 7.7 전환 91.9 계속사용 92.3 : (2014) (,, ) ( ),

6 319 ( ), 3),,,,, (48.9%), (46.2%), (38.2%), (33.5%) 617 (: %) 다른유료방송서비스로전환의향 ( 비율 ) 전환의향많음전환의향보통전환의향없음 (N=2,177) 보도채널 33.5 39.9 26.6 교양 / 문화채널 29.6 42.7 27.7 취미채널 21.5 44.2 34.3 교육채널 20.3 42.9 36.8 경제채널 22.0 41.3 36.7 영화채널 48.9 35.6 15.5 드라마채널 46.2 36.4 17.4 스포츠채널 38.2 34.2 27.6 만화, 어린이채널 21.8 35.7 42.5 음악채널 24.3 40.5 35.1 종교채널 12.3 25.4 62.3 게임채널 12.7 27.3 60.0 0% 50% 100% : (2014)

320 (30.2%), (29.3%), (24.4%), (20.3%),, 4) () ( ) (PP) () ( ). 1) 10%

6 321 (, ),,,,, 3 (++) 2013 2,772 4 2013 799, CJ PP, 2013 3 20.6% (2013 49.7%) 614 2013 (: %) KBS1 KBS2 MBC SBS MBC tvn SBS KBS 16.5 24.9 19.9 21.1 77.5 77.6 73.4 79.6 : 2014 615 2013 TV JTBC A MBN 43.5 62.2 46.9 46.3 : 2014 (: %) 3

322 3 SBS MBN 5.1 (2013 ) 616 (2013) 2013 1 KBS1 6.72 2 KBS2 5.33 3 MBC 5.09 4 SBS 4.99 5 MBN 0.98 6 TV 0.85 7 A 0.80 8 JTBC 0.79 (: %) : 24, 06:00 24:59:59 : AGB CPS 3,360 76) CPS (N=2,177), 76) 280 12

6 323 618 (: %) : (2014) 35.3% 619 지상파채널시청가능성중요도 (N=2,177) 지상파채널중요응답이유 (N=1,472) 보통임 (26.1%) 중요하지 않음 (6.3%) 중요함 (67.6%) 80.0% 40.0% 0.0% 31.0 16.3 지상파채널의 73.2 52.3 지상파채널이 41.0 17.7 지상파채널이 32.9 9.6 지상파채널이 1위전체 (1+2위) 17.8 3.8 지상파채널 프로그램 익숙해서 신뢰가가서 재미있어서 프로그램이 품질이 유익해서 뛰어나서 : (2014)

324 (67.6%), 6.3% (56.7%), 3 25% 64.3% 3 9.4% (,, ) (, ) ( ), 3 (510%) 3 2) 3

6 325 3 3, 3 3, 3 2013 3 TV (++) KBS 3,042, MBC 2,601, SBS 2,672 617 2013 3 TV (: ) KBS 170,347,291 125,975,531 7,874,183 304,197,005 MBC 91,649,796 167,011,382 1,401,395 260,062,573 SBS 118,902,947 145,833,354 2,476,410 267,212,711 : 2014 3 2013 6% KBS1

326 3 KBS2, MBC, SBS 6110 4 : 2005 15 (06:0012:00, 16:0024:59), 200613 19 (06:0024:59) : AGB 3 (CPS) 280, CPS 400, 280 (N=2,177) 3 KBS2 52.2%, MBC 53.2%, SBS 56.1%, KBS2 35.7%, MBC

6 327 36.5%, SBS 37.7% 3 6111 (: %) : (2014) (single brand relevant market) ( ) Ofcom(2010) Sky (Sky Movies) Ofcom (,,, ) Sky Movies (,,, DVD ) (PC OS) Microsoft Intel Compatible PC OS OS(Mac OS ) Windows OS

328 Intel Compatible PC OS OS HW/SW, SW, Mac application (NCAA ) (1984) NCAA NCAA NFL, ( ) International Boxing Club of New York (1959) 3) ( ) :, :, (KBS2, MBC, SBS) () (KBS2, MBC SBS ) 3 3 3 (5 10%)

6 329 2 1.. 2013 PP 188 8 PP, PP 163 171 8 PP 2000 2007 2012 2013 188 PP PP 621 PP (: ) 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 7 7 19 19 15 16 13 17 17 17 152 137 168 169 172 168 166 161 163 171 159 144 187 188 187 184 179 178 180 188 15 +43 +1 1 3 5 1 +2 +8 : 1) 2013 9(SBS, CBS,, TBN, TBS,, EBS,, ), DMB 2(DMB, YTNDMB), 1(). 2) DMB, (12) : MPP 2013 CJ MPP 2 20 7 PP

330 CJ MPP tvn, CGV,, Catch On, OCN, TV, NGC(National Geographic Channel), TV 2013 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 Sports( SBS ESPN) 622 MPP PP MPP (: ) 2008. 12 2009. 12 2010. 12 2011. 12 2012. 12 2013. 12 PP PP PP PP PP PP CJ 8 14 10 23 10 28 7 22 7 18 7 20 5 13 t-broad 3 7 3 7 3 8 4 10 4 10 4 10 MBCPP 4 5 3 5 3 6 3 6 3 6 3 6 SBSPP 4 6 5 7 5 7 6 9 6 7 6 7 KBSPP 2 5 2 5 1 4 1 5 1 5 1 6 : 1) 2008 CJ 2) PP PP, DP PP 3) t-broad 2006 3 2 t-broad 2006 MPP 4) : 2013 100 35 2012 34 1, 10 59 9

6 331 621 PP (: ) : VOD only, PP, PP PP :,. PP 54%, 24%, 5% 2.25 2012 1%p, 2%p, 2%p 77) 77) 2009 PP 13.7% (8,747 7,548 ) 18.2% (2,808 3,318 )

