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2003 4, /, hakik.hwang@samsung.com.,, TV, 2002, 0.6%., 4.. 2003.,,, 2240. TV 43 PP(Program Provider), 30 2003. 2002,, 6 8000. 2003, SARS,,,, 5%. 0.6% 6 8023, 2002. 4 4.8%, TV 30~40%. TV 2 3671, 1 8900, SP 9165, 5006, TV 2975, 2751, 2700. TV 3%, 6.4%, 8.4%. 4, PP 3 TV 26.9%,, 45.9%., SP 6.2%, 4 2.6% ( 1). 2003 2002 2.8% 2 6422. 2002 2003, 2002. TV 4
< 1> () ) (%) (%) (%) (%) 2003 2002 2001 2003 2002 2003 2002 TV 23,671 24,394 19,537-3.0 24.9 34.8 35.6 2,751 2,780 2,372-1.1 17.2 4.0 4.1 26,422 27,175 21,909-2.8 24.0 38.9 39.7 18,900 20,200 17,500-6.4 15.4 27.8 29.5 5,006 5,465 4,605-8.4 18.7 7.5 8.0 23,906 25,665 22.105-6.9 16.1 35.1 37.5 4 50,328 52,840 44,014-4.8 20.0 74.1 77.2 4 2,756 2,688 2,437 2.6 10.3 4.1 3.9, SP, 9,264 8,720 7,755 6.2 12.4 13.6 12.7 TV 2,975 2,345 1,652 26.9 42.0 4.4 3.4 2,700 1,850 1,281 45.9 44.4 4.0 2.7 5,675 4,195 2,933 35.3 43.0 8.3 6.1 68,023 68,442 57,138-0.6 19.8 100.0 100.0, TV, TV. 5 6, 2002 7. LG,,., 4 7 GS(Global Standard) (Up-front), 6 1 JIBS-FM, 6 30 itv- FM, 10 10 GTB-FM. 7~8 9. 2003 6.4% 1 8900 10%, 15%. 7 1500 8~9 10 1700~1800.,, GM,,,,,,,,. 2002 2003 AM7,, 10% 6%. KADD() 2240, 8.4% 5006.,., SP,, SP, 6.2% 9264.,, 2004.03 5
< 2> 2003 4 6 ( ) 2003 2002 (%) (%) (%) 7,960 8,267-3.7 15.8 4,469 4,491-0.5 8.9 4,400 5,740-23.3 8.7 4,366 4,349 0.4 8.7, 3,521 3,652-3.6 7.0 3,020 3,224-6.3 6.0 4 50,328 52,840-4.8 100.0 < 3> 2003 (4) ( ) TV TV RADIO PORTION 2002 1. 384 73 142 28 627 13.6 1.2 552 2. 3,253 234 824 158 4,469-0.5 8.9 4,491 3. 1,921 185 602 311 3,020-6.3 6.0 3,224 4. 1,018 221 741 93 2,073-5.7 4.1 2,197 5. 1,721 99 345 696 2,861-15.3 5.7 3,378 6. 382 63 1,347 97 1,889-6.5 3.8 2,021 7. 588 66 410 1,234 2,297-1.2 4.6 2,325 8. 36 6 89 86 216 54.6 0.4 140 9. 57 22 139 160 378 11.2 0.8 340 10. 1,503 107 878 192 2,680 6.5 5.3 2,517 11. 4,657 475 2,249 580 7,960-3.7 15.8 8,267 12. 1,206 154 828 277 2,464 4.8 4.9 2,352 13. 843 140 651 281 1,915-4.4 3.8 2,004 14. 227 30 19 26 302 33.5 0.6 226 15., 1,370 204 1,841 106 3,521 -.36 7.0 3,652 16. 673 78 1,874 115 2,741-2.1 5.4 2,799 17. 2,600 403 1,266 132 4,400-23.3 8.7 5,740 18. 795 134 3,112 326 4,366 0.4 8.7 4,349 19. 126 18 686 61 890 1.3 1.8 879 20. 152 31 686 38 906 1.1 1.8 896 21. 159 8 173 11 351-28.4 0.7 490 23,671 2,751 18,900 5,006 50,328-4.8 100.0 52,840, 3~4%.,,,, 20%. 20~30, CGV,,,, SP,. 6
