유료방송 시장의 시장 구조적 요인 및 가입자 규모에 따른 케이블 SO의 경제적 효율성과 채널 편성의 차이에 관한 연구

This study examines the difference between the economic efficiency achieved by cable SO and the supply channel organization, which is an indicator of consumer welfare, according to the market structural factors of the pay-TV market in an intensely competitive environment. First of all, the size of subscribers of cable SOs varies greatly depending on the competitiveness in the region. In contrast, in regions where multiple SOs are competing, the spread of IPTV is slow and the subscribers of cable SOs are effectively protected. Second, the larger the number of subscribers, the higher the profitability. However, there was no significant difference in operating profit per subscriber depending on the competition. Third, home shopping transmission fee per subscriber and telecommunication revenue per subscriber have a greater impact on subscribers’ operating profit than traditional broadcasting and advertising revenue. Fourth, the broadcasting ratio of local channels of individual SOs is relatively higher than that of MSOs. It is suggested that the future market share regulation and the abolition of the sphere will need to be carefully examined for regional implementation, in particular, the impact on the competitiveness of individual SOs.