Exclusive Interview: KBS’s Kim In-Kyu

PREMIUM: Kim In-Kyu, the president and CEO of KBS who will receive the International Emmy Directorate Award this year, shares with TV Asia Pacific his strategies for navigating Korea’s complex terrain.

TV ASIA PACIFIC: What is the role of KBS as a public-service broadcaster in the fragmented Korean market today?
KIM: In a multimedia, multichannel era, where the launch of the general-entertainment cable channels last year exacerbated the competition, it is our duty to contribute to the maintenance of public value and perform a central role in the globalization of Korean [content]. In addition, we will continue to provide programs for families that reflect diverse and sometimes conflicting views in our society. [We want to] fight against the commercialization and sensationalism in media brought up by the intensified competition in the market.

TV ASIA PACIFIC: What challenges do you face in financing the organization through the license fee?
KIM: The Korea Broadcasting Act states that the license fee is the main financial source of KBS. However, the license fee currently makes up only about 40 percent of [our] whole financial income, and the ancillary income such as advertising revenue and profits from content sales account for 60 percent. To remedy this defective structure, KBS proposed a bill to raise the license fee (from the current KRW2,500 ($2.20) per month) to the House of Parliament twice, but amid political disputes the committee could not reach an agreement. In the era of digital multimedia and commercial competition from pay TV, KBS needs the public-funding system in order to fulfill responsibilities to the audience.

TV ASIA PACIFIC: For public broadcasters, viewer trust is essential. How have you been able retain audiences’ faith in KBS?
KIM: Through consistently producing excellent content. In addition, KBS runs various systems to reflect the diverse voices of viewers. Firstly, there is the Audience Council. The members, who represent all walks of life, suggest their views on scheduling and programs through regular meetings. We listen to ordinary viewers’ opinions on programs, and put them up on the intra bulletin board for employees. Furthermore, through programs such as TV Critique: Audience Advisory Desk and KBS News Ombudsman, we broadcast audiences’ critiques on news programs. The audience-participation program Open Channel guarantees public access [to KBS].

TV ASIA PACIFIC: How are you positioning KBS’s international-distribution business? Do you see Korean content becoming more popular on the global stage?
KIM: In the Asian markets, Korean content is one of the most popular [genres]. The 2011 revenue [from distributing KBS content was] approximately $80 million. And it is expected to grow to $85 million in 2012. Overseas sales are occurring mostly in Asia. However, we are trying to expand our markets in the Arab region, Eastern Europe, Russia/CIS and Latin America. Although VOD is the preferred form of [Korean] content consumption in Western Europe and North America, we recently sealed a deal with a French company for the broadcast rights to Boys Over Flowers and Iris. What is [driving] the popularity of Korean content is K-Pop and Korean pop-music stars, such as Girls’ Generation, TVXQ, Big Bang, and other artists [who] are popular across Asia as well as in Europe and America. Dramas that feature them also enjoy enormous popularity.

TV ASIA PACIFIC: What are your main priorities for the company in 2013?
KIM: The goal is to maintain audience trust and love through excellent content. In various polls, KBS has been named number one in reliability and influence among domestic media organizations. This is because KBS has been striving to value the public nature of our organization and the quality of program-making. We plan to expand digital services for the audience to be able to enjoy KBS anytime, anywhere. We are preparing various services in response to the spread of smartphones, tablets and VOD [and the rise of Internet downloads].