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http://dx.doi.org/10.5392/JKCA.2021.21.12.287

Market Performance and Strategy of Program Providers  

Lee, Sangwon (경희대학교)
Lee, Seonmi (KT경제경영연구소)
Publication Information
The Journal of the Korea Contents Association / v.21, no.12, 2021 , pp. 287-295 More about this Journal
Abstract
This study examines the performance of program providers(PP) considering various factors. This study employs the panel regression models with the dataset from 2014 to 2019. This study analyzes how various market structural factors and behavioral factors have impact on the performance. The results show that the high proportion of retransmission fees to broadcasting revenue is negatively associated with total media revenue and operating income while advertising revenue is positively associated with these factors. The results imply PPs that have heavily depended on the fees have not showed a superior performance. Current PP markets are evaluated to have low average revenue per users and thus the size of retransmission fees cannot be enlarged. Under such market conditions, PPs focusing on raising advertising revenue show better performance. This study also suggests that PPs that own diverse channel assets have improved their performances.
Keywords
PP; Market Performance; Industiral Organization Perspective; Resourced-based View;
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