KOCCA 연구보고서 09-47

방송영상콘텐츠산업 실태조사 Ⅰ: 국내외 산업실태조사

2009. 12

강익희 ․ 이세영

이 보고서는 국고 사업으로 수행된 연구결과입니다.

본 보고서의 내용은 연구자들의 견해이며, 본원의 공식입장과는 다를 수 있습니다.

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목 차

제1장 서 론 ································································································· 3

1. 실태조사의 목적 및 구성·················································································· 3

2. 방송콘텐츠산업 생태계의 변화와 조사대상의 범위·········································· 4

제1부 국내 방송영상콘텐츠산업 현황 ······················································ 9

제2장 방송콘텐츠산업규모 및 종사자현황 ·················································· 13

1. 시장 규모········································································································ 13

1) 방송콘텐츠사업자 ···················································································· 132) 유료방송가입자 현황 ·············································································· 193) 독립제작사 ····························································································· 23

(1) 독립제작사 매출액 현황 ···································································· 25(2) 매출액 구성의 유형별 비교 ······························································· 28

2. 인력현황 ······································································································· 32

1) 방송콘텐츠사업자 ·················································································· 322) 독립제작사 ····························································································· 35

3. 뉴미디어 산업 현황························································································ 37

1) IPTV ······································································································· 37(1) 시장상황 ·························································································· 38(2) 전망 ··································································································· 39

2) 디지털멀티미디어방송(DMB) ·································································· 40(1) 시장상황 ···························································································· 41

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(2) 전망 ··································································································· 433) 동영상 UCC ··························································································· 44

(1) 서비스현황 ························································································· 44(2) 전망 ··································································································· 46

4) 블로그(Blog) ························································································· 47(1) 서비스현황 ······················································································· 47(2) 전망 ··································································································· 48

5) 뉴미디어 주요 정책적 이슈 ···································································· 49

제3장 수용자 시장 ····················································································· 53

1. 시청선호도: 매체별 장르별 ··········································································· 53

1) 매체별 시청선호도 ················································································ 53(1) 매체별 시청경험 ················································································ 53(2) 매체별 시청시간 ·············································································· 55

2) 매체별 장르선호 ····················································································· 56(1) 지상파TV ··························································································· 56(2) 케이블TV ··························································································· 57(3) 위성 TV ···························································································· 58(4) 뉴미디어 선호장르 ··········································································· 58

2. TV시청률조사에 따른 시청행태분석 ····························································· 63

1) 월별 지상파 TV 가구시청률 ··································································· 632) 요일별 공중파 TV 연평균 가구 시청률 ·················································· 643) 2008년 선호 프로그램 ·········································································· 644) 지상파 방송국별 가구시청률 및 점유율 ··············································· 665) 장르별 가구시청률 및 점유율 ······························································· 67

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제4장 2009년 방송콘텐츠산업정책 ·························································· 71

1. 방송콘텐츠산업 규제정책 ··············································································· 71

1) ‘미디어 관련법안’ ·················································································· 71(1) 논의 배경 ··························································································· 71(2) ‘미디어 관련법안’ 통과 과정 ·························································· 72

2) 방송법상 진입 및 소유규제의 변화 ························································ 75(1) 논의 배경 ··························································································· 75(2) 2009 개정 방송법상 진입 및 소유 규제 변경 내용 ·························· 77

3) 인터넷 멀티미디어 방송(IPTV)법 개정 ·················································· 83(1) 개정 배경 ························································································· 83(2) 주요 개정 내용 ················································································· 84

4) 방송광고 대행제도의 변경 ···································································· 86(1) 방송광고 판매대행 제도 변경을 위한 논의 과정 ······························· 86(2) 헌법 재판소의 위헌 결정 ·································································· 87(3) 방송 광고 제도에 관한 논의 ····························································· 88(4) 미디어렙 형태 등 쟁점에 관한 논의 ·············································· 89(5) 미디어렙 관련 법안 발의 과정 ························································ 91(6) 국회 상정 미디어 렙 관련 각 법안 내용 개요 ································ 92

5) 간접광고, 가상광고의 도입 및 광고 심의 제도 변화 ··························· 99(1) 간접, 가상 광고의 도입 ····································································· 99(2) 광고 사전 심의제도 폐지 ································································· 101

6) 외주 제도 관련 법 변화 ······································································· 102(1) 외주 제도의 개선 ············································································· 102(2) 이경재 의원 발의 내용 ···································································· 104

2. 방송콘텐츠 진흥정책····················································································· 107

1) 방송영상콘텐츠 제작기반 강화 ···························································· 108(1) 최첨단 디지털제작시설 및 장비 구축 ············································ 108(2) 방송영상콘텐츠 제작비 지원 ·························································· 110

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(3) 뉴미디어 창작/제작기반 조성 ························································· 1122) 방송영상 전문인력 양성 ······································································ 1133) 해외 방송유통 활성화 ········································································· 1144) 연구/정보 인프라 구축 ········································································ 116

제2부 해외 방송콘텐츠산업 현황 ·························································· 119

제5장 세계 방송콘텐츠산업 현황 ···························································· 123

1. 세계 방송 콘텐츠 시장 현황········································································· 123

2. 지역별 방송 콘텐츠 산업 현황····································································· 124

1) 북미지역 전체 시장 규모 ······································································ 124(1) 유료 TV ··························································································· 124(2) 케이블 ······························································································ 125(3) IPTV ································································································ 127(4) 위성방송 ·························································································· 127(5) VOD와 PPV ····················································································· 128(6) TV 광고 ··························································································· 129

2) 북미지역 국가별 현황 ··········································································· 130(1) 미국 ································································································· 130(2) 캐나다 ······························································································ 136

3) 남미 지역 전체 시장 규모 ···································································· 139(1) 유료 TV ··························································································· 139(2) 케이블 ······························································································ 141(3) 위성방송 ·························································································· 142(4) IPTV/ VOD ····················································································· 142(5) 모바일 TV와 DTT ············································································ 144(6) TV 광고 ··························································································· 145

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4) 남미지역 국가별 현황 ··········································································· 146(1) 아르헨티나 ······················································································· 146(2) 브라질 ······························································································ 152(3) 멕시코 ······························································································ 155(4) 칠레 ································································································· 158

5) 유럽 지역 전체 시장 규모 ···································································· 161(1) 유료 TV ··························································································· 162(2) 케이블 ······························································································ 163(3) 디지털 TV ······················································································· 164(4) IPTV ································································································ 165(5) DTH와 DTT ····················································································· 167(6) 위성방송 ·························································································· 170(7) VOD ································································································· 171(8) 모바일 TV ······················································································· 173(9) 공영방송 시청료 ·············································································· 174(10) TV 광고 ························································································· 175

