매체 환경 변화에 따른 지상파 TV 콘텐츠 이용 행태 변화에 관한 연구 두 시점 간 비교 분석

초록

Today, as media environment changed, TV contents are available through the various channels and outlets by the advent Internet and CATV, and mobile phones. This study focuses on TV contents itself as it is available through multiple outlet channels and has become important rather than media channels. The object of this study is to examine how much TV contents are exposed instead of focusing on specific media channels. To examine this, this study utilized the tracking of the actual data as audience ratings of the TV medium, how the use of the terrestrial TV content or has changed, substantial was calculated using the Rating values. We compared the use of terrestrial TV content of 2013 and 2004, where there are difference in the media, technology, and users. Average rating and share of terrestrial channel of 2013 decreased compared to 2004, but the average rating and share in the channel of the CATV increased. This shows users desired contents through the CATV channels due to less time constraints. Differences showed in genders, ages and genres of programs. Channel environment and media of 2013 is more complex than in 2004, which allows users to take advantage of terrestrial TV according to the needs and circumstances. Then, we tracked up to 6 months after the broadcast by audience rating of a particular program, which was broadcasted in May Month 2013. Result of examination of the audience rating was analyzed in time series method: the time of aired broadcast, up to one month after aired, up to 6 months after aired. Results of examination of the view depend on genre of programs, which shows the preference of viewers. The result suggests that developing loyalty is an important factor to take advantage of terrestrial programs. This study focused in each program to examine viewing rate movements. This study differentiates from most of the previous studies, as previous studies were made through surveys, and depended on the memory of users. Furthermore, by examining the TV receiver, how the use of re-broadcasting the program in accordance with the passage of time, it has provided an opportunity to be able to perform relighting influence itself content terrestrial TV. This may suggest that studying the context should occur during media planning. Also it may be the foundation on the research on usage of the various contents.

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