• Korean journal of communication and information
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• v.42
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• pp.107-139
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• 2008

With the rapid change of broadcasting industry, the dominant market power of Korean free TV is going down. The purpose of this study is to estimate what is their strategy to recover the actual difficulties as for advertising media and production company. We will focus on mainly their horizontal diversification, MPP(multiple program provider). They will be classified and analysed by 5 portfolio types of Aaker: Cashcow Brand, flanker Brand, Strategic Brand, Silver Bullet Brands and Branded Energizer. For this, we will study the data from Korean Broadcasting Committee, home page of each channels, etc. At result, since MPP(multiple program provider), affiliates of Korean free TV have the stable advertising revenues compared with other cable channels, there are many cases of Cashcow brands which need few supplementary investment from the parental company and influence positively for the other channel brands.

• The Journal of the Korea Contents Association
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• v.13 no.2
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• pp.71-80
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• 2013

This study addressed status of PP(Program Provider) market, particularly focusing on independent PP. This research selected 14 independent channels and did in depth interviews for them. This study analyzed 14 channels in terms of management, production, and contents. The result showed that independent channels were in inferior condition than MPP(multiple PP) on all the aspects of management, production and content. The management structure of the PP were very vulnerable, production environment was not good. The PP were placed in a difficult environment in terms of production and purchases of content, therefore focused on distribution rather than production. This unbalance on the PP market resulted in negative effect on Korea's contents industry as well as PP industry. Therefore, this study suggested policy and regulatory reforms are needed to improve inferior status of independent PP.

• The Journal of the Korea Contents Association
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• v.10 no.10
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• pp.140-151
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• 2010

In the era of the rapid change of broadcasting industry, Korean terrestrial TV, dominant player, face also to severe competition with the new media platforms. To survive in the traditional market and to be winner in the new market, they tend to diverse their activities. Particularly, they expand the activities to the content business. Therefore, this study focus on the diversification of 3 major free TV, KBS, MBC, SBS. As a result, Korean terrestrial TV still dominate content industry with their enormous library and their distribution networks : they conflict with the independent companies and do the contents business exclusively. There are no rooms for the independent distributor. Among 3 players, the strategies of SBS have been oriented to the business and in the field of MPP(Multiple program Provider), the performance of MBC has been remarkable.