332 622 PP (2013) (: %) : 1) PP PP, PP, PP VOD PP 2) PP PP DP PP 3) 2013,,,,,, :, 2013 PP 2009 2 2011 20052008 PP 19% 2009 25.7% 2010 23.2%, 2011 21.0% 2 2012 22.4%, 2013 24.2% IPTV SO 2008 78) IPTV, SO SO 25% PP PP 78) KT 2008 11, SKBroadband LGU+ 2009 1 IPTV

6 333 623 PP (:, %) : 1) 2005 PP PP PP, PP, PP PP 2), VOD 2006 3) PP PP DP PP 4) 2008. 2007 :, 2.. 1) 2013 3 PP CJ PP, SBS PP, MBC PP 7 PP (11.1%) CJ PP 2013 6,829 0.2%, 7 (CAGR) 19.1% 2 SBS PP 9.1% 2,371 7 (CAGR) 11.2% 3 MBC PP 5.6%

334 2,005, 7 (CAGR) 5.6% 2013 4 JTBC 891, A 672, MBN 783, TV 716 623 MPP (:, %) 2007 2008 2009 2010 2011 2012 2013 CAGR(%) (0713) CJ 238,823 289,570 375,172 475,338 561,132 681,277 682,914 19.1 257,633 247,389 t-broad 19,919 34,051 52,905 71,323 85,527 85,787 87,744 28.0 KBSPP 53,994 82,215 100,677 125,405 138,222 162,120 123,706 14.8 MBCPP 144,973 165,080 153,017 181,695 202,155 189,833 200,485 5.6 SBSPP 125,223 128,539 144,604 181,927 215,135 217,409 237,134 11.2 80,026 96,799 87,009 95,680 103,434 98,313 96,170 3.1 MPP 920,590 1,043,643 913,385 1,131,367 1,305,605 1,434,739 1,428,153 7.6 MPP 1,093,464 1,832,930 1,117,177 1,422,773 1,608,309 1,901,020 2,038,336 10.9 PP 1,246,040 1,406,100 1,290,410 1,612,005 1,855,303 2,236,557 2,343,168 11.1 PP 2,736,448 2,959,438 3,204,428 3,773,620 4,430,151 5,265,148 5,749,422 13.2 : 1) 2005 PP PP, PP, PP VOD PP, PP DP PP 2) 2011 3) PP PP PP :, PP 3 CJ (29.1%), SBS (10.1%), MBC PP(8.6%) CR3 47.8% 2007 1 PP, 2008 CJ PP 1, CJ 2009 2 1 2 SBS PP(10.1%) 3 MBC PP(8.6%),

6 335 624 MPP ( PP ) (: %) : 1) PP, PP PP PP, PP PP(DP), VOD PP 2) PP 2009 CJ :, 2) 2013 PP 5,671 13.2% 2013 CJ MPP 5.9% 1,975 2 MBC MPP 5.5% 391, 3 SBS MPP 8.2% 317 4 2013 JTBC 82, A 86, MBN 79, TV 77 624 MPP (: ) 2007 2008 2009 2010 2011 2012 2013 CJ 35,891 52,967 57,440 60,219 104,563 116,219 116,650 186,449 197,480 t-broad 4,011 7,183 16,145 17,264 20,474 21,104 23,995

336 2007 2008 2009 2010 2011 2012 2013 KBSPP 10,164 12,595 19,098 19,954 18,757 24,991 28,059 MBCPP 24,602 30,191 31,811 36,664 33,544 37,092 39,118 SBSPP 17,797 18,518 27,002 23,588 24,885 29,338 31,744 7,184 7,039 10,916 12,985 14,434 13,347 13,173 PP 242,286 280,770 331,769 373,398 389,510 501,130 567,110 : 1) PP 2009 CJ 2) t-broad 2006 3 2 t-broad 2006 MPP 3) 2005 PP PP, PP, PP VOD PP, PP DP PP :, 2013 CJ, MBC, SBS MPP 34.8%, 6.9%, 5.6% CR3 47.3% 3.2%p CJ (2012 37.2% 2013 34.8%) 10, 2012 (2011 29.9% 2012 37.2%) 30% 625 MPP (: %) : 1) PP, PP PP PP, PP PP(DP), VOD PP 2) PP 2009 CJ :,

6 337 CJ 2 29.8%p 27.9%p 2 MBC PP 6.9% 2, 3 SBS PP 5.6% 3) 2013 CJ, MBC, t-broad MPP 16.01%, 8.94%, 7.34% CR3 32.29% (35.51%) 3.22%p 4 MPP 3 1 CJ (2011 21.65% 2012 18.67% 2013 16.01%) 2 626 MPP (: %) : 1) CJ CJ 2) t-broad 2006 3 2 t-broad 2006 MPP 3) 2011 11 PP 2011 12 (MBN) 4) A PP : AGB

338 2 MBC 1%p 8.94%, 2011 t-broad 2011 2 t-broad 1.5%p 7.34% MPP 82.23% MPP 80% 627 MPP (: %) : 1) 24 PP 2) PP PP SO / : AGB 4) PP MPP 2009 3 (2009 30.87% 2011 29.94% 2013 23.96%) 2013 23.96% PP PP SBS PP 10.12%, MBC PP 8.56%, KBS PP 5.28%

6 339 628 PP (: %) :, MPP PP 2009 (2009 23.48% 2011 19.82% 2013 17.44%) 2013 17.44% PP PP MBC PP 6.9%, SBS PP 5.6%, KBS PP 4.95% 629 PP ( PP ) (: %) :, PP (2013 23.96%) PP PP

340 (2013 17.44%) 6.52%p PP (, ). 2012 (2011 1,150 2012 1,589) HHI 1 CJ CJ PP 2013 178 1,411 6210 PP HHI : 1) PP, PP, PP VOD PP,, PP DP PP 2) 50%, HHI 3) PP HHI :, MPP HHI CJ PP 2012 737 2013 682 CJ 2009 MPP HHI 1,195 (2009 1,195 2010 1,031 2011 945 2012 737 2013 682)

