Establishment on Guidelines for Prohibiting TV Home Shopping


  • Gwang Jae-Kim
  • Ok Ki-Lee


Background/Objectives:Manufacturers wanting to sell via TV home shopping providersface competition, but such providers are monopolistic with fewchannels and broadcasting hours. This article proposescountermeasures to prevent unfair trade.

Methods/Statistical analysis: studyhas determined that TV home shopping is prohibited under the Broadcasting Act and to propose guidelines to apply to the policy.We assessed the perceptions of providers and vendors throughfocus group interviews and conducted a Delphi survey TV home shopping professionals and lawyers to identify legal prohibitions.The survey was conducted on 18 people including TV home shopping operators and TV home shopping suppliers (suppliers, vendors, manufacturers). Prohibition of broadcasting production costs, pre-production video, sales commission, transaction method, and profit sharing.Based on the results, we propose guidelines for the prohibition of TV home shopping.

Findings: The proposed guidelines are reviewed focusing on the constitutional requirements to be establishedsuch as thosefor broadcasting and broadcasting, and thosefor the establishment of unfair trade practices. The proposed guideline consists of detailed items for fair trade activities in Article 12, including Chapter 1 General Rules and Chapter 2 Prohibited Behavior Details.

Improvements/Applications: In the future, based on the results of the analysis, this study will be a good basis for an improvement plan for creating a fair competitive environment in the TV home shopping market in Korea. In addition, I hope that the guidelines will be used as a basis for creating new value through cooperation between home shopping companies and suppliers.

Keywords: TV home shopping, Unfair Trade Prohibited act, Guidelines, FGI, Delphi.