- A Study on New Media Introduction Policy and Changes of Broadcasting Environment : focusing on the effective utilization of HDTV-

Choi, Sang-Kyoo (Broadcasting Major, Graduate School of Mass Communication, Chung-Ang University)

Seoul, Korea 156-756

The approaching highly sophisticated information society in the 21st century brings with it increased diversity and changes in the broadcasting consumers demand as well as the international trend of broadcasting technology. The advent of the so-called multi-media and multi-channel broadcasts is already creating comlicated changes and challenges for domestic media market.

The fine visual screen presented by japan's HDTV in its satellite testing programs projects one good example of the renovation we will experience in future broadcasting technology. With a view to taking the maximum interest and profits, countries claim to adopt their own unique technical systems. Increased commercialism is fast penetrating broadcast technology sector in the name of industrial protectionism.

Despite the rush of new broadcast and telecommunications technology, HDTV being one such example, the actual introduction of HDTV in Korea will require thoughtful consideration of several factors including regional characteristics and economic viability. Careful studies should be conducted to effectively copy with changing scenery of local Telecommunications and broadcasting market such as increased television channels, satellite broadcasting and the penetration of HDTV, etc. The Korean situation can be even more complicated in view of the prospect for territorial reunification between the two divided Koreas. For these reasons, alone, the introduction of new broadcast media should be accompanied by prudent consideration of all possible problems, and the government, therefore, is advised to take intiative in actively supporting the development of HDTV. Considering the vast amount of financial burden required for the HDTV in the initial stage, the project can be carried out with maximum efficiency when responsible entities like the government. Partnership between broadcasting organization and electronic manufacturing firm(S) should also be sought for the expansion of local market for HDTV. Japan's HDTV development was led by NHK, which is a good reminder of what kind of role the broadcasting companies in this country can play in this project.

The development of HDTV in this country should be undertaken in close collaboration with countries with advanced technology in related fields to soften such countries reluctance to transfer their knowledge, and to enlarge areas for future joint research and investment.