케이블TV 시장경쟁이 다양성에 미치는 영향에 대한 연구 : 독점복점 지역 다양성 비교를 중심으로

Abstract

This study investigated the influence of the competition between monopoly and duopoly of Cable TV stations on source(ownership structure), content(genre), exposure(rating) diversities of Program Providers' channels. These three diversities were measured by Simpson's D. The results of this study were as follows. First, national network-branched PP, MPP and MSP channels rather than independent․small-sized PP channels were more programmed in the duopoly areas than in the monopoly areas. Second, statistically significant differences were found in the programming frequency of entertainment genres between the duopoly and monopoly areas. In both areas, however, the most popular genres such as movie, entertainment, drama, home-shopping were frequently programmed and non-popular genres including public affaire, religion, education, culture, and information were also considerably often programmed. Third, in the duopoly area cable TV stations tend to program high rating genres such as movie, drama, home-shopping, sport channels, and news more frequently. Overall, these findings show that Hotelling theory could be successfully applied to Korean Cable TV market.