유료방송산업의 성장과 지상파방송의 위상 변화- TV시청률과 광고수입 변화를 중심으로 -

초록

This paper shows that the widespread diffusion of broadband internet enabled multi-channel television to grow rapidly within a very short period of time, which changed the structure of terrestrial television industy as well as that of advertising industry. The advent of multi-channel television such as IPTV has reduced the viewer rates of terrestrial TV channels drastically. However, it has increased the viewer rates of other non-terrestrial TV channels instead. This kind of media substitution has become intensified as time passes. Empirical results show that there is 1:1 substitution between terrestrial channel viewer rates and other channel viewer rates. Furthermore, the increase in viewer rates of non-terrestrial channels attracts demand for advertising much faster than proportionately. The viewer rate elasticity of advertising revenue is estimated to be 1.617.

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