Willingness to Pay for the Subscription Fee of Public Broadcasting System

Abstract

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. When respondents feel a loss when they pay the subscription fee, the willingness to pay the fee goes down.