Internet Integration Strategies of Public Educational TV Stations

Abstract

This study examines how public educational TV (E-TV) stations in Korea, Japan, the UK and Canada have incorporated the Internet into broadcasting services as a result of their differing views of the Internet as a medium, applying documents analysis, website analysis, and in-depth interviews as main methods. Stations that perceive the Internet as a supplement to TV broadcasts have focused their online activities on providing already broadcast programs and advertising their own programs while stations that view the Internet as one of their key media have adopted a multi-platform approach, using the Internet to offer original content and activities, and creating new service opportunities. Compared with commercial broadcasters, E-TV broadcasters do not see great revenue-generating potential for their Internet operations. However, it is also noted that some e-business models that promote revenue-generating activities have begun to appear in the E-TV stations where public subsidies decrease. Future research areas are suggested as a result of the study.