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Competitive Analysis Among Interactive Broadcasting Media in Korea Affected by the Introduction of IPTV : Adopting the Niche Theory  

Han, Eun-Jung (숙명여자대학교 경영학과)
Suh, Bo-MIl (숙명여자대학교 경영학부)
Publication Information
The Journal of Society for e-Business Studies / v.15, no.4, 2010 , pp. 219-244 More about this Journal
Abstract
The charged broadcasting market has been becoming very competitive to get the limited media consumers since IPTV was introduced to the market. This research analyzed the competition among interactive broadcasting media. We employed the niche theory for comparing IPTV with Cable TV and Satellite TV, which are two major existing broadcasting media. For employing the niche theory, we focused on the gratification-opportunity features of the media caused by the consumers' gratification sought: ease of use, interactivity, variety of content, and economic feasibility. The results showed the extent to which media are utilized, the extent to which each pair of media are perceived as similar, and the competitive superiority between each pair of media on each dimensions. Finally, we examined the competition structure of IPTV and other broadcasting media, and proposed the competitive strategy for IPTV to get an advantages.
Keywords
IPTV; Interactive Broadcasting Media; Niche Theory; Uses and Gratification Theory; Gratification Opportunity; Competitive Advantage;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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