1. 10 조 김재철 박민규 서종현 유진희 장지원 한승훈

2. 1. About JTBC Profile History Media Holdings 2. Market Analysis IO View 3. Strategic Analysis Porter’s Generic Strategies RBV SWOT 4. Conclusion Future Competitiveness Suggestion CONTENTS

3. 1About JTBC

4. JTBC Profile NameJTBC (Joongang Tongyang BroadCasting) Establishment2011 PresidentKim Su-Gil CEOHong Jeong-Do Brand VisionTo create a new world through a differentiated media experience.

5. 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.

6. Media Holdings

7. 2Market Analysis

8. 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

9. 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.

10. 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

11. 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.

12. 3Strategic Analysis

13. Porter’s Generic Strategies 1.Segmentation Former conservative & unpopular image. ‘2049 generation’

14. ‘Non Summit’ : Koreans’ 6 th most favorite TV program Men: 19 – 29yrs.2 nd preference Women: 19 – 29yrs.3 rd preference

15. Most reliable TV channel (2014.09.29) 25.5% males27.1% females voted Number 1

16. 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.

17. Porter’s Generic Strategies 2. Differentiation Reliability  after the Sewol Tragedy. - Main anchor Sohn Sok-Hee’s “on the scene” reporting.

18. Resource-Based View (RBV) 1.Property-based network resources A.Station Ownership

19. Resource-Based View (RBV) 1.Property-based network resources B.Affiliate Contracts Domestic Joongang Daily Daegu Daily Jeju Daily International CNN FOX HBO BBC TV Asahi K-Channel Al Masry Al Youm Standard Group

20. Resource-Based View (RBV) 1.Property-based network resources C.Top Content Property

21. 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)

22. Resource-Based View (RBV) 2.Knowledge-based network resources B.New Technology Expertise 1 Air Socket Solution Combine different networks (Wifi, 3G, LTE48 etc) to provide a seamless connection. 2 JTBC Brand Identity Design Unique design 2013 Red Dot Design Award ‘Coloring your world’ Used in various ways

23. JTBC Brand Identity Design -Used in various ways Resource-Based View (RBV)

24. 2.Knowledge-based network resources C.Media Employee Pools 2011Kang Ji-Young, Song Min-Kyo, Jang Sung-Kyu 2012Park Sung-Jun, Hwang Nam-Hee 2013Son Seok-Hee 2014Ahn Na-Kyung Former Reporters 2011Lim Hyun-Ju, Cha Ye-Rin, Park Sang-Wook

25. SWOT Analysis

26. 4Conclusion

27. Future Competitiveness 1. About 광고총량제 Self-Regulated Type of advertisement Length of time Number of repeatedness Method of advertisement Gov.-Regulated Total number of advertisements

28. Future Competitiveness 2.Competitive Advantage in Advertising Sales

29. Future Competitiveness 3.JTBC Ratings JTBC is striving to acquire future competitiveness through increased ratings.

30. Future Competitiveness 4.Future Goal of JTBC

31. 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.

32. Thank you!