2011. 2. 10.

" 2011/01/20 17:49

20 " " . 9 , .

2011-01-20 09:59:32

. .

2011 01 21 () 16:16:42

MBC 21 . , , , .

-

- 4, 1

-

= =

- (, ) -

- 1998 1 2008 530 - : 1965 80% 60 TV 3 2002 117 (P&G Jim Stengel) - - , ,

- , SNS

-Market Share=mind share=Voice Share =Media Share=Life Share

- =

- =

-

20

-The fall of advertising & the rise of PR Al Ries, Laura Ries, 2002 (, 2003)

- PR , 2009

- , 2010

GDP () (, 2009) GDP (2007 )

()GDP()GDP 179,251 13,807,500 1.30%22.60%13,904 2,556,666 0.54%44.30% 25,758 3,323,707 0.77%73.80% 25,511 2,773,013 0.92%52.50% 15,438 3,241,788 0.48%64.80% 41,048 4,379,898 0.94%28.60%()79,897 9,011,886 0.89%75.10%

(2009.2~8)

( : )* : /

200220032004200520062007200820092010()2011()4 TV24,39423,67122,35021,49221,83921,07618,99716,70919,00019,000RADIO2,7802,7512,6532,6382,7992,8072,7692,7692,5002,50027,17426,42225,00324,17524,63823,88321,76619,47821,50021,50020,20018,90017,43616,72417,01317,80116,58115,00716,00015,7001,8075,0064,2564,3684,5914,8414,8044,3884,7504,50022,00723,90621,69221,09221,60422,64221,38519,39520,75020,2004 49,18150,32846,69545,26746,24246,52443,15138,87342,25041,700 8,7207,2837,0277,3587,7376,7936,3956,2486,5916,8544 , 2,6886,5826,7227,3157,7117,8737,6287,3687,5007,500Cable TV2,3452,9753,9994,8686,2718,2978,6007,7949,70010,0001,8502,7003,9275,6697,79010,20011,90012,43014,10015,50031621201209595110120DMB1988114176265245IPTV53114150200 4,1955,6757,95710,59914,65018,70620,76220,60924,32526,065 64,78469,86868,40170,53976,33979,89777,97172,56080,66682,119

( : , , ) : (2009); (2009)

200023,179272-1,75125,20228,749200121,945749-1,45424,148-1,05429,234+485200227,4521813-2,55631,821+7,67830,069+834200326,5662616-3,20532,387+56631,934+1,865200425,0282897494,12832,101-28631,645-289200524,021942745,71030,747-1,35430,530-1,115200624,6878661257,18132,859+2,11229,308-1,222200723,9569831408,57833,657+79828,913-395

- , .

, , , .

- , 1998 40.8 2008 24- , 2008 116.7-/ 73.1 189.1 (1998 193.5 5 )- 1998 66 2008 40 26 - 82 (, 2008).

TV TV - : 7 : 3 - 2007 TV : TV 7 : 3 - 2005 TV - , , , (:%)

- 70% : 8 6066 45.1%, SO 24.8%, PP 23.9%- 3 3624 71.1%, SO 2.9%, PP 25.5%

- 2000-2007, . , : , 2009.

- 2000 2008 -TV 10% 15% TV(10%) (15%)

Chart2

32.33.839.12.82.81.817.5

35.34.336.22.832.316.1

36.14.432.32.93.12.418.8

35.64.129.583.42.716.7

33.93.927.17.24.33.919.8

32.73.925.56.25.85.720.1

30.53.823.76.26.9820.8

28.63.722.368.810.220.2

26.37896291483.513273339422.27993541686.059051028210.384620198512.766436787418.3561335219

24.36418668483.551320362721.26559874836.161265085711.029741827115.262084621218.0297803029

TV

TV

Sheet1

20082008

200620072008(%)(%)