6 341 6211 MPP HHI : 1) 24 PP 2) PP PP SO / 3) PP HHI : AGB. SO-PP 30 MSP 2013 13(43.3%) 2011 30 MSP 30 13 MSP CJ 7, t-broad 3, C&M 3 CJ MSP 30 10 7 30 t-broad MSP 2012 (2007 2 2011 6 2012 3 2013 3)

342 625 30 MSP (: %) 2008 2009 2010 2011 2012 2013 (%) (%) (%) (%) 30 MSP 14 46.7 15 50.0 14 46.7 17 56.7 13 (17) CJ 6 20.0 10 33.3 8 26.7 8 26.7 7 (8) (%) 43.3 (56.7) 23.3 (26.7) 5 16.7 t-broad 2 6.7 3 10.0 4 13.3 6 20.0 C&M 1 3.3 2 6.7 2 6.7 3 10.0 HCN 1 (1) : 1) 2009 CJ 3 (6) 2 (2) 10.0 (20.0) 6.7 (6.7) 2) 20122013 :, AGB 3.3 (3.3) 13 (17) 7 (9) 3 (4) 3 (3) (1) (%) 43.3 (56.7) 23.3 (30.0) 10.0 (13.3) 10.0 (10.0) (3.3) 626 MSP (:, %) 2008 2009 2010 2011 2012 2013 CJ 13 289,570 21 375,172 23 475,338 20 561,132 18 681,277 20 682,914 10 247,389 t-broad 7 34,051 7 52,905 8 71,323 9 85,527 10 85,787 10 87,744 C&M 1 11,829 3 36,345 3 56,634 4 67,980 6 75,776 6 73,595 HCN 1 4,056 3 9,304 3 12,167 3 14,019 3 15,501 CMB 1 3,183 2 6,140 1 3,861 3 6,655 3 7,670 4 7,861 MSP 32 586,023 34 474,619 38 616,459 39 733,462 40 864,530 43 867,615 PP 1,406,100 1,290,410 1,612,005 1,855,303 2,236,557 2,343,168 MSP 41.7 36.8 38.2 39.5 38.7 37.0 : 1) 2009 CJ 2),,, DMB :,

6 343 3.. PP (54%) 24%. 2012 PP 2013 13% 1 4,006 CJ 2012 5,898 2013 4,067 31.0% 4( PP ) 2013 3,197 6212 PP (: ) : 1) 2010 PP PP 2),,, 3) JTBC, TV, A, MBN PP PP 4) PP PP, PP, PP VOD PP :, ( PP )

344. 1) 2) 3) CJ 45.7% KBS 35.2%, MBC 37.3%, SBS 34.8%

6 345 6213 (: %) : (2014) 4.. 2013 PP 3.1% (3.9%) 2013 1.5% (2011 3.4% 2012 2.4% 2013 1.5%) 3 CJ MPP, MBC MPP, SBS MPP 2.6%, 10.4%, 3.9%,

346 627 MPP (:, %) (%) 2011 2012 2013 2011 2012 2013 2011 2012 2013 CJ 1,155,498 1,354,923 1,657,428 78,969 69,249 43,779 6.8 5.1 2.6 t-broad 87,417 90,342 94,911 19,924 21,273 9,986 22.8 23.5 10.5 MBCPP 202,155 191,124 202,097 22,872 10,769 21,030 11.3 5.6 10.4 SBSPP 237,898 248,594 256,185 6,739 4,205 10,015 2.8 1.7 3.9 KBSPP 138,222 162,120 164,006 12,814 6,246 8,028 9.3 3.9 4.9 124,501 123,896 120,124 18,400 11,954 7,687 14.8 9.6 6.4 JTBC 8,338 64,222 89,132 37,688 139,713 155,337 452 217.5 174.3 TV 6,906 51,344 71,555 11,471 54,311 23,340 166.1 105.8 32.6 A 7,977 48,000 67,209 31,040 73,785 36,496 389.1 153.7 54.3 MBN 61,372 62,806 78,256 6,776 41,947 32,244 11 66.8 41.2 PP 4,437,790 5,014,813 5,487,368 59,894 193,289 169,678 1.3 3.9 3.1 PP ( ) 4,353,197 4,788,440 5,181,216 146,869 116,466 77,739 3.4 2.4 1.5 : 1) PP PP, PP, PP VOD PP, PP DP PP 2) PP 2009 CJ 3) 2007 t-broad t-broad, 4) 2011 MBN MBN MBN, 5) JTBC, TV, A, MBN PP PP :, CJ PP (34.8%) (16.0%) (29.0%) t-broad PP (4.2%) (7.3%) (4.2%)

6 347 628 MPP (2013) (:, %) PP (%) (%) (%) (%) CJ 406,663 29.0 2.49 16.0 197,480 34.8 t-broad 59,013 4.2 1.14 7.3 23,995 4.2 KBSPP 73,880 5.3 0.93 6.0 28,059 4.9 MBCPP 67,031 4.8 1.39 8.9 39,118 6.9 SBSPP 117,449 8.4 1.02 6.6 31,744 5.6 6,665 0.5 0.59 3.8 13,173 2.3 MPP 730,700 52.2 7.56 48.6 333,569 58.8 MPP 1,125,389 80.3 12.78 82.2 471,550 83.1 PP 1,400,641 100.0 15.54 100.0 567,110 100.0 : PP PP, PP, PP VOD PP, PP DP PP : 2014 (), AGB(), 2013 () 5.. 1), 2) 2013 13 PP 19 PP CJ PP 6 ( CGV, Catch On, Super Action ), t-broad,, KT 2

