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학술저널

방송사의 빅 스포츠이벤트 단독중계 선택에 대한 전략적 의미와 결정요인 검토

An Exploratory Study on Strategic Implications and Determinants of Broadcaster s Exclusive Broadcast of Big Sports Events

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본 연구는 미디어 기업으로서 방송 시장의 후발주자이자 유사한 전략적 선택을 행한 두 개별 기업의 사례분석(2010년 SBS의 남아공월드컵 중계, 1993년 FOX의 NFL 단독중계)을 실시함으로써, 미디어 기업의 연구를 개별기업이 특수상황에서 전략적 선택으로서 빅 스포츠이벤트 단독중계가 갖는 의미와 전략적 옵션으로서의 제반 영향요인을 검토하여 향후 본 사례에서 확인된 유사한 조건을 지닌 다른 미디어 기업이 동일한 전략을 선택할 가능성 있는지 유무에 대한 기초연구로서 활용하고자 한다. 특히, 유사한 비교사례 연구를 통해 특정 전략행위(빅스포츠이벤트의 단독중계 결정)가 방송사 경영전략의 일환으로 작동되는 공통 동인을 추출하고 추출 동인의 향후 사례 적용 모델화 기반을 마련하는 것이 본 연구의 주된 목적이다.

As the boundaries of media market become blurry due to the changing media environment and fierce competition, broadcasters have executed various competition strategies for their survivals and growths. One such case is when a broadcaster, a market latecomer, secures broadcasting rights for big sports events exclusively and uses them as a leverage to follow or overtake the market leader, despite its upper hand as a pioneer that entered the market first. However, other studies on sports broadcasting rights were only limited to sports broadcasting rights, and other studies on competition strategies of broadcasters were also limited to analyzing the generalized management strategies of strategy groups with focus on groups, instead of each of companies. Thus, there are very few studies on the factors that determine the particular strategies of individual companies. This study explores the determinants and strategic implications of a broadcaster’s unique strategic decision: exclusively securing big sports event broadcasting rights. It will be done by reviewing the following two cases: American FOX TV, launched belatedly as the 4th network in the market, used its exclusive NFL broadcasting rights in 1993 as its opportunity for growth; Korean SBS TV that strongly established its place in the market through its exclusive broadcast of 2010 World Cup in South Africa, after being launched as the 3rd network in the country. As for research methods, a new analytical framework with influencing factors in decision-making of broadcasters were reviewed by the case to logically examine whether they actually affect the decision for strategic action of each company and extract the common influencing factors. The research revealed the market structure, threats to latecomer and barriers to their entry, leadership inclination, and the channel brand status of each company are the common influencing factors in strategic decision-making, and the biggest factor was leadership and channel brand status. This case study could be successfully incorporated into an study on various conditions for another broadcaster, a market latecomer, to secure exclusive broadcasting rights for big sports events, as a strategic management leverage to follow and overtake existing broadcasters, amid escalating media competition.

Ⅰ. 서론

Ⅱ. 스포츠중계와 경영전략

Ⅲ. 연구 문제

Ⅳ. 연구 방법

Ⅴ. 연구 결과

Ⅵ. 결론

참고문헌

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