Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/302535 
Year of Publication: 
2024
Series/Report no.: 
24th Biennial Conference of the International Telecommunications Society (ITS): "New bottles for new wine: digital transformation demands new policies and strategies", Seoul, Korea, 23-26 June, 2024
Publisher: 
International Telecommunications Society (ITS), Calgary
Abstract: 
This study aims to investigate the feasibility of sustaining local terrestrial broadcasting in rural Japan through citizen engagement. Commercial broadcasters in Japan have been sustained by advertising revenue. However, due to the proliferation of rich Internet content, much of the advertising expenditure of sponsor companies has shifted to the Internet. Thus, many local broadcasters in Japan have faced financial difficulties due to decreased commercial revenue. To maintain broadcasting, diverse sources of revenue must be secured, and one way to achieve this is to support local broadcasting that is closely connected to their communities through local residents' engagement. This paper examines the possibility of citizen engagement. It quantitatively analyzes whether they are willing to provide financial support as an engagement and how much they are willing to pay based on a hypothetical scenario. A contingent valuation method (CVM) is applied to estimate the willingness-to-pay (WTP) for local television (TV) programs and broadcasters.
Document Type: 
Conference Paper

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.