6) 아시아 태평양 지역 전체 시장 규모 ····················································· 176(1) 유료 TV ··························································································· 177(2) 케이블 ······························································································ 178(3) 디지털 TV ······················································································· 180(4) IPTV ································································································ 181(6) TV 광고 ··························································································· 183

7) 아시아 태평양 지역 국가별 현황 ·························································· 184(1) 중국 ································································································· 184(2) 일본 ································································································· 187(3) 인도네시아 ······················································································· 192(4) 베트남 ······························································································ 194(5) 태국 ································································································· 196(6) 대만 ································································································· 199

8) 중동․아프리카 지역 전체 시장 규모 ······················································ 201

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제6장 2009년 국가별 주요 방송 콘텐츠 현황 ·········································· 211

1. 국가별 주요 프로그램···················································································· 211

1) 미국 ······································································································· 2112) 중국 ······································································································ 2143) 일본 ······································································································ 2164) 프랑스 ··································································································· 218(1) 드라마, 예능 ························································································ 218(2) 다큐멘터리, 시사 ················································································· 221

제7장 해외 주요 국가별 방송관련정책 현안 ············································ 225

1. 미국·············································································································· 225

1) 새로운 연방통신위원회 체제와 '네트워크 중립성' ································ 2252) 미국 연방최고법원 텔레비전 방송 : '순간 욕설'에 대한 규제 승인 ····· 2263) 디지털 텔레비전 방송 시대 개막 ························································· 226

2. 프랑스의 방송관련 규제정책········································································· 227

1) 방송 관련 규제정책 담당기구 ······························································· 2282) 방송 소유 관련 규제정책 ····································································· 2293) 방송 콘텐츠 관련 규제정책 ·································································· 2314) 방송 제작, 편성 관련 규제정책 ··························································· 2325) 방송 광고 관련 규제정책 ····································································· 233

3. 중국의 방송 규제정책·················································································· 234

1) 기본 정책방향　　 ················································································ 2342) 현행 법률규정 ····················································································· 2353) 콘텐츠 제작 관련 정책 ········································································· 2374) 국제 콘텐츠교류 관련 정책 ·································································· 2385) 인터넷 동영상 규제정책 ······································································· 2386) 외설 콘텐츠 규제정책 ·········································································· 2407) TV 직판 광고 규제정책 ········································································ 241

4. 일본의 방송 규제정책··················································································· 242

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1) 방송 법제 ······························································································ 242(1) 방송법과 전파법 ·············································································· 245(2) 유선텔레비전방송법 ········································································· 245(3) 전기통신역무이용방송법 ·································································· 246

2) 방송 행정과 규제 감독기관 ·································································· 248(1) 총무성 ······························································································ 248(2) 전파감리심의회 ················································································ 248(3) 정보통신심의회 ················································································ 248

3) 방송 규제 ····························································································· 248(1) 구조적 규제 ····················································································· 249(2) 프로그램 규제 ·················································································· 251

참고문헌 ··································································································· 255

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표 목 차

방송산업실태조사의 분류체계와 한국표준산업분류 ·································· 7 연도별 방송사업자 수 ············································································· 13 방송산업 매출 현황 ················································································ 15 방송산업 매체별 매출액 ········································································· 16 방송광고매출 추이 ················································································ 19 유료방송 가입자 ····················································································· 20 사업자별 디지털케이블TV방송 가입자 현황(2009년 12월말 기준) ······· 21 지역별 디지털케이블TV방송 가입자 현황(2009년 12월말 기준) ········· 21 독립제작사 조사 대상 현황 ···································································· 25 독립제작사 매출액 현황 개요 ······························································· 25 독립제작사 매출액 규모 구분별 매출액 현황 ······································· 26 독립제작사 종사자규모별 매출액 현황 ················································· 27 독립제작사 매출액 구성내역 현황 ························································ 27 독립제작사 사업형태별 매출액 현황 ····················································· 28 전체 독립제작사 회사형태별 매출액 비교 ·········································· 29 전체 독립제작사 매출액 규모별 사업자수 및 매출액 비교 ················· 30 전체 독립제작사 설립연도별 매출액 비교 ··········································· 31 방송산업 직종별 종사자 수 ·································································· 33 방송산업 직종별 종사자 수(계속) ························································· 34 2008년 기준조사 종사자 규모별 종사자 현황 ···································· 35 2008년 기준조사 매출액 규모별 종사자 현황 ···································· 36 독립제작사 직무별 종사자 현황(2008년 기준조사) ···························· 36 IPTV 가입자수 변화 (’09.1~’09.10) ···················································· 38 IPTV 사업자별 실시간 채널수 ····························································· 39

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지상파 DMB 단말기 판매현황 ····························································· 41 위성DMB 보급 추이(누계) ···································································· 42 국내 동영상 UCC 서비스 현황과 특징 ················································· 45 성별, 연령대별 전통매체시청경험률 ····················································· 53 성별, 연령대별 뉴미디어 시청경험률 ··················································· 54 매체별 이용시간 ··················································································· 55 지상파 TV 주 시청 장르 ······································································ 56 케이블 TV 주 시청 장르 ······································································ 57 위성 TV 주 시청 장르 ········································································· 58 뉴미디어 시청 장르 ·············································································· 60 뉴미디어 시청 장르(계속) ····································································· 62 2008년 공중파 TV 상위 가구시청 프로그램 ········································ 64 2008년 11월 방송법 시행령 개정에 따른 소유규제 완화 ····················· 77 방송법 개정안 주요 내용 비교 ····························································· 81 미디어렙 관련 법안 주요 내용 비교 ···················································· 97 미디어 관련 법령들의 규제 내용 ······················································ 106 콘텐츠 관련 진흥정책 ········································································· 107 세계 방송시장 규모 및 전망 ······························································· 123 북미 지역 연도별 전체 TV 시장 규모 변화 ······································· 124 북미 지역 국가별 유료 TV 서비스 가입자 수 ···································· 125 북미 지역 국가별 유료 TV 서비스 수익 변화 ···································· 125 북미 지역 국가별 케이블 서비스 가입자 수 변화 ······························ 126 북미 지역 국가별 IPTV 서비스 가입자 수 변화 ································· 127 북미 지역 국가별 위성방송 서비스 가입자 수 변화 ··························· 128 북미 지역 전체 TV 광고 시장 변화 ··················································· 129 미국 TV 시청가구 ··············································································· 130 미국 케이블 관련 통계 ········································································ 131 부속 케이블 서비스 가입자 ································································ 132 부속 케이블 서비스 가입자 ································································· 132

