글로벌 OTT 플랫폼 부상에 따른 지상파 방송사의 방송프로그램 수출전략

초록

The rise of the global OTT platforms has led to a decline in the competitiveness of terrestrial broadcasters, which have been in charge of the Korean Wave, and a change in export strategies. This study attempted to examine the changes in the export strategy of broadcasting programs by terrestrial broadcasters and to suggest the possibility of using government support poilcies to revitalize direct exports of broadcasters. Terrestrial broadcasters actively accepted the global OTT platform as an export partner and reflected it in the organization’s composition. These strategies are expected to achieve shot-term results, but to enhance long-term competitiveness, broadcasters must secure direct export capabilities. In order to increase direct exports of terrestrial broadcasters, it was suggested to use the government's export support base as an agency and to use its strengths in connection with export support system. This study summarized the export system of terrestrial broadcasters and provides the basis for the export organization of terrestrial broadcasters to actively utilize the government’s overseas bases.

키워드