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The Korean Society for Journalism & Communication (KSJCS)
[ Article ]
Korean Journal of Journalism & Communication Studies - Vol. 66, No. 4, pp.39-71
ISSN: 2586-7369 (Online)
Print publication date 31 Aug 2022
Received 11 Feb 2022 Revised 25 Jul 2022 Accepted 01 Aug 2022
DOI: https://doi.org/10.20879/kjjcs.2022.66.4.002

OTT 시대 공영방송의 책무와 재원구조에 대한 전문가 인식 연구

신삼수** ; 김동준*** ; 봉미선****
**한국교육방송공사 수석 samsooshin@gmail.com
***공공미디어연구소 소장 jun6067@hanmail.net
****한국교육방송공사 전문위원 misun51@gmail.com
Analysis of Experts' Perception of the Objectives and Desirable Funding Models of Public Broadcasting in the OTT Era
Samsoo Shin** ; Dongjun Kim*** ; Misun Bong****
**General Manager, EBS, first author samsooshin@gmail.com
***Director, Research Institute for Public Media jun6067@hanmail.net
****Researcher, EBS, corresponding author misun51@gmail.com

초록

미디어 환경변화에 따라 공영방송의 책무는 다르게 규정되고, 책무를 수행하는 재원형태와 재원구조 또한 달라진다. 공영방송 역할이 무엇인가, 어느 정도 규모인지에 따라, 목적을 수행하기 위한 자금의 형태와 규모도 달라지기 때문이다. 본 연구는 국내 미디어커뮤니케이션 전문가를 대상으로 공영방송이 수행해야 할 책무와 바람직한 재원 충당 모델에 대한 인식을 조사, 분석하였다(N = 80). 구조화된 설문지를 작성하여 온라인 설문조사를 실시하였다. 다음과 같은 주요 연구 결과를 도출하였다. 첫째, 미디어 전문가들이 가장 많이 선택한 공영방송의 첫 번째 책무는 민주주의 발전에 기여하는 것이었다. 뒤를 이어 공론장으로 기능하며, 정확한 정보를 제공하는 것을 우선시하였다. 중요한 3가지를 다중 선택한 결과에서는 공영방송의 보편적 서비스가 가장 많은 선택을 받았다. 둘째, 전문가 그룹은 공영방송의 대표적인 재원 조달 형태 5가지(TV수신료, 방송광고, 광고 외 방송사업, 방송 외 기타사업, 정부지원금) 가운데 TV수신료를 공영방송의 가장 바람직한 재정 모델로 간주했다. 그들은 방송광고나 자체 수익사업과 같은 상업적 활동을 통한 공영방송의 자금조달지원에 대해서는 덜 바람직하다고 인식하고 있었다. 셋째, 전문가들은 국내 공영방송 KBS와 EBS의 전체 예산에서 TV수신료가 차지하는 비중을 매우 낮은 수준으로 인식하고 있었다. 대한민국 공영방송 KBS와 EBS의 전체 예산 가운데 TV수신료가 차지하는 비율은 70 - 79% 수준이 적정하다고 응답한 전문가들이 가장 많았다. 이번 연구는 미디어 플랫폼 발전과 수용자들의 방송이용행태가 변화한 OTT시대를 맞이하여, 공영방송이 우선해야 할 책무와 적절한 재원 충당 모델에 관한 전문가들의 인식을 실제로 조사, 분석한 데 의의가 있다. 본 연구 결과는 OTT시대를 맞이하여 공영방송이 지향해야 할 책무와 공영방송의 바람직한 자금 조달 형태를 새롭게 설정할 필요가 있음을 시사한다.

Abstract

As the media environment changes, the objectives of public broadcasting also change. The objectives of public broadcasting vary depending on the context and the country. Recently, as the use of over the top (OTT) global streaming has been increasing, broadcast audiences have become divided. Consequently, the crisis of public broadcasting is escalating. Therefore, We argue that the objectives of public broadcasting in the OTT era should differ from those of the past. In this situation, determining the purpose that domestic public broadcasters should aim for is a crucial research topic. Within the OTT-era context, debates are also occurring on the method and form of financing public broadcasting, focusing on TV license fees. Debates on the purpose and funding models of public broadcasting tend to be closely related because the form and size of funds to achieve its purpose vary depending on the type and extent of the role of public broadcasting. In this study, how experts perceived the objectives of public broadcasting in the OTT era and whether the funding models for the Korean public broadcasters KBS and EBS were desirable were investigated and analyzed by surveying the experts (N = 80) online by through a structured questionnaire. Experts who participated in the survey were university professors or researchers with doctoral degrees who had conducted research on public broadcasting and television license fees. This study revealed the following results. First, the media experts’ most frequently chosen response was that the primary purpose of public broadcasting was to contribute to the development of democracy, followed by providing the public discussion sphere and accurate information. In three multiple choice survey questions, the universal service of public broadcasting was chosen the most. Second, the expert group considered the TV license fees as the most desirable funding source of public broadcasting among the five funding sources (TV license fees, broadcast advertisements, non-advertising broadcasting and non-broadcasting business, and government subsidies). They recognized that funding for public broadcasting through commercial activities such as broadcasting advertisements and commercial businesses was less desirable. Third, experts recognized that the proportion of TV license fees in the total budget of domestic public broadcasting services KBS and EBS were at extremely low levels. Among the total budgets of KBS and EBS experts said that 70–79% of TV license fees were appropriate. This study is significant for its focus on investigating and analyzing experts' perceptions of the purpose and desirable funding models of public broadcasting, which should take precedence in the era of media platform development and broadcasting behavior change. The results of this study suggest that the objectives and desirable funding models of public broadcasting must be newly established in the OTT era.

Keywords:

Public Broadcasting, Objective of Public Broadcasting, Funding Model of Public Broadcasting, TV License Fee, Public Service Media

키워드:

공영방송, 공영방송 책무, 공영방송 재원, TV수신료, 재원구조

Acknowledgments

This work has been reanalyzed, revised, and supplemented based on the research project data of the Korea Educational Broadcasting System in 2021, 본 논문은 공동저자가 책임연구원으로 참여한 2021년 한국교육방송공사의 연구과제 데이터를 활용하였음.

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