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미국 사업자별 광대역 통합망 가입자 ··············································· 133 사업자별 IPTV 서비스 가입자 ···························································· 134 위성 서비스 가입자 변화 ···································································· 135 미국 내 사업자별 모바일 서비스 가입자 변화 ···································· 135 캐나다 방송 분야 분포 ······································································· 137 캐나다 사업자별 유료 TV 가입자 분포 ·············································· 138 남미 지역 연도별 전체 TV 시장 규모 변화 ······································· 139 남미 지역 국가별 유료 TV 서비스 시장 규모 변화 ···························· 140 남미 지역 국가별 디지털 TV 시청가구 수 ········································· 140 북미 지역 전체 TV 광고 시장 변화 ··················································· 145 Cablevison/ Multicanal 가입자 ························································· 146 연도별 Cablevison의 분야별 통합 수입 ············································· 147 아르헨티나 광대역 통합망 가입자 ······················································ 148 아르헨티나 모바일 서비스 가입자 ······················································ 149 아르헨티나 방송사 ··············································································· 151 브라질 플랫폼별 유료 TV 가입자 ······················································· 152 브라질 플랫폼별 유료 TV 가입자(%) ·················································· 153 브라질 기술별 광대역통합망 서비스 가입자 수 ·································· 154 멕시코 유료 TV 가입자 ······································································ 155 사업자별 유료 TV 가입자(2008년 말 기준) ······································· 156 칠레 유료 TV 서비스 보급률 ······························································ 159 사업자별 유료 TV 가입자 보유(%) ····················································· 160 유럽 지역 연도별 전체 TV 시장 규모 변화 ········································ 161 국가별 유료 TV 시장규모 변화 ·························································· 162 국가별 유료 TV 가입자 변화 ······························································ 162 2014년 서유럽 주요 TV 시청가구 플랫폼 ·········································· 164 2014년 서유럽 주요 국가 디지털 보급률(%) ······································ 164 동유럽 디지털 TV 보급률(%) ······························································ 165 2014년 서유럽 주요 국가별 DTT 현황 ··············································· 168

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2014년 동유럽 주요 국가 플랫폼별 TV 서비스 가입자 ······················ 169 유럽 지역 전체 TV 광고 시장 변화 ··················································· 175 아시아․태평양 지역 연도별 전체 TV 시장 규모 변화 ························· 176 주요 국가별 유료 TV 시장규모 변화 ·················································· 177 주요 국가별 유료 TV 서비스 가입자 수 변화 ···································· 178 주요 국가별 유료 TV 수익 변화 ························································· 178 주요 국가 케이블/ MMDS 성장 현황 ················································· 179 2014년 플랫폼 별 주요 국가 서비스 이용자 ······································ 180 2014년 디지털 TV 보급률(%) ····························································· 180 2014년 아시아․태평양 지역 IPTV ························································ 181 2014년 아시아․태평양 지역 디지털 DTH ············································ 182 2014년 DTT 가입가구 ········································································· 183 아시아 태평양 지역 전체 TV 광고 시장 변화 ···································· 183 중국 광대역 통합망 사업자별 분포 ····················································· 185 J:Com 서비스별 가입자 변화 ····························································· 189 일본 광대역 통합망 가입자 기술별 분포 ············································ 189 Sky PerfecTV 개인 가입자 성장률 ···················································· 190 일본 모바일 서비스 가입자 ······························································· 190 일본 상업 방송사 시청률(2008년) ····················································· 191 인도네시아 주요 TV 사업자 ······························································ 193 TrueVision의 가입자 소득 분포 ······················································· 197 태국 지역별 수익 ·············································································· 198 아시아 케이블 TV 사업자 소득과 가입자 당 투자액(2004 ~ 2006) 200

CNS 디지털 채널 구성 ····································································· 200 상위 20 유료 TV 사업자 가입자 수 ················································· 205 2009년 미국 주요 프로그램 ······························································ 212 2009년 중국 주요 프로그램 ······························································ 214 2009년 일본 주요 프로그램 ······························································ 216 2009년 프랑스 주요 프로그램 (드라마, 예능) ··································· 218

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2009년 프랑스 주요 프로그램 (다큐멘터리, 시사) ···························· 221 중국 방송 관련　기본규정 ································································· 236 전파감리심의회의 이미지 ·································································· 244 주요 방송․통신법 체계 ······································································· 247 출자비율의 규제 ················································································ 250 프로그램 편집의 기준 ········································································ 252 방송의 인허가 제도 ··········································································· 253

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그림목차

방송매출액 추이 ·················································································· 17 중계유선과 DMB 매출액 추이 ····························································· 18 유료방송 가입자 현황 ········································································· 22 연도별 독립제작사 창업 현황 ····························································· 24 2008년 방송산업 종사자 수 ································································ 32 월별 공중파 TV 가구시청률 변화 ····················································· 63 요일별 연평균 가구 시청률 (단위 %) ················································· 64 방송국별 가구시청률 및 점유율 ························································ 66 장르별 가구시청률 및 점유율 ··························································· 67 미국 ································································································ 126 캐나다 ······························································································ 126 2008년 현재 ···················································································· 129 2013년 ····························································································· 129 2008년 현재 ···················································································· 145 2013년 ···························································································· 145 2008년 현재 ···················································································· 176 2013년 ······························································································ 176 2008년 현재 ···················································································· 184 2013년 ····························································································· 184 중국 기술별 광대역 통합망 가입자 변화 ········································ 185 중국 모바일 서비스 가입자 변화 ····················································· 186 일본 케이블 서비스(자체 프로그램 생산) 가입자 변화 ··················· 188 인도네시아 사업자별 유료 TV 가입자 수 변화 ······························· 192 베트남 광대역 통합망 사업자별 가입자 수 ····································· 195

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TrueVision의 유료 TV 서비스 가입자 변화 ··································· 197 대만 케이블 TV 가입자 수 변화 ····················································· 199 중동 ․ 아프리카 지역 유료 TV 시장 규모 ········································ 202 중동·아프리카 지역 유료 TV 가입자 ············································· 203 2002 - 2014년 중동·아프리카 지역 다채널 TV 가입자 변화 ········ 206

제1장

서 론

제1장 서론 3

제1장 서 론

1. 실태조사의 목적 및 구성

본 조사의 주된 목적은 급변하고 있는 미디어 생태계가 방송산업에 미치는 영향에 주목

하면서 2009년 대한민국 및 해외 방송콘텐츠산업의 주요현황 및 현안을 조망하고자 한다.

이를 위해 미디어 가치사슬의 주요부문인 제작시장, 유통시장, 인력시장 그리고 수용자시

장의 주요 현황과 정책현안들에 대한 요약적인 기술을 담고자 노력하였다.

