방송시장의 붉은 여왕 효과 연구: 종편 환경으로 인한 드라마 시장의 변화 요인을 중심으로 = A Study on the Red Queen Effect in the Broadcasting Market

다국어 초록 (Multilingual Abstract)

One of the consequences that the launch of the comprehensive genre channels might have on the drama market can be summed up as the Red Queen effect. Since the comprehensive genre channels and the terrestrial broadcasting companies share the same habitat, they would be better off by adopting the strategies as a selfish competitor in securing A-list independent productions as well as in taking shares in the advertising market. These moves of the two groups of large players would also drive independent productions in general into a dire competitive situation although they belong to a different terrain. Over-competition will be the new reality that everyone is faced with. While other business concerns like profitability take a back seat, players begin to show costly behaviors for survival, as the handicap principle suggests. Drama producers begin to take overly competitive actions. The prices of A-list production factors and the production cost escalate at a mutually competitive rate. The dual structure of the Red Queen effect and Winner’s Curse will be the two most prominent features of the broadcasting market.

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