Study on the types of portfolio of MPP(multiple program provider) -Focused on the affiliates of free TV-

지상파 계열 MPP의 브랜드 포트폴리오 유형에 대한 연구

  • Lee, Moon-Haeng (Department of Journalism & Communications, University of Suwon)
  • 이문행 (수원대학교 언론정보학과)
  • Published : 2008.05.14

Abstract

With the rapid change of broadcasting industry, the dominant market power of Korean free TV is going down. The purpose of this study is to estimate what is their strategy to recover the actual difficulties as for advertising media and production company. We will focus on mainly their horizontal diversification, MPP(multiple program provider). They will be classified and analysed by 5 portfolio types of Aaker: Cashcow Brand, flanker Brand, Strategic Brand, Silver Bullet Brands and Branded Energizer. For this, we will study the data from Korean Broadcasting Committee, home page of each channels, etc. At result, since MPP(multiple program provider), affiliates of Korean free TV have the stable advertising revenues compared with other cable channels, there are many cases of Cashcow brands which need few supplementary investment from the parental company and influence positively for the other channel brands.