이러한 노력 가운데 본 조사는 기존의 방송영상산업의 실태에 대한 분석이 갖는 한계를

극복하고 전체적이고 전향적인 시각에서 방송영상산업을 살피고자 한다. 현재 가용한 방

송영상산업의 실태분석보고서인 방송통신위원회의 (이후 실태

조사)는 2000년부터 시작하여 장기간에 걸쳐 방송산업에 대한 광범위한 자료를 제공하고

있으며, 2006년부터는 통계청 승인통계로 자리 잡았다. 하지만 실태조사는 방송통신위원

회의 역무와 관련한 자료 즉 방송사업자(공중파사업자, 케이블사업자)에 대한 자료에 제

한되어 있어 TV프로그램 외주제작부문인 독립제작사와 최신 뉴미디어 등 중요한 미디어

산업의 변화를 조망하기에는 어려운 점이 없지 않다.

본 조사는 이러한 점에 착안하여 방송영상산업의 전체적인 모습을 담기위해 독립제작

사 및 뉴미디어 부분까지 확장한 내용을 담고자 한다. 물론 독립제작사 부문이나 뉴미디

어분야에 대한 실태조사는 정확성을 담보하기 어려운 조건이 없지 않다. 예를 들어, 독립

제작사는 정확한 모집단의 파악이 어려우며 규모가 영세함에 따라 기업의 창업과 퇴출이

빈번하다. 또한 이 부문에 종사하는 프리랜서는 고용의 비정규성, 불안정성을 겪고 있는 등

정확한 현황파악은 쉽지 않은 실정이다. 하지만 독립제작부문의 이러한 특징을 고려한

적절한 조사방법에 대한 진지한 고민의 부족과 이들 부문이 갖는 정책과 산업적 중요성에

대한 낮은 평가 등은 재고되어야 한다. 본 조사는 현황파악과 더불어 이러한 문제적인 부

문에 대한 실태파악의 중요성도 함께 생각할 수 있는 계기를 제공하고자 한다.

본 조사는 이전의 실태조사와는 달리 ‘방송콘텐츠’산업에 관한 실태조사를 표방하고 있다. 미디어산업의 변화는 미디어가치사슬에서 ‘콘텐츠의 중심성’을 부각시키고 있다. 어떤 콘텐츠도 어떤 플랫폼에서 소비될 수 있다는 콘텐츠의 개방화는 산업의 가치사슬에

4 방송영상콘텐츠산업 실태조사 Ⅰ : 국내외 산업실태조사

서 콘텐츠와 콘텐츠제작사의 위상을 제고하고 있으며, 이로 인해 산업분석의 중심에 드라

마, 다큐멘터리 등의 방송영상콘텐츠가 위치하게 되었다. 이러한 경향을 반영하여 본 조

사는 매출, 유통, 종사자 등 시장현황뿐만 아니라 방송콘텐츠 수용행태 및 인기 TV프로그

램 현황 등의 실태도 포함하고 있다. 더불어 방송콘텐츠의 제작, 유통에 있어 글로벌화가

진전됨에 따라 해외방송콘텐츠시장의 현황에 대한 정보도 더욱 중요해지고 있다. ‘드라마 한류’로 대표되는 국내 방송콘텐츠의 해외시장진출을 위해서도 해외 방송콘텐츠시장의 정보와 이해는 필수 불가결하다고 하겠다. 이러한 상황을 고려 본 조사는 1부에서는 국내

방송콘텐츠산업의 현황을 다루고, 2부에서는 해외시장의 현황을 살펴보게 될 것이다.

2. 방송콘텐츠산업 생태계의 변화와 조사대상의 범위

방송콘텐츠산업의 변화는 광범위한 측면에서 이루어지고 있으며 이는 사회적, 기술적,

경영적, 소비적 측면에서의 변화를 포함한다. 따라서 융합(convergence)라고 할 때 이는

단순 히 기술적인 변화만을 의미하는 것이 아니라 그것에 의해 촉발되고 또 그것에 영향을

미치는 다양한 연관된 변화를 고려해야만 한다. 여기서는 이러한 변화의 주요내용의 본질

적인 측면에 대한 간략한 소개를 통해 방송콘텐츠 생태계의 변화를 가늠해보고자 한다.

우선 새로운 미디어 서비스의 등장은 기존의 방송서비스의 위상을 변화시키고 있다.

인터넷의 발달, 모바일 미디어의 확산, 그에 따른 새로운 서비스의 등장과 콘텐츠의 변화,

이용자의 변화라는 급격하고 근본적인 변화는 기존의 지상파의 지배적 위치에 변화를 초

래하고 있으며, 다른 미디어의 위상이 높아지고 있다.

새로운 방송콘텐츠생태계는 서비스의 관점에서는 개인미디어, 인터넷미디어 그리고 홈

네트워크의 세 가지 축에서의 변화로 촉발된다. 미디어 이용자의 개인화는 프로수머의 등

장으로 인해 미디어 가치사슬에서 생산과 이용의 수평적 관계가 형성되며, VOD나 PVR

등과 같은 개인편성이 증가하게 되며, 개인용 이동형 시청행태가 증가하게 된다. 인터넷

은 미디어 변화의 핵심 요인이 된다. 인터넷에서 비디오 제공 사이트의 급속한 확산, 비디

오를 이용한 Vlog의 증가, 팟캐스팅 등도 비디오 이용의 중요한 도구로 이용하게 된다.

더 나아가 인터넷을 통한 방송서비스인 IPTV는 세계 주요국에서 많은 가입자를 유치하며

주요한 미디어플랫폼으로 성장하고 있다. 홈네트워크는 가정의 모든 전자기기들이 통합

제1장 서론 5

되어 미디어 소비나 생태계에 보다 개방된 환경이 만들어 지는 것을 의미한다.

이러한 변화와 더불어 주요 사업자들의 역무에 있어서도 변화가 있다. 지상파 방송사

업자들은 멀티미디어 사업자로의 변화를 목표로 하고 있으며, 케이블사업자는 방송채널

을 중심으로 초고속인터넷, 전화를 제공하는 TPS사업자로의 변화를 꾀하고 있다. 통신사

업자 또한 다양한 네트워크를 통해 제공되는 콘텐츠의 소싱, 개발, 관리를 전담하는 사업

조직으로 변모를 거듭하고 있다. 애플과 같은 컴퓨터사업자나 구글, 다음 등의 인터넷포

털 사업자도 콘텐츠와 서비스를 제공하기 노력하고 있다. 구글은 온라인 도서서비스 및

유투브를 통한 온라인비디오 시장에 이미 진출한 바 있다.

