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http://dx.doi.org/10.5909/JBE.2009.14.6.783

The analysis of demand and supply in contents for platform differentiation  

Park, Sang-Eun (Graduate school of Public Policy and Information Technology, Seoul National Univ. of Technology)
Choi, Seong-Jhin (Graduate school of Public Policy and Information Technology, Seoul National Univ. of Technology)
Lee, Young-Ju (Graduate school of Public Policy and Information Technology, Seoul National Univ. of Technology)
Publication Information
Journal of Broadcast Engineering / v.14, no.6, 2009 , pp. 783-795 More about this Journal
Abstract
We analyze the demand and supply in contents for platform differentiation in this paper. The contents provided by new platforms such DMB, IPTV which are introduced by the digital techniques and broadband network are almost same, so it is definitely necessary to differentiate the broadcasting contents for the development of telecommunication industry. To forecast the contents demand needed for each media, we assume 3 scenarios such as maximum, medium and minimum demand for contents considering deregulation of media policy. Also, we include the expected number of channels according to the changeover of policies as a variable for scenario. To predict the supply of contents of each media, we analyze 3 scenarios according to operating rates of production facilities as 100%, 70%, 50% and first-run ratio/rerun ratio of both terrestrial broadcastings and major program providers. The result shows that in case of scenario A, new contents for 453,484 hours are required every year and maximum contents that can be produced in present production facilities are just for 72,852 hours even in condition of 100% operating rate. This means that the unbalance of demand and supply of contents is extremely big and implies that the policies of focusing only on the development of platform and network industry are inadequate. It is time to foster contents business for differentiation of multiplatforms.
Keywords
contents demand; contents supply; self-producing capability; operating rate; platform differentiation;
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