지역주민 참여와 콘텐츠 개발을 통한 CATV 지역채널의 사업전략

초록

This study attempts to find the role of the local community channel with a focus on the community participation in the content design and production. Following the lessons from the platform strategy, this research proposes the role of the community participation and the premium culture contents in the local community channel. In Korea, CATV SOs must transmit the contents of ‘Local Community Channel’ in a separately allocated channel. Contrary to the original intent to develop a community-based broadcasting channel that will induce active community participation, the current situation of the local community channel is posing a couple of serious policy challenges. Due to the low awareness of the viewers, the local community channels are struggling with the low viewer rating. Community participation in the content strategy is not active. Faced with the trend of media convergence and cross-platform media consumption, TV screen is losing its share against the various alternative devices. Strong competitive pressure from the IPTV service is another challenge. Due to the strict regulatory control on the program contents (especially the editorial policy). Faced with the multi-platform environment, While the community participation is not so active in the content production and distribution, the local community channel essentially failed to attain its position in the media eco-system. Without a solid identity of the local community channel among the various CATV channels, the CATV Sos need to find a solution. In the age of ‘ubiquity’ and ‘convergence’, the scope of media consumption has become much wider. The frequency of media interface has also been changed. As the television screen has become ‘one of the many media interfaces’, CATV SOs are losing its platform position. This is the typical case of platform envelopment in the media eco-system. The rapid technological (as well as socio-economic) changes in the Korean media eco-system has brought an unprecedented challenge for the content providers and network providers - including CATV SOs. The rise of multi-platform environment poses opportunites and threats for the local community channel. While the CATV SOs need to find a strategy for ‘narrow casting’, the local community channel could provide a meaningful outlet. The unique model of content production and distribution (especially, relying on the active participation of the community members and organizations) could provide a meaningful basis for the content strategy. This creative content stgrategy can be explained through the lens of platform strategy. If the CATV SO attains better user interface with the local community channel, it should be in a better position to keep its platform position (and avoid further envelopment threat). Active community participation should make a good foundation for the user experience that will lead to user interface. This study attempts to identify the strategic implication of the local community channel standing in the shoes of the CATV SO. Relevant cases in the U.S. and Europe provide meaningful discussion points - especially regarding the role of community participation. The unique content strategy of the Japanese local community channel provides the idea of differentiated contents tailored for the local environment. Based on the direct observation and experience, this research summarizes the strategic agenda of the CATV SO, and proposes the strategic alternatives. Relying on the resources of the local community, the CATV SOs can create a better refined program content highlighting the unique characteristic of the local community environment. Due to the technological changes in the creative equipment and user devices, the local community channel is relatively free from the budgetary pressure. ‘Friendly faces’ in the local community channel also adds value in the changed media environment (cherishing 0.1% rating). With the limited resources (when compared against other ‘big budget contents featuring well-known casts), the local community channel can take advantage of the community participation in the content production and distribution. Featuring friendly community members in the familiar background, the contents of the local community channel can induce local viewers. When the local community members and their organizations are given the chances for active involvement in the content production (including post-production activities), the value of community engagement is amplified. In the age of social network services, distribution of epitomized contents through the community members should add value to the wider acceptance of the local community channel. Creative use of premium culture contents can upgrade the contents power of the local community channel. As is the case in the U.S. and Europe, museum has the position of premium location. Taking advantage of this premium identity (in addition to the artistic atmosphere), the local community channel can add premium value to its program content. The strong connection between the CATV SO and the community government provides an effective support. This study is based on the direct observation and policy experience of the author. This first-hand knowledge is synthesized with the theoretical analysis. In order for research validity, there were additional interviews and triangulation with the internal documents. Whereas the researchers in the media studies do not deal with the practical issues of post-production and content distribution, this study attempts to draw strategic implication out of these issues.

키워드