UHD 모바일 방송의 이용자 선호도와 방송서비스 편익 분석

Abstract

2012 년 12 월 지상파 TV 의 디지털 전환이 완료되고 5 년만에 세계 최초로 지상파 UHD 시대가 우리나라에서 시작 되었다. 방송 기술의 발전에 따라 실감방송의 현실적인 대안으로 UHD 방송이 시작되었음에도 불구하고, 다채널 다매체의 발전, 디지털 전환 이후 직접 수신율의 하락, 모바일 기기 중심으로 바뀐 시청자의 시청패턴 변화로 인해 지상파는 광고 절벽이라는 위기를 맞게 되었다. 이전 ATSC HD 지상파는 이동 중 수신이 불가능 했기 때문에 대안으로 DMB 방송이 국내에 소개되어 손안의 TV라는 장미빛 전망으로 시작 되었으나, 저화질과 음영지역에서의 끊김 현상으로 인해 재난매체로 지정 되었음에도 불구하고 시청자의 외면을 받고 있는것이 현실이다. 그러나 2017 년 5 월에 공식 출범된 ATSC 3.0 UHD 방송은 4K 화질의 고정형 화면과 2K HD 급 화질의 이동 수신용 화면을 같이 보낼 수 있다. 또한 IP Layer 를 탑재 하여 한번 전파를 수신하면, 다른 기기로 분배가 가능하기도 하고 통신망과 결합해 다양한 양방향 서비스도 가능하다. 본 연구에서는 DMB 방송의 실패 원인을 살펴보고, 통신사의 VOD 서비스와 비교하여 UHD 방송의 부가서비스인 HD 모바일 방송의 도입이 시장에서 어떤 반응을 보일 지 살펴보고자 한다. 아직 도입 되지 않은 서비스이므로 유사 서비스의 속성을 추출하고 수준을 정해 여러 대안을 만들어 설문응답자에게 선택하게 하여 컨조인트 분석을 하였다. 분석 결과를 바탕으로 HD 모바일 방송의 어떤 서비스 속성을 개선해야 무료보편 서비스로써 국민 계층의 디지털디바이드를 해소하고, 유익한 매체로 자리잡을 수 있을지 연구해 보았다.

After the terrestrial digital conversion was completed in 2012, the world's first UHD era began in five years. In previous ATSC HD broadcasting, it is impossible to receive while on the move. As an alternative, DMB broadcasting was introduced in Korea and released as a service type combined with a mobile phone. Despite it has been designated as a disaster media, it has resulted in fail dute to a low image quality and breaks in shadow areas. The ATSC 3.0 UHD broadcasting which started this time can send 4K-definition fixed-type screens and 2K HD-quality mobile reception screens together. Because it is equipped with IP Layer, it can be redistributed to other devices once it receives radio waves and provide various bidirectional services combined with network. The purpose of this study is to analyze the failure factors of existing TDMB and to predict how HD Mobile Broadcasting, an add-on to UHD broadcasting, will respond to the market in comparison to VOD services of the telecom company. After the attributes and level of TDMB, HD Mobile, and VOD service of the telecom company were set, 18 combinations of properties and services were formed through orthogonal analysis and devided into 3 groups to allow respondents to select. The results were analyzed by using R program and a multinomial logit model. The analysis results are as follows. HD mobile service is worth 748 won more than existing TDMB and carrier VOD service is worth 1,058 won more. In the case of disconnected properties during reception, the result was obtained by paying 2,838 won to 7,856 won for uninterrupted service. The property of the program's newest features showed that it is willing to pay 40 4,406 won more than the real-time only services to use real-time and reviewable services. In the diversity of viewing channels, it is shown that when news channels are added, they are willing to pay 2,116 won more for news channels and 2,845 won more for hobbies than for services with only terrestrial channels. A noticeable result indicates that the survey respondents react sensitively when there is a lot of interruption in during reception than any other attribute. Analysis of additional questions by cross-section shows that people who prefer HD mobile services are male rather than female and younger. Telecom VOD services are preferred to HD mobile services over existing TDMB services and younger people are preferred. The charge came out to be sensitive who mainly watch terrestrial channels. People who living in metropolitan or big cites are less sensitive than those living in towns or villages. People who watch a lot of terrestrial channels hate to be disconnected during reception, and women are more sensitive than men. It is analyzed that the younger the more dislike disruption. Rather than real-time broadcast services, re-viewing services are preferred. In the diversity of viewing channels, women prefer news channels and hobby channels to only terrestrial broadcasting services as expected. On the other hand, it is analyzed that younger people want more diverse viewing channels than older people. People who watch terrestrial channels mainly are less sensitive to the diversity of channel than those who watch IPTV or cable channels. Assuming that TDMB and HD Mobile are free and frequently disconnected in reception, news channels and real-time broadcasting are possible, the telecom company VOD is occasionally cut off and is available in real-time and re-viewing services which includes price at 5,000 won. Then the service selection probability of each service was 16% for TDMB, 18% for HD mobile and 66% for VOD. When the shaded area problem is solved to some extent and HD mobile is disconnected sometimes, the choice rate in the average of age, income and cities was 10 percent for TDMB, 47 percent for HD mobile, and carrier VOD was 43 percent. As a result, if 23 percent of service users change due to the improvement of the disconnection, the effect of saving the paid service to the entire nation between 15 and 65 years is 280 billion won a year. If HD Mobile free services caused by the development of broadcasting technology can serve as a disaster media and provide benefits to the public, 41 the government and terrestrial broadcasters should take serious efforts to resolve the shaded area. Keywords : UHD, HD Mobile, TDMB, VOD, Conjoint Analysis