프로야구 포스트 시즌 시청률 결정요인에 관한 연구 (A Study on Determining Factors of Professional Baseball Post-season Ratings)

서지정보

· 발행기관 : 한국사회체육학회
· 수록지 정보 : 한국사회체육학회지 / 40호 / 187 ~ 196페이지
· 저자명 : 최영환

초록

프로야구 콘텐츠의 시청률을 결정짓는 가장 결정적인 변수는 ‘콘텐츠 유형’으로 앞에서도 제기한 바와 같이 스포츠의 특성상 중계 콘텐츠가 주류를 이루고 하이라이트와 녹화중계는 생중계를 보완하는 등의 보조적 역할을 수행할 뿐 대체 콘텐츠로써의 역할은 미비하다고 할 수 있다.

영어초록

This study aims to present device for applying professional baseball as a strategic content in the rapidly changing media environment by recognizing a value of content of the representative professional sport in our country. In the ratings by contents types, the relay live broadcasting recorded 10 times higher ratings than filmed broadcasting or highlight program.
As the ratings on the importance of the game, it can be seen as strange phenomenon that as more increasing the importance of game from semi playoff to Korean series, the ratings decreased. It can be interpreted as difference by teams which take part in the Post-season game, Samsung and Lotte have a strong rival inclination case due to same hometown as Gyeongsang Province, for this reason, the passion about the baseball is much superior to other regions.
There is no difference of ratings by whether weekdays or weekends. Typically, paying due regard to much higher ratings of weekend TV than weekdays, the insignificant difference by a day of week of contents related to the post-season professional baseball can be an exceptional opponent.
Depending on the hourly grade, A grade showed the highest ratings, that’s because most of live broadcastings are on A grade time slot, so relative high ratings was recorded, and as the professional baseball broadcastings which was started from A grade get into the SA grade, the central programs such as a daily soap opera, main news etc. were scheduled on the terrestrial broadcasting in addition to the competing cable channels, so ratings breakaway became prominent.
The ratings by the regions is closely related to the teams advanced into the post-season and number of games, and the high ratings in Daegu is the result caused by Samsung which competed in nine games like semi-playoff game, playoff game etc., and the case of Busan is due to the traditional professional baseball passion in addition to the fact that Lotte advanced into the post-season after nine years absence.
The most definite variable to determine ratings of professional baseball contents is the ‘contents type’, as above mentioned, the live broadcasting contents are base of mainstream by the characteristic of sports, and highlights broadcasting and filmed broadcasting perform only a subsidiary role like compensating the live broadcasting, so it can be said that a role of alternative contents is inadequate

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