텔레비전 프로그램의 수출가격 결정요인에 관한 연구

다국어 초록 (Multilingual Abstract)

This study investigates the determinants of the price of exported Korean television programs. Gross domestic product of an import country, a cultural dummy variable, the average production budget per episode, the number of episodes of a series, the year of export contract, a dummy variable indicating whether an exported program is shown over-the-air broadcasting in an import country, and the frequency of media exposure of an exported program in an import country were found to explain the variations in the price of exported Korean television program across countries. This study implies that the price of exported programs should be discriminated according to the characteristics of an import country, structural relationships between an export country and an import country, and characteristics of an exported program. This study also suggests that it is desirable to increase export market diversification and export genre diversification in order to support effects of price discrimination strategy.

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