이러한 변화와 더불어 보다 근본적인 것은 ‘개방화’와 경쟁의 심화라고 하겠다. 개방화는 콘텐츠와 서비스의 측면에서 논의될 수 있다. 우선 콘텐츠의 개방화는 다양한 플랫폼,

채널 및 분배방식을 통해 콘텐츠가 전송되는 것을 의미한다. 이러한 과정에서 과도기적으

로는 기존의 플랫폼 특화된 콘텐츠의 위상이 급격히 감소하지 않을 것이지만 점진적으로

콘텐츠가 플랫폼을 지배하는 현상이 나타나게 된다. 연예기획사나 독립제작사가 콘텐츠

단에서 수평적 통합을 늘임으로서 콘텐츠단의 힘을 증가시켜 플랫폼 영역으로 지배를 확

산하고 있다. 또한 콘텐츠의 디지털화는 특정 플랫폼이나 미디어에 국한되지 않고 디지털

콘텐츠형태로 모든 플랫폼과 미디어를 넘나들게 되었고 그 결과 콘텐츠자체의 의미가 더

욱 중요하게 된다.

서비스의 개방은 번들링 서비스의 발전으로 나타나며 TPS나 QPS가 일반화되는 것이

다. 번들링은 미디어산업처럼 서비스의 융합이 용이한 산업에서 볼 수 있는 서비스제공전

략으로서 시장지배력을 유지하거나 주변시장으로의 지배력을 확대하기 위한 수단으로 도

입된 것이다. 사업자간 서비스의 경쟁은 가격경쟁을 유발하고 서비스산업의 재편을 초래

한다. 사업자들은 가격경쟁으로만 어렵기 때문에 인수합병과 제휴를 통해 생존과 성장을

추구하고자 한다. 인터넷포털이 TV와 영상을 제공한다든지 함으로써 광고 및 서비스의

매출을 증가시키고자 한다.

네트워크개방은 유선(LLU(Local Loop Unbundling))과 무선(MVNO Mobile Virtual

Network Operator)네트워크의 개방으로 네트워크를 소유하지 않은 사업자에게 네트워

크를 대여하게끔 하는 것이다. 이는 이용사업자에게 자신의 사업 또는 타사업자에게 제공

하는 것과 부당하게 차별하여 설비를 제공하는 것을 금한다. 예를 들면, 통신사업자가 pp

를 소유하는 경우 경쟁 pp에 대해 네트워크 접속을 거절하거나 케이블 사업자가 경쟁 매

6 방송영상콘텐츠산업 실태조사 Ⅰ : 국내외 산업실태조사

체인 통신사업자의 IPTV에 프로그램 공급을 거절하지 못하도록 하는 것이다.

이러한 개방화와 더불어 미디어 산업의 규제도 변하고 있다. 서비스와 네트워크를 일

치시켰던 종래의 사전규제체계가 감소하고 사후규제와 경쟁규제가 중요한 이슈로 등장하

고 있다. 수평규제체계가 중심이 되고 있는데, 이는 기존의 네트워크와 기술과 서비스를

동일시하던 기술 특정적인 규제를 지양하고 기술 중립적 규제를 지향한다. 어떤 네트워크

도 어떠한 종류의 서비스와 콘텐츠를 전송할 수 있기 때문에, 기술종속적인 체계에서 기

술 중립적인 체계로 바뀐 것이다.

이러한 수평적 규제체계의 도입은 규제완화로 이어질 것이고, 동영상 서비스에 대한

구분된 규제가 가능하고, 경쟁 활성화가 규제의 목표가 될 것이다. 수평적 규제는 네트워

크 중심의 정책과 규제방향으로부터 서비스 전달 중심의 규제로 변화하는 것으로 네트워

크와 기술과 관련 없이 자유롭게 서비스를 제공하고자 하며 신규서비스를 활성화하는 것

이다. 또한 서비스 중에서 방송서비스에 대해서는 특별한 지위를 부여하는 것이다. 예를

들면, IPTV는 미디어산업이 개방화, 수평화 되는 과정에서 탄생한 본격적 컨버전스 서비

스라는 의미를 갖는데, 네트워크 개방이 필수적이다. 이러한 개방화를 통해 산업구조는

수평화가 이루어지고, 사업자간 M&A와 제휴가 증진되며 미디어 기업의 합종연횡이 지속

될 것이다. 미디어의 미래에서도 TV가 중요한 미디어 게이트웨이로서 역할을 하게 될 것

이며, 모바일 TV 역시 수익모델이 변하고 광고수입의 증가로 크게 성장할 것이다.

융합 환경 하에서의 개방화와 경쟁의 심화를 특징으로 하는 방송콘텐츠산업에 대한 성

공적인 비즈니스나 정책수립을 위해서는 개방적이고 유연한 방송산업의 정의가 필요하다.

현재 공식적으로 활용되는 방송콘텐츠산업의 정의는 방송법에 근거한 사례와

통계청의 제9차 표준산업분류에서의 방송산업을 들 수 있다..

한국표준산업분류에 따르면 방송산업은 ‘출판, 영상, 방송통신 및 정보서비스업’의 하위체계로 구분된다. 개정된 한국표준산업분류는 제조업에 속했던 신문, 잡지

등의 출판업(중분류 번호 58)과, 오락 문화 및 운동관련 서비스업에 속했던 영화산

업과 방송업이 각각 ‘영상, 오디오 기록물 제작 및 배급업(59)’과 ‘방송업(60)’으로 변경되고, ‘통신업(61)’과 ‘컴퓨터 프로그래밍, 시스템 통합 및 관리업(62)과 정보서비스업(63)이 ‘출판, 영화, 방송통신 및 정보서비스’라는 명칭으로 통합되어 미디어 산업의 융합 추세를 반영하고 있다. 한국표준산업분류에서 방송업은 라디오 방송업과

텔레비전 방송업으로 대별되며, 텔레비전 방송업은 지상파 방송업, 유선, 위성 및 기

제1장 서론 7

타 방송업, 프로그램 공급업, 유선 방송업, 위성 및 기타 방송업으로 구분하고 있다.

관련 분야인 방송 프로그램 제작업은 ‘영상 및 오디오 기록물 제작․배급업에 분류되어 있으며 광고업은 전문서비스업으로 분류하고 있다.

