• Korean journal of communication and information
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• v.43
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• pp.282-313
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• 2008

Advertising is both applauded and criticized for its characteristics and roles on society. Advertising environment is changing and developing. The important changes in advertising are fragmentation of traditional media, growth of new media, and increasing clutter. The major issue in advertising and broadcasting system in Korea is reintroduction of in-program advertising on terrestrial television stations. The purpose of this study is investigate the responses of viewers to in-program advertising. This study considers program genre as mediating variable which may affect the viewers' responses to in-program advertising. Independent variables of this study are the insertion of in-program advertising (insertion/non-insertion) and program genres(news/educational/drama/entertainment program). Dependent variables of this study are viewers' responses, attitude towards broadcasting station and attitude towards advertiser. This study was run as a $2{\times}4$ factorial design with 30 subjects per cell, resulting in a total sample size of 240. This study randomly assigned each subject to 1 of the 8 treatment groups. The result of this study shows that in-program advertising induces negative responses of viewers, attitude towards broadcasting station and advertiser. And this study found that viewers showed the negative responses to in-program advertising regardless of program genre. The findings of this study illustrate the need of consideration and planning of in-program advertising to protect viewers' right.

• Journal of the Korean Society of Food Culture
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• v.29 no.3
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• pp.259-269
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• 2014

The current study investigated the relative effects of viewing motivations on viewing preferences and viewing intentions of television food programs. Data collection was conducted by administering a survey to television food program viewers both on and offline. Viewing motivations were categorized as 'information' 'entertainment', 'pass-time', 'companionship', 'relaxation', and 'social interaction'. 'Information' and 'entertainment' proved to be the most important motivational factors affecting viewing preferences for television food programs. 'Information' and 'social interactions' were the strongest predictors of viewing intentions of television food programs. However, 'pass-time' had a negative influence on both viewing preferences and viewing intentions of television food programs. Furthermore, the results of study verified the moderating effects of food involvement in these relations.

• Proceedings of the Korea Information Processing Society Conference
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• 2013.05a
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• pp.272-274
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• 2013

최근 TV 시청자들의 콘텐츠 소비량이 증가함에 따라 방송사에서 제공하는 TV 프로그램들의 수량이 방대해지고 장르 또한 다양해지고 있기 때문에 시청자가 TV 프로그램을 선택하는 것이 점점 더 어려워지고 있다. 이러한 문제를 해결하기 위해 TV 프로그램 추천이라는 연구가 활발하게 이루어지고 있다. 기존의 연구에서는 시청자를 기반으로 하는 협업 필터링 추천 방법과 아이템을 기반으로 하는 협업 필터링 추천 방법이 제안되었지만 시청자의 시청 의도를 고려하는 연구는 사례는 적다. 이에 본 논문에서는 LDA 모델링을 이용하여 사용자의 시청 의도를 고려한 TV 프로그램 추천 기법을 제안한다. 실험을 통해 시청자의 시청 의도가 반영된 TV 프로그램 추천이 가능하다는 것을 검증했다.

• Knowledge Management Research
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• v.20 no.3
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• pp.119-137
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• 2019

With the recent spread of digital content, more people have been watching the digital content of TV programs on their PCs or mobile devices, rather than on TVs. With the change in such media use pattern, genres(types) of broadcast programs change in the flow of the times and viewers' trends. The programs that were broadcast on TVs have been released in digital content, and thereby people watching such content change their perception. For this reason, it is necessary to newly and differently classify genres(types) of broadcast programs on the basis of digital content, from the conventional classification of program genres(types) in broadcasting companies or relevant industries. Therefore, this study suggests a plan for newly classifying broadcast programs through using machine learning with the log data of people watching the programs in online media and for applying the new classification. This study is academically meaningful in the point that it analyzes and classifies program types on the basis of digital content. In addition, it is meaningful in the point that it makes use of the program classification algorithm developed in relevant industries, and especially suggests the strategy and plan for applying it.