348 629 PP/ (: ) PP/ 2008 2009 2010 2011 2012 2013 PP 12 12 12 11 13 13 20 17 18 17 19 19 :, : 6210 PP (: ) MPP PP (2013) CJ CJ CGV, XTM 2,034,794,231 Catch On, Catch On plus, OCN, SUPER ACTION 264,290,864 t-broad cinef, SCREEN 52,361,626 5,575,411 98,522,258 KT VIKI, 38,958,150 SPICE TV 27,642,640 519,942 TV 761,048 PP 598,990 CNTV 5,636,110 THE MOVIE 288,508 ch. PH 1,811,090 2,531,760,867 : 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), 2013 5) IPTV 2011 9 HD 6) 2013 4, 2013 4, :, 2013

6 349 1 CJ PP CJ 2013 13 PP 13 PP 4 2 3 KBS MBC PP 1, SBS PP 1 1 (SBS GOLF) 6211 PP/ (: ) PP/ 2008 2009 2010 2011 2012 2013 PP 7 8 8 8 9 13 7 8 8 8 11 13 : : 3 PP PP PP PP,

350 6212 PP (: ) MPP PP PP (2013) KBS () KBS N Sports 88,032,509 MBC () MBC SPORTS PLUS 17,014,628 SBS () SBS GOLF 54,248,724 () SBS Sports( SBS ESPN) 25,311,692 () JGolf 19,486,114 () SPOTV+ 32,927,414 () SPOTV 7,004,835 () SPOTV2 2,111,273 () CAR/SPORTS 135,006 () 1,828,901 PP () TV 2,656,166 () 2,702,099 () 1,521,064 254,980,424 : 1), 2) 2012 3 3) SBS Sports 2014 1 SBS ESPN 4) () 2009 4(),() 2009 6 Fsports, 2011 3 CAR/SPORTS 5) () 2008 10 6) () 2008 11, 2010 8 TV 7) ()() 8) ()() PP, 2011() 9) () () 10) () JGolf : 2014 2013 3) CJ

6 351 3 OCN(0.31%), CGV(0.29%), SUPER ACTION(0.22%) CJ CJ t-broad SCREEN(0.18%) HHI (2009 7,373 2010 6,290 2011 5,798 2012 5,303 2013 5,250) 6213 CJ ( ) CJ( CJ) (: %) 2009 2010 2011 2012 2013 Catch On 0.0227 0.0177 0.01521 0.01882 0.01921 Catch On plus 0.0133 0.0097 0.00465 0.00581 0.00843 OCN 0.4702 0.4208 0.42472 0.34780 0.30923 SUPER ACTION 0.2966 0.2661 0.27906 0.24608 0.22379 Story On 0.1468 CGV PLUS 0.0065 0.0033 XTM 0.3008 0.2125 0.15230 0.18328 0.14023 CGV 0.4473 0.4312 0.39737 0.31195 0.28533 CineF 0.0333 0.06634 0.06727 0.05745 SCREEN 0.0921 0.2091 0.21708 0.20427 0.17952 0.0012 0.0023 0.00374 0.00241 0.00259 0.0107 0.0091 0.01220 0.02742 0.02524 VIKI 0.0004 0.00169 0.01024 0.00178 0.00083 0.00083 0.00101 ABO 0.0035 0.0051 M2 0.0071 SPICE TV 0.0068 0.0028 0.00278 0.01525 0.00356 0.0034 0.00627 0.00504 0.00307 TV 0.0000 0.00016 0.00158 0.00029 0.0002 0.0008 0.00160 0.00256 0.00423 ( ) TV 0.0045 M 0.0000 CNTV 0.0933 0.1121 0.13668 0.12888 0.14414

352 ( ) 2009 2010 2011 2012 2013 THE MOVIE 0.0106 0.0097 0.00535 0.00518 KCNTV 0.0020 CHING 0.0557 ch.ph 1.9919 1.7491 1.72268 1.58484 1.41428 : 1), 2) 2007 (), 2008 () 2009 6 () 3) CJ 2011 CJ,, (CJ),() CJ CGVPLUS 2010 6 CGV 4) 2013 12 1 CJ 5) ABO, 2011 1 6),, M2 2010 7) 2008 6 (2008), 2009 6 (2009), 2011 3 (2010), 2012 3 (2011), 8) 14 3, 9) IPTV 2011 9 10) 14 2,, THE MOVIE MGM 11) ch.ph 2012 6 : AGB MPP CJ 0.99% 1 2 t-broad (0.24%) 2009 CJ CJ CJ CJ 2 t-broad

6 353 6214 MPP (: %) : 1) t-broad MPP 2009 6 2) CJ 2009 PP 3) 2012 MPP : AGB 3 SBS Sports( SBS ESPN), MBC SPORTS+, KBS N PP 2013 MBC SPORTS+ (0.34%), 23 SBS SBS Sports( SBS ESPN)(0.22%) KBS KBS N (0.22%) PP JGolf(2013 0.07%) (0.066%) 3 HHI 2011 2012, 2013 (2009 2,401 2010 3,028 2011 3,036 2012 2,831 2013 2,832)

354 6214 (: %) 2009 2010 2011 2012 2013 KBS N 0.2568 0.2492 0.26408 0.24620 0.21656 MBC SPORTS+ 0.3150 0.2724 0.28142 0.24958 0.34414 SBS Golf 0.0616 0.0493 0.06145 0.06595 0.05496 SBS Sports ( SBS ESPN) 0.2357 0.2797 0.30632 0.24681 0.22048 JGolf 0.0348 0.0509 0.05157 0.06649 0.07048 CAR & SPORTS TV 0.0017 0.0005 0.00026 0.00007 0.00001 0.0005 0.0013 0.00668 0.00405 0.00382 TV 0.0001 0.00037 0.00013 0.0001 Xports 0.2087 SPOTV+ 0.00006 0.00234 SPOTV 0.00749 0.01254 SPOTV2 0.00538 0.00792 1.1148 0.9034 0.97215 0.89221 0.93335 : 1), 2) 2008 6 (2008), 2009 6 (2009), 2011 3 (2010), 2012 3 (2011), 3) Xports 2009 12 28 4) SBS Sports 2014 1 SBS ESPN 5) () 2009 4(),() 2009 6 Fsports, 2011 3 CAR & SPORTS TV 6) () 2008 10 2009 7) () 2008 11, 2010 8 TV 8) () () 9) ()() 10) ()() PP, 2011() : AGB PP 1 MBC 2012, 2013 (2012 0.25% 2013 0.34%)

