Abstract
It is a important thing to finding out objective values of media contents
to producer and audience all because new media contents is economic
product as well as public goods in digital broadcasting, DMB,
IPTV and others. This study evaluated contents value of audience
about digital broadcasting that would be going to service, using
CVM(contingent valuation methods) which is one of methodologies
for evaluating public goods. It was tried out for offing a practical
suggestion of digital broadcasting licence fee by estimating audience
willingness to pay.
From the results of analyses, it found that the more people had high
education and high income, the more WTP they would be intend
to pay. Also the more people supported high level licence fee and
necessity of digital broadcasting, the more WTP they would be intend
to pay. On the other hand, the more people knew about digital broadcasting
service well, the less WTP they would be intend to pay. Audience WTP was found out range from 2,564 won to 2,861 won
a month as a result of estimating. It is interpreted that audience intends
to pay totally from 6,500 won to 6,900 won a month for digital
broadcasting, on the basis of licence fee in 4,000 won.
to producer and audience all because new media contents is economic
product as well as public goods in digital broadcasting, DMB,
IPTV and others. This study evaluated contents value of audience
about digital broadcasting that would be going to service, using
CVM(contingent valuation methods) which is one of methodologies
for evaluating public goods. It was tried out for offing a practical
suggestion of digital broadcasting licence fee by estimating audience
willingness to pay.
From the results of analyses, it found that the more people had high
education and high income, the more WTP they would be intend
to pay. Also the more people supported high level licence fee and
necessity of digital broadcasting, the more WTP they would be intend
to pay. On the other hand, the more people knew about digital broadcasting
service well, the less WTP they would be intend to pay. Audience WTP was found out range from 2,564 won to 2,861 won
a month as a result of estimating. It is interpreted that audience intends
to pay totally from 6,500 won to 6,900 won a month for digital
broadcasting, on the basis of licence fee in 4,000 won.
| Translated title of the contribution | A Study on Public Value of Digital Broadcasting and Willingness To Pay of Media Audience |
|---|---|
| Original language | Korean |
| Pages (from-to) | 390-422 |
| Number of pages | 33 |
| Journal | 한국방송학보 |
| Volume | 22 |
| Issue number | 6 |
| State | Published - Nov 2008 |