1990년대 텔레비전 방송의 다양성 분석 = 지상파방송의 프라임타임대 프로그램 다양성 변동을 중심으로

다국어 초록 (Multilingual Abstract)

During the 1990s, the structural context of broadcasting had been rapidly changed in Korea. In 1992, new commercial channel SBS was introduced, in 1995 cable broadcasting began. This study examined the relationship between program diversity, change of market structure, and viewership of television programming. For this purpose, during the 1990s program diversities of 4 network prime￢time television programings which are KBS1, KBS2, MBC, SBS were analysed. Diversity was measured by Relative Entropy.
Three important findings were discovered in this study. The first was that diversity decreased as competition increased. This finding implicated that new station entry did not automatically guarantee greater diversity because of the commercial station to maximize audience size by duplicating popular program types rather than experiment with different categories.
The second was that public service channel showed higher vertical diversity than did commercial channel. KBS2 topped, SBS showed the lowest diversity value. When it came to contributions to overall diversity of the national TV broadcasting system, public service channels provided substantial contributions to overall diversity, while commercials channels reduced overall diversity. KBS1, KBS2 gave positive contributions to the diversity of the TV system as a whole, SBS seemed to have reduced the overall Relative Entropy of the system during the 1990s. MBC slightly tended to reduce system diversity.
The third was that the average audience rating for prime-time was negatively related the vertical diversity. This relation was significant after eliminating variance mediated by channel types. This result explained that commercial channel attempting to maximize audience size tended to stick to several popular program types. for example, drama. variety show, comedy and so on, which resulted in low diversity.