Browse > Article
http://dx.doi.org/10.5909/JBE.2008.13.6.781

The change analysis of the competitive dynamics among the existing media from the introduction of IPTV service  

Choi, Sung-Hee (The graduate of pubic policy and information technology, Seoul National University of Technology)
Byun, Dong-Shik (CJ Hellow Vision Co.)
Choi, Seong-Jhin (The graduate of pubic policy and information technology, Seoul National University of Technology)
Publication Information
Journal of Broadcast Engineering / v.13, no.6, 2008 , pp. 781-795 More about this Journal
Abstract
This paper focuses on effects that IPTV will have on domestic broadcasting market in the point of view of customers. The purpose of the paper is to present the future landscape of competitive media market when IPTV is launched, and to research how IPTV will have impact on terrestrial broadcasting, cable TV and satellite broadcasting industry. The paper integrates two known theories, such as the niche-gratification model and the value-expectancy model, to analyze competitive media market. The value expected model makes it possible to overcome the weakness of the niche-gratification model and to forecast competitiveness more accurately. According to this research, competitive power will be in the order of Cable TV, IPTV, and satellite broadcasting. Terrestrial broadcasting does not show strong competitive relationships with others statistically. As a result, Cable TV will be the most competitive medium in the future. IPTV will be stuck in the middle and can rapidly substitute for existing broadcasting services. While IPTV will severely threaten the satellite broadcasting company which has a relatively small number of subscribers, cable TV will be in a superior position to IPTV.
Keywords
IPTV; niche-gratification model; value-expectancy model; competitive media power;
Citations & Related Records
연도 인용수 순위
  • Reference
1 이준호, "매체 환경의 변화에 따른 텔레비전 매체 경쟁구도의 양상에 관한 연구," 한국방송학보, 한국방송학회, 제14권 제1호, pp. 337-385, 2000년 5월
2 송경희, 영상매체 경쟁에 관한 연구: 이용과 충족 가설과 적소이론의 적용을 중심으로, 박사학위논문, 중앙대 대학원, 1997년 2월
3 은혜정, 나은영, "인터넷에서 추구하는 충족(GS)과 획득된 충족(GO) 및 이용행동 간의관계," 한국언론학보, 제46-3호, pp. 214-251, 2002년 8월
4 박성훈, 적소이론의 시각에서 본 방송 매체간 경쟁에 관한 연구: 수용자 만족을 중심으로, 석사학위논문, 계명대 대학원, 2000년 2월
5 almgreen, P. & Rayburn, J. D. & Wenner, "Relation Between Gratifications Sought and Obtained: A Study of Television News," Communication Research, Vol. 7, No. 4, 1980
6 Wes Simpson, Howard Greenfield, IPTV and Internet Video, Focal press, pp. 3-12, 2007
7 강명신, "텔레비전의 기능적 대안으로서 인터넷방송에 관한 연구," 한국언론학보, 한국언론학회, 제46-1호, pp. 9-38, 2002년 12월
8 이준호, 박창희, "비지상파방송 미디어의 이용과 충족, 경쟁에 관한 연 구: 대학생 수용자를 중심으로," 방송연구, 방송위원회, 제20권 제2호 통권53호, pp. 239-274, 2001년 12월
9 김남훈, "Beoadband TV(IPTV)서비스," 산업Bref, www. hanaif.re.kr, 2005
10 장미진, 지상파방송, 케이블방송, 위성DMB의 경쟁관계 분석: 적소이론을 중심으로, 석사학위논문, 이화여대 대학원, 2005년 2월
11 Dimmick, J W, & E W Rothenburler, "Competitive Displacement in the Communication Industries New Media in Old Environments," in Rice, R E (ed), The New Media, Beverly Hills, CA Sage, pp. 287-342, 1984