Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on the Viewing Rate Trends of Digital Media Service Special Reference to Terrestrial Real Time Broadcasting of IPTV

IPTV 지상파 실시간방송 채널의 시청률 추세와 영향 요인에 관한 연구

  • 이상호 (경성대학교 디지털미디어학부)
  • Received : 2017.08.01
  • Accepted : 2017.09.20
  • Published : 2017.09.28
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Abstract

This paper deals with the viewing rate trends of digital media service special reference to terrestrial real time broadcasting of IPTV. In a few years, TV viewership of young people is decreasing, the audience viewing rate of the terrestrial broadcasting which is the representative of the media decreases, and the change of the broadcasting industry is progressing. Especially after the terrestrial broadcaster 's VOD holdback was extended, the viewer' s movement on the competitive channel & mobile media was rapidly progressing. Researcher assumed that the viewing rate of the terrestrial real-time broadcasting has influenced the comprehensive channel, CJ E&M subsidiary channels. As a result, researcher verified using statistical methodological time series analysis and regression analysis. Based on these results, researcher expects media players to prepare policies for viewers' satisfaction and symbiotic growth of markets.

본 연구는 IPTV, 디지털케이블TV 등 디지털미디어 서비스에서 제공하는 지상파 실시간 방송 채널의 시청 률 추세변화와 영향 요인에 관한 연구이다. 수년 사이에 젊은 층의 TV 시청은 감소하고, 미디어의 대표격인 지상파의 시청률이 감소하면서 방송 산업 전반의 변화가 진행되고 있다. 특히 지상파사업자의 VOD 홀드백이 연장된 이후 시청자의 경쟁 채널과 모바일 매체로의 이동은 급격히 이뤄졌다. 연구자는 지상파 실시간 방송의 시청률에 종합편성채널, CJ E&M 등의 계열채널들이 영향을 준 것으로 가정하였다. 이를 통계적 방법론인 시계열 분석과 회귀분석을 통해 검증한 결과 연관성을 검증하였으며, 지상파 실시간 방송 시청률 감소의 원인을 면밀하게 확인하였다. 연구자는 이러한 결과를 토대로 정책입안주체와 사업자들이 시청자의 만족과 시장의 상생 성장을 위한 정책을 만들 것을 기대한다.

Keywords

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