초록

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Abstract ▼ AI-Helper

This study explores competitiveness of local broadcasting programs focusing on the patterns of programing, viewing, and advertising market. In terms of patterns of programming for local broadcasting, the degree of duplicate programming of similar types between channels is relatively high and local s...

This study explores competitiveness of local broadcasting programs focusing on the patterns of programing, viewing, and advertising market. In terms of patterns of programming for local broadcasting, the degree of duplicate programming of similar types between channels is relatively high and local stations have a similar programming pattern excepting prime-time hours. In order to raise ratings and qualities, the stations are trying to make cooperative production. However, local residents have a limited opportunities to choose the programs produced by local broadcasting stations. Based on a survey of 600 respondents in Busan and Ulsan, we found that local residents respond that local television programs are not desirable. They evaluate that the television programs do not contain interesting information as well as impressive and touching stories in their contents. Meanwhile, respondents answered that the most competitive program genres are news programs and information/cultural program genres. It means that in order to raise program competitiveness, local television producers should make their efforts to enhance viewers" satisfaction focusing on news programs and information/cultural program.

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