4TV21,83921,07618,997-9.924.4

RADIO2,7992,8072,769-1.33.6

24,63823,88321,766-8.927.9

17,01317,80116,581-6.921.3

4,5914,8414,804-0.86.2

21,60422,64221,385-5.527.4

4 46,24246,52443,151-7.355.3

7,7376,7936,395-5.98.2

4 ,7,7117,8737,628-3.19.8

Cable TV6,7218,2978,6003.611

7,79010,20011,90016.715.3

12012095-20.80.1

DMB198811429.20.1

IPTV531000.1

14,65018,70620,7621126.6

76,33979,89777,971-2.4100

TVRadio 2007

$44,683$8,320$24,603$3,157$80,763-11.91.991,625

$192,033$16,245$69,963$12,305$290,546-4.46.7303,998

/$139,176$9,484$30,001$17,077$195,738-12.84.5224,570

$87,035$14,799$88,178$14,722$204,734-6.34.7218,439

/$107,716$9,762$39,597$80,824$237,898-7.15.5256,103

$25,652$8,940$124,910$5,176$164,679-5.33.8173,808

$33,250$7,246$63,996$151,785$256,2775.65.9242,754

$23,214$1,446$10,562$7,338$42,56024.01.034,316

/$5,187$1,272$22,951$30,059$59,46917.41.450,636

$100,530$5,180$66,632$15,537$187,878-11.34.4211,719

/$302,038$31,436$137,684$18,298$489,456-9.211.3539,069

$114,430$16,073$96,528$26,796$253,82723.75.9205,148

$71,351$12,503$73,405$25,957$183,2160.94.2181,512

$15,278$2,855$1,882$1,614$21,63075.20.512,344

//$103,891$25,256$110,443$7,261$246,852-32.85.7367,107

$55,188$12,658$67,173$7,282$142,301-15.53.3168,441

//$289,286$59,044$172,168$12,034$532,532-10.712.3596,606

$99,481$21,542$257,366$28,799$407,187-11.19.4458,213

/$17,957$4,686$93,316$7,681$123,639-2.62.9126,998

/$15,866$5,328$83,214$3,639$108,0473.32.5104,584

/$56,409$2,866$23,529$3,079$85,8831.72.084,447

$1,899,652$276,941$1,658,100$480,420$4,315,113-7.3100.04,652,436

* :

19951996199719981999200020012002200320042005200620072008

TV26.328.328.829.432.335.336.135.633.932.730.528.626.424.4

3.53.84.33.93.84.34.44.13.93.93.83.73.53.6

29.83233.133.436.139.640.539.737.836.634.332.329.927.9

43.241.339.538.639.136.232.329.527.125.523.722.322.321.3

3.63.742.92.82.82.987.26.26.266.16.2

46.84543.541.541.93935.237.534.231.729.928.328.327.4

4 76.67776.674.97878.775.777.27268.364.260.658.255.3

TV122.43.32.833.13.44.35.86.98.810.411.0

0.10.20.71.51.82.32.42.73.95.7810.212.815.3

SKYLIFE00.10.20.20.1

DMB00.10.1

1.12.33.14.94.55.35.46.18.111.61519.223.426.6

22.320.720.320.217.516.118.816.719.820.120.820.218.3618.03

100100100100100100100100100100100100100100

'99'00'01'02'03'04'05'06'07'08

TV32.335.336.135.633.932.730.528.626.424.4

3.84.34.44.13.93.93.83.73.53.6

39.136.232.329.527.125.523.722.322.321.3

2.82.82.987.26.26.266.16.2

TV2.833.13.44.35.86.98.810.411.0

1.82.32.42.73.95.7810.212.815.3

17.516.118.816.719.820.120.820.218.3618.03

Sheet1

0000000

0000000

0000000

0000000

0000000

0000000

0000000

0000000

0000000

0000000

TV

TV

Sheet2

Sheet3

(e) 1995 2008 , 2010

Chart2

29.843.210.1

3241.320.2

33.139.52.40.7

33.438.63.31.5

36.139.12.81.8

39.636.232.3

40.532.33.12.4

39.729.53.42.7

37.827.14.33.9

36.625.55.85.7

34.323.76.98

32.322.38.810.2

29.892236254222.279935416810.384620198512.7664367874

27.915507047521.265598748311.029741827115.2620846212

25.52011.518

2318.711.921

TV

20082008

200620072008(%)(%)

