디지털시대 공영방송의 채널운용 전략에 관한 연구 = Public Broadcaster's Channel Strategies for a Digital Age

다국어 초록 (Multilingual Abstract)

This paper aims to discuss public broadcaster’s channel operations as a strategic
option to maintain the position of public broadcasting in a digital age, while it
regards public broadcasting as an eligible alternative to curb the slanting
commercialization of broadcasting. Channel strategies are very important in that
channel is not merely a contact point to share use value by the interaction with
audience, but also a window of exchange value to provide consumer with packed
broadcasting contents. Especially to enhance brand value of public broadcasting,
an unstable organization in an multi-channels environment, it is very important
that public broadcasting manage various channels effectively. This thesis
suggested 4 models that KBS seek after as a framework of channel strategies.
Firstly, it is <universality-innovations> model. This makes people access easily and
recognize the picture of world comprehensively, while it provides creative and
innovative ideas to get over social contradictions. Secondly, it is <universalityprofitability>
model. This makes people access easily and enjoy programs.
Thirdly, it is <specialty-innovations> model. The ongoing KBS channels do not
suit this model. However, it is necessary that KBS secures special and innovative
channels to extend its public service and check commercial infiltration into new
media. Fourthly, it is <specialty-profitability> model. This implies that provided
are the specialized programs suitable to segmented audience. It is desirable that
KBS should focus on both <universality-profitability> model and <specialtyinnovations>
model in the future. While KBS tries to get rid of possible
misunderstanding around the identity of KBS through overall amendment and
supplement of KBS-2, it should explore innovative services suitable to public
broadcasting from new media such as satellite

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