ABSTRACT
Korea’s webcasting industry was able to develop steadily because of its fast growing media markets and its advanced Information Technology infrastructure. The media market is one of the most dynamic markets in the world. New media are being introduced aggressively by both market forces and governmental policies. The total advertising volume across all media in 2004 was approximately 5.8 billion dollars, a decrease of 1.5%. Despite the fact that the ad market did not perform very well in 2004, internet advertising revenues nevertheless increased by 45.4% from the previous year. The telecommunications market has also been well received in Korea. In 2004, 36.6 million people had a mobile phone, making that market larger than the one for landlines. The internet has also had a rapid diffusion rate. Due to the quality and popularity of the content they provide, the major broadcasters have the greatest stake in the webcasting industry.
