디지털방송시대의 지역방송 수입 활성화 방안에 관한 연구 : 지역민영방송사를 중심으로 = (A) study on how to improve incomings local broadcasting stations in the age of digital broadcasting

다국어 초록 (Multilingual Abstract)

Our country, owing to the rapid change of broadcasting circumstances depending on Digital, has made the broadcasting circumstances from terrestrial TV media, a unity media, to the multiple media broadcasting such as CABLE TV broadcasting, Satellite broadcasting, Inter-net broadcasting and DMB, and became to meet multi-channels times of 2 positions from the number of available channels of one point.
Due to the re-transmitting of terrestrial TV broadcasting, satellite broadcasting and DMB resulted from such multi-media and multi-channels environment, the broadcasting boundary area that had made the exclusive broadcasting environment of local broadcasting systems kept is in unfavorable circumstances to be collapsed, and in this view, the local broadcasting weak in all aspect can't help groping for diverse profit-creation plan as well as it strengthening the local properties based on its proper responsibility, a public body.
So, the research carried out questionnaires to the area inhabitants and broadcasting workers about some items including the method to create profits of the local broadcasting systems, and depending on it, I intended to analyze the main causes, what were the composite factors for program image of local broadcasting systems, problem factors of local systems, factors to create profits and to indicate a method to create profits.
The conclusions are as follows.
First, in analyzing TV watching habits and program image composite factors elements of Local broadcasting, many area inhabitants answered that the program was insufficient and the program rating was very low. On the other hand, in the question why watching, the answer was "a known person's appearing", so area-adhered programs were exposed to having led the program rating.
And in the analysis of area broadcasting system and the program image factors, the image factors of broadcasting companies were founded trust/justice, the master of ceremonies, amusement/liking, especially public nature/trust was confirmed to be the most important factor of area broadcasting company.
Program image factors were extracted accuracy/trustand amusement/favor, that is, in local broadcasting system not nearly dealing with Drama and Amusement program, News and Cultural programs occupied greater part. In the whole explanation dispersion, accuracy/trust was the best important factor, which shows News has had influence on area inhabitants. Secondly, expenses factor, systematic factor, capacity & policy factor as problem factors were extracted, the 3 factors displayed high explanation of the whole dispersion 75%, and each factor was similar to the others. So it is founded that problems got entangled with several problems rather than with one problem.
Thirdly, in profits-activation factor, the broadcasting infra factor, network factor, profits structure factor, local autonomy factor and program factor of 5 were extracted, having the whole explanation of 75%, each evenly, which shows the profits-activation would not be accomplished by solving one factor but by wholly solving and balancing.
On the basis of the research, the factors of system or policy are incurred regardless of the effort of area broadcasting companies. But trust/justice in company image occupied the highest explanation dispersion and so did trust/justice in program image, which explains the multiple management plan of area broadcasting company is more realistic plan than the creation of profits through Performers, Drama or Amusement program and advertisement profit.
As the multiple management of business, it is difficult that our local broadcasting company does good work as Vertical multiple management of establishing a Production or an Academy. But the horizontal multiple management as making the company's advertisement and plan joined with the local autonomy resources is expected to greatly get the synergy effect. So though it will make effort to the extracted all factors, it is realistically difficult under system and policy causes. So in considering of all the factors, At the time of the Digital Broadcasting times do I propose that horizontal multiple management for business profit will be a realistic plan.In future, in referring to the research do I expect that better research results will appear.

목차 (Table of Contents)

• 목차
• 제1장 서론 = 1
• 제1절 문제제기 = 1
• 제2절 연구목적 = 3
• 제2장 디지털방송의 이론적 배경 = 6
• 제1절 디지털방송의 개념 및 종류 = 6
• 1. 디지털 방송의 개념 = 6
• 2. 디지털 방송의 종류 = 8
• 1) 디지털지상파TV방송 = 9
• 2) 디지털위성방송 = 12
• 3) 디지털케이블TV방송 = 15
• 4) 인터넷방송 = 17
• 5) DMB방송 = 18
• 제2절 디지털방송과 지역방송 = 21
• 1. 방송권역 지상파TV재송신 = 21
• 2. 방송권역의 광역화 = 24
• 제3절 지역방송의 광고와 편성 = 26
• 1. 지역방송의 광고 = 26
• 1) 지역방송의 광고구조 = 28
• 2) 전파료 = 32
• 2. 지역방송의 편성 = 33
• 1) 지역방송 편성비율 = 34
• 2) 지역방송 자체프로그램 내용분석 = 36
• 3) 지역방송 편성에 대한 규제 = 37
• 제3장 연구문제 = 40
• 제4장 연구방법 = 42
• 제1절 조사대상 및 자료수집방법 = 42
• 1. 분석대상선정 = 42
• 2. 조사설계 및 자료수집 = 44
• 1) 사전조사 = 44
• 2) 본조사 = 44
• 제2절 설문문항의 구성 및 측정 = 45
• 1. TV시청행태에 관한 측정 = 45
• 2. 지역방송사와 프로그램의 이미지요인 측정 = 46
• 3. 방송권역에 관한 측정 = 46
• 4. 지역방송사의 문제 요인에 관한 측정 = 46
• 5. 지역방송사의 활성화 요인에 관한 측정 = 47
• 6. 분석방법 = 47
• 제5장 연구결과 = 48
• 제1절 응답자의 인구통계학적 특성 = 48
• 제2절 응답자의 TV 시청행태 = 49
• 1. 하루평균 TV 시청빈도 = 49
• 2. 지역방송 프로그램 시청빈도 = 52
• 3. 지역방송 편성비율 = 55
• 4. 지역민이 이용하는 방송매체 = 57
• 제3절 연구문제에 대한 결과 분석 = 58
• 1. 연구문제 <지역방송 프로그램의 이미지>의 결과 분석 = 59
• 2. 연구문제 <지역방송사의 문제 요인>의 결과 분석 = 64
• 3. 연구문제 <지역방송사의 활성화 요인>의 분석 결과 = 65
• 제6장 논의 및 결과 = 67
• 제1절 논의 = 67
• 제2절 요약 및 결론 = 69
• 제3절 연구의 제한점 및 제언 = 73
• 참고 문헌 = 75
• 설문지 = 78
• ABSTRACT = 91