The revolutionary changes and challenges in the broadcasting industry are going on in Korea as the "Era of Satellite Broadcasting" is coming. The Multi-Channels/Media and the Integration between Telecommunication and Broadcasting are the major characteristics of those changes and challenges. This new environment of the broadcasting industry helps to enhance the deregulation of participating in broadcasting marketplaces by various new entrants including private companies.
To analyze the competitive and cooperative aspects in the broadcasting industry of the new media era, we need to consider a more specific way of approach rather than the existing methods such as "Media Organizational Performance Model" and "S-M-C-R(Source-Message-Channel-Receiver) Model." These models have been useful approaches to the old media era where the terrestiral wave broadcasting was a unique & key player in the broadcasting industry, but can no longer be applied to explain the changes and challenges in the new media era.
In this study, a New Framework as an approach to the analysis of competitive and cooperative aspects of the satellite broadcasting industry in Korea is proposed. The proposed framework has the basically same process, "Market structureMarket conductMarket performance," as in the " Media Organizational Performance Model"; however, the elements of each unit of the process are redefined to overcome major limitations of existing methods in the old media era and reflect the unique & specific aspects of Korean satellite broadcasting industry.
According to the proposed framework in this study, each unit of the process in the framework explain the following elements:
a) Market structure should be analyzed from two different view points; Program provider(software), Transmission media(hardware)
b) Market conduct should explain strategic management behaviors to two different competitors; existing competitors, new entrants.
c) Market performance can be evaluated through the increasing audience contract
The practical implementation for each unit of the process with the proposed framework is carried out at the last part of this study.
