Internet scholastic ability broadcasting
Gangnam District, Seoul, Republic of Korea

The Problem

What enables Korea to achieve the present economic level is strength of education. The brand of Korean society that can be felt by the slogan of "Dynamic Korea" stems from education.
However, one deplorable thing is that the inequality phenomenon for educational chance between brackets has been becoming more serious owing to social polarization, under which the rich get richer and the poor get poorer.
We've heard that U.S. President Bush employed NCLB(No child left behind) policy and succeeded in achieving tangible results by helping schools regain educational function and reducing gap of marks between races.
Education fever in Korea is enormous.
The private education market volume reaches 30 trillion won annually in Korea. The expenses for private education account for 2.9 percent of GDP in Korea, compared with the OECD member countries' average of 1.3 percent.
At the time when Gangnam-gu office opened the Internet scholastic ability broadcasting station, most students did not satisfy the nation's school education, namely public education.
To enter top universities, in particular, high school students used private educational institutions for entrance to university where excellent lecturers teach, placing heavier financial burden on their parents.
As a result, the portion of expenses for private education to total expenditures of households became greater, becoming a social problem and neglecting school education.
Meanwhile, Gangnam-gu, the most advanced provincial government in Korea, which possesses merits of New York, the center of financing, communication and culture in the U.S. and Boston, the center of education, judged that developing and sharing merits of its own city is favorable for city marketing.
Under the judgment, Gangnam-gu has been operating the Internet scholastic ability broadcasting where excellent lecturers teach all high school courses based on Internet as part of e-learning educational service that grafted IT technology on educational contents since June 2004.

Solution and Key Benefits

 What is the initiative about? (the solution)
The Internet scholastic ability broadcasting (http://edu.ingang.go.kr) of Gangnam-gu Office is an online education project to help high school students prepare for College Scholastic Ability Test, which is similar to SAT(Scholastic Aptitude Test) of the Untied States, and increase their scholastic ability.
There are two reasons that the Internet scholastic ability broadcasting of Gangnam-gu Office is gaining favorable responses.
Firstly, it is a public education service implemented by a public institution. Students can take lectures on all high school curriculums for one year after paying just $21 in annual fee.
Secondly, students can take high-quality lectures from the nation's top lecturers, enhancing efficiency.
Along with this, all teaching materials for lecture are manufactured in PDF file simultaneously and offered free of charge to help students escape from financial burden.
The online education of Gangnam-gu Office brings about the effects of reducing 570 billion won in expenses for private education considering that 150,000 out of the total of 570,000 registered members are students taking lectures on all subjects.
Also, Gangnam-gu Office concluded an ASP(Application Service Provider) technology contract with 95 basic local autonomous bodies as part of its sharing policy with provincial governments and provided them with the same Web site as the Internet scholastic ability broadcasting of Gangnam-gu Office free of charge. By doing so, it reduced about 400 billion won in budget, which is otherwise necessary for broadcasting facilities and employment of lecturers in case of manufacturing it by itself.
The Internet scholastic ability broadcasting of Gangnam-gu Office is the top public education Web site with 570,000 in the number of registered members. Considering that the number of high school students reaches 1.3 million in the nation, it means that one in two high school students are taking lectures from the Internet scholastic ability broadcasting of Gangnam-gu Office.
Like this, Gangnam-gu Office is making strenuous efforts to deliver sharing and hope of equal education to all students in the country.
As a result, it helped households reduce excessive private education fee and enhanced students' scholastic ability, greatly contributing to normalization of public education.

Actors and Stakeholders

 Who proposed the solution, who implemented it and who were the stakeholders?
The Internet scholastic ability broadcasting, which was started in 2004 by the then head of Gangnam-gu Office to reduce private education fee and offer equal education opportunity, was fully operated by budget of Gangnam-gu. Gangnam-gu Office is in charge of management and operation of the broadcasting and entrusted a professional businessman with the technological operation such as manufacture of lectures and Internet Web service.
A total of 86 top-class lecturers in the country expressed sympathy with the business purpose of Gangnam-gu and voluntarily participated in the gu's project to achieve real education.
Along with this, 15 consultants from the educational, broadcasting and academic circles have suggested mid- and long-term operation plans and effective service directions for the Internet scholastic ability broadcasting. They are offering professional knowledge and know-how necessary for developing the broadcasting into the top-class Internet education site.

(a) Strategies

 Describe how and when the initiative was implemented by answering these questions
 a.      What were the strategies used to implement the initiative? In no more than 500 words, provide a summary of the main objectives and strategies of the initiative, how they were established and by whom.
The first secret of the successful business project was that it was possible for the Gangnam-gu to establish partnership with the nation's top lecturers.
Gangnam-gu is the city of education where education fever of Korean students' parents is concentrated on. Top private institutes for entrance to university and Korea's top-class lecturers are thronging to the region.
Gangnam-gu has carried out online and offline surveys of high school students in the region and those taking the Internet scholastic ability broadcasting in the country on lecturers and scouted the nation's representative lecturers for the lecture.
Secondly, public institution is directly operating the program with responsibility.
Students can take lectures on all high school curriculums for one year after paying just $21 in annual fee.
Thirdly, it offers college entrance-related information frequently through entrance examination seminar as a means of expanding customers.
Not only for students residing in Gangnam-gu but also for students in provincial regions that are inferior to Seoul in terms of education environment and information on entrance examination, Gangnam-gu has held road seminars for entrance examination in provincial regions, offering learning strategy for entrance to university and guidelines on entrance examination by college.
Fourth, its operation is aiming at satisfying customers.
The demerit of the Internet lecture is that students should study alone so that their concentration power falls and they cannot ask a question about what they want to know during lecture.
To remove such weak point, it operates an exclusive consultation call center from 10:00 in the morning to 2:00 a.m. in the next day, offering not only consultation service on learning but also remote control service for PC problems facing customers. Lecturers directly offer real time Q&A service for 24 hours to help students gratify their curiosity.
Fifth, online Web site is offered free of charge through ASP(Application Service Provider) technology contract with provincial governments.
By grafting the Gangnam-gu's merits such as IT technology and education contents on the sites of 95 autonomous bodies among the nation's 230 provincial governments, it offers Web site and top-class video contents to the 95 bodies free of charge, enabling students in provincial regions to take the lectures easily through provincial government's homepage.

