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http://dx.doi.org/10.5762/KAIS.2020.21.6.302

Impact of a length of drama broadcasting on celebrity casting  

Gong, YuTong (Department of Arts and Cultural Management, Graduate School, Hongik University)
Shin, Hyung-Deok (College of Business Administration, Hongik University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.21, no.6, 2020 , pp. 302-308 More about this Journal
Abstract
This study investigated when TV drama producers choose famous actor/actress based on 288 TV dramas aired in Korea from January 2014 to December 2017. We considered the length of drama, measured by the number of episodes, as a major determinant for choosing famous actor/actress, as well as the existence of originals, use of independent producing agents, and producers' fame as interacting factors between length of drama and choosing famous actor/actress. We detected that drama length had a significant effect while original dramas had an interacting effect. We interpret this result as the effect of mismanagement of drama producing. While a famous actor/actress has the potential to provide economic gains to drama producers, drama producers should be careful in choosing him/her since his/her drama guarantee should be high. This is why producers should choose a famous actor/actress when the length of the drama is short and should prefer an original drama.
Keywords
Celebrity Casting; Drama Producing; Short Drama; Originals; Uncertainty Management;
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Times Cited By KSCI : 2  (Citation Analysis)
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