4TV21,83921,07618,997-9.924.4

RADIO2,7992,8072,769-1.33.6

24,63823,88321,766-8.927.9

17,01317,80116,581-6.921.3

4,5914,8414,804-0.86.2

21,60422,64221,385-5.527.4

4 46,24246,52443,151-7.355.3

7,7376,7936,395-5.98.2

4 ,7,7117,8737,628-3.19.8

Cable TV6,7218,2978,6003.611

7,79010,20011,90016.715.3

12012095-20.80.1

DMB198811429.20.1

IPTV531000.1

14,65018,70620,7621126.6

76,33979,89777,971-2.4100

TVRadio 2007

$44,683$8,320$24,603$3,157$80,763-11.91.991,625

$192,033$16,245$69,963$12,305$290,546-4.46.7303,998

/$139,176$9,484$30,001$17,077$195,738-12.84.5224,570

$87,035$14,799$88,178$14,722$204,734-6.34.7218,439

/$107,716$9,762$39,597$80,824$237,898-7.15.5256,103

$25,652$8,940$124,910$5,176$164,679-5.33.8173,808

$33,250$7,246$63,996$151,785$256,2775.65.9242,754

$23,214$1,446$10,562$7,338$42,56024.01.034,316

/$5,187$1,272$22,951$30,059$59,46917.41.450,636

$100,530$5,180$66,632$15,537$187,878-11.34.4211,719

/$302,038$31,436$137,684$18,298$489,456-9.211.3539,069

$114,430$16,073$96,528$26,796$253,82723.75.9205,148

$71,351$12,503$73,405$25,957$183,2160.94.2181,512

$15,278$2,855$1,882$1,614$21,63075.20.512,344

//$103,891$25,256$110,443$7,261$246,852-32.85.7367,107

$55,188$12,658$67,173$7,282$142,301-15.53.3168,441

//$289,286$59,044$172,168$12,034$532,532-10.712.3596,606

$99,481$21,542$257,366$28,799$407,187-11.19.4458,213

/$17,957$4,686$93,316$7,681$123,639-2.62.9126,998

/$15,866$5,328$83,214$3,639$108,0473.32.5104,584

/$56,409$2,866$23,529$3,079$85,8831.72.084,447

$1,899,652$276,941$1,658,100$480,420$4,315,113-7.3100.04,652,436

* :

19951996199719981999200020012002200320042005200620072008

TV26.328.328.829.432.335.336.135.633.932.730.528.626.424.4

3.53.84.33.93.84.34.44.13.93.93.83.73.53.6

29.83233.133.436.139.640.539.737.836.634.332.329.927.9

43.241.339.538.639.136.232.329.527.125.523.722.322.321.3

3.63.742.92.82.82.987.26.26.266.16.2

46.84543.541.541.93935.237.534.231.729.928.328.327.4

4 76.67776.674.97878.775.777.27268.364.260.658.255.3

TV122.43.32.833.13.44.35.86.98.810.411.0

0.10.20.71.51.82.32.42.73.95.7810.212.815.3

SKYLIFE00.10.20.20.1

DMB00.10.1

1.12.33.14.94.55.35.46.18.111.61519.223.426.6

22.320.720.320.217.516.118.816.719.820.120.820.218.3618.03

100100100100100100100100100100100100100100

'99'00'01'02'03'04'05'06'07'08

TV32.335.336.135.633.932.730.528.626.424.4

3.84.34.44.13.93.93.83.73.53.6

39.136.232.329.527.125.523.722.322.321.3

2.82.82.987.26.26.266.16.2

TV2.833.13.44.35.86.98.810.411.0

1.82.32.42.73.95.7810.212.815.3

17.516.118.816.719.820.120.820.218.3618.03

2005200620072008

3$21,10687.321,54687.4$20,90087.3$18,98686.9

$2,0408.420688.4$1,9798.3$1,7698.1

$1,0294.310144.2$1,0644.4$1,1005.0

$24,17510024,628100$23,943100$21,855100

$5,311

$8,883

$4,792

(: , )

20062007

* *

()$1,064$5,705,730$5,361$1,069$5,937,058$5,556

$640$971,082$1,518$795$1,136,521$1,430

$250$492,586$1,968$257$557,480$2,172

$2,043$387,941$190$2,013$338,696$168

$278$780,996$2,807$284$841,094$2,965

$2,701$779,725$289$2,311$623,776$270

$4,735$9,118,059$1,926$4,830$9,434,625$1,953

* 100% .

