Recently, IPTV population is growing by leaps and bounds. and We performed FGI(Focus Group Interview) with various experts related to agriculture field to establish Agriculture and Fisheries special channel. this growth has social background that is change of paradigm caused by the convergence of broadcasting, demand for Agriculture and Fisheries special channel using new media thanks to interests in Wellbeing, Green food. so we think that we need to consider the way to establish Agriculture and Fisheries special channel and its validity from all angles. that is why we are having a heated discussion with Agriculture and Fisheries marketing experts, farmer, fisher(Korean Cyber Farmer Association), broadcasting experts. Concretely, government budget is needed to establish Agriculture and Fisheries special channel, so we are just about to examine its validity and find business model. to make this discussion detailed, we made 4 subjects. First, Do we need agro-fishery products distribution channel using media? Second, After establishing of Agriculture and Fisheries special channel, how many demands will occur? Third, Should we make Agriculture and Fisheries special channel public channel? Fourth, What would be profit model of Agriculture and Fisheries special channel?

As technology develops, more advanced technologies involving GPS, GIS, RFID and sensor networks have been adopted in agriculture sector for u-Farm. However, technology adoptions have been evaluated as ineffective. Farmers and agri-business have low level of understanding on technology so it is not efficiently utilized. This study introduces a case of RFID/sensor networks of mushroom farm as a u-Farm case study, focusing on developing a framework for analysis of u-Farm investment returns. RFID and sensor networks improve real-time production control, processing management, and traceability. Integration of RFID and sensor networks leads to innovation into the mushroom farm, reducing labor cost, increasing productivity, and improving quality of the mushroom. The ROI which is used as an indicator of performance indicator is 413%.