프라임타임대 지상파 텔레비전 프로그램 선택에 영향을 미치는 요인에 관한 연구

다국어 초록 (Multilingual Abstract)

This study focused on the factors which had made viewers choose the television programs in multi-channel situation. The viewing data of TNS panel were used in analyzing the program choice behavior of viewers. Independent variables were the amount of TV viewing, programming factors, channel loyalty, genre loyalty, program loyalty and dependent variable was the possibility of program choice.
The results found that the program loyalty was the key factor determining the television program choice. Especially, in case of stripped programmes and serials, the program loyalty was the strong factor predicting the television program choice. However in entertainment genres and non-serial programs, the effect of the program loyalty was reduced. In the mean time, the factors which influenced on the program loyalty were differentiated by genres and channels. In explaining the program loyalty, channel loyalty was determinant in MBC, the amount of TV viewing in KBS2 and genres in SBS. KBS1 was excluded in this analysis. This implies that viewers have differentiated images on the terrestrial channels.
This study considered comprehensively the variables influencing on the television program choice of viewers, and then the results will be able to apply to the programming strategies of broadcasting company.