Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Media Groups' Management Strategies: Business Areas, Platform Strategies, Content Distribution Strategies and Business Strategies

미디어그룹의 경영전략 : 사업영역, 플랫폼 전략, 콘텐츠유통 전략, 비즈니스 전략

  • Kim, Dug Mo (Dept. of Journalism & Broadcasting, Honam University)
  • 김덕모 (호남대학교 신문방송학과)
  • Received : 2016.01.14
  • Accepted : 2016.02.20
  • Published : 2016.02.28
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Abstract

This article was to study the following three purposes. First, to identify and describe the platform strategies, content strategies, and management challenges that currently define the South Korean terrestrial broadcasting business. Second, to analyze from various angles the business area of global media group, in terms of platform strategies, content strategies, and management challenges. Third, to suggest how Korea's terrestrial broadcasting industry can become competitive with media groups. Looking at the digital conversion process and strategy as well as terrestrial broadcasting in each country, when digital switchover point and Action Plan, and the similarities in values and the role of digital terrestrial broadcasting times there are differences may be found.

본 연구는 다음과 같은 연구 목적에서 수행되었다. 첫째, 한국 지상파 방송이 직면한 경영위기와 이들 방송사의 플랫폼 전략 및 콘텐츠 유통 전략을 살펴보고자 하였다. 둘째, 이러한 현황 분석을 토대로 글로벌 미디어 그룹의 관련 분야의 대응전략과 사업영역 조정 전략을 다각도로 살펴보고자 하였다. 셋째, 이러한 분석을 토대로 우리나라 방송 산업이 경쟁력을 확보할 수 있는 방안을 제시하고자 하였다. 또한 디지털융합 시대의 세계 여러 나라의 디지털 전환 정책과 실제 사례들을 면밀히 비교 분석하여 우리나라 지상파 방송의 경영전략 모색을 위한 시사점을 제시하고자 하였다.

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