10조
김재철
박민규
서종현
유진희
장지원
한승훈
CONTENTS
1.
About JTBC
•
•
•
2.
Profile
History
Media Holdings
Market Analysis
• IO View
3.
Strategic Analysis
• Porter’s Generic Strategies
• RBV
• SWOT
4.
Conclusion
• Future Competitiveness
• Suggestion
1
About JTBC
JTBC Profile
Name
Establishment
President
CEO
JTBC (Joongang Tongyang BroadCasting)
2011
Kim Su-Gil
Hong Jeong-Do
Brand Vision
To create a new world through a differentiated
media experience.
JTBC History
• 1980.11.30 – TBC merged into KBS TV (Special law of Chun Doo Hwan)
• 1987.10.22 – Joongang Ilbo established JTBC corporation
• 2010.11.30 – Commencement of General Cable Television Channel Registrations.
• 2010.12.31 – JTBC Selected
• 2011.03.21 – JTBC Established
• 2011.12.01 – JTBC starts broadcasting.
• 2013.05
- Former MBC news anchor Sohn Suk-hee is scouted.
Media Holdings
2
Market Analysis
Industrial Organization (IO) View
1.
Policy Factors
Media-related laws & regulations
• 22/07/2009; law passed in National Assembly
• Shares : Publishing co., conglomerate companies
Up to 30% of 종합편성채널
Up to 49% of IPTV
• 24 Hour broadcasting
• Covers all genres
Mid-program advertising permitted
Industrial Organization (IO) View
2.
Economy/Industry Factors
• Approx. 200 channels
• JTBC belongs to the biggest competition.
• Every channel is working to attract audiences by different
images and strategies.
Industrial Organization (IO) View
3.
Consumer Factors
• TV Viewers are unspecified and vast in range, in general.
• JTBC Viewers
Men < Women
Relatively low age group
High in income
Industrial Organization (IO) View
4.
Technology Factors
• JTBC is a paid channel – IPTV, Cable TV
• IPTV – rapid growth of replay service.
• A unique strategy is needed.
3
Strategic Analysis
Porter’s Generic Strategies
1. Segmentation
• Former conservative & unpopular image.
• ‘2049 generation’
‘Non Summit’ : Koreans’ 6th most favorite TV program
• Men: 19 – 29yrs. 2nd preference
• Women: 19 – 29yrs. 3rd preference
Most reliable TV channel (2014.09.29)
•
25.5% males 27.1% females voted Number 1
Porter’s Generic Strategies
2. Differentiation
‘News Room’
• 100 minutes
• All possible news formats
• More in-depth compared to
other news stations
• Interviews professionals or
people closely related to the
current affair.
Porter’s Generic Strategies
2. Differentiation
• Reliability  after the Sewol Tragedy.
- Main anchor Sohn Sok-Hee’s “on the scene” reporting.
Resource-Based View (RBV)
1.
Property-based network resources
A. Station Ownership
Resource-Based View (RBV)
1.
Property-based network resources
B. Affiliate Contracts
Domestic
International
Joongang Daily
Daegu Daily
Jeju Daily
CNN
FOX
HBO
BBC
TV Asahi
K-Channel
Al Masry
Al Youm
Standard Group
Resource-Based View (RBV)
1.
Property-based network resources
C.
Top Content Property
Resource-Based View (RBV)
2.
Knowledge-based network resources
A. Management Expertise
Kim Su-Gil
2003 Joongang Daily : Editor in Chief
2010 Joongang Daily : Broadcasting
Dev. Team Executive Director
2011 JTBC : Production Executive
Director
2011 Joongang Daily : Managing
Editor
2013.01 JTBC : CEO (Vice-President)
2014.01 JTBC : CEO (President)
Hong Jeong-Do
2006.06 Joongang Daily : Deputy Head of
Strategy Dept.
2008.08 Joongang Daily : Head of Strategy
Dept.
2009.01 Joongang Daily : Director of Strategy
Planning Dept.
2011.04 Joongang Daily : General Executive
Director
2012.01 JTBC : Executive Director
2013.01 JTBC : Vice-President
2014.01 JTBC : CEO (Vice-President)
Resource-Based View (RBV)
2.
Knowledge-based network resources
B. New Technology Expertise
1 Air Socket Solution
2 JTBC Brand Identity Design
• Combine different networks
(Wifi, 3G, LTE48 etc) to
provide a seamless
connection.
•
•
•
•
Unique design
2013 Red Dot Design Award
‘Coloring your world’
Used in various ways
Resource-Based View (RBV)
JTBC Brand Identity Design
-Used in various ways
Resource-Based View (RBV)
2.
Knowledge-based network resources
C.
Media Employee Pools
2011
2012
2013
2014
Kang Ji-Young, Song Min-Kyo, Jang Sung-Kyu
Park Sung-Jun, Hwang Nam-Hee
Son Seok-Hee
Ahn Na-Kyung
Former Reporters
2011
Lim Hyun-Ju, Cha Ye-Rin, Park Sang-Wook
SWOT Analysis
4
Conclusion
Future Competitiveness
1.
About 광고총량제
Self-Regulated
Gov.-Regulated
Type of advertisement
Length of time
Number of repeatedness
Method of advertisement
Total number of
advertisements
Future Competitiveness
2.
Competitive Advantage in Advertising Sales
80
70
69.9
66.3
60
51.2
50
40
30
20
10
4.5
0
JTBC
MBN
Ch. A
Ad Sales (millions)
TV Chosun
Future Competitiveness
3.
JTBC Ratings
JTBC is striving to acquire future competitiveness through increased ratings.
Future Competitiveness
4.
Future Goal of JTBC
Suggestion
Already acquiring competitiveness through
entertainment programs and Newsroom.
Place well-made dramas before and after
the news for a synergy effect like
terrestrial broadcasts.
Thank you!