'Citizen Stockholder Broadcast' Foundation Movement
Choi young mook
(Korea Broadcasting Institute)
1. The progress of 'Citizen Stockholder Broadcast' Foundation Movement
1) The Foundation of committee for preparing a meeting of promoters
2) The vanishing of a meeting of promoters and the changing initiatives of foundtion
2. The point of 'citizen stockholder broadcast' foundation movement
1) Initiatives to carry out projects
2) The reality of insure financial resources
(1) The size and guarantee of the early financial resources
(2) The guarantee of continuous financial aids
(3) The organization of stockholders and the raising procedure
3) Several points in carrying out projects
(1) The notion of 'citizen stockholder'
(2) The relationship with the public broadcast
(3) Selecting a proper media
(4) The frequency of household expenditures
(5) The permission of broadcasting company
(6) Selecting a proper model
(7) Strategies to carry out projects
4) The foundtion and management of the company, structure of foundation
(1) Stockholder of foundation
(2) Management Structure
(3) Domain of production
5) Countermeasures toward technical developments
3. The valuation and Outlook of 'citizen stockholder broadcast' foundation movement
It is not generally easy for the newly formed citizen stockholder to be successful in the market place that is made up of only exsting large scaled broadcasts. Most of the TV viewers are accustomed to watching especially trifling and low qualified commercial broadcast, so it is very understandable that some people worry that who will watch the citizen stockholder broadcast programs which might be definitely educated or stiff. However, this kind of idea derived from the consideration about popularity rating which makes the whole broadcast like a 'dark battlefield'. Let's take the newspaper as an example. From the popularity rating, <Newspaper Hankyore> takes a low portion of the whole newspaper market ; however, it cannot be said that <Newspaper Hankyore> is meaningless or non-competitive.
Citizen stockholder broadcast is not fundamentally for raising huge audience rate as existing public broadcast or low qualified commercial broadcast has been so.
People can take part in the program, the rights to know come true, it will also help the society democratic. Moreover, if it is built and keep going participation-oriented broadcast, some competitions with low qualified programs or reckless imports from foreign countries will decrease.
The financial resources are also very important. However great ideology it is, we cannot keep up the work and the doctrine would easily fade away. Therefore, we have to study thorough marketing strategies in managing with a long term prospect.
A lot of problems should be solve before it is built. Those facing problems are leading group, plan to get financial support, common bonds with citizens' group, decide the media and direction of the projects, developing strategies to acquire permission for broadcast, policy support and legalization, structure of management, and the formation of the programs.
Even if these problems are all solved and all the permissions needed have gathered, there are still delicate matters to consider such as the realization of ideology, the independence that the ownership is separated from the management.
First of all, we have to embody a group of 5-7 people who are interested in the democracy of broadcasting, who can devote in carrying out works hereafter. The group has to be made up of experts ; policy team, PR team, finance team, law team, and support team, they have to be organically related.
Especially, policy team will be mainly composed of people in the press, law team of lawers or law-majored people. Relatively in PR team, finance team and support team, it is possible to make up of non-experts group. Also, there need some support to carry out their own works smoothly by insuring early financial resources.
The secondly essential work is the composition of experts who can insure financial resources and get permissions for broadcasting. This group is supposed to be made up of people who can inform decided plans externally and make contacts with citizen group or influential leading people and make the policy come true. In this state, we have to organize and strengthen by combining those various kinds of groups in the press. Especially, we have to gather and embody viewers who will take the leading role of citizen stockholder broadcasting.
Long term work which is need is to gather experts and non-experts tpo make organize groups who will practice, exercise, educate for broadcasting. The main job is to insure channels legalization, embodiment for citizen stockholder broadcast installation.
We can also consider political contacts to assure channels and to get special law to support for broadcast. Moreover, more specific and realistic ways to establish and manage the company.
¡â Independence which is free from capital or power
¡â Viewer-oriented, public broadcast
¡â Fairness that gives the whole citizen's benefit
¡â Variety that guarantees freedom of ideology and opinion
¡â It should be done which doesn't go off the line of foreseeing about the future in spite of creative plan
¡â In addition, for the goal and duty of the citizen stockholder broadcast
¡â Reflecting audience sovereignity upon public base
¡â Public Management Embodiment of Public management to escape from the outside force of political power and capital
¡â Liberal opinion formation and Society security is to be fair in act
Operating method should keep the citizen stockholder broadcast which is supported by France a model
¡â Avoid the attention to limited personal possession stock
¡â Guarantee the organization which can maintain the ideology and controlling method
¡â The division should contain characteristic that our program had talked about since now which is opinion, media and information pass
¡â In addition, make every effort to make the capital of citizen stockholder and public advertise to be in process.