(TV, ) TV 2975 26.9%. (PP) ON, CJ (MPP) 3, PP TV TV 1500 70% 1053. TNS, NMR TV TV. YTN, MBN, OCN, m.net PP 3, PP, 26.9%. 3000 45.9% 2700., 4.,., NHN,,,. 4 < 4> 30 (4 ) ( ) 2003 2003 2002 2002 1 52,785 SK 011 45,057 2 45,902 43,597 3 KT PR 29,392 KTF 40,009 4 SK PR 27,754 39,048 5 LG 22,298 30,930 6 PR 19,728 LG 26,726 7 19,246 25,514 8 18,899 KT 25,292 10 17,538 LG 24,155 11 KT LM 17,497 23,550 12 PR 17,081 KT PR 21,902\ 13 LG 16,648 LG PR 20,890 14 16,639 PR 20,287 15 16,489 SK NATE 20,204 16 SK NATE 16,379 19,313 17 KTF 16,125 18,018 18 16,079 LG 17,833 19 15,778 PR 17,418 20 LG 15,656 PR 16,647 21 SK TTL, TING 15,534 15,374 22 LG 15,430 SK PR 14,665 23 PR 14,972 14,109 24 HP 14,813 PR 14,010 25 EF 14,769 LG 13,855 26 KT VDSL 13,935 TV 13,594 27 KT&G PR 13,910 13,492 28 FIRST 13,857 18,297 29 SKT 011 13,677 SK 011 13,100 30 KTF FIMM 13,331 EF 13,069, 1. 2, SKKTFLG, PR FIMMJUNENATE 4469 3 2,, LG, 4400 2 7960 3. 4, 2004.03 7
< 5> 2004 ( ) 2002 2003 2004(f) 2004(f) 27,174 26,422 25,500 26,000 25,665 23,906 23,500 24,100 4,195 5,675 7,000 8,000 11,408 12,020 12,000 13,000 68,442 68,023 68,000 71,100 2004 f = Forecasting, 2004,, 4366 1., 5, 436 2, 3521, KT PR 293 3, SK, 6 PR 278 4, LG 3020 223 5 ( 2).., HP, SK, KT, LG, 6 PR, SK NATE, TTL, TING,. 011, KTF, FIMM,, 23.3% LG,, VDSL 16, 3%.. 6 5 6 ( M ), TV, FIRST 3 4~6%,, LG 4,. 3. 21,,, EF,,,,,, PR 12, PR, KT&G PR ( 3). 30 ( 4). 30. 2004,,, SARS 528 2% 3% 1%.,, 4~5%. TV, 8, 2006,,, IT,,. 2004 2003 2~ 3% 2 5500~2 6000. 1~2%. CATV, 2004 20~40% 2004 0% 4.5% 6 8000 7 1000., 4,,,, 2003 (5). 8
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. ( 11). 2000 ( 12-1)., ( 12-2). TV 52% 2000 78% 53%. 2000 13% 29%, 2000 11% 43%.. TV,. ( 13). < 13> TV < 14> 1925 < 15> 1 () 14 13 19 18 25 2003 2000 1997 2003 2000 1997 18 16 10 27 40 37 32 29 29 36 47 47 40 34 42 36 31 44 40 36 31 40 45 48 57 57 41 44 61 49 56 55 63 67 70 68 55 62 54 63 71 52 51 56 61 73 76 71 77 1925 Upgrade, Unique, Urge, Upbeat, Unaffected. 2003. 2000 1997. 2004.03 69
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CC NEWS RSC(Regional Strategic Center) 18 POP.,. 3 20 4 19,. 1 29, 2004.,,, 120., 5000,.,. 1 31, 25. 20% 4226.,. 3 4. 2004 2 10,. 18.,. 2, 3. 74
..,?,?.,,,..!,?,??......?,.. Agency Young & Rubicam New York, NY Creative Director Ross Sutherland Art Director Marwan Khuri Photographer TV frame lifts