양면시장으로서의 방송시장 경쟁 분석

In this paper, we theoretically analyze the broadcasting (advertising) industry from the two-sided market’s point of view. Particularly, we focus on the market equilibrium in terms of platforms strategic variables such as program quality, price of advertising, and subscription fee, assuming that the advertising quantity (time) is regulated as in Korea. We show that the market equilibrium and its efficiency depends on platform types, degree of differentiation between the competing platforms, and the convexity of the cost for program quality.