SNS 온라인 리뷰를 활용한 TV프로그램 품질평가 연구

초록

As the multi-channel and multi-media environment has been created with convergenceof broadcasting and telecommunications, a competitive media marketcomposition has been forming. In such environment, quantitative measurement of TV viewership through the existing audience panel ratings is not enough for analysisof the TV programs or advertising effect. Thus, while measuring the qualitativevalue of TV programs has become more important, the qualitative value of TV programsis currently measured through a time-consuming, costly year-end survey. As the audience’s way of watching TV programs has changed from off-line only todiversified (including PC, tablet, and smartphone viewing) with Social NetworkingService(SNS). TV program evaluation methods using online audience reviews havebeen proposed in the academic world and industrial world However, previousstudies have limitations of just measuring the number of simple online reviews. Therefore, this study develops and verifies a new method to measure the qualitativevalue of TV programs rapidly by collecting viewers’ opinion and emotionsthrough their postings on SNS and bulletin boards. TV program qualitative valueassessment index through online reviews created through this was named as TVA(TV programs Value Assessment). As it has systematically and scientifically approached the development of a measurement model, it provides academic and practical implications. If the method tomeasure the qualitative value of TV programs can be complementarily utilizedalong with the existing audience rating survey, it would be helpful to accuratelyevaluate the effect of the advertising gimmick or programming of broadcastingstations.

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