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1996 1998 2000 2004 2006 2008 2010 2011 2012 2013 2014
64.4
53.9
58.5
44.8
30.7

(A+B)
20(n=929) 86.0 99.6 97.6 85.6 81.2 17.6 11.2 4.2
30(n=968) 92.8 98.0 95.8 82.8 70.4 22.0 29.1 5.0
40(n=1,059) 96.8 91.8 84.8 68.8 60.1 36.3 31.7 7.2
50(n=989) 97.0 68.7 59.9 43.5 36.9 44.1 27.7 6.3
60 (n=1,116) 98.0 24.2 17.3 15.4 8.0 32.1 16.8 3.7
072 02 2015
166.5 ,
(60.2), (56.6),
(23.0), (22.1), (10.4),
(1.1) .
, 10.4(176.9
→166.5) , 3.8,
3.2, 1.6, 1.2
. 6.5
, 6.0
2013 0.5 .


, 49.0%
, (17.7%),
(16.7%), (6.8%), (6.5%),
(3.1%), (0.3%) . 2013

.
0.8%p (19.9%→20.7%),
2.1%p(10.4%→12.5%)
, 3.0%p
.
6.7%p(93.8%→87.1%) .

1
95.3( 1 35)
339.9 28.0% . 2013

30.5% 28.0% 2.5%p .
, 46.2
, (16.7),
(13.5), (10.4), (4.4),
(3.9), (0.2) .
2013(n=5,082) 2014(n=5,061)
176.9 49.2 166.5 49.0
(A+B) 116.3 32.3 116.8 34.4
(A) 53.7 14.9 60.2 17.7
(B) 62.6 17.4 56.6 16.7
26.8 7.5 23.0 6.8
25.3 7.0 22.1 6.5
12.0 3.3 10.4 3.1
2.3 0.6 1.1 0.3
359.6 100.0 339.9 100.0
073·
, 48.5% ,
(17.5%), (14.2%),
(10.9%), (4.6%), (4.1%),
(0.2%) . 2013

.
, 40~60

. 20
2013 35.8% 2014 40.3% 5%p
. ,

.

2013 9.1%p
. ,
2013 9.1%p
. , 50
98.0% 90.6% 7.4%p . 50
5.8%p , .
[2] (2011~2014) (: %)
2011 (n=5,000)
2012 (n=5,000)
2013 (n=5,082)
2014 (n=5,061)
2013 55.3%
59.6% 4.3%p ,
50 5.8%p ,
.


.
5
( 1,
2, 3,
4, 5)
,
3.96 ,
[4] (2013~2014)
2013(n=5,082) 2014(n=5,061)
56.5 51.5 46.2 48.5
(A+B) 30.3 27.6 30.2 31.7
(A) 14.3 13.0 16.7 17.5
(B) 16.0 14.6 13.5 14.2
12.0 10.9 10.4 10.9
6.0 5.5 4.4 4.6
4.2 3.8 3.9 4.1
0.7 0.6 0.2 0.2
109.7 100.0 95.3 100.0
() 359.6 - 339.9 -
(%) 30.5 - 28.0 -
[5] · (: %, n=5,061)
20
(3.48), ·(3.40), (3.38),
(3.30) .
33.8% 3.1%p . 3
20.2% 2013 .
2002 .
,
1 ·
‘’
78.0% 2013 76.4% 1.6%p .
10 7~8
.
, , ,
IPTV ,
. 2013
4.3%p, 4.0%p, IPTV 3.2%p
, 3.1%p,
3.0%p .
[3] (: , 5 , n=5,061)

(/)
//

/

* 5 : 1 ‘ ’~5 ‘ ’
[4] , , (1996~2014) (: %)



1996 1998 2000 20042002 2006 2008 2010 2011 2012 2013 2014
73.6 77.6 76.4 78.0
68.8
20.4 20.2
* 1996~2006 n=1,200, 2008~2012 n=5,000, 2013 n=5,082, 2014 n=5,061
076 02 2015
2013 76.4%, 2014 78.0% 3
.
. 2013 ‘
’(33.8%→30.7%) ‘ ’
(50.7%→47.7%) ‘
’(55.3%→59.6%)
.
30 95.0% .


. ,

.

.
·
5
( 1, 2,
3, 4, 5)
[5]
(2011~2014) (: %)
[6] (: , 5 )
2010(n=5,000) 2011(n=5,000) 2012(n=5,000) 2013(n=5,082) 2014(n=5,000) 2013
4.04 3.83 3.76 4.13 3.90 -0.23
3.90 3.69 3.61 3.84 3.70 -0.14
- - 3.43 3.72 3.60 -0.12
- - - 3.58 3.50 -0.08
- - - 3.61 3.47 -0.14
3.79 3.44 3.37 3.65 3.43 -0.22
3.60 3.54 3.41 3.47 3.42 -0.05
3.55 3.31 3.23 3.34 3.27 -0.07
3.36 3.23 3.13 3.21 3.19 -0.02
3.48 3.28 3.14 3.17 3.16 -0.01
3.49 3.28 3.16 3.23 3.14 -0.09
3.46 3.28 3.18 3.23 3.14 -0.09
- - - 3.15 3.10 -0.05
- - 3.26 3.40 3.28 -0.12
077·
’ 2013 4.13 3.90
0.23 . ‘’(0.22
), ( 0.14 ),
(0.12 )
2, 3, 4,
5) , 2.68.
2010
.
<2014 >
4
,
, ,
.
, , , 4
16
. 16 ‘1: 4
’ ‘2: (
) ’ ‘3: ’ ‘
4: + ’ ‘5:
+ ’ ‘6: ++
[6] (2006~2014) (: , 5 )
2008 (n=5,000)
2006 (n=1,200)
2010 (n=5,000)
2012 (n=5,000)
2014 (n=5,061)
[7] 4
() (%)
3: 411 8.1
4: + 1,938 38.3
5: + 94 1.9
6: ++ 952 18.8
5,061 100.0
[8] 4 (: %)
0 1 2 3 4 5 ()
13.9 18.3 22.7 21.7 16.3 7.1 100.0 2.3
4 40.0 22.6 18.1 10.9 7.7 0.7 100.0 1.3
20.0 24.8 24.4 18.7 9.1 3.1 100.0 1.8
18.5 21.1 21.4 20.8 12.5 5.8 100.0 2.1
+ 11.0 15.1 23.9 22.3 19.6 8.1 100.0 2.5
+ 9.0 14.7 28.1 22.4 20.7 5.1 100.0 2.5
++ 5.1 12.9 17.8 27.1 23.7 13.4 100.0 2.9
078 02 2015
5,061 54
, 2.3
, ++
2.9 .
+ +
( 2.5), (2.1),
( ) (1.8),
(1.3) .
,