한편, 방송법에서 ‘방송’을 “방송프로그램을 기획·편성 또는 제작하여 이를 공중(개별계약에 의한 수신자를 포함하며)에게 전기통신설비에 의하여 송신하는 것”으로 정의하고 있으며 텔레비전방송, 라디오방송, 데이터방송, 이동멀티미디어방송으로 구분하고 있다.1)

방송통신위원회가 매년 수행하고 있는 에서는 이러한 방송법상의 구분을

준용하여 분류체계를 과 같이 적용하고 있다.2) 방송산업실태조사의 대상은

방송법에 의해 방송위원회의 허가를 받거나 등록된 사업체를 대상으로 하기 때문에

한국표준산업분류와 다소 차이를 보이고 있다. 예를 들어 방송통신위원회에 방송채

널사용사업자로 등록되어 있는 홈쇼핑은 한국표준산업분류에서는 대분류 G(도매 및

소매업)의 기타 통신판매업(분류 기호 47919)에 해당하므로 방송산업실태조사 분류

기준으로는 방송산업의 범주로 포함하지만 한국표준산업분류 기준을 준용하는 통계

청의 서비스업통계조사에서는 ‘도매 및 소매업’에 포함된다.사실 이러한 공식적인 방송산업에 대한 정의가 산업의 변화를 따라가기에는 역부족이

다. 특히, 방송산업 변화의 속도를 고려할 때 더욱 그렇다고 하겠다. 본 조사에는 기존 공

식적 자료를 활용하고 있기 때문에 기존의 방송산업범위를 크게 벗어나지는 못하는 한계

가 있다. 하지만 방송콘텐츠산업의 융합, 개방화 등을 고려하여 최근의 변화를 어느 정도

반영하였으며 특히, 디지털 TV, IPTV, 웹관련 콘텐츠시장 등 최근 사업과 정책에서 중요

한 연관성을 갖는 분야도 포함하려고 노력하였다.

하지만 변화하는 산업의 모든 부분을 포괄하는 신축적이고 개방적인 산업에 대한 정의

는 쉽게 달성하기 어려우므로 본 조사는 이러한 목적을 한꺼번에 달성하기 보다는 점진적

으로 충족시키기 위한 탐색적인 노력에 초점을 맞추고 있다. 그 결과 본 조사의 범위는

기존의 의 방송산업에 포함되었지만 조사가 이루어지지 못한 외주제작 독립제

작사를 포함시켰으며, 변화된 시장에서의 새로운 서비스, 수용자, 콘텐츠 등 뉴미디어, 독

립제작사에 대한 다양한 조사를 참조하여 최근 방송콘텐츠산업의 변화와 경향을 종합적

으로 제공하려고 한다.

1) 방송법 제2조 (용어의 정의)

2) 방송통신위원회, 『2009년 방송산업실태조사보고서』, 2009, 9쪽.

8 방송영상콘텐츠산업 실태조사 Ⅰ : 국내외 산업실태조사

대분류 중분류 소분류　 세부구분 한국표준산업분류9차 개정

방송산업

　 지상파방송업 6021

　 라디오방송 (공영,민영,특수) 601

　 텔레비전방송 (공영,민영) 602

지상파이동멀티미디어방송

신설

　 유선방송업 60222

　 종합유선방송 (MSO, 개별SO) 60222 분리

　 중계유선방송 60222 분리

　 음악유선방송 60222 분리

　 위성방송업 60229

일반위성방송 60229 분리

위성이동멀티미디어방송

신설

　 프로그램제작 ․ 공급업 신설　 방송채널사용사업 (일반,홈쇼핑,데이터) 60221

　 프로그램제작업 59114

　 기타방송업 60229

　 인터넷방송업 60229 분리

　 전광판방송업 60229 분리

　 기타방송업 60229 분리

관련산업 　 (산업분류)

방송전송업 → “기타전기통신업” 61299방송전송업(유무선)

방송배분업(유무선)

　 광고업(TV) → “기타광고업” 7139

방송산업실태조사의 분류체계와 한국표준산업분류

출처：방송통신위원회(2009), 9쪽.

제 1 부국내 방송영상콘텐츠산업 현황

제2장

방송콘텐츠산업규모 및 종사자현황

제2장 방송콘텐츠산업규모 및 종사자현황 13

제2장 방송콘텐츠산업규모 및 종사자현황

1. 시장 규모

1) 방송콘텐츠사업자

2008년 12월 현재 지상파텔레비전 방송사업자3)는 한국방송공사(KBS), 한국교육방송

공사(EBS), 문화방송(MBC), 부산문화방송 등 지역 MBC(19개 사), SBS와 KNN 등 지역

민영방송사업자(11개 사)를 포함하여 33개사다. 라디오 방송사업자(라디오 채널만 운영하

는 사업자)는 CBS, 경인방송 등 14개 사로 2008년 개국한 YTN라디오, 부산영어방송, 광

주영어방송이 포함되어 있다. 지상파이동멀티미디어방송사업자(지상파DMB)는 지상파텔

레비전 사업자인 KBS, MBC, SBS 이외에 YTN디엠비, 한국DMB, 유원미디어를 포함하여

6개 사업자로 구성되어 있다.

2000년 2001년 2002년 2003년 2004년 2005년 2006년 2006년 2007년 2008년

전체 1,122 1,115 1,111 824 735 617 567 534 498 487

지상파 방송 40 41 42 42 43 46 49 49 50 53

유선방송 989 905 852 605 490 380 301 256 224 211

위성방송 - - 1 1 1 2 2 2 2 2

채널사용사업 42 121 165 123 159 144 173 187 188 187

전광판방송 51 48 51 53 42 45 42 40 34 34

연도별 방송사업자 수

출처：방송통신위원회(2009), 301쪽(내용 일부 수정).주1) 2004, 2005년은 6월말, 2006년은 4월말, 나머지 해는 연말 기준

주2) 지상파DMB는 지상파방송, 위성DMB는 위성방송에 포함

3) TV와 라디오 채널 동시 운영 또는 TV채널만 운영하는 사업자를 말함.

14 방송영상콘텐츠산업 실태조사 Ⅰ : 국내외 산업실태조사

지상파방송은 사업 특성별로 공영방송, 민영방송, 특수방송으로 구분하기도 한다. 공

영방송사업자는 KBS, MBC와 19개의 지역 MBC, EBS를 포함하는 24개 사업자, 민영방

송은 SBS와 지역 민방을 포함하는 15개 사업자로 구성되어 있다. 종교방송은 기독교방송,

평화방송, 불교방송, 원음방송, 극동방송의 5개사업자를 지칭하며, 교통방송은 서울특별

시교통방송본부, 도로교통공단의 2개 사업자로 구성된다. 종교방송과 교통방송과 함께

국악 방송, 국제방송교류재단, 부산 영어방송재단, 광주 영어방송재단을 모두 포괄하여

특수방송으로 분류한다.

연도별로 방송사업자 수의 추이를 살펴보면 2002년 1,000여개에 달했던 방송사업자

수는 유선방송사업자 수의 감소로 인해 매년 줄어 2008년 말 현재 480여개에 달한다. 특

히 중계유선방송사업자 수의 감소가 가장 극심하여 2002년 600여 개에 달했던 중계방송

사업자 수는 종합유선방송사와의 인수, 합병 등으로 인해 그 수가 급감하여 2008년 말 현

재 100여개에 불과하다. 100여개에 달했던 음악유선방송사업자 수도 방송채널사용사업자

의 경우 등록제가 도입된 2001년 이후 그 수가 증가하고 있다.

