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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. Your Knowledge about S.KOREA.

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

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  1. 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

  2. A Recent ImpactThe Most Expensive Ad in the World

  3. Your Knowledge about S.KOREA

  4. Your Knowledge about S.KOREA

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

  6. Structure of Media Market: From the POV of Advertising Total Volume: $ 8.2 billion

  7. Recent Changes in the Market $ million

  8. Broadcasting • 3 Major Networks (59%) • 5 MSO Cable Networks (32%)

  9. 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%

  10. National Newspapers # of Newspapers by Types Revenue of Newspapers

  11. 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)

  12. 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

  13. Digital Media

  14. 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.

  15. 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

  16. 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

  17. 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.

  18. Thanks for your attention.

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