The media S/W industry includes production, distribution, storage and preservation of motion pictures, TV broadcasting, cable TV, video, video games and multimedia. Its demand will increase dramatically with the emergence of information superhighway which is scheduled to be completed by the year 2010.
For a common carrier to enter into the industry, a feasibility check should first be made. The check should include ; 1)a structural analysis of telecommunication industry based on Porter's matrix, 2)convergence progress of telecommunication and broadcasting, 3)network application, 4)entrance effect, 5)possibility of value creation. Through the feasibility check, a notion is developed that a common carrier enlarges the possibility of value creation entering into the media industry.
The cases of the leading carriers such as AT&T, RBOCs, NTT have been reviewed, from which various entering methods have been found like take-over, alliance and joint venture, etc.
With these implications, a thorough analysis on domestic common carrier's managerial resources was done with the purpose of finding out the merits and demerits when entering into the media S/W industry.
In order to choose an appropriate entrance method, a check list was made. A joint venture was chosen to be the best method. The theory from E.B. Robert and Charles A.Berry paper was applied in order to verify the method. The joint venture method was positively backed by the theory.
An entrance model into the media S/W industry was constructed based on the E.B. Roberts and Charles A.Berry's theory and the check list.
Finally, a proposition was made on the conditions of successful entrance through joint venture.