(b) Implementation

 b.      What were the key development and implementation steps and the chronology? No more than 500 words
The Internet scholastic ability broadcasting of Gangnam-gu Office, which started from June 1, 2004, has seen a rapid growth with the number of its members surpassing 100,000 in February 2005.
In March 2005, it began to supply Web site and contents to provincial governments in the country free of charge through the ASP(Application Service Provider) technology agreement, a kind of IT technology.
As of December 2007, 550,000 out of the nation's total high school students standing at 1.3 million registered with the Internet broadcasting, making it the top Internet education site.

※ ASP(Application Service Provider):
A network system in a form of rental use that does not build its own Web-based S/W.

(c) Overcoming Obstacles

 c.      What were the main obstacles encountered? How were they overcome? No more than 500 words
About 4 billion won in annual budget is needed to operate the Internet scholastic ability broadcasting.
However, Gangnam-gu fully operates it with its own budget and $21 in annual fee it receives from subscribers without any help from outside organizations so that it faces many difficulties.
Nevertheless, Gangnam-gu persistently persuaded members of the Gangnam-gu Assembly and secured necessary budgets and offered top-class lecturers and lecture contents under the mission that Internet education site should be implemented as an education project to supplement public education.
As a result, the number of registered members has increased at a rapid pace, helping Gangnam-gu improve its balance sheet for operation and tide over problems occurred in the initial stage.

(d) Use of Resources

 d.      What resources were used for the initiative and what were its key benefits? In no more than 500 words, specify what were the financial, technical and human resources’ costs associated with this initiative. Describe how resources were mobilized
As of December 2007, a total of 20 billion won was invested for operation of the Internet scholastic ability broadcasting. All of the investment amount came from tax payments from residents in Gangnam-gu.
The Internet scholastic ability broadcasting of Gangnam-gu Office can be cited as the meeting of advanced IT technology and education.
It is equipped with a server network system, which enables simultaneous Web site connections for 40,000 members and VOD connections for 8,000 members, and offers DVD-class high-definition lectures. Top-class experts specialized in programming and manufacture of HD-class high-definition video are participating in the project.
All people concerned in the Internet scholastic ability broadcasting are also exerting efforts to build a U-learning era, namely Ubiquitous education environment, where customers can take lecture at anytime and anyplace, tiding over the e-learning era. To do so, they plan to load multimedia lecture on PMP[Portable Multimedia Player] and portable mobile based on superspeed Internet using the next-generation technology WiBro.

Sustainability and Transferability

  Is the initiative sustainable and transferable?
The Internet scholastic ability broadcasting of Gangnam-gu Office, a policy of carrying out Noblesse Oblige and sharing, will be maintained and developed further in the future.
All provincial governments in the country highly appraise the successful operation of the Internet scholastic ability broadcasting of Gangnam-gu Office and they are trying to benchmark operational know-how and success factors.
Also, executives and officials from public institutions and private companies in foreign countries are visiting Gangnam-gu, paying compliments to Korea's advanced IT technology.
The Internet scholastic ability broadcasting of Gangnam-gu is the place for practice of public education that supplements learning area falling short in school education and an education service with enough potential power for sustainable development. Overseas customers also can download lecture materials through Internet connection free of charge and take video lectures.
Until the day when the gap between the haves and have-nots in education is removed and all students in the country can receive equal education benefits, the light of lecture rooms of the Internet scholastic ability broadcasting of Gangnam-gu Office will not be out.

Lessons Learned

 What are the impact of your initiative and the lessons learned?
When we heard from a parent of a student in provincial city, "As Gangnam-gu offers lectures to provincial-based students in economic difficulties, their academic performance improved significantly and achieved a dream of entering top university. Thank you very much," we felt pride and satisfied with fruitful result about the education service.
The Gangnam-gu's efforts to realize true education will never be stopped and should not be stopped.
The article 4 of Korea's Lifelong Education Law (ideal of lifelong education) stipulates, "All people are guaranteed to receive chance for lifelong education equally."
Gangnam-gu, which has recently emerged as the world's top e-government, will continue the Internet scholastic ability broadcasting service based on advanced IT technology and affluent education contents.
With such efforts of Gangnam-gu, we think, Korea will certainly achieve its great task of becoming an education superpower.

Contact Information

Institution Name:   Gangnam District, Seoul, Republic of Korea
Institution Type:   Government Department  
Contact Person:   Tae-ho Lee
Title:   Education support division  
Telephone/ Fax:   82-2-517-4835
Institution's / Project's Website:   82-2-517-4612
E-mail:   bear7125@hanmail.net  
Address:   #426, Hakdong-no, Gangnam-gu,Seoul,South Korea
Postal Code:   135-705
City:   Gangnam-gu, Seoul
State/Province:  
Country:  

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