2003년 최대 119개에 달했던 종합유선방송사업자는 합병으로 매년 감소추세를 보이고

있다. 허가 차수별로 보면 신규로 사업에 진출했던 1차, 2차 사업자의 경우에 비해 중계유

선에서 종합유선으로 전환한 사업자인 3차, 4차 사업자 수의 감소율이 더 높은 특징을 보

익 있다.

2000년 42개 사에 달했던 방송채널사용사업자 수는 2002년 165개 사로 급증하였으며

2008년 말 현재 187개사에 이르고 있다. 이는 허가제로 출발했던 채널사용사업자의 경우

2001년 등록제가 도입되면서 설립이 자유롭게 된 것에 기인한다. 그러나 등록 이후 실제

로 사업을 하지 않는 경우도 많아 사업자 수가 해마다 증가했다 감소하는 현상을 나타내

고 있다. 위성방송사업자로는 2002년 개국한 한국디지털위성방송과 2005년 방송을 시작

한 위성이동멀티미디어사업자 TU미디어가 있다.

2008년 국내 방송사업자 총 매출액은 15조 9,946억 원이다. 이 중 방송매출이 미미한

데이터PP와 DP등록 통신사를 제외하면 10조 9,581억 원으로 2007년 대비 4.0% 증가한

것으로 나타났다. 이는 전년 대비 6.9% 증가했던 2007년의 성장세에는 못 미친 것으로

세계경기 침체에 따른 지상파의 광고비 감소로 인한 매출 감소에 영향을 입은 것으로 보

인다. 한편, 방송이외의 기타사업 수익을 제외한 방송사업 수익은 규모는 8조 6,276억원

이다.

제2장 방송콘텐츠산업규모 및 종사자현황 15

에서 볼 수 있듯이 방송채널사용사업자 매출액 9조 2,353억 원에서 일반PP(TV,

라디오)의 매출액은 2조 978억 원이며 홈쇼핑PP 5개사의 매출액은 2조 1,010억 원이다.

방송채널사용사업자 전체 매출액에서 이를 제외한 5조 365억 원은 데이터PP의 매출액으

로 이 중 69.7%에 해당하는 매출액은 통신사 2개사(LG데이콤, 에스케이브로드밴드)의 매

출이다. 이들 통신사의 방송관련 매출은 1억 원에 불과하며 데이터채널사용사업자의 방송

관련 매출을 모두 포함하여도 528억 원에 불과하므로 앞으로의 분석에서는 데이터PP의

매출을 제외한 일반PP와 홈쇼핑PP 매출만을 방송채널사용사업자 매출로 규정하여 분석

하고자 한다.

사 업 구 분 사업자 수 총 매출액1) 방송사업수익2)

지상파방송사업자 47 3조8,178억원 3조3,971억원

지상파이동멀티미디어방송사업자3) 6 171억원 160억원

종합유선방송사업자 103 2조4,018억원 1조6,795억원

중계유선방송사업자 108 164억원 63억원

일반위성방송사업자 1 3,870억원 3,608억원

위성이동멀티미디어방송사업자 1 1,193억원 1,142억원

방송채널

사용사업자

홈쇼핑PP 5 2조1,010억원 1조5,533억원

일반PP(TV/라디오) 149 2조 978억원 1조4,476억원

데이터PP(DP) 31 1조5,278억원 527억원

DP등록통신사4) 2 3조5,087억원 1억원

소계 187 9조2,353억원 3조 537억원

전 체 453 15조9,946억원 8조6,276억원

전 체(DP, DP등록통신사 제외) 420 10조9,581억원 8조5,748억원

방송산업 매출 현황

출처：방송통신위원회(2009), 3쪽(내용 일부 편집).주1) 총 매출액에는 수신료, 광고, 기타 방송수익(협찬, 프로그램 판매수익 등), 방송 이외의 기타

사업수익(인터넷접속사업수익, 부동산 임대, 교재판매 등)이 포함됨.

주2) 방송사업수익은 총 매출액 중 방송 이외의 기타사업수익을 제외한 수신료 수익, 광고 수익,

협찬 수익, 프로그램판매수익 등이 포함되며 규모는 8조 6,276억원임.

주3) 지상파방송사와 동일 사업자인 지상파DMB사업자(KBS, MBC, SBS) 3사의 매출과 인력은 지

상파방송사업자에 포함됨.

주4) DP등록 통신사 : 데이터PP로 등록되어 있는 LG데이콤, SK브로드밴드

16 방송영상콘텐츠산업 실태조사 Ⅰ : 국내외 산업실태조사

방송서비스 매출은 2000년 이후 방송사업자 수의 증가로 인해 매년 두 자리 수의 증가

세를 보였다. 특히 지상파의 경우 매출성장세가 둔화된 반면 유선방송과 채널사용사업의

매출 증가율이 높아 전체 시장의 성장을 주도하고 있는 특징을 보이고 있다. 이는 홈쇼핑

의 상품판매수수료 증가와 종합유선방송의 인터넷 사업 수익의 증가를 일부 반영한 것으

로 실질적인 방송시장의 성장을 의미하는 것은 아니라는 제약이 있다.

구 분 2000년 2001년 2002년 2003년 2004년

방송서비스 매출액 5,057,473 6,164,966 9,523,362 7,136,569 7,772,805

지상파방송 3,098,456 2,972,257 3,636,594 3,548,193 3,544,816

유선방송 630,149 733,231 896,388 1,136,490 1,384,563

일반위성방송 -　 -　 63,535 149,631 255,035

위성이동멀티미디어방송 -　 -　 -　 -　 -

방송채널사용사업 1,328,868 2,459,478 4,926,845 2,302,255 2,588,390

구 분 2005년 2006년 2007년 2008년

방송서비스 매출액 8,635,240 9,719,862 10,534,374 10,958,121

지상파방송 3,542,552 3,705,982 3,890,149 3,834,867

유선방송 1,597,366 1,862,511 2,152,764 2,418,187

일반위성방송 347,274 393,905 387,393 386,958

위성이동멀티미디어방송 21,550 88,756 119,718 119,310

방송채널사용사업 3,126,497 3,668,708 3,984,350 4,198,798

방송산업 매체별 매출액

(단위 : 백만원)

출처：방송통신위원회(2009), 305-307쪽(일부 내용만 발췌).주1) 2003년부터 기업회계기준 변경으로 홈쇼핑업체의 상품판매 매출 기준이 수수료로 바뀜.

주2) 2008년도 방송채널사용사업자 매출액은 데이터PP를 제외한 매출임.

