지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
Program is a public good - that is, one with fixed costs and low marginal cost. Competitive advantage lies in reaching the largest audience for each program and in exposing the product in as many different markets as possible. For these public good characteristics of television programs, every nation tries to secure oversea markets for its additional windows and similar efforts are being made in Korea. Questions frequently asked in this current circumstance may be what kind of programs are better to be exported and to which country Korean programs are exported. Based upon those needs, this paper examines the determining factors of Korean terrestrial television program exports to foreign countries. Especially, this study examines 1) factors external to the program influencing export volume, 2) factors internal to the program determining whether or not a program is exported.
International program flows are influenced by two kinds of different dimensional factors: Factors external to the program, and factors internal to the program. Regarding the external factors, some critical theorists have seen asymmetrical one way flow from U.S. to the rest of the world as part of a general effort of the American military industrial complex to subject the world to military control, electronic surveillance and homogenized American commercial culture. More recently, several scholars have argued for a microeconomic model in which one-way geographic flow emerge as natural consequences of firm and industry responses to the commercial incentives created by the divisions within a heterogeneous world audience for programs. On the while, some authors have presented middle-range approach for the international transfer of television programs which sees the flow as a process influenced by favorable regulatory climate for imported programs, political and financial support for imports programs, linguistically and culturally appropriate target audience, appropriate technology, etc. That is, international program flows are influenced by political, cultural, economic factors. This paper adopts middle-range approach for the analysis of sales volume for each country. Previous studies on the area have identified specific factors such as direct/indirect broadcasting regulation, population, GNP, number of national television sets, number of terrestrial TV channels, number of pay TV channels, total amount of TV advertising, VCR penetration, cable penetration, satellite TV penetration, geographical proximity, trading volume and population movement volume between two countries. On the other hand, investigated internal factors influenced the international program flows are rating of a program, the number of episode of a program, and the main topic dealing in a program.
For the analysis of the first research question, this study adopts multiple regression analysis, and logistic analysis is adopted for the second research question. The result shows that a program with a higher rating is more likely to be sold to a country that has higher population exchange with Korea, and that has a smaller domestic market. From the result, we can deduce several implications. First, Korean program exports is more likely to be influenced by cultural factors rather than political or economic factors. Therefore, we can find some restrictions of microeconomic model in explaining program exports of peripheral countries. Maybe microeconomic model is suitable only to explain the program export of the U.S. that has the world’s largest domestic market as well as invest the largest amount of budget to program production. Secondly, we can cautiously conclude that broadcasting companies in Korea should compete each other for higher rating in a favorable sense, because program with a higher rating is more likely to export no matter how long it is, or what it deals with. Along with the effort to create more attractive programs, scientific programing strategy and marketing can help to raise competitive power of Korean programs.
International program flows are influenced by two kinds of different dimensional factors: Factors external to the program, and factors internal to the program. Regarding the external factors, some critical theorists have seen asymmetrical one way flow from U.S. to the rest of the world as part of a general effort of the American military industrial complex to subject the world to military control, electronic surveillance and homogenized American commercial culture. More recently, several scholars have argued for a microeconomic model in which one-way geographic flow emerge as natural consequences of firm and industry responses to the commercial incentives created by the divisions within a heterogeneous world audience for programs. On the while, some authors have presented middle-range approach for the international transfer of television programs which sees the flow as a process influenced by favorable regulatory climate for imported programs, political and financial support for imports programs, linguistically and culturally appropriate target audience, appropriate technology, etc. That is, international program flows are influenced by political, cultural, economic factors. This paper adopts middle-range approach for the analysis of sales volume for each country. Previous studies on the area have identified specific factors such as direct/indirect broadcasting regulation, population, GNP, number of national television sets, number of terrestrial TV channels, number of pay TV channels, total amount of TV advertising, VCR penetration, cable penetration, satellite TV penetration, geographical proximity, trading volume and population movement volume between two countries. On the other hand, investigated internal factors influenced the international program flows are rating of a program, the number of episode of a program, and the main topic dealing in a program.
For the analysis of the first research question, this study adopts multiple regression analysis, and logistic analysis is adopted for the second research question. The result shows that a program with a higher rating is more likely to be sold to a country that has higher population exchange with Korea, and that has a smaller domestic market. From the result, we can deduce several implications. First, Korean program exports is more likely to be influenced by cultural factors rather than political or economic factors. Therefore, we can find some restrictions of microeconomic model in explaining program exports of peripheral countries. Maybe microeconomic model is suitable only to explain the program export of the U.S. that has the world’s largest domestic market as well as invest the largest amount of budget to program production. Secondly, we can cautiously conclude that broadcasting companies in Korea should compete each other for higher rating in a favorable sense, because program with a higher rating is more likely to export no matter how long it is, or what it deals with. Along with the effort to create more attractive programs, scientific programing strategy and marketing can help to raise competitive power of Korean programs.