6 355 MBC 2009 1, MBC 2 SBS 2010 1 2013, 3 6215 MPP (: %) : 1), 2) 2008 6 (2008), 2009 6 (2009), 2011 3 (2010), 2012 3 (2011), 3) 2012 IPTV 4) ()() 5) ()() PP, 2011() : AGB

356. 1),, 2) 2013 4( PP ) 3,062 35.2% JTBC 891, MBN 783, TV 716, A 672 38.8%(JTBC), 24.6%(MBN), 39.4% (TV), 40.0%(A) 2013 4( PP ) 2,505 30.1% JTBC 699, MBN 663, TV 591, A 551 34.4%(JTBC), 19.3% (MBN), 30.7%(TV), 38.6%(A) JTBC 699, MBN 663, A 512, TV 481 JTBC MBN 2013 6215 (: ) 2013 69,891 69,891 JTBC 2012 51,995 51,995 2011 7,555 483 8,038 2013 51,249 3,877 55,126 A 2012 26,824 12,959 39,784 2011 5,311 1,468 6,778

6 357 2013 66,296 66,296 MBN 2012 55,550 55,550 2011 52,815 52,815 2013 48,102 11,041 59,143 TV 2012 36,612 8,624 45,237 2011 5,914 991 6,905 2013 235,539 14,918 250,456 2012 170,982 21,584 192,566 2011 71,595 2,942 74,536 : JTBC, TV, A, MBN PP PP :, 2013 TV 6.7%, PP 17.2% 1.7%p, 3.9%p 6216 TV (2013) (: %) : 1) 3,, MBC 2) PP /PP, //VOD/ PP PP 3) JTBC, TV, A, MBN PP PP :, 2013 3) 2013 4

358 1%, 2014 MBN 2011 12 0.32% 2014 12 1.62%, TV 0.27% 1.39%, A 0.30% 1.16%, JTBC 0.42% 0.95% 6217 (: %) : AGB, 4 6218 (: %) : 4 2013 : AGB

6 359 YTN, MBC, KBS, SBS 2014 12 4 4) 2013 4( PP ) 3,197 3.0% 1,469, 1,669, 59 21.2%, 16.4%(), 33.4%() JTBC 1,511 37.8% 60.6% A 494 63.7% 35.1% MBN 478 23.5% 75.1% TV 714 65.8% 30.9% 2013 JTBC(1,511 ), TV (65.8%), MBN(75.1%)

360 6216 (: ) 2013 57,188 91,600 2,316 151,105 JTBC 2012 29,838 67,848 1,716 99,403 2011 3,876 10,613 40 14,530 2013 31,436 17,329 597 49,362 A 2012 7,783 53,215 3,267 64,265 2011 941 9,309 122 10,372 2013 11,261 35,935 623 47,818 MBN 2012 35,156 39,174 1,572 75,902 2011 2013 47,026 22,081 2,331 71,438 TV 2012 48,474 39,338 2,255 90,067 2011 962 3,332 826 5,120 2013 146,911 166,945 5,867 319,723 2012 121,250 199,576 8,810 329,636 2011 5,779 23,254 989 30,022 : 1),, (+) 2) 2011 MBN MBN 3) JTBC, TV, A, MBN PP PP : 2013 TV 13.6%, PP 22.9% 2.8%p, 5.9%p

6 361 6219 TV (2013) (: %) : 1) (+), (+), (+) 2) 3,, MBC 3) PP PP, PP PP PP 4) JTBC, TV, A, MBN PP PP : 2014 5) 4, 2013 MBN 41%, TV 33%, A 54%, JTBC 174% 6217 4 (:, %) (%) 2013 89,132 155,337 174 JTBC 2012 64,222 139,713 218 2011 8,338 37,688 452 2013 67,209 36,496 54 A 2012 48,000 73,785 154 2011 7,977 31,040 389 2013 78,256 32,244 41 MBN 2012 62,806 41,947 67 2011 61,372 6,776 11

362 TV (%) 2013 71,555 23,340 33 2012 51,344 54,311 106 2011 6,906 11,471 166 : 1) JTBC, TV, A, MBN PP PP 2) :,. 1) 2) 2013 6 PP 6 1995 2 (CJ, GS ) 1 2001 2 3 (,, ), 2011 12 79) () 3) 2013 3 4,063 (3 286 ) 12.5% 2009 79) 2011 6 12 2012 1

6 363 2013 100% 6220 (: ) :, 6221 (: %) :, 2013 1 CJ (8,848 ) 2 GS (7,284 ), 3 (6,081 ) 1 CJ 26.0% 2 GS

364 3 (CR3) 65.3% 3.1%p HHI 1,908 84, 2000 2,000 HHI 2012 2,000 2013 2011 () HHI 6222 HHI :, 4) 2013 CJ 12.5%, GS 15.0%, 18.1%, 10.1%, 20.0%, 23.2% 2012 GS,

6 365 6223 : () 2011 429.5% :, 5) 2013 22.8% 35%, (2012 32.4% 2013 35%) 32.6% 2013 32.5% 35.0%, 27.6%, GS 24.3%, CJ 22.8%