주3) 2008년부터 매출액 구성항목이 변경되어, 제외된 구성항목은 ‘-’로 표시. 주4) 2008년도 기타사업수익은 매출구분의 변경으로 방송수익 중 ‘기타수익’과 기타사업수익 중

‘기타사업수익’ 항목을 합한 값으로 시계열 비교시 주의 필요.

방송매체별 최근 매출액 변화 추세를 살펴보자. 우선 전체 매출액 대비 지상파방송의

매출액 점유율은 매년 줄어드는 추세를 보이고 있다. 즉 2005년에는 전체 매출액의

제2장 방송콘텐츠산업규모 및 종사자현황 17

41.0%를 차지하고 있었으나 2006년 38.1%, 2007년 36.9%, 2008년 35%로 점유율이 매

년 감소하고 있다. 라디오 부문에 비해 텔레비전 부문의 점유율은 2005년 36.8%에서

2006년 34.2%, 2007년 31.8%, 2008년 30.1%로 감소폭이 더 컸다.

반면 종합유선방송사의 매출액 점유율은 꾸준히 증가추세를 보이고 있다. 즉 2005년

18.3%에서 2006년 18.7%, 2007년 20%를 넘어서서(20.3%) 2008년에는 21.9%를 점유하

고 있다. 방송채널사용사업자의 매출액 점유율도 증가 추세를 보이고 있다. 2005년

36.2%를 차지하고 있던 방송채널사용사업자의 매출액 점유율은 2006년 37.2%에서 조금

씩 증가하여 2008년에는 38.3%에 이르고 있다. 일반위성방송의 경우 출범 이후 2006년

까지 증가추세를 이어갔으나 2007년 이후 소폭 감소하는 양상을 보이고 있으며 2008년의

경우 전년 대비 0.2% 감소한 것으로 나타났다.

31,76933,284 33,474 32,994

31,265

36,687

39,84341,988

3,870

5,1845,3415,0633,656

15,81818,467

21,35824,018

3,935 3,8743,4730

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

2005년 2006년 2007년 2008년

지상파(TV ) 지상파(라디오) 방송채널

종합유선 일반위성 (단위:억원)

방송매출액 추이

출처：방송통신위원회(2009), 21쪽.주1) 지상파방송 라디오 매출액의 경우, 2005년은 서울시교통방송본부(TBS)와 도로교통공단(TBN)

의 예산(1,300~1,500억원)이 매출액에서 제외되었고 2006년과 2007년은 매출액에 포함되었

으며, 2008년은 TBN(1300여억원)만 포함되었음.

중계유선방송의 최근 4년간 추이를 보면 소폭 상승하고 있음을 알 수 있다. 이는 일부

중계유선방송사업자의 경우 인터넷사업 등 사업다각화로 인한 효과로 보인다. 2005년 출

18 방송영상콘텐츠산업 실태조사 Ⅰ : 국내외 산업실태조사

범한 위성DMB의 경우 최근 들어 증가폭이 둔화되고 있으며 2008년의 경우 전년 대비 소

폭 감소한 것으로 나타났다. 지상파DMB의 경우 2006년 출범 이후 위성DMB와 같은 급속

한 성장세는 보이지 않고 꾸준히 증가하는 양상을 보이고 있다.

216

888

1,197 1,193

23 86

171169

164

157

1560

200

400

600

800

1,000

1,200

1,400

2005년 2006년 2007년 2008년

지상파DMB 중계유선 위성DMB (단위:억원)

중계유선과 DMB 매출액 추이

출처：방송통신위원회(2009), 21쪽.

광고매출은 방송산업에서 매우 중요한 구성요소다. 전체 방송매출에서 광고가 차지하

는 비중은 지상파 방송사가 가장 높아 방송사 평균은 57.6%에 달하고 있으며 그 다음으로

는 방송채널사용사업자로 홈쇼핑PP의 매출을 제외할 경우 41.7%, 홈쇼핑PP의 매출을 포

함할 경우 20.9% 수준이다. 그 밖에 유선방송은 4.9%, 일반위성 2.5%로 매우 낮은 비중

을 차지하고 있어 매체별로 큰 편차를 나타내고 있다.

방송광고시장 규모는 2008년 말 현재 3조 2,115억 원으로 전년대비 4.6% 감소한 것으

로 나타났으며 이는 세계경기 침체에 의해 영향을 가장 많이 받은 지상파방송의 감소 때

문인 것으로 나타났다. 지상파방송의 광고비의 경우 2조 1,998억 원으로 전년대비 8.1%

감소하였는데 이로 인해 전체 광고시장에서 차지하는 점유율도 68.5%로 2003년 이후 가

장 낮은 비중을 보이고 있다.

제2장 방송콘텐츠산업규모 및 종사자현황 19

지상파방송의 광고비 점유율은 지난 2003년 이후 매년 감소하는 것으로 나타났다. 반

면 종합유선방송은 1,175억 원으로 전년(983억원) 대비 19.5% 증가하였으며 방송채널사

용사업은 8,763억 원으로 전년(8,578억원)에 비해 2.1% 증가한 것으로 나타났다.

연도 지상파방송지상파

DMB종합유선 일반위성 위성DMB 방송채널 합계

2005 24,021 - 942 72 2 5,710 30,747

2006 24,676 11 866 120 5 7,181 32,859

2007 23,925 31 983 118 21 8,578 33,657

2008 21,998 41 1,175 97 41 8,763 32,115

방송광고매출 추이

(단위 : 억원)

출처：방송통신위원회(2009), 22쪽.

2) 유료방송가입자 현황

케이블방송이 1995년 도입된 이후 채널티어링제 도입과 수평적 결합 허용, 중계유선방

송의 SO 전환 등의 성장정책을 추진하였고, 그 결과 시장구조에 큰 변화를 가져왔다. 저

가 티어상품의 도입으로 가입자 수는 폭발적으로 증가하였고 2002년 위성방송의 도입으

로 유료방송시장은 더욱 성장하여 전체가구의 90% 가까이 유료방송에 가입하는 결과를

낳았다. 유료방송 가입자 수는 매년 증가하여 2008년 말 현재 1천7백오십만 가입자에 달

하며 이 중 종합유선가입자가 1천5백만으로 다수를 차지하고 있다. 2000년 말 7백만에 육

박했던 중계유선 가입자 수는 종합유선으로의 전환과 인수, 합병에 따라 현재는 20만에

불과하다. 2002년 도입된 위성방송은 빠른 기간 내에 급속히 성장하여 2백3십만에 달하

고 있다. 케이블 가입자의 경우 전형적인 S자 커브를 나타내는 성장곡선모형을 따르고 있

으며 위성방송 가입자의 증가세도 둔화되어 현재 유료방송시장은 포화에 가까운 상황을

맞이