지상파 재송신료의 합리적 산정방안 및 결과

초록

This paper examines methods for the estimation of reasonable and appropriate fees for terrestrial retransmission between terrestrial broadcasters and multichannel video programming distributors (MVPDs). We attempt to estimate reasonable retransmission fees through the Nash bargaining problem, allocating net benefits of retransmission to both parties through bilateral negotiation. For this estimation, it is crucial to derive the Nash bargaining set that is subject to negotiation. Although many previous studies have attempted to define and derive bargaining sets, great differences exist among them depending on the assumptions used, the estimation method, the selection of parameters etc. Therefore, after reviewing the methods and assumptions used in previous studies, and revising the problems in those studies, we identify a rational and objective estimation method and apply it to estimate reasonable retransmission fees. The key results are as follows. According to conjoint analysis, CATV operators should pay ￦490.8~556.6 per month per subscriber to terrestrial broadcasters. Also, based on direct survey data on respondents’ intentions to switch CATV operators, CATV operators should pay ￦893.0~950.1 per month per subscriber to terrestrial broadcasters.

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