목차
Ⅰ. 문제제기
Ⅱ. 이론적 논의
Ⅲ. 연구 문제 및 분석모델
Ⅳ. 연구 방법
Ⅴ. 연구 결과
Ⅵ. 결론
참고 문헌
Abstract
참고문헌 (0)
참고문헌 신청함께 읽어보면 좋을 논문
논문 유사도에 따라 DBpia 가 추천하는 논문입니다. 함께 보면 좋을 연관 논문을 확인해보세요!
-
정부 해외 마케팅 지원 프로그램의 인지도 및 이용도에 영향을 미치는 요인 및 관계 분석
한국경영과학회지
2009 .12
-
TV 프로그램에 대한 투입과 성과 간의 관계 연구
한국언론학보
2005 .12
-
수출지원정책 인지도 및 활용에 따른 정책적 시사점 : 중소수출기업을 위한 비재정 정책사업을 중심으로
관세학회지
2007 .12
-
Connecting Program Evaluation Strategies with the Program Life Cycle: Implications for Family Development Programs
International Journal of Human Ecology
2010 .01
-
The Effects of Program Structure and Complexity on Maintenance Quality:An Empirical Study
경영과학연구
1995 .12
-
훈련지원프로그램 표준화
기본과제보고서
2011 .12
-
기업내ㆍ외부 환경요인과 수출지원정책 활용도가 수출성과에 미치는 영향 : 중소수출기업을 중심으로
통상정보연구
2010 .03
-
중소수출기업의 수출지원제도 활용에 관한 연구
무역학회지
2001 .01
-
MBC 〈마이 리틀 텔레비전〉의 흥행요인 분석 : 캐릭터와 콘텐츠를 중심으로
글로컬 창의 문화연구
2017 .06
-
중소기업 수출지원제도 실효성 연구 : 한국의 수출마케팅 지원프로그램을 중심으로
통상정보연구
2009 .12
-
중소기업을 위한 수출지원제도 개선 방안 : 대구ㆍ경북지역 수출기업을 중심으로
통상정보연구
2008 .06
-
The Effects of Export Companies’ Competencies and Government Assistance Programs on Export Performance: Focusing on the Effectiveness of Government Assistance Programs
무역연구
2020 .01
-
자료 흐름 분석 기법을 이용한 효율적인 프로그램 통합에 관한 연구
한국IT서비스학회 학술대회
2008 .01
-
국내 지상파 방송 드라마의 수출 성과 분석 : 판매액, 판매 횟수 및 국가 간 차이를 중심으로
한국언론학회 연구보고서 및 기타간행물
2005 .05
-
학령기 아동을 위한 방과후 탁아 프로그램 연구
아동학회지
1995 .06
-
경북지역 중소기업 수출지원정책 및 제도 활용 실태분석
통상정보연구
2009 .03
-
수출역량강화사업이 수출성과에 미치는 효과연구 : 경기지역 창업 중소기업을 중심으로
벤처창업연구
2016 .10
-
방송 시장 개방에 따른 미디어 상품의 국가 간 흐름 모델과 자국 문화 보호 : 상대적 시장 규모와 문화적 할인 개념을 중심으로
사이버커뮤니케이션학보
2006 .06
-
텔레비젼 유아교육 프로그램에 관한 탐색적 연구
아동학회지
1982 .12
이 논문의 저자 정보
이 논문과 함께 이용한 논문
한류 확산을 위한 CJ E&M의 디지털 및 글로컬 콘텐츠 전략
권상집
한국콘텐츠학회논문지
2016
.12
아시아 시장 한류콘텐츠 수익성 다각화 사례 연구 : 홍콩, 선전을 중심으로
정영찬
,
김치호
인문콘텐츠
2015
.06
디지털 시대 CJ E&M의 콘텐츠 유통 전략
이문행
한국엔터테인먼트산업학회논문지
2014
.09
CJ그룹의 미디어사업 분야 전략행위에 대한 연구 : CJ헬로비전, CJ E&M(CJ미디어, 엠넷미디어) 중심으로
박성호
한국언론학회 학술대회 발표논문집
2012
.05
U-Eco City 상품수출을 위한 시장성 평가 및 시장 유형화에 관한 연구
이재순
,
오동훈
,
박선영
국토계획
2009
.08
최근 본 자료
댓글(0)
0