ABSTRACT

Up to the early 1990's Korean broadcasting can be called the glory day of ground wave broadcasting. Therefore, broadcasting was characterized by an authoritative power structure and scarcity value, and was not easily accessible to the viewer. In the mid-90's the advent of CA-TV put an end to the high point of ground wave, and more variety appeared on the forefront of broadcasting, such as the introduction of new media and new concepts in media policy.

Recently, with the induction of new media and the rapidly changing media environment, the advent of the digital television, with a new concept of broadcasting in its background, signs a break from conventional broadcasting media.

Though the 1990's is the beginning of the age of widespread communication through cell phone and e-mail, there has been little change in the world of television broadcasting. Even though there have been developments using empty frequency slots such as stereo broadcasting subtitle broadcasting, multiple broadcasting, and high-resolution broadcasting, technologically there was no substantial change. However, digital television has made wholesale change in the technological concept system of television inevitable.

With digital broadcasting soon to come into force, the following are the changes that digital broadcasting will bring:

1. The emergence of multi channels. Once the present 6Mz analogue frequency band used by broadcasting stations is digitalized, broadcast channels will theoretically increase from four to at least six(based on SDTV). With more channels, business models that could not be seen before such as specialized channels for minority viewers, multi-angel service, or NVOD will become possible, as well as "one source multi use" to secure programs with competitive power. This induced the enlargement of broadcast businesses, causing the appearance of multinational media conglomerates through the merger and acquisition between companies either in the same line of business or not.

2. The quality of broadcasting will increase. the advent of digital television will make high-quality television broadcasting possible without additional payment. The benefits of higher quality can be seen in the case of HDTV.
Supply of high quality broadcasting is used in computers and movies as well.

3. The secondary usage of broadcasting contents is stimulated and high-function broadcasting becomes possible. Data will be permanently preserved, and because digital technology encourage the fusion of communications, computers, and broadcasting, various form of multimedia broadcast becomes possible.

4. Costs are saved in the production and broadcasting of programs.

5. Digital television broadcasting will also result in television's having many functions. Multi-functioning opens endless possibilities for digital broadcasting. At present one realistic business model is advertising and electronic trade modeled after Internet transactions. Because of the wide range and mass appeal of broadcasting, this is expected to surpass internet advertisement and electronic sales by far.

Along with overcoming the limits of the former analogue methods through the induction of the digital television, the change in viewer life style is another progress and great change in the civilization of the twenty-first century. Developments iv digital technology sucg as the digital television or the internet form a civilizational paradigm shift from the industrial society to the knowledge-based information society.

With the introduction of the digital TV, businesses are looking for more expert and specialized strategies in communication. This thesis aims to examine the advertisement budget strategy of Korean companies and the ratio of advertisement costs between each medium, and through this to examine its problems and effective communication methods, with the readiness of Korean businesses to digital TV, business communications, company image strategy, and theories in sports marketing in the background.

Towards these aims, the following four study questions have been analyzed.

Question 1 : How is the market for sports drink recognized to consumers and what are the changes in consumers' behavior through communication?

Question 2 : What are the differences in communication strategy between sports drink products and what is the present condition of their communication in market?

Question 3 : What are the receptive responses from consumers on the change in the broadcasting environment and how do they effect companies' communication strategy?

Question 4 : How does the change in the broadcasting environment effect on the percentages of each advertising media's cost for domestic companies?

With these study questions in mind, the following conclusions were drawn by studying inside information of Korean sports beverage companies and that of advertising agencies, and other data, and consumer analysis based on polls.

Because of the induction of digital television, companies are looking for more specialized strategies on how to achieve communication. Therefore, companies must seriously consider a combination of television commercials and sports marketing as a company communication strategy with the aim of not only subdividing consumers and maintaining media planning but also of increasing interest in sports. Recently, with the rapid development worldwide of sports marketing, sports marketing results are appearing even in everyday life, showing how important it is to apply sports marketing and introducing it to television commercials.

In sports beverages, the focus of this thesis, synergy effects that companies aim for can be achieved through the combination of television commercials and sports marketing following the induction of digital television. In conclusion, this is the most effective direction television commercials can take in digital television resulting from the analyses of businesses' strategic change in marketing activity and data on the introduction of digital television.

A strategy with impact is a strategy that forms a cohesive whole. Not only should each part of the strategy be consistent, but each should mutually benefit the other. The same goes for strategies in effective communication directions of television commercials in digital television.

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