• Knowledge Management Research
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• v.25 no.3
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• pp.253-278
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• 2024

The emergence of digital platforms and advancements in technology are driving changes in the advertising market. In particular, as the Digital Out of Home (DOOH) field establishes itself as a new media, the market for advertising through TV screens installed inside elevators is growing. However, there is a lack of relevant research and empirical studies on this topic. Therefore, this study aims to empirically verify consumer perceptions and advertising effectiveness of elevator TV advertising and identify the key factors influencing its effectiveness. To achieve this, the characteristics and effects of elevator TV advertising were analyzed from various angles through exploratory research, scenario-based surveys, and EEG analysis. The results show that elevator TV advertising enhances consumer awareness and enables effective delivery of advertising messages. Furthermore, this study derives the main factors influencing advertising effectiveness and provides a foundation for advertisers to establish more effective advertising strategies. This research contributes to expanding the literature in related fields by increasing the understanding of elevator TV advertising and empirically verifying its effectiveness. It is also expected to help creators and advertisers of elevator TV advertising develop more effective advertising strategies.

• Journal of Digital Convergence
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• v.12 no.3
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• pp.69-77
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• 2014

Because smart televisions (TVs) have various and innovative functions that are different from traditional TVs, consumers are front with a complex decision-making problem when they want to buy a best TV among alternatives made by many TV makers. TV manufactures have developed and announced different types of smart TV models and they need a comparative study for evaluating their characteristics. In this paper, we suggest the Analytic Hierarchy Process(AHP) method for deciding the best smart TVs regarding many selection criteria. The method provides a decision support for consumers who like to purchase a smart TV. We describe criteria affecting the smart TV selection through a literature review and suggest a user testing method in order to derive accurate judgments from consumers. Using the Expert Choice software package, we show a an numerical example how the priority of smart TVs are computed.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2000.11a
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• pp.136-139
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• 2000

본 연구는 디지털 TV의 다채널화와 관련하여 최근 사용편의성 문제가 중요하게 대두되고 있는 EPG(Electronc Program Guide)와 조작장치를 대상으로 사용자의 요구사항을 분석하고 그에 대한 해결 방안을 제시하고자 하였다. 디지털 방송이 국내에서는 아직 보편화되어 있지 않아 일본 동경 지역 SkyPerfecTV 가입자를 대상으로 다채널 TV 환경에서 디지털 STB(Set Top Box)의 사용실태를 조사하고 분석하였다. 그 결과 간편한 채널 이동 과 EPG 네비게이션 방식, 일대일 TV 환경도래와 개인별 선호 패턴의 극화 현상에 대응한 개인화된 시청환경, 광범위한 정보공간에 대해 제압감을 증강시킬 수 있는 정보표시 방법, 조작수를 줄이며 직접 조작감을 향상시킬 수 있는 입력장치 등에 대한 사용자 요구를 파악할 수 있었다. 이러한 조사결과를 바탕으로 본 연구에서는 “퍼스널 TV”라는 근미래형 인터랙션 스타일을 상정하고 가상 디지털 방송국(D/TV 시뮬레이터)을 기반으로 “퍼스널 컨트롤”과 “스마트 EPG”의 사용자 인터페이스를 개발하였다.

• Journal of Korea Society of Digital Industry and Information Management
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• v.8 no.3
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• pp.23-31
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• 2012

With the advance of Smart TV technologies, TV watchers can enjoy the Internet and games while watching TV programs. Besides retrieving with some keywords in the Internet, people may want to access local information such as notifications from town, messages from children's schools, shopping information from local marts, and even reminder messages for visiting from hospitals while watching TV without using web-browser. In this paper, we introduce the daily life notification service scenarios and its functional and non-functional requirements. Furthermore, we also propose a system that provides the notification services, consists of smart TV apps and server systems. We also introduce the system architecture and the component design of the system. Our work will help smart TV service developers because this paper will give them some service scenarios, requirements, and system architecture and its component design.

• Journal of Digital Contents Society
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• v.11 no.3
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• pp.291-298
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• 2010

Although searching service is popularized in the PC-based internet environment, it is not (or rarely) supported on TV, which is the major multimedia equipment in the living room. Several trials are made to port established PC-based searching systems onto TV-set but failed to get popularity among viewers as they did not consider the viewers' modality. Operating the searching system should not disturb viewers in watching TV (for example, TV screen should not be (even partially) covered by the searching system's graphics) and the number of pushing the remote controller's buttons should be minimized so that viewers can keep watching TV without glancing at the searching system's graphics. In this paper, the author introduces a new searching system running on TV-set, which is designed to reflect properly the viewers' modality. The searching system is also compatible with the data service standard adopted by the domestic broadcasting networks so that it can be easily implemented by them.

