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ìล &cu - ย Digitalization๊ณผ ์Šคํฌ์ธ  Contentย CJ๋ฏธ๋””์–ด Oct 20 2008 Contents Contents ๊ฐœ์š” Digitalization Amazing TV High

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Unformatted text preview: ยก Digitalization๊ณผ ์Šคํฌ์ธ  Contentยก CJ๋ฏธ๋””์–ด, Oct. 20, 2008 Contents Contents ๊ฐœ์š” Digitalization Amazing TV; High Definition TV Sports & Television Mass Content, Niche Content HDTV์™€ ์Šคํฌ์ธ  ํ”„๋กœ๊ทธ๋žจ์˜ ๋ฐœ์ „๋ฐฉํ–ฅ Digitalization? So What? Digitalization? 0, 1 Atom์—์„œ Bit๋กœ Mass ์—์„œ Niche๋กœ Global์—์„œ Glocal๋กœ Amazing TV; High Definition TV Amazing Audio & Video - ๊ณ ํ•ด์ƒ๋„ - ์ƒ‰ ํ‘œํ˜„๋ ฅ์˜ ์ฆ๊ฐ€ - 16:9์˜ ํ™”๋ฉด๋น„์œจ - 5.1ch์˜ ๋‹ค์ค‘์ฑ„๋„์Œํ–ฅ New Tech - Interactive - Virtual Reality - Storage Sports & Television 1 Sports - ์Šคํฌ์ธ ์™€ ํ…”๋ ˆ๋น„์ „ ๋ฐฉ์†ก์€ ๊ฒฝ์ œ์  ์ด์ต์— ๊ธฐ์ดˆํ•œ ์ƒํ˜ธ์˜์กด์„ฑ์ด ๊ณต์ƒ์ ์ธ ๊ด€๊ณ„ (Symbiotic relationship) - ์šฐ๋ฆฌ์˜ ์ •์„œ๋ฅผ ์Œ์„ฑ์„ ํฌํ•จํ•˜์—ฌ ์˜์ƒํ™”, ์ŠคํŽ™ํ„ฐํดํ•˜๊ณ  ๊ด€์‹ฌ์„ ์‹œํ‚ค๋Š” ๋™์˜์ƒ ์ œ๊ณตํ•˜๋Š” ํ˜„์‹œ ๊ฐ€๋Šฅ์„ฑ ๊ธฐ๋Šฅ์˜ ์ œ๊ณต - ๋‹จ์ˆœ ์ค‘๊ณ„๋ฅผ ๋ฒ—์–ด๋‚œ ๋Š์ž„์—†๋Š” ์ •๋ณด ์ „๋‹ฌ ๋ฐ ๊ด‘๊ณ  ํšจ๊ณผ ์ œ๊ณต, ์Šคํฌ์ธ  ๋Œ€์ค‘ํ™”์™€ ์‚ฐ์—…ํ™”์— ๊ธฐ์—ฌ Sports & Television 2 Sports ? 1 : 15,000 ๊ด€๊ณ„ ๋ฏธ๊ตญ์˜ ์˜ˆ: ์Šˆํผ๋ณด์šธ (Super Bowl) - ๋งค๋…„ 1์–ต ์ด์ƒ์˜ ์‹œ์ฒญ์ž ์‹œ์ฒญ, 40%์ด์ƒ์˜ ์‹œ์ฒญ๋ฅ  ๋ณด์žฅ - ์ƒ์ค‘๊ณ„ ๋ฐฉ์†ก ๋‹จ๊ฐ€ 1๋ถ„๋‹น 250๋งŒ$ ์ˆ˜์ค€ (2007) ํ”„๋ž‘์Šค์˜ ์˜ˆ: - TF1๊ณผ Canal+ ๋Š” ์ถ•๊ตฌํŒ€์— ์ง์ ‘ ์ž๋ณธ์„ ํˆฌ์ž, 1,657๋งŒ ๋ช…์˜ ์‹œ์ฒญ์ž ํ™•๋ณด (์‹œ์ฒญ๋ฅ  42.9%, ์ ์œ ์œจ 62.6%) ์ผ๋ณธ์˜ ์˜ˆ: - ์ผ๋ณธ ํ”„๋กœ์•ผ๊ตฌ (์š”๋ฏธ์šฐ๋ฆฌ ์ž์ด์–ธ์ธ ), ๋†’์€ ์‹œ์ฒญ๋ฅ ๊ณผ ๊ด‘๊ณ ์ˆ˜์ต์„ ๋ณด์žฅ (๊ด‘๊ณ ์ˆ˜์ž… ์—ฐ๊ฐ„: ์•ฝ 400์–ต ์—”) Sports moving toward for Niche Sports Digitalization: Mass ์ฝ˜ํ…์ธ  โ†’ Niche ์ฝ˜ํ…์ธ ๋กœ์˜ ๋ณ€ํ™” - Mass ์ฝ˜ํ…์ธ  ์ค‘๊ณ„๊ถŒ๋ฃŒ ํ™•๋ณด์— ๋”ฐ๋ฅธ ๋ฐฉ์†ก์‚ฌ๋“ค์˜ ๊ณผ์—ด ๊ฒฝ์Ÿ โ†’ niche ์Šคํฌ์ธ  ์ปจํ…์ธ  ์ˆ˜์š”์˜ ์ฆ๊ฐ€ - ๋””์ง€ํ„ธ ์ผ€์ด๋ธ” TV์˜ ํ™œ์„ฑํ™” ๋ฐ ํ‘œ์ค€ํ™”์งˆ ์ฝ˜ํ…์ธ ์—์„œ ๊ณ ํ™”์งˆ HD์ฝ˜ํ…์ธ ๋กœ์˜ ์ง„ํ™” โ†’ HD ์ฝ˜ํ…์ธ ์— ๋Œ€ํ•œ ์ˆ˜์š” ์ฆ๋Œ€ - ๊ธฐ์กด ์„ธ๊ณ„์  ์Šคํฌ์ธ  ์ด๋ฒคํŠธ ์ฝ˜ํ…์ธ  (์˜ฌ๋ฆผํ”ฝ, ์›”๋“œ์ปต, EPL, MLB)์—์„œ โ†’ ์‹œ๊ณต๊ฐ„์  ํ•œ๊ณ„๋ฅผ ์ดˆ์›”ํ•œ ๋‰ด ๋ฏธ๋””์–ด ์‹œ๋Œ€์— ๋‰ด ์Šคํฌ์ธ  ์ฝ˜ํ…์ธ ๋กœ์˜ ๋ณ€ํ™” ๊ฐ€์† Niche Sports Content? Niche - Rule ์˜ ์œ ์—ฐ์„ฑ๊ณผ ๊ฒŒ์ž„์˜ ๊ฐ„ํŽธ์„ฑ, ๊ฒŒ์ž„์„ฑ ๋“ฑ์˜ ํŠน์ง• - ์ฐธ๊ฐ€์ž ์ง€ํ–ฅํ˜•์˜ ์Šคํฌ์ธ  ์Šคํฌ์ธ  ์ฑ„๋„๋ณ„ ์ฝ˜ํ…์ธ  ํŽธ์„ฑ ํ˜„ํ™ฉ ์Šคํฌ์ธ  ์ด์Šน์—ฝ ์•ผ๊ตฌ ํ”„๋กœ์•ผ๊ตฌ AFC ๋„ค๋œ๋ž€๋“œ ์ถ•๊ตฌ ์—ฌ์žํ”„๋กœ๋†๊ตฌ ์ผ์š”์ผ์ด ์ข‹๋‹ค ์Šคํƒ€ํ‚น ํ‚ฅ ๋ณผ, ๋ฐฐ๋“œ๋ฏผํ„ด NFL, NBA EPL ์ฑ”ํ”ผ์–ธ์Šค๋ฆฌ๊ทธ ์ด์Šน์—ฝ ์•ผ๊ตฌ ํ”„๋กœ์•ผ๊ตฌ ์—ฐ์˜ˆ์ธ ์Šคํฌ์ธ  ๋งˆ์Šคํ„ฐ์ฆˆ/US์˜คํ”ˆ ์œ”๋ธ”๋˜ ํ…Œ๋‹ˆ์Šค ์ต์ŠคํŠธ๋ฆผ ์Šคํฌ์ธ  ๋Œ€ํ•™์”จ๋ฆ„, ๋ฆฌํ‹€ ์•ผ๊ตฌ F-1, NBA ํ”„๋กœ๋ฐฐ๊ตฌ ํ”„๋กœ์•ผ๊ตฌ ์„ธ๋ฆฌ์— A ์นผ๋ง ์ปต ์ถ•๊ตฌ ๊ฐ•ํ˜ธ๋™์˜ 1๋ฐ•2์ผ ์ตœํ™๋งŒ๊ณผ ๊ฐ•ํ•œ ์นœ๊ตฌ๋“ค ๋น„ํƒ€๋ฏผ ๋‚ ์•„๋ผ ์Š›๋Œ์ด ๊ณ ๊ต์•ผ๊ตฌ, ํƒœ๊ถŒ๋„ B-BOY MLB ํ”„๋กœ์•ผ๊ตฌ AFC KBL ๋‹น๊ตฌ KLPGA๊ณจํ”„ ์Šคํ”ผ๋ฆฟ MC NASCAR / CHAMPCAR WWE ์‹œ๋ฆฌ์ฆˆ ์กฑ๊ตฌ, ๊ณจํ”„ Mass Contents Niche Contents Programming by Sports Channels Programming 08๋…„ ์Šคํฌ์ธ  ์ฑ„๋„ Programming ํ˜„ํ™ฉ New ์Šคํฌ์ธ  ์ปจํ…์ธ  KBO MLB KBL K-๋ฆฌ๊ทธ V-๋ฆฌ๊ทธ 7% 7% 6% EPL 23% 15% ์œ ๋กœ2008(๋ฏธ์ •) 14% ์˜ค๋ฝ๋ฌผ NPB 15% 13% ์Šคํฌ์ธ  ์žฅ๋ฅด ์‹œ์ฒญ๋ฅ  ํ˜„ํ™ฉ ์Šคํฌ์ธ  2008๋…„ ์ˆœ์œ„ 17์œ„ 23์œ„ 29์œ„ 20์œ„ 70์œ„ 83์œ„ ์‹œ์ฒญ๋ฅ  0.317 0.220 0.184 0.267 0.030 0.016 ์ตœ๊ทผ 3๋…„๊ฐ„ ์Šคํฌ์ธ ์žฅ๋ฅด ์‹œ์ฒญ๋ฅ  ์ถ”์„ธ - 2000๋…„๋Œ€ ์ดˆ๋ฐ˜๊นŒ์ง€๋งŒ ํ•ด๋„ ์ „์ฒด 10์œ„๊ถŒ ์•ˆ์— ๋“œ๋Š” ์ธ๊ธฐ์ฑ„๋„์ด์—ˆ์œผ๋‚˜ ๊ทธ ์ˆœ์œ„๊ฐ€ ํ•ด๋งˆ๋‹ค ํ•˜๋ฝํ•˜๋Š” ๊ฒƒ์œผ๋กœ ๋‚˜ํƒ€๋‚จ. ํƒ€ ์˜ค๋ฝ์žฅ๋ฅด ์™€ ๊ฒฝ์Ÿ ๋‹ค์–‘ํ•œ ์ฝ˜ํ…์ธ  ์ˆ˜๊ธ‰์˜ ํ•„์š” (Mass ์ฝ˜ํ…์ธ  ์™€ Niche ์ฝ˜ํ…์ธ ์˜ ๋‹ค์–‘์„ฑ ํ™•๋ณด ํ•„) (Mass ์ฝ˜ํ…์ธ  Niche ์ฝ˜ํ…์ธ ์˜ HDTV์˜ Key words; Diverse interests, Interactive, HDTV Key ๋ฐœ์ „๋ฐฉํ–ฅ ? ๋ฐฉ์†ก ์ œ์ž‘ ์‹ค๋ฌด ํ˜น์€ ํ”„๋กœ๊ทธ๋žจ ์ œ์ž‘ ํ™˜๊ฒฝ์˜ ๋ณ€ํ™” ? ๋ฐฉ์†กํ˜„์žฅ์˜ ๊ธฐํš๋ ฅ๊ณผ ์ œ์ž‘์‹œ์Šคํ…œ์˜ ์—…๊ทธ๋ ˆ์ด๋“œ ? ๋””์ง€ํ„ธ HDTV์— ๊ฐ€์žฅ ์ ์ ˆํ•œ ์Šคํฌ์ธ  ํ”„๋กœ๊ทธ๋žจ ํฌ๋งท ๊ฐœ๋ฐœ ? CG ๋ฐ VR๊ธฐ์ˆ ์„ ์ด์šฉํ•œ ์ธํ„ฐํ‹ฐ๋ธŒ /ํ”„๋ ˆ์  ์Šค ์Šคํฌ์ธ  ํ”„๋กœ๊ทธ๋žจ์˜ ์ง€์†์ ์ธ ๊ฐœ๋ฐœ โ†’ ๋‹ค์–‘ํ•œ ์ฝ˜ํ…์ธ  ๊ฐœ๋ฐœ ๋ฐ ์ˆ˜๊ธ‰์„ ํ†ตํ•œ ์‹œ์ฒญ์ž๋“ค๊ณผ์˜ ์ƒํ˜ธ์ž‘์šฉ Thank You For Your Attention ! Thank ...
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This note was uploaded on 10/28/2009 for the course BUSINESS 1 taught by Professor 1 during the Spring '09 term at Hanyang University.

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