토요일 프라임 타임 프로그램 편성전략이 채널 시청률에 미치는 영향: 지상파 방송을 중심으로

초록

This study examined the effects of prime time programming strategies on channel ratings on Saturday. The findings were as follows: first, the study looked into the sequential proximity effects among programs by channel and found causal connections among three programs, namely Immortal Songs, a KBS2 drama, and Entertainment Weekly, on KBS. The study further looked into connections among programs on MBC and found close correlations between We Got Married and Infinite Challenge. The connections from Infinite Challenge to News Desk, Drama 1 and Drama 2 were statistically significant but low in correlations and explanatory power. On SBS, proximity effects were observed only between Star Junior Show and Star King with no causal relations of ratings found among three programs, namely Drama 1, Drama 2 and The Its Show after the news program. Secondly, the study examined correlations among entertainment, refinement, and drama shows on the three terrestrial broadcasting channels on Saturday evening and obtained the following results: there were close correlations between programs in the genre of entertainment on SBS and MBC, and no significant connections or negative connections were observed in ratings between two dramas on MBC and SBS. Finally, the study delved into the determinants of weekend ratings on the three terrestrial broadcasting channels and found that the KBS2 drama had the biggest explanatory power on KBS2, that Infinite Challenge had the greatest impact on the ratings of MBC, and that the SBS drama 1 exerted the largest influence on the ratings of SBS.

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