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미디어 블록체인 비즈니스 모델의 설계 4원칙 : 언론사 사례 분석을 바탕으로
초록
블록체인 기술은 비가역성, 투명성을 바탕으로 거래 데이터를 탈중앙화된 방식으로 보증하는 무신뢰 기술이다. 이러한 특징 덕분에 블록체인은 중앙화된 미디어 플랫폼에 의존하지 않는 탈중개화된 창작자 경제의 가능성을 열어주었다. 기존의 블록체인 생태계는 개발자와 투자자 중심의 거버넌스를 기반으로 이들에게 가장 많은 경제적 이익이 돌아가는 형태였다. 때문에 창작자와 사용자 중심의 미디어 블록체인 비즈니스 모델 생태계를 구축해야 할 필요가 있다. 이 연구에서는 국내외 언론사의 미디어 블록체인 비즈니스 모델 사례를 유형별로 검토하고 그 설계 원칙을 제안한 뒤, 사례 분석과 설계 원칙에 따른 로드맵을 제안했다. 미디어 블록체인 비즈니스 모델은 크게 미디어 중심 모형과 블록체인 중심 모형으로 나눌 수 있다. 국내 언론사의 미디어 블록체인 비즈니스는 초기에는 블록체인 생태계를 취재하는 미디어 중심 모델이 주를 이루었으나 최근에는 블록체인 중심 모델로 이행하는 추세다. 블록체인 중심 모델은 다시 암호화폐 중심 모델과 NFT 중심 모델로 나눌 수 있다.
암호화폐 중심 모델로는 암호화폐를 발행하고 메인넷을 출시한 퍼블리시 사례와 클레이튼의 검증자로 참여한 매경미디어그룹의 엠블록컴퍼니의 사례를 살펴보았다. NFT 중심 모델은 목표 고객 설정, 커뮤니티 전략, 메인넷과 마켓플레이스의 선택, 콘텐츠 소싱 방식, 전시 방식 등에 따라 다양한 유형을 살펴보았다. 사례 분석 결과를 바탕으로 언론사의 미디어 블록체인 비즈니스 모델 설계 4원칙을 제안했다. 첫째는 창작자 이익 우선 원칙이다. 두번째는 탈중앙화된 거버넌스 원칙이다. 셋째는 커뮤니티에 의한 가치 창출 원칙이다. 넷째는 저널리즘 기반 수익 창출 원칙이다.
이 원칙을 바탕으로 로드맵을 제시했다. 언론사는 NFT 창작자, 마켓플레이스 운영사, 메인넷 검증자, 암호화폐 발행 및 메인넷 출시 순서로 사업을 전개할 수 있다. 이 과정에서 언론사는 첫 번째 원칙에 따라 메인넷의 검증자 절반을 언론사 등 창작자로 구성한다. 두 번째 원칙에 따라 합의 알고리즘은 권위 증명, 위임된 지분 증명, 지분 증명 순으로 업데이트한다. 세 번째 원칙에 따라 창작자가 사용자 커뮤니티와 함께 콘텐츠 생산에서 플랫폼 개발 및 운영 등 가치 창출을 주도한다. 네 번째 원칙에 따라 블록체인 기술을 이용해 가짜 뉴스 탐지, 독립 언론 지원 등을 위한 수익 창출 방안을 모색한다.
Abstract
Blockchain is a decentralized technology that ensures the integrity of transaction data through its transparency and irreversibility. This has paved the way for a decentralized creator economy that does not rely on centralized media platforms such as Naver, YouTube, and Facebook. The current blockchain ecosystem, however, prioritizes the economic benefits of developers and investors through developer- and investor-focused governance. Thus, there is a need to establish a media blockchain business model ecosystem centered on creators and users. In this study, we review cases of media blockchain business models from media companies, and propose design principles and a roadmap for these models. The models can be broadly categorized into two types: media-oriented and blockchain-oriented. The trend is shifting towards blockchain-oriented models. Blockchain-centric models can further be divided into cryptocurrency-centric and NFT-centric models. In this study, we analyzed a case of a company named PUBLISH that issued a cryptocurrency and launched its mainnet, as well as the case of Maekyung Media Group's MBlock Company, which served as a validator on the Klaytn network. Additionally, we reviewed NFT-focused models of both Korean and international media outlets in terms of their target audience, community strategy, choice of mainnet and NFT marketplace, content sourcing strategy, and exhibition approach. Based on the results of the case analysis, we proposed four principles for designing successful media blockchain business models for media companies. These principles include prioritizing the interests of creators, implementing decentralized governance, fostering value creation by the community, and exploring journalism-based monetization opportunities through blockchain technology. The first principle calls for media organizations to participate in the consensus as validators, with half of the mainnet validators consisting of creators. For implementing decentralization of the governance, the consensus algorithm can be updated in the order of Proof of Authority, Proof of Delegated Stake, and Proof of Stake. The third principle involves utilizing the collective efforts of creators and users to drive value creation, from content production to platform development and operation. The fourth principle seeks to generate revenue for fake news detection and support independent media through blockchain technology. Based on these principles, we have proposed a roadmap. Media companies can start as NFT creators, then move on to marketplace operators, mainnet validators, cryptocurrency issuers, and mainnet launchers. In conclusion, this study provides a roadmap for media companies looking to implement media blockchain business models, with the goal of creating a more equitable and sustainable creative economy.
Keywords:
Non Fungible Token, Cryptocurrency, Media Blockchain, Creator Economy, Four Principles of Media Blockchain Business Model키워드:
대체 불가능 토큰, 암호화폐, 미디어 블록체인, 창작자 경제, 미디어 블록체인 기반 비즈니스 모델 4원칙Acknowledgments
This work was supported by the Korea Press Foundation(이 논문은 2022년 한국언론진흥재단의 지원을 받아 수행된 연구입니다. 한국언론진흥재단의 지정연구과제 “블록체인 신문사 비즈니스 모델”의 일부 내용을 대폭 수정 보완했습니다.).
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