* : (2007), DB (3), KOBACO

20062007

$24,770$15,567$9,203$25,770$16,862$8,908

$2,718$1,525$1,193$3,646$2,047$1,599

$27,488$17,092$10,396$29,416$18,909$10,507

* : (2007), DB (3), KOBACO

0000000

0000000

0000000

0000000

0000000

0000000

0000000

0000000

0000000

0000000

TV

TV

1995_2008 GDP

GDPTV4TV

1995$3,988,37726.33.529.843.23.646.876.61.00.122.3

1996$4,485,96428.33.832.041.33.745.077.02.00.220.7

1997$4,911,34828.84.333.139.54.043.576.62.40.720.3

1998$4,841,02829.43.933.438.62.941.574.93.31.520.2

1999$5,294,99732.33.836.139.12.841.978.02.81.817.5

2000$5,786,64535.34.339.636.22.839.078.73.02.316.1

2001$6,221,22636.14.440.532.32.935.275.73.12.418.8

2002$6,842,63535.64.139.729.58.037.577.23.42.716.7

2003$7,246,75033.93.937.827.17.234.272.04.33.919.8

2004$7,793,80532.73.936.625.56.231.768.35.85.720.1

2005$8,066,21930.53.834.323.76.229.964.26.98.020.8

2006$8,480,00028.63.732.322.36.028.360.68.810.220.2

2007$9,011,88626.43.529.922.36.128.358.210.412.818.4

2008$10,240,00024.43.627.921.36.227.455.311.015.318.0

TV

'9529.843.21.00.1

'9632.041.32.00.2

'9733.139.52.40.7

'9833.438.63.31.5

'9936.139.12.81.8

'0039.636.23.02.3

'0140.532.33.12.4

'0239.729.53.42.7

'0337.827.14.33.9

'0436.625.55.85.7

'0534.323.76.98.0

'0632.322.38.810.2

'0729.922.310.412.8

'0827.921.311.015.3

'09(E)25.520.011.518.0

'10(E)23.018.711.921.0

1995_2008 GDP

TV

= -0.0003x6 + 0.0132x5 - 0.2248x4 + 1.7695x3 - 6.619x2 + 12.37x + 22.592R2 = 0.9824

= -0.0003x5 + 0.0069x4 - 0.0451x3 - 0.0716x2 + 1.4507x - 0.3609R2 = 0.9973

= 7E-05x6 - 0.0035x5 + 0.068x4 - 0.6245x3 + 2.7524x2 - 4.8788x + 2.8259R2 = 0.9994

= 9E-05x6 - 0.005x5 + 0.1106x4 - 1.1437x3 + 5.5706x2 - 12.952x + 51.797R2 = 0.9957

Sheet3

TV

= 7E-05x6 - 0.0035x5 + 0.068x4 - 0.6245x3 + 2.7524x2 - 4.8788x + 2.8259R2 = 0.9994

= -0.0003x6 + 0.0132x5 - 0.2248x4 + 1.7695x3 - 6.619x2 + 12.37x + 22.592R2 = 0.9824

= 9E-05x6 - 0.005x5 + 0.1106x4 - 1.1437x3 + 5.5706x2 - 12.952x + 51.797R2 = 0.9957

= 2E-05x6 - 0.0009x5 + 0.0187x4 - 0.1439x3 + 0.3373x2 + 0.6934x + 0.0954R2 = 0.9973

TV

2011 2011 81107 (2010 6.4% )TV 19174 21049 (9.8%) 16500 16312 (1.1%) 15835 18168 (14.7%) TV 9657 11058 (14.5%)IPTV 165 220 (33.3%) 160 200 (25%) DMB 250 290 (16%) 2522 2519 (0.1%) 4500 4491 (0.2%) 7500 6800 (9.3%) (2010.12.)

