디지털 시대, 지역방송의 미래는 어디에 있는가: 전문가 조사를 통해 본 글로컬 콘텐츠 전략의 가능성 검토 (The Future of Local Broadcasting in the Digital Age: A Glocal Content Strategy Based on Expert Analysis)

서지정보

· 발행기관 : 한국방송학회
· 수록지 정보 : 방송통신연구 / 130호 / 35 ~ 72페이지
· 저자명 : 김동근, 김다영, 하희라, 김정환

초록

연구 결과 지역성은 단순한 지리적·공간적 개념을 넘어 문화적 개념으로 이해되고 있었으며, 지역 문화 속 보편성을 발굴하여 더 넓은 시청자들에게 소구될 수 있도록 콘텐츠를 기획·제작하는 것이 중요하다는 점이 확인되었다. 또한 디지털 역량 강화를 포함한 제작 및 유통 전반의 혁신이 필요하며, 경쟁력 있는 콘텐츠 제작과 유통을 위해 정부 차원의 지원과 함께 지역방송사 내부의 변화와 노력이 병행되어야 한다는 점이 강조되었다.

영어초록

This study aims to explore the glocalization strategy of regional broadcasting content for enhancing the sustainability and competitiveness of regional broadcasters. Unlike existing research, which primarily derives glocal strategies for regional broadcasting content based on case analysis and literature reviews, this study conducts an in-depth exploration of content strategies based on the perceptions and insights of industry professionals. To achieve this, in-depth interviews were conducted with 20 regional broadcasting stakeholders across the country, focusing on strategies for value creation in regional broadcasting content, production strategies utilizing advanced technologies such as AI and virtual studios, and glocal distribution strategies through new media platforms. The findings indicate that to produce high-quality content reflecting local characteristics, it is necessary to enhance content development in the planning stage, including material discovery and strengthening storytelling, while innovation in production and distribution, including digital capability enhancement, is essential. Additionally, experts recognized the importance of adopting new media technologies and government support in securing the competitiveness of regional broadcasters, and they emphasized the need to reduce dependence on YouTube in the distribution process. Furthermore, strengthening collaboration among regional broadcasters and expanding partnerships with distribution operators were identified as key elements of a diversified distribution strategy.

참고자료

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