디지털 지상파방송의 공적 가치와 수용자 지불의사액 연구

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 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.