2011 2011 kobaco 2 3830(8.1% ) 2010 2 2039( 15.6%)(TV 1 9237, 2551, DMB 216) 2009 19064 ( -13.8%) 2008 21856 ( -8.8%) 2007 23943

2011 3

2008 2009 201020082010 KBS 5311 (28.0%) 5185 (31.5%) 5844 (30.7%) 16340 (30.0%) MBC 8883 (46.8%) 7154 (43.5%) 8196 (43.0%) 24233 (44.5%) SBS 4792 (25.2%) 4120 (25.0%) 5002 (26.3%) 13914 (25.5%) 18986 (100.0%) 16459 (100.0%) 19042 (100.0%) 54487 (100.0%)

(4, 4/4 ) ?(1 1, 3/4) , , ?(4/4)

- PP

, PP

- , , 2009.11.

- MBC 2008 2.4% .

YTN, MBN 1.4%, 0.8% .

- 9 KBS-2TV .

- ( 500 )

1. KBS1(17.4, 0) 2. MBC(16.7, 8883) 3. SBS(16.5, 4792) 4. KBS2(17.4, 5311) 5. EBS(2.0, 256) 6. MBC(2.4, , , , MBC 1112) 7. SBS(2.1, , , 936) 8. KBS(1.9, 438) 9. Tooniverse(1.7) 10. Champ(1.6) 11. OCN(1.5) 12. YTN(1.4) 13. CGV(1.3) 14. tvN(1.3) 15. XTM(1.1) 16. MBC Movies(0.9) 17. Super Action(0.9) 18. Dramax(0.9) 19. e-channel(0.9) 20. KBS Joy(0.9) 21. MBC ESPN(0.9) 22. MBN(0.9) - : TNS , () - 9 14 5 300~500

09 ()09 MBC5221.0450286MBC every11500.4334860MBC 450.1140069MBC ESPN2530.35730125MBC Life70.0710117[MBCPP]9772.0048884KBS 4940.9054894KBS N 880.2930552KBS 50.0411620KBS 1230.4030653[KBSPP]7101.6343475SBS 4880.9054093SBS 1730.072,543437SBS 1690.27639110Xports220.249216E! TV610.4613423[SBSPP]9131.9347381PP2,600505746780YTN6120.511,1932057,79416.5747181KBS-2TV4,9566.25793136MBC-TV6,0305.991,007173SBS-TV(+9)5,2996.42326142TV16,93125.72655112TV+TV24,62542.28582100

PP , , : - , , : -, , - ,

A() : , 5 , CSTV(): 617 . , 8 , , - , , , jTBC(): , 845, 60%, JMnet, Q, , , , MBS(): , , ( , 2011.2)

- - -YTN 200% -1000 1500(4, 4)

(: ,%): (2008). . .

TV

: (70% ) + (30% ) : ( 70%) + ( 20%) = 76% : 24%() MBC : MBC = 81% : 19% / SBS : = 84% : 16%- CM TV (24%)

( : 1) (2005. , )

- , - ( + ) Key HD , CM MBC-TV 73%():27%() 81%:19%. (PPL) , - MBC, SBS : MBC : ,

MBC MBC 70% 30% 20% , 19 80% . MBC MBC 1.2~1.3% . MBC 65.6% . MBC 60 : 40 . MBC () ( , , ), , . (, 2009)

() MBC . . MBC 100 76%( 70%+ 6%) 24%() 19 . SBS SBS 8090% 9 1020% . - .(, 2009)

. ( 10%) , 3 90/100 . .(, 2009)

(KOBACO)

,

, ( 50%, 50%) ( 49%, 51%)

- CM ,

, ,

(raison dtre)

-Sanpoyoshi()

, ,

- , ,

, (2009),.(2009), : .(2009),: .(2009), : .(2010), (2010),.(1983), (2009), : (2005), .(2008),.

****************