.
82.7% , ++
(81.6%) . ‘
’ ‘
’ +
,
.
(www.kpf.or.kr)
.
[9] 4 (: %)



4 5.1 6.4 14.1 13.7 60.3
6.4 13.0 12.6 9.3 82.7
6.9 22.4 26.9 32.2 53.2
+ 8.0 19.4 20.2 27.1 72.1
+ 22.0 38.2 35.9 38.1 76.0
++ 11.3 26.8 26.8 29.0 81.6
1 , , , , , , , , .
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.

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.
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(+) IPTV TV TV
74.8 69.1
2013 (n=3,434)2012 (n=3,453)2011 (n=3,413)
* = /
**: (2013.12). ‘ ’
081·

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.

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.
082 02 2015
.
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153
, ,

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) TV .

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/

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084 02 2015
(2014.12.29) 50%
TV ‘’
1
.

.
4 ‘ ’
‘ ’

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.
2014
JTBC
.

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.


.


.

,

.
‘2013 ’
4 TV 700
543.48( , 77.64) , MBN
540.01(77.14) 2, JTBC 534.72
(76.39) 3, A 519.73(74.25)
4 . JTBC 1
3 TV 3
1 . 1 2
700 3.47(
0.50), 1 3 8.76( 1.25)
.
MBN, TV 1
[1]
MBN, A,
TV
. JTBC 3
[1] 3 (: )
TV JTBC A MBN
(210) 143.51 142.62 140.03 153.26
(215) 166.71 165.47 167.34 166.92
(275) 233.26 226.63 212.36 219.83
700 543.48 534.72 519.73 540.01
100 77.64 76.39 74.25 77.14
085·
.
[2] 7 ,
MBN,
A
, 13.23 3
.

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.
‘
’(85) 4
.
MBN 85 56 100
65.9 ,
A 48.2 .
‘ ’

25
.
.

[2] (: )
TV JTBC A MBN

2. (12.5) 12.50 11.50 12.50 11.50
3. (15) 7.50 15.00 12.00 15.00
4. (22.5) 13.50 9.0 13.50 13.50
5. (85) 52.00 46.00 41.00 56.00
6. (30) 25.38 28.00 27.50 25.50
7. (10) 8.50 8.94 8.50 7.50
143.51 142.62 140.03 153.26
[3] (: )
TV JTBC A MBN

(215)
1. (30) 26.00 26.00 30.00 30.00
2. (25) 23.33 23.33 25.00 24.17
3. (30) 15.00 5.63 3.75 11.25
4. (35) 23.63 23.63 27.13 22.75
5. (65) 48.75 56.88 51.46 48.75
6. (30) 30.00 30.00 30.00 30.00
166.71 165.47 167.34 166.92
086 02 2015
.
4
A 1, JTBC 4
1.87
.

. 1 TV
4 A 11.25
. TV 1
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.
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’
.

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.
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4
.
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[4] (: )
TV JTBC A MBN

1. (30) 24.00 22.50 24.00 24.00
2. (22.5) 18.90 21.60 18.00 15.30
3. (22.5) 22.19 22.19 22.19 22.19
4. (25) 18.00 14.67 10.67 18.67
5. (25) 14.17 11.67 17.50 11.67
6. (10) 6.00 2.00 0.00 0.00
7. (10) 8.00 10.00 8.00 6.00
8. (30) 30.00 30.00 30.00 30.00
9. (30) 22.00 22.00 14.00 22.00
10. (20) 20.00 20.00 18.00 20.00
11. (25) 25.00 25.00 25.00 25.00
12. (25) 25.00 25.00 25.00 25.00
233.26 226.63 212.36 219.83
087·
. ‘ ’
(25) ‘ ’(25)

. ‘
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.
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A 14 100 46.7
.
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350.
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/, , ) 40%
.

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( 07~10) 600
340 .
1

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,
2
.
VOD
,

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50~60%
2

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2011 ,
2013
.
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( 07~10) /TV


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.
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,
.
.
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KBS
SBS K TV 2013.5
TV 2014.10
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ROA
,
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.
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26.1% .
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150 ( 6.4% ),
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.

.
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.

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. “ ”. . 1969.2/3. pp.35~36.
(1997). . . pp.47~53.
2 (1995). 50. . p.28, p.38. 3 . . p.49. 4 . . p.28. 5 (1991), “- 1, 1
. ’91. p.82.
6 (2012) “625 … . 2012.6.18. A33.
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121

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