초록

AI-Helper

본 연구는 방송 협찬의 규범적 연구를 통해 현실적으로 위반행위가 많이 발생하는 방송 협찬 법규의 문제점을 찾아내어, 효율적이고 바람직한 법규정비 방향을 개괄적으로 제시하는 데 주요 목적이 있다. 잘 정비된 독일의 방송 스폰서링 법규와의 비교 검토를 통해 우리나라 법규의 문제점을 탐색하고, 검토를 거쳐 바람직한 개선방향을 모색하였다.

본 연구를 총괄하여 볼 때, 우리나라 방송 협찬에 대한 규제가 과도한 측면이 있으므로 방송현실을 충분히 고려하여, 규제는 완화하면서 위반행위에 대해서는 실효적인 제재가 이뤄질 수 있도록 법규를 정비해야 하는 과제를 안고 있다고 결론지을 수 있다. 방송 협찬은 간접광고로 이어지는 통로만 차단되면 방송의 공공성과 공익성을 해치지 않으면서도, 향후 제3의 방송재원 확충 수단으로 각광 받는 제도가 될 것이라고 본다.

Abstract ▼ AI-Helper

The purpose of this study, conducted through the normative research, is to identify a strategy to efficiently regulate the broadcast sponsoring which has frequently violated the broadcast sponsoring laws and regulations and to propose a desirable plan to improve those laws and regulations. Afterward...

The purpose of this study, conducted through the normative research, is to identify a strategy to efficiently regulate the broadcast sponsoring which has frequently violated the broadcast sponsoring laws and regulations and to propose a desirable plan to improve those laws and regulations. Afterwards by comparing the broadcast sponsoring laws and regulations of Korea with those of Germany which have been better reorganized, I determined the problems of the Korean laws and regulations and considered a desirable direction to amend them. In this process, I considered not only the contents of the broadcast laws and regulations but also discussed the broadcast sponsoring problems in Korea. This study will help both sponsoring businesses and sponsored broadcasting companies, to which the concept of broadcast sponsoring is confusing because it has not been established, change their recognition of the broadcast sponsoring. In addition, this study is significant in that it proposes a plan to improve the laws and regulations which can contribute to expanding the financial resources of the broadcasting companies without spoiling their public spirit and interest. In conclusion, the legal articles of Korea governing the broadcast sponsoring are excessively regulative, so the laws and regulations should be amended to moderate or remove unrealistic regulative articles reflecting no realities and to achieve expected effects to inflict adequate punishment on rule violations. It is concluded that, once the kind of broadcast sponsoring leading to the indirect advertisement is blocked, the broadcast sponsoring will realize the public spirit and interest of broadcasting and become the third possible means to expand the financial resources of broadcasting companies.

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