366 6224 (: %) :, 6225 (: %) :, 18.3% 40.3% (2013 ) 40.3% 31.9%,

6 367 28.4%, 26.6%, GS 20.0%, CJ 18.3% CJ,, 6218 MSO (:, %) 2007 2008 2009 2010 2011 2012 2013 CAGR(%) (0713) t-broad 22.5 29.7 33.9 38.1 49.2 62.4 63.4 18.8 CJ 21.9 24.8 30.6 35.4 41.5 55.0 53.0 15.9 C&M 26.9 27.1 28.4 29.4 40.5 46.3 48.5 10.3 23.4 19.8 26.1 30.1 37.5 52.0 54.0 15.0 CMB 14.9 15.8 15.9 20.1 25.3 37.9 37.6 16.7 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 36.8 15.9 SO 20.5 22.6 25.6 29.4 37.6 47.9 50.8 16.3 : SO, SO SO 1, SO 2007 2013 16.3% 2013 MSO t-broad 6 3,400, CJ 5 3,000, C&M 4 8,500, 5 4,000, CMB 3 7,600 SO 3 6,800 MSO SO

368 6226 SO (: ) : SO, SO. SOPP 1) 2013 PP 6,635 (5,740 ) 15.6% SO PP 6,099 (5,326 ) 19.9% IPTV PP PP, 2009 25% PP PP SO 6219 PP (: ) 2006 2007 2008 2009 2010 2011 2012 2013 PP 3,111 3,570 4,113 4,433 5,740 6,635 PP 1,885 2,423 2,808 3,318 3,734 3,895 5,011 5,671 : PP,, VOD PP :,

6 369 MSO PP 5 MSO PP (2008 21.5% 2013 41.5%) 2013 (37.9%) PP SO 2013 6227 MSO (: %) :, 2) PP (MPP ) MPP MPP (leverage) MPP

370 ( ) PP ( ) SO PP, SO-PP PP SO 25% SO SO 3) SO-PP 88 SO 212 SO SO 14,574 dataset SO-PP

6 371 SO SO,,, PP 6228 SO-PP 6220 SO-PP (PRICE) ij SOi j (: ) (RATING) j j (13 ) (SOSIZE) ij j SO i (: ) (MSOSIZE) ij SOi MSO j (: ) (GENRE) j (VI) ij (CHHOR) j (MPP)i (KMS) j j (2013 ) : 1-, 2-, 3-, 4-, 5-, 6-, 7-, 8-, 9-, 10-, 11-, 12-, 13-, 14-, 15-, 16-, 17-, 18- =1, if SOi j, otherwise=0 j PP ( PP ) MPP MPP: 1-CJ, 2-SBS, 3-MBC, 4-KBS, 5-YTN, 6-t-broad, 7-C&M, 8-, 9-, 10-, 11-, 12-, 13-KT, 14-SK, 15-EBS, 16-KMH, 17-, 18-, 19-, 20-, 21-, 22- MPP =1, if j (KBS, MBC, SBS) MPP, otherwise=0

372 (regression analysis) SO SO SO MSO, MSO SO MSO SO-PP SO SO-PP 25%, SO, MPP MPP SO Model 2 Log-Log, MPP 6221 Model 1 (PRICE) ij Coefficient Std. Error (SOSIZE) i 160.022*** 3.500 (MSOSIZE) ij 3.218*** 0.295 (RATING) j 51,061,000*** 2,454,255

6 373 Model 1 (GENRE) j (VI) ij 13,255,000*** 1,174,495 (CHHOR) j 69,424*** 10,842 Model 2 ln(price) ij Coefficient Std. Error ln(sosize) i 0.418*** 0.011 ln(msosize) ij 0.028** 0.014 ln(rating) j 0.394*** 0.011 (GENRE) j (VI) ij 0.295** 0.053 ln(chhor) j 0.011 0.009 : 1) ***, **, * 1%, 5%, 10% 2) GENRE 3) SO-PP 213 90 SO SO SO 131,031 dataset SO-PP SO ( ) SO (SO i j =1, =0),, -, (HHI) 6229 SO-PP

374 6222 SO-PP =1 if SOi j, otherwise=0 =1 if SOi j PP, otherwise=0 =1 if SOi ( SO ), otherwise=0 =1 if j PP, otherwise=0 SOi ( ) j (13 ) SOi j Tier (: ) MSO MSO: 1-CJ, 2-t-broad, 3-C&M, 4-HCN, 5-CMB j (13 ) : 1-, 2-, 3-, 4-, 5-, 6-, 7-, 8-, 9-, 10-, 11-, 12-, 13-, 14-, 15-, 16-, 17-, 18- (regression analysis) ( ) SO i j SO i j MPP, j SO j SO i SO i HHI j SO i,

6 375 ( ) SO i j SO i j MPP, j SO j SO i SO i HHI, SO SO, SO j SO i,( ) 6223 Model 1( ) Coefficient Marginal Effects 80) 0.8666*** (0.0310) 0.0006 (0.0230) 0.2832*** (0.0180) 0.0181 (0.1140) 6.4311*** (0.0750) 0.0328*** (0.0000) 0.1388*** (0.0051) 0.0001 (0.0037) 0.0454*** (0.0029) 0.0029 (0.0183) 1.0303*** (0.0148) 0.0053*** (0.0001) 80) (Marginal effects) (at means).

