From the perspectives of regulation and convergence, several debates on the industrial definition of smart TV service in Korean broadcasting and communications market have been in progress. The most heated controversy mainly depends on whether smart TV is controlled under the broadcasting regulations or under the communications regulations. This Korean specific problem is summarized in regulation fairness or asymmetric regulation between smart TV and IPTV operators. Although both operators utilize very similar technology and offer same business model, smart TV operators are only unfettered without any legal restriction. This would be an intrinsic cause prohibiting fair competition in the new converging market. Currently we confront the matter of asymmetric regulation between smart TV and others including IPTV or ISP. The purpose of this study is to provide the strategic, regulatory guidance and theoretical definitions on smart TV service, as one of converging services, based on a qualitative approach through the Q methodology. This Q study identified three issues including ‘Net neutrality’, ‘Regulation fairness’, and ‘New media and new market,’ and proposed desirable promotion plans regarding those issues. Consequently, the study draws lessons learned through a Korean smart TV case and provides directions to strategic-policy studies for future emergent converging services.