본 연구는 KBS의 공익 실현에 대한 수용자 평가가 수신료 지불 의사 금액, 수신료 제도 개선 방향, 공영방송제도 필요성 인식에 어떤 영향을 미치는지 분석하였다. 미디어 환경 변화를 반영하여 공적가치를 재구성했다. 문헌 연구에 기초해서 KBS가 실현해야 할 공익을 수용자 주권, 수용자 복지, 소비자 효용의 3개 차원으로 구분했다. 분석 결과, 수용자 주권 차원의 경우, ‘방송의 독립성 확보’와 ‘자유로운 공론장 운영’, 수용자 복지 차원은 ‘다양성 구현’, 소비자 후생 차원은 ‘프로그램 품질’ 과 ‘개인적 욕구 충족’이 구성요인으로 나타났다. 수신료 지불의사 금액은 1,667.45원으로 나타났고, 소비자 후생 차원의 공익 실현 평가만이 수신료 지불의사와 유의미한 인과관계를 나타냈다. 수용자들은 온라인 수신료 신설과 수신료 세금화에 대해 대체로 부정적인 입장을 보였지만, 수용자 주권과 소비자 후생 차원의 평가는 이들과 정적인 인과관계를 나타냈다. 공영방송제도 필요성 인식의 경우, 소비자 후생 차원의 평가만이 정적 인과관계를 나타냈다. 이번 연구의 가장 큰 특징은 소비자 후생 차원의 수용자 평가가 공영방송 제도와 관련해서 본 연구가 설정한 종속변인 모두에 정적 인과관계를 갖는 것으로 나타난 점이다. 이 같은 연구 결과는 융합 미디어 환경에서 공영방송 KBS의 서비스 목표와 내용을 정치적 가치 중심의 보편적 서비스에서 개인 소비자의 욕구 충족 중심으로 이동해야 함을 시사한다.
This study investigates the relationship between the audience evaluation on KBS performance to realize the public value and the audience perception on TV licence policy such as willingness to pay for the fee, the direction of the system reform, and the necessity for public service broadcasting. First of all, we tried to reorganize the value of public service broadcasting reflecting the changing media environment. Through references we classified PSB’s public value into three dimensions: audience sovereignty, audience welfare, consumer welfare. A quantitative survey of audience and factor analysis showed audience sovereignty dimension include the values of 'securing independence of broadcasting’, 'free management of public sphere', while audience welfare dimension include 'diversity', and consumer welfare dimension include ‘program quality’ and ‘satisfaction of personal needs’. Secondly, the value of WTP (Willingness To Pay) for TV licence fee was estimated to be, 1667.45 KRW. Research findings indicate that the audience evaluations on consumer welfare dimension have positive relationship with the WTP. Finally on the issue of reforming TV license fee system, the audience showed relatively negative response on the idea of online licence fee as well as the taxation of licence fee. But the research left a clue for solving the matter because the audience evaluations on consumer welfare and audience sovereignty dimension were found to have positive relationships with the two reform ideas. On the matter of the necessity for public service media system, the audience evaluations on consumer welfare dimension also showed positive relationship. As we’ve summarized so far, the audience evaluations on consumer welfare dimension showed positive relationship with all dependent variables regarding the public service media, such as WTP for licence fee and so on. These results implies that, in the media convergence environment, KBS, the Korean PSB should shift the goal of media policy and service from citizen centered universal service to consumer centered individual service.
This study investigates the relationship between the audience evaluation on KBS performance to realize the public value and the audience perception on TV licence policy such as willingness to pay for the fee, the direction of the system reform, and the necessity for public service broadcasting. First of all, we tried to reorganize the value of public service broadcasting reflecting the changing media environment. Through references we classified PSB’s public value into three dimensions: audience sovereignty, audience welfare, consumer welfare. A quantitative survey of audience and factor analysis showed audience sovereignty dimension include the values of 'securing independence of broadcasting’, 'free management of public sphere', while audience welfare dimension include 'diversity', and consumer welfare dimension include ‘program quality’ and ‘satisfaction of personal needs’. Secondly, the value of WTP (Willingness To Pay) for TV licence fee was estimated to be, 1667.45 KRW. Research findings indicate that the audience evaluations on consumer welfare dimension have positive relationship with the WTP. Finally on the issue of reforming TV license fee system, the audience showed relatively negative response on the idea of online licence fee as well as the taxation of licence fee. But the research left a clue for solving the matter because the audience evaluations on consumer welfare and audience sovereignty dimension were found to have positive relationships with the two reform ideas. On the matter of the necessity for public service media system, the audience evaluations on consumer welfare dimension also showed positive relationship. As we’ve summarized so far, the audience evaluations on consumer welfare dimension showed positive relationship with all dependent variables regarding the public service media, such as WTP for licence fee and so on. These results implies that, in the media convergence environment, KBS, the Korean PSB should shift the goal of media policy and service from citizen centered universal service to consumer centered individual service.