• Journal of Broadcast Engineering
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• v.10 no.1 s.26
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• pp.57-67
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• 2005

In the paper, we propose a TV-anytime codec that encodes and decodes TV-Anytime metadata according to the TV-Anytime specification so that the resulting binary TV-Anytime metadata can be transferred efficiently through the broadcasting network where the data bandwidth is restricted.. We describe the broadcasting environment that the TV-Anytime codec will be applied to, and the required functionalities of the software modules in detail. For the design of software modules, we show how to Implement the modules for metadata fragmentation. encoding, decoding, and the fragments management. The proposed TV-Anytime codec can be utilized as the core components to a personalized digital broadcasting system providing ECG(Electronic Content Guide) and segmentation information services according to TV-Anytime standard.

• The Journal of the Korea Contents Association
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• v.8 no.3
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• pp.75-85
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• 2008

Since the first interactive broadcasting of Skylife had been launched in S. Korean it has passed over 4 years. Subsequently the new digital broadcasting platforms, such as DMB, Mobile-TV, IPTV and so forth, are appearing between the keen rivalries. At the centre of diagram for new digital platforms there is positioned the interactivity. In order to cope with the limitation of contents on television, even Korean terrestrials have resolutely carried out interactive broadcasting as of 8th of June, 2006. Although the flamed competition of digital environment there are lacking in the public understanding and interests for interactive programmes on digital television. We can be analysed that it is difficult to acquire the viewer's satisfaction for guessability in spite of our governmental efforts. Here it presents the problematic results obtained by analysing both quantitative and qualitative data from the usability test for the current interactive programme in centre of the viewer.

• The Journal of the Korea Contents Association
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• v.21 no.8
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• pp.69-78
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• 2021

With technological development including digitization, movie demand and supply in digital online movie market are increasing. This study aims to explore demand concentration of the digital online movie market, which is characterized by product variety compared to cinemas. Major findings of the empirical analysis on the TV VOD data during the recent seven years(2013 ~ 2019) are as follows. First, the analysis on 1,137 titles reveals that movie demand of theatrical market is more concentrated than that of TV VOD. Second, absolute long tail index of TV VOD, measured by the download number of indie & artistic movies(niche product), is increasing as more such movies are released in the market. However, both relative long tail index, measured by the share of indie & artistic movie demand, and top-ranked movies' share do not show consistent increase or decrease trend. Third, regression analysis exhibits that the relationship between demand concentration and market size is insignificant for TV VOD market. This study might have usefulness in that it provides empirical evidence for the nature of the Korean digital online movie market.

• Journal of IKEEE
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• v.16 no.1
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• pp.7-14
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• 2012

In this paper, a reception rate of terrestrial digital TV broadcasting service is analyzed and a novel method which can estimate the broadcasting coverage rate more objectively and reliably than the existing method is proposed. Previous method measures the reception rate by means of electric field intensity measurement or subjective video quality assessment. Because of limited measuring points, it inherently has measurement error and cannot consider the viewer's receiving conditions in real-time. In order to consider the viewer's population and receiving environment, morphology which characterizes the viewer's receiving environment is extracted using household census data of National Statistical Office and the land cover map of Ministry of Environment. Using the extracted geographical morphology, the reception rate of terrestrial digital TV broadcasting service is calculated with Spectrum Management Intelligence System (SMIs). Proposed method can calculate the reception rate more objectively and reliably than the existing methods because it fully considers the viewer's receiving environments in real-time.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2009.05a
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• pp.649-652
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• 2009

Now Broadcasting system of TV has been developed from analogue to digital we call that IPTV(Internet Protocol Television) or DCATV(Digital Cable Television). But, The characteristics of digital broadcasting is the high-quality contents of easily and almost no damage piracy, and Copyright loss is increasing by Internet, P2P(Peer to Peer) and personal path. Nevertheless user's permissions that recorded and reuse of broadcasting can't restraint, And Training Materials etc. use of fair program needs to be separated from illegality. In this paper using a digital certificate permit the use of stored program to authorized user and user of fair purpose, And illegal distribution of restriction design and implement a distribution system.