지상파 방송의 디지털 전환과 방송통신 융합으로 미디어 시장 구조가 변화하면서 케이블 방송의 디지털 전환이 추진되고 있다. 2012년 지상파 아날로그 방송 종료를 목표로 디지털 전환을 추진하고 있으나, 우리나라 가구의 75.6%가 케이블TV를 시청하고 있어, 케이블 방송의 디지털화가 병행되어 추진될 때, 시청자들은 디지털 방송의 혜택을 온전히 누릴 수 있을 것이다. 디지털 케이블TV 표준인 OpenCable과 OCAP의 도입으로 케이블카드 분리 정책이 추진되고 있으나, 추진 가능성에 대해서는 논란이 많다. 본 고에서는 OpenCable 표준을 가장 먼저 도입한 미국의 방송 시장 환경을 살펴보고 케이블카드 분리형 단말기에 대한 국내 소비자들의 수용도를 조사 분석하여 케이블카드 분리 정책이 국내 시장에서 얼마나 가능성이 있는지에 대하여 기술하고자 한다.
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