376 Model 1( ) Model 1( ) Coefficient Marginal Effects 0.2888*** (0.0300) 0.0325* (0.0200) 0.1605*** (0.0130) 0.2739*** (0.0920) 5.3578*** (0.0790) 0.0131*** (0.0000) 0.1148*** (0.0121) 0.0129* (0.0078) 0.0638*** (0.0053) 0.1089*** (0.0367) 2.1301*** (0.0310) 0.0052*** (0.0001) : 1) ***, **, * 1%, 5%, 10% 2) GENRE MSO 3) Standard Error 6.. 2013 PP 13.2% (2012 5,011 2013 5,671 ), IPTV SO. 2013 CJ, MBC, SBS MPP 34.8%, 6.9%, 5.6% CR3 47.3% 3.2%p

6 377 2013 MPP CJ 1,975 5.9%, PP 34.8% CJ (2012 37.2% 2013 34.8%), 2 2013 PP HHI 1,411 178 HHI CJ PP (2011 1,150 2012 1,589) 2013 1 CJ. PP PP 2013 PP PP 12.9% 1 4,006 CJ PP 2012 5,898 2013 4,067 31.0%, 4( PP ) 2013 3,197 3,296 3.0% 2012 4, 2012,,

378 () CJ 45.7%, KBS 35.2%, MBC 37.3%, SBS 34.8%. 2013 PP 3.1% (3.9%) ( 2012 2.4% 2013 1.5% 0.9%p ) 3 CJ MPP, MBC MPP, SBS MPP 2.6%, 10.4%, 3.9%. 1) 2013 13 PP 19 PP CJ 3 OCN(0.31%), CGV(0.29%), SUPER ACTION(0.22%) CJ 2013 13 PP 13

6 379 PP 4 2 3 SBS Sports( SBS ESPN), MBC SPORTS+, KBS N PP 2013 MBC MBC SPORTS+(0.34%), 23 SBS SBS Sports( SBS ESPN)(0.22%) KBS KBS N (0.22%) 2) 2013 4( PP ) 3,062 (2,264 ) 35.2% JTBC 891, MBN 783, TV 716, A 672 2013 4( PP ) 2,505, 30.1% JTBC 699, MBN 663, TV 591, A 551 4 MBN 2011 12 0.32% 2014 12 1.62%, TV 0.27% 1.39%, A 0.30% 1.16%, JTBC 0.42% 0.95% 2013 4( PP ) 3,197 1,469, 1,669, 59 2013 TV 13.6%, PP 22.9% 4 2013

380 4 MBN 41%, TV 33%, A 54%, JTBC 174% 3) 2013 6 PP 6 2011 12 () 2013 3 4,063 (3 286 ) 12.5% (2011~12 17.6%) 2013 1 CJ (8,848 ) 2 GS (7,284 ), 3 (6,081 ) 3 (CR3) 65.3% 3.1%p HHI 1,908 84, 2000 2,000 HHI 2,000 2012 () 2013 CJ 12.5%, GS 15.0%, 18.1%, 10.1%, 20.0%, 23.2% 2012 GS,., 1 CJ MPP MPP

6 381,, PP 3 1. 3, IPTV SO 2013 3 1,255 646 94.3% 3. 2011 398 2012 646 2013 1,255 2013 3.22% 1.59%p 3 MSO, IPTV, SO 81) 81).

382 2.. 1) 82) KBS2, MBC, SBS, 2) 9(). 1) 82)

6 383 3, 3 2) (buying power), (N=82) KBS2, KBS2 18.49% (, 2014) SO KBS2 12.61%, IPTV KBS2 16.81%

384 2013 12 KT (IPTV+) 691, CJ 395, t-broad 334, IPTV 5 (SO 1, IPTV 3, 1) 3) 3

6 385, 3 (N=2,177) 64.3%, MBC 53.2%, KBS2 52.2%, SBS 56.1%, MBC 36.5%, KBS2 35.7%. SBS 37.7% 631 : (2014).

386,, 3.. 2013 3 1,255 646 94.3% 2013 3.22% 1.59%p. 1) 83) KBS2, MBC, SBS 2) (buying power), (N=82) KBS2, KBS2 18.49% 83)

6 387 2013 12 KT (IPTV+) 691, CJ 395, t-broad 334, IPTV 5 (SO 1, IPTV 3, 1) (N=2,177) 64.3%, MBC 53.2%, KBS2 52.2%, SBS 56.1% 3),,

388. 3 (3 ) (),

7 391 7 1, 1.. 84) 711 84)

392. 1) (self-supply) ( ) 2) 2013 3 (+) 25.5% 54.1% 2 711 2013 TV (:, %) (%) KBS1 367,487 129,043 3,900 521,190 25.5 KBS2 187,492 211,583 13,880 438,030 51.5 MBC 245,280 218,490 43,035 519,800 50.3 SBS 220,742 235,102 35,636 500,075 54.1 : 1) 2) 3) (+), (+ ), (+), : 2014

7 393 712 3 TV TV (: %, ) 2009 2010 2011 2012 2013 KBS 1TV 24.89 25.06 23.80 24.75 25.51 KBS 2TV 45.11 49.32 53.19 47.97 51.47 KBS 34.97 37.09 38.43 36.11 37.36 MBC 41.42 45.37 47.74 51.07 50.31 SBS 37.01 50.54 50.52 51.50 54.14 3 3 3 37.10 42.36 43.67 43.59 45.00 649,890 726,629 747,554 774,174 890,669 1,751,597 1,715,542 1,711,739 1,776,084 1,979,095 : 1) TV 2) (+), (+ ), (+), : 713 3 TV (: %, ) 2009 2010 2011 2012 2013 KBS 31.90 31.42 31.82 31.82 41.41 MBC 57.71 51.01 53.48 55.79 64.22 SBS 57.76 50.77 56.42 53.23 54.58 3 3 3 47.34 44.14 46.64 46.45 52.78 288,258 365,569 393,554 453,663 438,820 608,890 828,224 843,866 976,683 831,472 : 1) TV 2) (+), (+ ), (+) : 3),,, (: )

394 3 2013 3 TV KBS1 4.0%, KBS2 5.7%, MBC 2.5%, SBS 1.7% 2013 KBS Drama 99.5%, MBC 100%, SBS Plus 98.5%, tvn 1.0%, CH.CGV 97.6%, FX 99.9%. () (monopsony power) (, ) (), ( ) (,,, ) ( ) () 2.,,

7 395 2 () 1.. 2013 611 2011 (2011 475 2012 578 2013 611) 2012 578 33, 65 10 PP 2013 321 16 103 2012 10 PP 14 2012 (2011 6 2012 19 2013 14)

