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?