slide1
Download
Skip this Video
Download Presentation
Dynamic Changes in the Media Market: Fast Moving Targets in Korea

Loading in 2 Seconds...

play fullscreen
1 / 18

Dynamic Changes in the Media Market: Fast Moving Targets in Korea - PowerPoint PPT Presentation


  • 108 Views
  • Uploaded on

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.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' Dynamic Changes in the Media Market: Fast Moving Targets in Korea' - elam


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
slide1

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

media in s korea
Media in S.KOREA?
  • Any Network TV?
  • Cable TV?
  • National or Local Newspapers?
  • Internet? Slow?
  • Mobile Devices?
  • Satellite TV?
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 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.
ad