• The Journal of the Korea Contents Association
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• v.19 no.6
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• pp.92-104
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• 2019

This study aims to figure out perceived substitutability between video clips distributed on Naver TV cast and regular TV program. An online survey was conducted for a week on October 2017, and we collected several responses, such as viewing time, viewing motive, the extent of viewing for video clip categories, and perceived substitutability between video clips and regular TV program. The dependent variable is Naver TV cast users' perceived substitutability between video clips and regular TV program, and the independent variables are viewing time, viewing motive and viewing degree by video clip categories. With these variables, hierarchical regression was conducted. The result shows that viewing time, use motives, including personal relations, booming issue and selective use, and the extent of web-based video content viewing positively affect on Naver TV cast users' perceived substitutability.

• The Journal of the Korea Contents Association
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• v.18 no.6
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• pp.706-718
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• 2018

This study analyzed Naver TV users' pattern of video clip watching, and analyzed the factors affecting the popularity of Naver TV's video clip. We selected 572 individual video clips that were ranked 50th in Naver TV rankings from September 10th to September 24th in 2017. We classified video clip's characteristics into several factors, including the number of likes, the number of subscriber, genre, video clip's types, and star appearances. We indexed the popularity of video clip, which implies the degree of popularity for each video clip. The results showed that the number of likes for video clips and the number of subscribers for each video clip were positively related to the popularity of video clip. Video clip's genre, video clip's type and star power positively affected the popularity of video clip. The effect of extras genre on the popularity of video clip was the lowest, followed by entertainment, music, and drama genre. but the difference among entertainment, music and drama genre was not statistically significant. Web-only video and non-broadcast video positively affected the popularity of video clip. Finally, the popularity of video clip was higher when stars appeared in the video clip.

• The Journal of the Korea Contents Association
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• v.7 no.12
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• pp.41-54
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• 2007

The recent UCC video sector possesses an explosive potential for growth as it will act as a critical factor in determining the popularity of portal sites. We identified and compared the strengths and weaknesses in the UCC sector of "Naver" and "Daum", which are currently in the development phase, and we investigated alternatives as well as proposing an outlook for both portal companies. We believe a better UCC video service will be the deciding factor in a portal's popularity and therefore researches in the UCC video sector must continue.

• The Journal of the Korea Contents Association
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• v.22 no.5
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• pp.67-80
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• 2022

The purpose of this study is to clarify the meaning and characteristics of re-organized shortform contents, which is centered on media companies to edit and service existing broadcast content. For this, KBS, MBC, SBS, JTBC, and tvN's entire drama videos and representative entertainment programs opened on the Naver TV platform from 2014 to 2021 were selected for analysis and a synchronic and diachronic approach was conducted at the same time. As a result of the analysis, quantitative and qualitative expansion was made, with the number and form of videos provided by both dramas and entertainment programs diversifying from a synchronic approach. In particular, in the case of special videos, the meaning as independent content was also strengthened, such as sequencing centered on characters, themes, and materials. It was confirmed that thumbnails and titles were also formalized as tags as paratexts that act as curation for searches. From a diachronic point of view, it was found that re-organized shortform contents is considered to be character-oriented contents and independent viewing context through comparison with real-time views and original videos. This study is significant as an attempt to capture the meaning and phase change of shortform contents, which was considered incidental.

• The Journal of the Korea Contents Association
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• v.9 no.10
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• pp.148-158
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• 2009

Recently, media contents are moving frequently between different media. TV, film, musical or animation, adapt killer story to each other. This tends to develop the new possibility of distribution of media contents. This study will analyse the trend of content industry. Particularly, we will focus on TV dramas, films and musicals : 61 samples have been extracted by Naver website. As a result, remakes have been increased since 2006. TV dramas and films have been used the most for source genres. Particularly, the story of films have been transferred for almost every genres including musicals.

• Journal of Food Hygiene and Safety
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• v.31 no.3
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• pp.153-166
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• 2016

The purpose of this study was to investigate consumers' perceptions on monosodium L-glutamate (MSG) in social media. Data were collected from Naver blogs and Naver web communities (Korean representative portal web-site), and media reports including comment sections on a Yonhap news website (Korean largest news agency). The results from Naver blogs and Naver web communities showed that it was primarily mentioned MSG-use restaurant reviews, 'MSG-no added' products, its safety, and methods of reducing MSG in food. When TV shows on current affairs, newspaper, or TV news reported uses and side effects of MSG, search volume for MSG has increased in both PC and mobile search engines. Search volume has increased especially when TV shows on current affairs reported it. There are more periods with increased search volume for Mobile than PC. Also, it was mainly commented about safety of MSG, criticism of low-quality foods, abuse of MSG, and distrust of government below the news on the Yonhap news site. The label of MSG-no added products in market emphasized "MSG-free" even though it is allocated as an acceptable daily intake (ADI) not-specified by the Joint FAO/WHO Expert Committee on Food Additives (JECFA). When consumers search for MSG (monosodium L-glutamate) or purchase food on market, they might perceive that 'MSG-no added' products are better. Competent authorities, offices of education and local government provide guidelines based on no added MSG principle and these policies might affect consumers' perceptions. TV program or news program could be a powerful and effective consumer communication channel about MSG through Mobile rather than PC. Therefore media including TV should report item on monosodium L-glutamate with responsibility and information based on scientific background for consumers to get reliable information.

