Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Strategy for Public Service Broadcasting News in Digital Era : Focusing on BBC 'Digital First' case

디지털 시대의 공영방송 뉴스 전략 : BBC의 'Digital First' 사례를 중심으로

  • Joo, Jaewon (School of Communication, Handong Global University)
  • 주재원 (한동대학교 언론정보문화학부)
  • Received : 2019.06.12
  • Accepted : 2019.09.20
  • Published : 2019.09.28
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Abstract

In the midst of the rapid changes in the digital media environment, this study try to examine the challenges of the public service broadcasting(PSB) news as a representative public sphere in a democratic society, and sought realistic alternatives through a case study of the BBC, one of the most successful digital policies of PSB in the world. The study found that the BBC's 'Digital First' strategy pursued a fundamental change in news formats, thereby simultaneously innovating on content. It was also interesting to see that the news consumers' needs for social media and video content were selectively analyzed and approached with a strategy of choice and focus. Finally, the production of customized digital content by analyzing news viewing behavior by each age group also suggests a lot to Korean PSB. I hope that the cases of this study will be reflected in the digital policies of Korean PSB.

본 연구는 디지털 미디어 환경의 급속한 변화 속에서 민주주의 사회의 대표적 공론장이라 할 수 있는 공영방송 뉴스의 도전 과제를 진단하고, 전 세계에서 가장 성공적인 공영방송 디지털 정책으로 손꼽히는 영국 BBC에 대한 사례연구를 통해 현실적인 대안을 모색해보고자 하였다. 연구결과 영국 BBC의 Digital First 전략은 근본적인 뉴스 형식의 변화를 추구함으로써 콘텐츠에 대한 혁신이 동시에 이루어졌다. 또한 소셜미디어와 동영상 콘텐츠에 대한 수용자들의 필요를 선별적으로 분석하여 선택과 집중 전략으로 접근한 점도 흥미로웠다. 마지막으로 연령대별 뉴스 시청 행태를 분석해서 맞춤형 디지털 콘텐츠를 제작하는 것 역시 한국 공영방송에 시사하는 바가 크다. 이상의 사례들을 통해 연구한 바들이 한국의 공영방송에서도 정책적으로 반영되기를 기대한다.

Keywords

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