- Volume 42
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.