• Digital Contents
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• no.1 s.140
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• pp.57-61
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• 2005

최근에는 포털들이 대체로 모든 서비스를 집적해 서비스하고 있어 각 사이트만의 색깔을 쉽게 구분하기 어렵게 됐지만, 얼마 전만해도 포털들은 검색 포털, 메일 포털, 커뮤니티 포털등으로 세분화 돼 각각의 사업 영역을 확고히 해왔다. 이러한 기능 중심의 웹사이트는 사용자의 취향에 따라 즉각적인 반응을 일으켰다. 이러한 기능 중심의 웹사이트는 사용자의 취향에 따라 즉각적인 반응을 불러 일으켰다. 그동안 커뮤니티 서비스가 인기를 모으면 싸이월드, 다모임, 이이러브스쿨 등의 커뮤니티 포털이 사이트의 우위를 차지했고, 검색이 인기를 모으면 네이버나 야후가 떠오르는 등 사용자의 취향에 따라 상당한 기복을 보여왔다. 또한 인터넷이 특별한 목적을 갖고 접속하는 시절과는 달리, 최근에는 특별한 목적없이도 TV나 라디오를 켜듯 자연스럽게 인터넷에 접속하는 시대에 이르렀다.

• The Journal of the Korea Contents Association
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• v.16 no.9
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• pp.751-768
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• 2016

The success of the journey to the west of tvN's shows the positive prospect of web entertainment. This study highlights how viewers actively select web progrmas and how they diffuse the infomrmation of web programs to explore the possibility of success of web program and the change of viewing environment. This study revealed the attention of viewers affected the diffusion of programs via social media. The highness of the viewer's attention cause the highness of active interaction between users. The production company of web entertaninment has to focus on the high hits strategy. In the view of journalists, they covered on the appearance of the heroin rather than the content of the program. The relationship of viewing type and viral type via SNS is related with the activity of viewers. If viewers participate in viewing they express their opinion on the web entertainment actively.

• Proceedings of the Korea Information Processing Society Conference
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• 2018.10a
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• pp.592-595
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• 2018

소비자의 행동 예측을 하는 데 있어 기존의 소비 행동과 더불어 외부 환경 요인 중 하나인 방송 미디어에 대한 영향 반영이 요구되며, 이 때, '스낵컬처' 시대에 알맞은 분석이 요구된다. 본 논문에서는 네이버 TV에서의 국내 방송 영상 콘텐츠를 활용하여 방송이 소비에 끼치는 영향에 대한 모델링을 진행하였다. 월별 선호도가 높은 방송들을 대상으로 텍스트 마이닝을 통해 방송 영상 콘텐츠의 제목, 내용, 태그, 댓글을 활용하여 주요 키워드를 추출하였으며, 이를 바탕으로 SO-PMI 기반의 오피니언 마이닝을 통해 소비 성향 키워드를 필터링하여 소비 감성 지수를 계산하였다. 이때, 소비 선호를 파악 가능한 소비 감성 사전을 새로 구축하여 활용하였다. 최종적으로, 소비자의 연령과 성별을 분류하여 방송 콘텐츠의 조회수 및 좋아요수를 반영한 방송 선호율과 소비 감성지수를 바탕으로 방송-소비 영향 모델링을 설계 및 구현하였다.

• The Journal of the Korea Contents Association
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• v.19 no.9
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• pp.135-143
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• 2019

Purpose of this study is enhancing usability of online video platform by analyze link-depth and advertisement frequency. In this study, researcher checked market share of video platform which publishing web-drama, and compare their link-depth and advertisement frequency. As a result, access to the latest content has two to three link-depth. So it does not worsen usability. but, if contents doesn't show on main page or search result, it requires more than five to six steps. Image advertisement show up more than twice on every platform. 'Youtube' and 'Naver TV' show up pre-roll video advertisement in video player before offering contents. In this video platform information structure, directory searching needs high link-depth level and advertisement frequency. It will increase user's bounce rate and decrease return visit rate. So researcher suggests prototype using drop-down menu to reduce link-depth and enhance information structure.