396 721 (: ) PP PP PP PP 2013 611 65 321 14 103 2012 578 55 305 19 93 2011 475 56 234 6 67 2010 540 55 283 3 71 : PP. 2013 PP( PP ) 85) 7,269 2012 7,823 7.1% 2013 4,616 2012 4,739 2.6% PP 2013 2,653 2012 3,084 14.0% 85) PP PP PP

7 397 721 (+PP) (: ) : 1) 2010 PP PP 2) : 2.. 3 PP 3, 3 1 MBC PP 1,825 25.1% 2012 3.6%p 2 SBS PP 1,465 20.2% 2012 5.7%p 3 KBS PP 1,264 17.4% 2012 2.1%p

398 722 10 (:, %) 2011 2012 2013 (%) (%) (%) SBS(PP) 180,548 31.9 SBS(PP) 202,980 25.9 MBC(PP) 182,548 25.1 MBC(PP) 145,193 25.6 MBC(PP) 168,426 21.5 SBS(PP) 146,488 20.2 KBS(PP) 106,606 18.8 KBS(PP) 119,935 15.3 KBS(PP) 126,416 17.4 CJ(MPP) 29,246 5.2 (MPP) 74,889 9.6 (MPP) 98,445 13.5 (MPP) 17,927 3.2 53,215 6.8 CJ(MPP) 45,677 6.3 EBS(PP) 13,896 2.5 (MPP) 39,418 5.0 (MPP) 35,935 4.9 t-broad(mpp) 13,689 2.4 (MPP) 39,218 5.0 (MPP) 22,272 3.1 9,309 1.6 CJ(MPP) 24,451 3.1 EBS(PP) 21,763 3.0 (PP) 6,639 1.2 EBS(PP) 20,400 2.6 17,329 2.4 4,782 0.8 6,130 0.8 (MPP) 3,632 0.5 TOP 10 527,836 93.1 TOP 10 749,018 95.8 TOP 10 700,505 96.4 566,848 100 782,259 100 726,869 100 : 1) MBC MBC 2) CJ(MPP) 3) PP : 2011 4 (2012 1,996 2013 1,669 ) PP 4 1,740 (2,067 ) 15.8% 3 (3 PP) 2013 62.7% 2012 0.1%p 3 (CR3) 2013 CR3 CR3 (2011 76.3% 2012 62.8%)

7 399 722 (+PP) : PP :.. 2013 HHI 1,612 2012 1,579 33 2006 2,722 HHI 2013 1,612 1,110 3

400 723 HHI : 724 : (N=100) 2013 (82%) 5 2013 (47%) 1, 10 47(7.7%)

7 401,. 1) PD,,, 2), 3.. 1 (SBS+ PP) 25.1% 3 (SBS+

402 PP, MBC+ PP, KBS+ PP) (CR3) 62.7%., 3 (self-supply),.,

7 403 725 : 103(2013 611 16.9%) : (2014) TV 2,3 726 : 103(2013 611 16.9%) : (2014)

404, / 727 : 103(2013 611 16.9%) : (2014)

7 405 728 : 103(2013 611 16.9%) : (2014) 729 예 1.0% 불공정거래 없음 46.6% 아니오 52.4% : 103(2013 611 16.9%) : (2014) (53.4%), 1% (88.9%) (7.4%)

406 ( 60.2%) ( 15.5%) ( 13.6%) 7210 모름 / 무응답 10.7% 지상파방송사와 계약조건이더욱공정 15.5% 유료방송채널과 계약조건이더욱공정 지상파방송사와유료방송채널차이없음 60.2% 13.6% : 103(2013 611 16.9%) : (2014). ( ) 94.5%, 5.5% 91.3%, 1.4%,

7 407 7.2% 7211 지상파방송사 (N=73) 94.5 5.5 유료방송채널 (N=69) 91.3 7.2 1.4 0% 지상파방송사 / 유료방송채널우위 50% 차이없음외주제작사우위 100% : 103(2013 611 16.9%) : (2014) 49.3%, 31.5%, 17.8%, 1.4% 37.7%, 42.0%, 18.8%, 1.4%

408 7212 60% 지상파방송사 (N=73) 유료방송채널 (N=69) 50% 40% 30% 31.5% 42.0% 49.3% 37.7% 20% 17.8% 18.8% 10% 0% 1.4% 1.4% 외주제작사가주도적으로 외주제작사제시안에대해 지상파 / 유료방송제시안에 지상파 / 유료방송채널이 결정 지상파 / 유료방송이 대해외주제작사와 주도적으로결정 외주제작사와협의 지상파 / 유료방송이협의 : 103(2013 611 16.9%) : (2014) 7213 60% 지상파방송사 (N=73) 유료방송채널 (N=69) 53.4% 50% 46.4% 40% 37.7% 35.6% 30% 20% 10% 0% 1.4% 2.9% 9.6% 13.0% 외주제작사가주도적으로 외주제작사제시안에대해 지상파 / 유료방송제시안에 지상파 / 유료방송채널이 결정 지상파 / 유료방송이 대해외주제작사와 주도적으로결정 외주제작사와협의 지상파 / 유료방송이협의 : 103(2013 611 16.9%) : (2014) 53.4%,

7 409 35.6%, 9.6%, 1.4% 46.4%, 37.7%, 13.0%, 2.9% 3 7214 0% 50% 100% 지상파방송사 (N=73) 19.2 61.6 19.2 유료방송채널 (N=69) 17.4 60.9 21.7 협상력감소변동없음협상력증가 : 103(2013 611 16.9%) : (2014) 19.2%, 21.7% 61.6% 60.9%

410 7215 : 103(2013 611 16.9%) : (2014) ( ) (28.8%) (37.7%) (23%) ( 28.8%, 37.7%) 48.0%, (33.3%)