The recent development of high-end digital technology on the Broadcasting Industry has brought about cataclysmic changes in the Broadcasting Environment as well as other Industries of Internet and Mobile Convergence in general. These changes in various TV channels and multimedia are not making rapid progress toward Broadcasting but toward Narrowcasting that is selected by the specific receivers.
Not long ago, Cable TV system had launched, soon followed by Satellite Broadcasting and the Internet Broadcasting such as Hanaro TV and Mega TV, etc. After that, DMB(Digital Multimedia Broadcasting) has just started the generic services and other new media such as IPTV(Internet Protocol TV) and Data Broadcasting are being introduced widely in nation. Moreover, it is evident that Broadcasting Industries try to make their ways into Communication Enterprise structure and vice versa. All of these movements predict not just a change but a revolution in the circle. As new Broadcasting services appear and efficiency through the deregulation of media fields, Broadcasting Service Providers will have more opportunities while users enjoy various chances to choose services.
From the managerial point of view, it is changing from the mass production of small contents to the small production of many different kinds of contents. Not to speak of the exclusive media, the independent Broadcasting corporate, including the local commercial Broadcasting companies whose status has been one of exclusive privilege, are now facing a sharp competition on the internet or mobile telecommunication market.
The matters of the independent Broadcasting companies depending so heavily on the income from Advertisements has became so urgent that they are to create the sustainable earnings from sources other than Broadcasting Advertisements.
Thus, in the local Broadcasting market is shrinking in the whirl of new media, the case study of this thesis will be analysed to find a success story of business diversity strategy, and then identity of local Broadcasting will be tried to set up and also survival strategy for local Broadcasting will be considered.