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http://dx.doi.org/10.9728/dcs.2016.17.3.119

A study of the Impact of viewers's cognition of public value on the necessity of public service broadcasting and the willingness to payment of TV license fee  

Park, Jong-won (Graduate School of Public Policy and Information Technology, Seoul National University of Science and Technology)
Kim, Kwang-Ho (Graduate School of Public Policy and Information Technology, Seoul National University of Science and Technology)
Publication Information
Journal of Digital Contents Society / v.17, no.3, 2016 , pp. 119-133 More about this Journal
Abstract
This paper is designed to study how public values of viewers impact on the necessity of public service broadcasters and the willingness to payment of TV license fee based on the public-opinion survey regarding raising KBS TV license fee which was submitted to the National Assembly in 2013. To investigate this influence, seven main projects presented by KBS are classified into five public values of public (service) broadcasters such as quality, diversity, universality, social value and global value. The seven key performance tasks were presented by KBS. The study results are summarized as follows. Firstly, the survey group who selected the digital welfare enlargement by free terrestrial multi-channel broadcasting among public values recognized as highest the necessity of public service broadcasting as the most highly. Secondly, regarding the question of raising license fee, 72.4 percent of respondents were in favor of 1,000 won and 43.9 percent of respondents were in favor of 1,500 won. The result of this study shows that public service broadcasting has the possibility of securing the legitimacy of license fee policy when public service broadcasters faithfully carry out the five public values as above.
Keywords
Public service broadcasting; TV License fee; Public value; Willingness to pay of License fee;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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