IPTV에 대한 케이블TV의 대응전략

A Defensive Strategy of Cable TV against IPTV: A Case Study of CJ CableNet

This study describes a challenge that a leading Korean cable television service provider, CJ CableNet, has faced when a competing service, IPTV, was about to begin its service in 2008. It was a huge challenge to CJ CableNet to compete against the IPTV providers which are larger than the company. The Korean cable TV industry has been under strict regulations on service coverage, which have led the companies in the industry uncompetitive for a long time. CJ CableNet has been growing up by several M&As and is now focusing on converting its services from analog to digital, which will presumably help keep customers from defecting and increase ARPU(Average Revenue Per User). The managers of the company have decided to renew the website of the company to attract more visitors and to make it a powerful direct marketing channel. While they are trying to develop other new channels through strategic alliances, they may have to face the potential conflict with existing channel members.