지상파 방송은 무료 보편적 서비스로서 공익성을 구현하는 대표적 미디어이다. 그리고 지역성 구현은 방송의 중요한 공익적 역할로 받아들여져 왔다. 그래서 우리나라 3대 지상파 네트워크는 물론 케이블 SO들 모두 지역방송사(국, 채널)들을 운영하고 있다. 그런데 디지털 기술의 발전으로 미디어 환경이 극심하게 변화되면서 재원을 중심으로 지역방송의 어려움이 가중되고 있다. 그리고 지역 방송권역이 무력화되기 시작하면서 어려움이 장기적으로 지속될 것으로 우려된다. 그간 지역방송의 경쟁력 강화를 위해 다양한 지원방안과 구조개편 방안들이 학계와 업계에서 제시되어 왔다. 특히 지원방안에 관한 연구는 많이 이루어졌으나 통합 등 구조개편의 성과에 대한 실증적인 연구는 거의 없었다. 그러나 KBS와 MBC가 이미 일부 지역사(국) 간 통합을 추진하였고, 추가적인 통합이 논의되고 있는 등 통합은 규모의 경제 효과를 통해 지역사(국)의 경쟁력을 확보할 수 있는 현실적인 대안 중 하나로 떠올랐다. 본 논문에서는 수신료로 운영되는 공영방송인 KBS가 지역국의 경쟁력 강화를 위해 추진 중인 지역국 간 통합 방안에 대하여 예상되는 성과를 분석하였다. 객관적이고 합리적인 결과를 도출하기 위하여 KBS와 유사하게 운영되는 공조직들의 경영효율성 평가에 활용되어 온 DEA 분석법을 적용하였다. 평균적으로 총국들의 경영효율성이 을지국에 비해 높게 나타나, 총국과 을지국 간 일괄 통합이 타당성을 가질 수 있음을 확인하였다. 그러나 개별 지역국에 대한 효율성을 평가하여 비효율적인 지역국만 골라서 구조개편을 할 수도 있으므로, 이에 대한 참고자료도 도출하였다. 본 논문은 사업 추진 과정에서 이해관계의 대립으로 야기될 어려움을 극복하고, 생산적인 논의를 전개하는 출발점이 될 수 있을 것이다. 정부는 통합의 궁극적인 목표인 지역성 강화를 위한 지원책들을 적시에 추진하여 방송사업자들의 자구노력과 시너지 효과를 도모할 필요가 있다.
Terrestrial Broadcast is regarded as the representative medium serving public interests. And the localism has been accepted as one of the important roles of them. Therefore Korea’s three big terrestrial broadcasters had completed nationwide local networks. However, the local broadcasters are facing crucial environmental changes caused by the digital technologies. Especially their difficulties is focused on the long-term revenue shortage. Moreover, their exclusive franchise within the local territory is weakening by mobile streaming TV. Various helpful solutions have been suggested and studied by the academy and industry experts. Meanwhile, some mergers were accomplished between local affiliates(or centers) in the network. But no analysis has been carried out about their substantial structure change which can be accompanied by considerable pains. Mergers can easily be expected to result in the economies of scale effect by saving cost and expanding market. This study analyzes the outcomes of the KBS’s merger plan among local centers. It is Korea’s main public broadcaster and operated by the public fund. The DEA is carried out to derive an objective and reasonable results, which has been widely used in estimating the public owned organizations. From the analyses, the nationwide collective mergers between the big and the small centers in a local territory could be reasonable project because the bigs had higher efficiencies than the smalls on an average. Moreover, efficiencies of each local centers have been analysed too for plan B, pin-point mergers. This quantitative research can support the productive discussion among conflicting interests by suggesting the objective criterion. In addition if the government keeps pace with broadcasters’ endeavor, considerable synergy can be expected.
Terrestrial Broadcast is regarded as the representative medium serving public interests. And the localism has been accepted as one of the important roles of them. Therefore Korea’s three big terrestrial broadcasters had completed nationwide local networks. However, the local broadcasters are facing crucial environmental changes caused by the digital technologies. Especially their difficulties is focused on the long-term revenue shortage. Moreover, their exclusive franchise within the local territory is weakening by mobile streaming TV. Various helpful solutions have been suggested and studied by the academy and industry experts. Meanwhile, some mergers were accomplished between local affiliates(or centers) in the network. But no analysis has been carried out about their substantial structure change which can be accompanied by considerable pains. Mergers can easily be expected to result in the economies of scale effect by saving cost and expanding market. This study analyzes the outcomes of the KBS’s merger plan among local centers. It is Korea’s main public broadcaster and operated by the public fund. The DEA is carried out to derive an objective and reasonable results, which has been widely used in estimating the public owned organizations. From the analyses, the nationwide collective mergers between the big and the small centers in a local territory could be reasonable project because the bigs had higher efficiencies than the smalls on an average. Moreover, efficiencies of each local centers have been analysed too for plan B, pin-point mergers. This quantitative research can support the productive discussion among conflicting interests by suggesting the objective criterion. In addition if the government keeps pace with broadcasters’ endeavor, considerable synergy can be expected.
