The study aims at developing communication strategies for the public broadcasting system according
to WTP (Willingness to Pay) for the subscription fee and the audience’s perception of the
public broadcasting system as a public good. A quasi-experiment was conducted for audiences
who have previously watched public broadcasting channels. According to the results, those respondents
who think of public broadcasting as a public good and who think that public broadcasting
performs its public role well have high intention to pay the subscription fee. Respondents feel
at a loss when they pay the subscription fee, and the willingness to pay the fee goes down.
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