台灣電視媒體大未來 Media on the Move
Role of Public Television
in the Age of Digital Multi-Channel TV: Munhwa
Broadcasting Corporation South Korea
Song Weon Geun
Along with the advancement of digital technology, one of the changes
facing public television is that the value of channels has diminished due
to their increase in number. As a result, public TV viewers’ rating has
been adversely affected.
Under such circumstances, the social demands on public television have
become more diverse.
Public television operations should be based on market principles. To be
sure, it is necessary to normalize viewer charges in face of low
viewership rating and to engage in efficient operations. These are issues
worth considering.
In face of progressively sensationalized multi-channel commercial
television stations, a public television should look to develop more
programs of public interest, so as to become a bridge for communication
with the public. Due to the popularity of the Internet-based personal
media, the current television industry needs to change. Public television
should work to integrate the viewing public from the different regions,
maintain the integrity of the TV station and the viewing public, and
ultimately forge a national spirit.
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台灣電視媒體大未來 Media on the Move
In addition, in an age when culture is key to national competitiveness, we
must facilitate national cultural exchanges through TV program
exchanges, sales, and competition. The increase in the number of
channels boosts sales and program exchanges between countries. As
mutual broadcasting between countries become more frequent, public
television should likewise shoulder the responsibility of promoting its
country of origin and improving its own image.
In relation to public interest programs and market principles focused on
viewership rating, I would like to briefly explain how Munhwa
Broadcasting Corporation (MBC) of Korea is able to use its unique
methods to adapt to the present environment.
MBC’s Unique Framework and Financial Operation
Please allow me to briefly explain the current situation and position of
MBC. At present, terrestrial TV stations in Korea consist of the state-run
KBS Channels 1 and 2, which rely mainly on viewing charges, and the
private-run SBS, which relies on revenue from advertisements. MBC is
unique because it is a semi-public-run operation and it relies on revenue
from advertisements.
MBC does not charge viewers’ fee or receive government subsidies; its
revenue is dependent on advertisements and other business activities.
MBC therefore has an operational framework similar to that of a
commercial TV station.
For this reason, MBC is sensitive to viewership rating and is forced to
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台灣電視媒體大未來 Media on the Move
continuously look for the focus of viewer interest.
The largest MBC shareholder is a non-profit group called Foundation for
Broadcast Culture, and hence MBC can be called a public-run TV station.
In legal terms and by policy, MBC’s self-regulation and autonomy are
carried out by the Foundation and the labor union.
The Foundation for Broadcast Culture, which was established by special
legislation, consists of media leaders at the different levels dedicated to
improvement and progress. The Foundation oversees MBC operations as
a major shareholder. Even the MBC president is selected from among the
Foundation members. In its annual evaluation of MBC, the standards
used by the Foundation include operational efficiency, revenues, and
public interest.
In addition, MBC internal operations is based on the labor union, which
forms a mechanism for review and monitoring to determine the fairness
of news reports, as well as to safeguard professionalism, self-regulation,
and creativity.
The persons-in-charge of the TV station invest heavily in manpower
development, focusing on self-regulation and experimentation to
stimulate the employees’ creativity. The station does not have any other
sources of financial support. All employees are able to adapt to
environmental changes with the mindset that they are in charge of the
station.
Moving Toward Popular Programs Focused on Public Interest
MBC spares no effort in developing popular programs focused on public
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台灣電視媒體大未來 Media on the Move
interest. In other words, its motto is to produce interesting and beneficial
programs.
Widely known as “Drama Land,” MBC produces drama series that
reflects Korean culture and emphasizes a healthy life perspective.
The popular “Dae Jang Gum” drama series is a typical example. The
series has more than 50 episodes and more than 50 percent viewership
rating, which is an incredible viewing record in this age of multi-channel
TV systems. The series is appealing because it incorporates parables in
entertainment. Traditional protagonists in Korean historical dramas,
especially political authorities, are played by males. “Dae Jang Gum,”
however, breaks away from tradition by depicting the virtues of
indomitable females who reflect the professionalism of today. The public
welcomes such drama style. If this series were produced as a mere love
story or centered on lessons on preparing dishes in the imperial court, it
would not have achieved the aforementioned success.
Another example is the variety show “Exclamation Mark!,” where
comedians simultaneously explore serious social issues while providing
entertainment. These include issues on youth education, human rights of
migrant workers, and environmental problems. The comedians lead the
audience to confront such issues in a lighthearted manner, feel the crux of
the problem, and seek solutions for incorporation into national policies.
There is also the program “Introducing Books,” which enlivens serious
topics to attract audiences to books and successfully establish “miracle
libraries” in villages.
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台灣電視媒體大未來 Media on the Move
Audience Hold MBC in High Regard
MBC leads the other terrestrial TV stations in Korea in viewership rating.
Apart from 1996, 1997, and 2002, MBC had maintained top viewership
rating among the four terrestrial TV channels in Korea over the last 11
years (from 1992 to 2003). MBC is likewise the most popular TV
channel. With its outstanding performance, MBC likewise has the best
brand image.
MBC does not sacrifice public interest for viewership rating. It has very
high credibility in TV news reporting. Recently, a survey carried out on
Internet users by a current events magazine showed that MBC news is
number one in credibility rating.
MBC Hopes to Enhance Korea’s National Image Through TV
Broadcasting Exchanges Among Countries
MBC’s market has recently expanded to cover other Asian regions.
Korean dramas, such as the MBC TV series What is Love?, are popular in
mainland China. Other series such as Star in My Heart and Hotelier are
also aired in Hong Kong, Taiwan, and Vietnam. Dae Jang Gum is
currently being aired in Taiwan and is quite popular. The series is
expected to air in Japan this October.
After MBC and Japan’s TBS co-produced the TV series Friends in 1999,
the two stations formed a strategic alliance with Fuji TV to jointly
produce a drama series and documentary film each year, and air them
simultaneously in Korea and Japan.
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台灣電視媒體大未來 Media on the Move
It is hoped that such exchanges of TV culture will foster goodwill
between the peoples of Japan and Korea who have been entangled in
historical disputes for a long time. The success of the 2002 World Cup
jointly hosted by Korea and Japan makes us proud.
Naturally, some question MBC’s unique position. MBC, for its part,
always replies by asking: Is MBC less interesting than the other
commercial TV stations? Is MBC less concerned with public interest than
the other public-run TV stations?
In short, as the number of TV channels progressively increases,
viewership per channel likewise decreases. I believe that instead of
producing TV programs that cater to a small viewership, public television
should focus on the masses to maximize the effects of broadcasting. For
this reason, instead of choosing between what is interesting and
beneficial or between market principles and being pubic-run, public
television should consider them complementary and objects for
integration. In this age of multi-channel TV systems and diminishing
audience, the audience’s preference and recognition should also be taken
into account to produce programs that are beneficial and consistent with
public interest.
(The content is subject to a bit of change)
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