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http://dx.doi.org/10.5392/JKCA.2013.13.11.636

Content Distribution Strategy Analysis of Regional Broadcasting Companies: Based on MBCNET  

Kim, Jongha Bell (한라대학교 미디어콘텐츠학과)
Publication Information
The Journal of the Korea Contents Association / v.13, no.11, 2013 , pp. 636-643 More about this Journal
Abstract
The current media and content situation is increasingly more competitive and under the radical environment changes, the social & financial position of regional broadcasting companies has been threatened. The internet & mobile based platforms and smart media, however, bring a new opportunity of content distribution. This study analyzes the current status of MBCNET which is the superstation of regional MBC stations and specialists interviews to develop the content distribution strategies of regional broadcasting companies. According to the following: finance, ratings, and new media distribution analysis, the MBCNET outcome is deemed successful based on the content library and regional power. MBCNET utilized opportunity to develop strong content resources and distribution power. In order to maintain its competitive edge, MBCNET needs to adopt the following strategies: content and platform marketing power, research & development of competitive content based on user behavior analysis, and reorganization that is able to counteract N-screen circumstances.
Keywords
Regional Broadcasting Companies; Content Distribution; Super-station; Content Strategy;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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