• Journal of Broadcast Engineering
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• v.6 no.1
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• pp.82-97
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• 2001

In this paper, we describe a software implementation of a digital TV stream analyzer that can be used for analyzing and verifying digital TV bitstreams on personal computes. It accepts as input MPEG-2 transport streams (TS's) already stored on hard disks and doesn't require any special hardware. After classifying TS packets into program specific information(PSI) TS section auido, video, program clock reference (PCR) private data and null packets, it displays their contents through a graphic user interface along with the syntax elements of the TS header. Also it displays the decoded I frame nearest in time axis the TS packet currently shown This feature helps pin pointing the specific location of problematic parts in bitstreams. The bitsteam analyzer provides the compliance test of MPEG-2 Systems standard and the data injection functionality with which one can easily insert additional data to existing MPEG-2 bitstreams. Using the resulting system one can produce at low test streams for interactive broadcasting and data broadcasting for laboratory use.

• The Journal of the Korea Contents Association
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• v.9 no.3
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• pp.137-151
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• 2009

This paper aims to consider the sexuality elements that the audience perceive from athletes on television images and how those elements influence on audience satisfaction. A total of groups were composed of 3 factors, and a group of men, 8 factors. As a result of the analysis, the correlation ratio to sexuality elements was relatively higher. But the correlation to the sexuality elements, the ratio of preference on sports and the audience quantity on sports program was hardly formed. Also, the result of analysis about the influence of these elements on the audience satisfaction of sports program showed that the higher ratio was in order of the audience quantity of sports program, the preference of sports, the sexuality elements, and so on. As a whole, it was shown that, for a group of college students, the athletes' sexual image on TV had only a slight influence on the audience satisfaction with sports program.

• Journal of Digital Contents Society
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• v.13 no.4
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• pp.539-545
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• 2012

As a representative of the convergence of broadcasting and communication, the data service provide viewers new services such as games, weather services, and stock trading services on TV. The data service, however, has failed to gain the popularity with the viewers due to the short of killer services and the dominating power of TV programs. The paper introduces an MHP-based method for semantically integrate a data service to a TV program by allowing the data service to utilize the content of the TV program, which changes as time goes on.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2006.05a
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• pp.1116-1123
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• 2006

The methodological framework proposed in this paper addresses the strength of the applied Bass model by Mahajan and Muller(1996) that it reflects the substitution of next generations among products. Also this paper is to estimate and analyze the forecast of demand for products that do not exist in the marketplace. We forecast the sales of digital TV using estimated market share and data obtained by the face to face Interview. In this research, we use two methods to analyze the demand for Digital TV that are the forecasting the Demand for the Substitution and binary logit analysis. The logit analysis is to estimate the decisive factor of purchasing digital TV. The decisive factors are composed of purchasing plan, region, gender, TV price, contents, coverage, income, age, and TV program. We apply the model to South Korea's market for digital TV. The results show that (1) Income, region and TV price play a prominent part which is the decisive factor of purchasing digital TV. (2) We forecaste the demand of digital TV that will be demanded about 18 millions TVs in 2015

• Journal of KIISE:Computing Practices and Letters
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• v.9 no.6
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• pp.683-692
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• 2003

The rapid increase of the number of channels makes it hard to find wanted programs from TV. In recent years, the number of channels come up to hundreds with the digital TV arrival. So, it will drive us to the new way of watching TV. In this paper, we introduce a recommendation system for TV programs to overcome this difficulty. We model user profiles and design each module of the system, considering TV environment. Our system gathers basic information from people manually and then updates user profiles automatically by tracking viewing and usage history. As a result, our system recommends daily TV programs based on the changing interest of users. In this paper, we address the problems and solutions by describing our system and the experiment.

• The Journal of the Korea Contents Association
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• v.18 no.11
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• pp.222-235
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• 2018

This study explores the factor which effects user's viewing on online in the situation of increasing viewing via OTT. After analyzing how the amount of news coverage and viewing rate affects user's active viewing, higher the number of views, In case of groundwave programs, if number of news coverage is high, hits of view and the number of comments is also high. While viewing rate, the number of views, the number of comments are independent of each other. In case of TV channels of comprehensive programming and cable TV, there is a interaction effect of viewing rate and the amount of news coverage. This study highlights the importance of the amount of news coverage when viewers is watching video on web.