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. 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. - PowerPoint PPT PresentationTRANSCRIPT
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 HillFeb. 15, 2012
A Recent ImpactThe Most Expensive Ad
in the World
Your Knowledge about S.KOREA
Your Knowledge about S.KOREA
Media in S.KOREA?• Any Network TV?• Cable TV?• National or Local Newspa-
pers?• Internet? Slow?• Mobile Devices?• Satellite TV?
Structure of Media Market: From the POV of Advertising Total Volume:
$ 8.2 billion
Recent Changes in the Mar-ket
$ million
Broadcasting• 3 Major Networks (59%)• 5 MSO Cable Networks (32%)
Broadcasting• Network TVs (KBS, MBC, SBS)
– Almost the Whole Nation– 60% of Revenue: Ads– Most contents are delivered through-
out 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
# of Newspapers by TypesRevenue of 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• 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 Media
Digital Media• Korean version of Facebook: Cy-
World– Since 1999, the social network
service has penetrated the na-tion.
– 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• 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• 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 & 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 atten-tion.