Ji-Yeon Cho, Ju-Ho Song, Bong-Gyou Lee, Journal of Internet Computing and Services, Vol. 12, No. 1, pp. 39-54, Feb. 2011
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Keywords: Comprehensive Programming Channels, Competitive Strategies, Media Industry Trend, Scenario Network Mapping

Abstract

Recently, a new media reform bill has passed through the National Assembly in Korea. The introduction of comprehensive programming channels that combine news and entertainment programs is expected to have a direct and indirect effect on the media related industry. And it affects not only existing traditional media operators, but also companies that consider entering the comprehensive programming business. This study analyzes the changes caused by the emergence of new businesses and identifies competitive strategies. Using Scenario Network Mapping (SNM) that is a scenario planning methodology for developing an industry network map in a complex environment. As a result of this study, the following competitive factors were identified: new business competitiveness, government policy and support, and content differentiation. This study has significance as an initial study on comprehensive programming channels strategies. It also provides implications to the government and the entrepreneur who is considering starting a comprehensive programming business.

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