미디어 환경 변화에 따른 유료방송시장의 구조 변동에 관한 탐색적 연구 : 심층인터뷰를 활용한 SNM의 경로 분석을 중심으로

초록

In this study, an integrated perspective was proposed by applying the digital ecosystem theory to the discussion of the current payᐨTV industry, which is changing to an IPᐨbased paradigm such as IPTV and OTT. Based on the theory of the ecosystem, accurate diagnosis and future direction of the domestic payᐨ TV industry was predicted, and the growth potential of the payᐨTV industry ecosystem was sought. As a result, in order to grow the domestic payᐨTV industryt, IPTV+Cable TV and IPTV+OTT’s integrated management strategy should lead to the activation of the payᐨTV industry. In this process, it was confirmed that the revision of the law was the most important growth factor. In addition, the growth of the industry may vary depending on the role of the government and the National Assembly for the payᐨTV industry where market bias may occur.

키워드