프로그램 제작의 끝처리 방식이 시청자 흐름에 미치는 영향에 관한 연구

다국어 초록 (Multilingual Abstract)

Examination of 183 transitions between evening time programs on the four terrestrial broadcast channels in Korea demonstrated the existence of a modest transition effect and showed the differences of the effect between channels. Break length, competing options, program genres of competing channels, and acceleration program ends were found as the factors in duplicated viewers in subsequent programs.
But the impacts of most of these factors disappeared after controlling for channels. Only competing options remained on the three channels which sell commercial time(KBS-2, MBC, and SBS), and adjacent genres newly appeared as the sole predictor of duplicated viewers on the channel which has no commercial time(KBS-1).
Findings implies that many strategies for inherited viewership such as adjacent genres and acceleration program ends seems have no effect Korea's broadcasters expected. This is due to the longer break between programs on Korean channels than on American ones. Broadcasters must allot commercial break only between programs, not in a program according to the law, and this constitute greater break length. In this situation, broadcasters seem to continue to rely on current tactics of avoiding competing options.

목차 (Table of Contents)

• 1. 문제제기
• 2. 기존 문헌 연구
• 3. 연구방법
• 4. 연구결과
• 5. 요약 및 논의
• 참고문헌
• Abstract