TV 프로그램에 대한 투입과 성과 간의 관계 연구 (The Effect of Input Factors of TV Program on Market Performance)

서지정보

· 발행기관 : 한국언론학회
· 수록지 정보 : 한국언론학보 / 49권 / 6호 / 37 ~ 56페이지
· 저자명 : 김기배, 권호영

초록

본 연구에서는 수입(광고수입 및 2차 판매수입)과 시청률과 같은 TV 프로그램의 성과가 어떠한 요인에 의해서 결정되는지를 검정하였다. 이때 투입요인으로는 제작비, 편성시간, 장르를 이용하였다. 2001년~2003년간 SBS에서 방송된 국산 프로그램 454개의 자료를 이용하여 상관관계 및 회귀분석을 실시하였다. 분석결과, 편성시간이 시청률에 가장 큰 영향을 미쳤고, 제작비 크기가 시청률에 미치는 영향이 가장 적었다. 주 시청시간대에 편성될수록, 제작비가 많이 투입될수록 광고수입이 많았고, 장르별로 보면 드라마의 광고수입의 많았다. 2차 판매수입이 많은 프로그램은 초방 시 시청률이 높은 프로그램 및 드라마 프로그램이 차지하였다.

영어초록

This study is to examine the effect of input factors of 1V program on market performance, which depends on an economic profit and a rating. This study also offers a realistic viewpoint about the international flow of 1V programs by analyzing market results not only in the home market but also in the international market.
The following is the research questions: first, what kind of relationship do input factors of the Korean terrestrial programs and program marketability have?; second, what is the most important input factor of the Korean terrestrial programs that affect the program marketability? This dissertation examines the market performance of terrestrial programs broadcasted by a certain Korean network for three years, from 2001 to 2003. Consequently, 404 programs are analyzed in total. The first research question investigates the correlations between input factors and market performances. The second research question utilizes a multiple regression analysis.
Several important conclusions can be drawn from the outcomes of this study. First, time programing affects network ratings performance and ad income. Second, ratings affect a domestic program sales income. The multiple regression analysis indicates that time programing affects ratings performance more than production cost or genre. Time programing is also the most important factor in determining ad income. In addition, time programing is the most important factor for a domestic program sales income, compared with drama genre, which is the most important factor for an abroad program sales income.
This study has a significance because it tries to verify accomplishments of the domestic terrestrial TV programs. In the reality of Korean society, it is natural that time programing is the most important factor for network ratings and ad income. Therefore, this study suggests that terrestrial broadcasters have a strategy that they, first of all, produce solid programs with sufficient production cost, and then determine time programing. In addition, genre factors are important for the explanation of program exports. More concerns about and investment in the Asian market are necessary, referring to the Korean Wave, which is currently sweeping across Asia.
The analysis of the abroad sales income by countries indicates some phenomena which have a possibility to be a problem. Both SBS and MBC focus only on a part of the Asian countries. Also, dramas cover almost 90 percents of the import genres, which is a result of the Korean Wave suddenly swept since 2000. The Korean terrestrial broadcasters need to be interested in various genres except dramas to expand the international market in the future. In addition to development of various genres, such as cultural programs and artistic programs, improvement of the program quality should be promoted.
In consequence, this study can help terrestrial broadcasters strengthen their competitiveness and improve efficiency of program production in essence. The government is recently promoting introduction of the new terrestrial channels, which leads the terrestrial TV program market to improve in its quantity and quality. This study will go far toward preparing for change in the market organization, referring to the market improvement.

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