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http://dx.doi.org/10.5392/JKCA.2021.21.12.066

A Study on the Utilization of YouTube Platform in Two Traffic Broadcastings  

Yoon, Hong Keun (CBS 마케팅본부)
Publication Information
The Journal of the Korea Contents Association / v.21, no.12, 2021 , pp. 66-75 More about this Journal
Abstract
The research is centered towards analyzing the usage status of YouTube platform and the nature of content supplied to YouTube by selecting Korean two Traffic Broadcastings Based on TBS(Traffic Broadcasting System) and TBN(Traffic Broadcasting Network). TBS operates 'Citizen's Broadcasting', which has 1.1 million subscribers among 13 YouTube channels, as its main channel. TBN has only 15,000 subscribers to its main 'TBN Tong', and YouTube channels in 12 local networks. TBS which has a dedicated YouTube manpower, is far ahead of TBN in terms of YouTube channel management and content composition. Both broadcasters are passive about creating new media content due to job stability. For the development of the YouTube platform for these two broadcasters, organizational changes within traffic broadcasting and changes in the perception of members are required, and live broadcasting and discovery of star creators are required. In the changing media environment two traffic broadcastings need a program distribution strategy that can be included in various media platforms.
Keywords
YouTube; TBS; TBN; Live Broadcasting; Star Creators;
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