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Dynamic Changes in the Media Market: Fast Moving Targets in Korea. Jang-Sun Hwang, Ph.D. Visiting Scholar School of Journalism & Mass Communication, UNC-Chapel Hill Feb. 15, 2012. A Recent Impact The Most Expensive Ad in the World. Your Knowledge about S.KOREA.

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Dynamic Changes in the Media Market: Fast Moving Targets in Korea

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Dynamic changes in the media market fast moving targets in korea

Dynamic Changes

in the Media Market:

Fast Moving Targets in Korea

Jang-Sun Hwang, Ph.D.

Visiting Scholar

School of Journalism & Mass Communication, UNC-Chapel Hill

Feb. 15, 2012


A recent impact the most expensive ad in the world

A Recent ImpactThe Most Expensive Ad in the World


Your knowledge about s korea

Your Knowledge about S.KOREA


Your knowledge about s korea1

Your Knowledge about S.KOREA


Media in s korea

Media in S.KOREA?

  • Any Network TV?

  • Cable TV?

  • National or Local Newspapers?

  • Internet? Slow?

  • Mobile Devices?

  • Satellite TV?


Structure of media market from the pov of advertising

Structure of Media Market: From the POV of Advertising

Total Volume:

$ 8.2 billion


Recent changes in the market

Recent Changes in the Market

$ million


Broadcasting

Broadcasting

  • 3 Major Networks (59%)

  • 5 MSO Cable Networks (32%)


Broadcasting1

Broadcasting

  • Network TVs (KBS, MBC, SBS)

    • Almost the Whole Nation

    • 60% of Revenue: Ads

    • Most contents are delivered throughout the whole nation

  • Cable TVs

    • 90% of Households Subscribed

    • 60% of Revenue: Subscription

    • Ads: 5.8%

  • Penetration rate of Digital TV Set: 70%


National newspapers

National Newspapers

# of Newspapers by Types

Revenue of Newspapers


Newspapers

Newspapers

  • National Newspapers’ Dominance

    • Top 3 takes 26.4% of the industry & 64.5% of national daily newspaper market

    • Their social Influences are huge

  • Decreasing in Revenue

    • Short-cuts of Ad (63% of the revenue)

    • Ad-rate maintained same for a decade

    • Readers’ transferring to Digital media

  • New Opportunity

    • Generic Cable Channel Business (Major NPs)


Digital media

Digital Media

  • One of the Top ‘Internet’ Countries

    • Penetration of Broadband: Top 5 (17.8 million subscribers)

    • Ownership of Digital TV: 70%

  • ‘Mobile’ Nation

    • Mobile Phone: 52 million (50% - Smart phones) / Major manufacturers

    • 51% of UV in major portal sites: with hand-held devices

    • IPTV: 5 million households


Digital media1

Digital Media


Digital media2

Digital Media

  • Korean version of Facebook: CyWorld

    • Since 1999, the social network service has penetrated the nation.

    • 25 million subscribers (50% of pop.)

  • Personal media (e.g., Facebook) made large traffics

    • Facebook 4 mil., Twitter 3.2 mil., Me-today 5 mil.


To wrap up

To Wrap Up

  • Most media markets are oligopolistic structured.

    • 3 TV Networks

    • 3 Nat’l Daily NP

    • 5 Cable MSO

    • 3 Major Portal Svc.

    • 3 Mobile SP / IPTV SP


Current issues advances

Current Issues & Advances

  • Major portal service market

    • Native brands’ success

    • Moving to mobile market

  • New Competition in the TV Market

    • IPTV, Digital TV , Smart TV, Cable TV

  • The Impact of SNS

    • Mobile Fever with Collectivistic Culture


Current issues advances1

Current Issues & Advances

  • General-genre cable channel’s impacts

    • Competition with Network TVs & Cable PP

  • The Year of Elections

    • Social Impacts of SNS and other new media

  • Media Rep. for ad buying changes

    • Multiple Cross-media reps will emerge in the market.

    • Increase of TV ad rate and downfalls of minor media or vehicles.


Thanks for your attention

Thanks for your attention.


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