SNS를 활용한 시청자 참여 프로그램과 방송사 온라인서비스 이용의 상관관계 분석

초록

The advancement of mobile media service has rapidly changed how people use the contents provided through TV. Especially as the markets for on-line media, such as the SNS, live streaming, VOD, etc., are experiencing a skyrocketing growth, the broadcasting stations are making various attempts to develop a format which adopts the on-line services. This study aims at identifying how the TV programs which uses the SNS to encourage the viewers to participate therein impact the use of broadcasting station’s on-line services, and studied the case of ‘After School Club’ aired on Arirang TV. This study was able to identify that the greater the number of viewers who wished to participate in ‘After School Club’ through Hangout, the SNS offered by Google, the greater the traffic became in the real-time, on-line broadcasting services of Arirang TV, such as the webcasting on the station’s website, the external platforms (Youtube, Ustream, etc.) and the mobile applications on mobile OS (Android and iOS). Also, regarding the use of VOD and bulletin board offered by Arirang TV’s website, the degree of viewer participation related to ‘After School Club’ was higher than those of other programs which did not invite the viewers for participation. In conclusion, it seemed that the TV programs that invite their viewers to participate through SNS can significantly contribute to vitalize the use of their broadcasting station’s on-line services. The result of this study shows that the broadcasting stations must engage SNS more actively in their TV programs in the future. The smaller stations especially need to grow out of the existing broadcasting market and make bold challenges with regard to the on-line media. When they do so, they will be able to anticipate greater results if they plan and produce their programs together with the on-line platforms.

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