홈쇼핑 방송채널 사용계약 가이드라인 실효성 제고를 위한 연구

This study aims to examine the structural conflicts surrounding carriage fee negotiations between pay-TV operators and home shopping broadcasters and to evaluate the effectiveness of the “Guidelines for Home Shopping Channel Usage Agreements.” As carriage fees constitute a core revenue source for pay-TV platforms and a central point of negotiation in the broadcasting market, disputes have intensified in the context of declining home shopping revenues and increased dependence on distribution platforms. The number of contractual conflicts between stakeholders has also been rising. Although the government has introduced the Guidelines and operates a Value Verification Committee to promote autonomous negotiation, several key concepts require clearer definitions and more detailed operationalization. In particular, this study analyzes how to enhance the clarity and specificity of critical factors used in fee assessment—namely, the number of subscribers and the total sales amount of broadcasted products. It also examines the limitations of the current reliance on business-to-business consensus in evaluating non-monetary factors and proposes ways to expand the Committee’s role as a mediator with practical authority. Based on these analyses, this study suggests policy improvements to increase the actual effectiveness of the Guidelines. Ultimately, the Guidelines should function as an institutional mechanism that restores fairness and trust in the broadcasting market. The establishment of a data-driven negotiation structure is identified as a crucial task for the future.