유료방송사업자의 홈쇼핑채널 송출수수료 결정요인 연구

The sharp increase in transmission fees paid by home shopping operators to pay TV operators is undermining the competitiveness of the home shopping business. However, pay TV operators, as channel providers, are also facing financial difficulties due to low ARPU, market saturation, and rising contents costs, leading to a heightened dependence on transmission fees. This has intensified conflicts between operators, even resulting in blackout declarations, while government mediation has not been deemed successful. Therefore, it is necessary to establish a fair and reasonable transmission fee calculation system. This study aims to contribute by empirically identifying the determinants of home shopping transmission fees. A regression model for transmission fee was created, and panel analysis was performed using data from 2018 to 2022. Factors causing an increase in transmission fees include GDP growth, horizontal integration among pay TV operators, deterioration in operating profit, increased concentration of pay TV market, intensified competition in home shopping market, and an increase in the proportion of sales of other business. The only factor causing a decrease is the decline in pay TV subscribers. Thus, conflicts over transmission fees are likely to continue in the long term. The analysis indicates that transmission fees are determined independently of the performance of home shopping operators and are influenced by market dominance and monopoly power, as well as intensified competition among home shopping operators. The government should encourage the inclusion of home shopping operators' performance in transmission fee negotiations, monitor the bargaining power of horizontally integrated pay TV operators, and delay policies that could trigger competition among channels until after the establishment of a transmission fee calculation system.