지상파 방송의 시장지배력 감소에 따른 사업다각화 전략

Abstract

The purpose of this study is to review the business diversification of terrestrial broadcasting companies as a countermeasure by the decrease of market share. The environment of terrestrial broadcasting industry is faced with a new competitive situation because of the emergence of new media. This change foretells the possibility of the emergence of broadcasting industry's new paradigm. The terrestrial broadcasting companies should compete with the new media including Cable TV, satellite broadcasting, and satellite DMB. Under such circumstances, the market share of terrestrial broadcasting companies have continued to fall over recent years. Business diversification is one of strategies for terrestrial broadcasting companies, which have dominated the broadcasting industry, to cope with the decrease of market share and to reinforce the competitiveness. This study tries to explore the current state of business diversification of three terrestrial broadcasting companies(KBS, MBC, and SBS) in Korea. The subsidiary companies owned by each broadcaster can be grouped into those for vertical diversification, those for horizontal diversification, and those for conglomeration. KBS appeared to have 2 subsidiary companies for vertical diversification, 3 subsidiary companies for horizontal diversification, and 2 subsidiary companies for conglomeration. MBC had 3 subsidiary companies for vertical diversification, 5 subsidiary companies for horizontal diversification, and 2 subsidiary companies for conglomeration. SBS had 3 subsidiary companies for vertical diversification, 5 subsidiary companies for horizontal diversification, and 4 subsidiary companies which were not directly related to broadcasting industry for conglomeration. As a result of reviewing subsidiary companies owned by terrestrial broadcasting companies, it was found that the market share of subsidiary companies is continually increasing. As new media have emerged and channels have increased, the terrestrial broadcasting companies should continually search for management strategies and reinforce competitiveness. In conclusion, the business diversification of terrestrial broadcasting companies is considered appropriate to regard the rational management strategy of terrestrial broadcasting companies in Korea.