Introduction

Policy analysis related to media and communication in Korea over the past decades has covered areas including fair competition between media outlets, cross-ownership between newspapers and broadcasting networks, localism and diversity of media content. Due to the unique characteristics of media – for instance, the scarcity of public airwaves in broadcasting, the distribution of media content and its contribution to the building of democracy – furthering the public interest has always been at the heart of policy analysis on media and communication. This chapter investigates several important topics in policy analysis on media: first, how media policies have attempted to strike a balance between market competition and the public interest. Second, how regulation and deregulation of cross-ownership between newspapers and broadcasting networks have changed the market structure of the media industry. Third, how media policies and regulations have confronted and handled the convergence between media, telecommunications and information technology (IT). Finally how media policies have supported the declining newspaper and TV broadcasting industries, while simultaneously encouraging the Internet, telecommunications and IT industries. This analysis will highlight key issues in media and communication policy in Korea and offer general policy guidelines for promoting healthy media industries, enhancing the public interest and achieving audience welfare in the face of the ever-changing media landscape.

Deregulation and media policies in Korea

Similar to other policy areas, drastic changes in media policy in Korea have seen a trend of deregulation since the early 1980s. In parallel with Korea's political democratisation in 1987, one of the most prominent changes in media policy was the founding of Seoul Broadcasting System (SBS), a private broadcasting company, in 1990 after the long-time government-administered public broadcasting system under the military regime. The establishment of SBS was not only the beginning of the public– private broadcasting system but also the beginning of a new media environment that included cable and satellite services. The cable industry was launched in 1995, while satellite services were introduced in 2002.

Despite the rapid development of media and communication technologies and the changing media landscape, government policies and regulations on media have not been able to keep up with these changes. This is largely due to Korea's policymaking and decision-making process. Media policymaking in Korea has several defining features (Jung, 2007).