융합시대 독일의 방송 광고 정책 변화에 관한 연구: 방송 프로그램의 협찬 및 간접광고 법제분석을 중심으로 = The Broadcasting Policy for Product Placement and Sponsorship in Germany in the Era of Convergence

다국어 초록 (Multilingual Abstract)

This article examines the regulations and guidelines for tv sponsoring and product placement in Germany. In Germany, the 13the Amendment to the Interstate Broadcasting Treaty from April 1st, 2010 completed the transposition of the Audiovisual Media Services Directive of EU into German media law. The 13th Amendment to the Interstate Broadcasting Treaty reduced especially the advertising regulations on a quantitative level, and modifies the regulations regarding the placement of products in television programmes. Germany made use of the option to allow product placement and sponsoring in television during films, series, sports and light entertainment programmes. Explicitly excluded are advice programmes as well as thematic placement. Public broadcasters are only allowed to practice product placement gratuitously. The maximum limit of goods and services of insignificant value for both, public and commercial television, are set to 1% of the production costs or to 1.000 EUR. The important point of the revision of the German Interstate Treaty is on the Protection of Audience in the Broadcasting Advertising. Public as well as commercial broadcasters have to indicate product placement. The practical policy suggestions for Korean media regulation are discussed.

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