KBS의 공익 실현에 대한 시청자 평가가 수신료 정책 및 공영방송제도 필요성 인식에 미치는 영향에 관한 연구

초록

This study investigates the relationship between the audience evaluation on KBS performance to realize the public value and the audience perception on TV licence policy such as willingness to pay for the fee, the direction of the system reform, and the necessity for public service broadcasting. First of all, we tried to reorganize the value of public service broadcasting reflecting the changing media environment. Through references we classified PSB’s public value into three dimensions: audience sovereignty, audience welfare, consumer welfare. A quantitative survey of audience and factor analysis showed audience sovereignty dimension include the values of "securing independence of broadcasting’, "free management of public sphere", while audience welfare dimension include "diversity", and consumer welfare dimension include ‘program quality’ and ‘satisfaction of personal needs’. Secondly, the value of WTP (Willingness To Pay) for TV licence fee was estimated to be, 1667.45 KRW. Research findings indicate that the audience evaluations on consumer welfare dimension have positive relationship with the WTP. Finally on the issue of reforming TV license fee system, the audience showed relatively negative response on the idea of online licence fee as well as the taxation of licence fee. But the research left a clue for solving the matter because the audience evaluations on consumer welfare and audience sovereignty dimension were found to have positive relationships with the two reform ideas. On the matter of the necessity for public service media system, the audience evaluations on consumer welfare dimension also showed positive relationship. As we’ve summarized so far, the audience evaluations on consumer welfare dimension showed positive relationship with all dependent variables regarding the public service media, such as WTP for licence fee and so on. These results implies that, in the media convergence environment, KBS, the Korean PSB should shift the goal of media policy and service from citizen centered universal service to consumer centered individual service.

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