지상파 방송광고와 종합편성채널의 미디어 렙 제도에 대한 탐색적 연구 = An Exploratory Study on Media Representative for Advertising Broadcasting through Network TV and General Service Channel

다국어 초록 (Multilingual Abstract)

This study exploratory focused on looking into the viewpoint of specialists group in relation with broadcasting advertising on the influence of newly introduced broadcaster, general service channel, over advertising industry in Korea. This study aimed at analyzing their viewpoint on the positive, negative effect of newly introduced general service channel, the media representative and business method of network TV and general service channel, the advertising effect and channel programming of general service channel and the survival plan of local media after it appears in an exploratory manner, and collected and interpreted data in accordance with an evolutionary design method by adopting an qualitative approaching method for this purpose.
As the result of study, the positive effect of general service is to make it possible to obtain various information because it broadcasts for 24 hours in a day and is allowed for commercial breaks, etc, additionally, is possible to instinct revitalizing good quality programs through competition between broadcasters. On the other hand, its negative effect is that it is unavoidable to produce more suggestive, obvious program and it is highly probable to have the possibility of emphasizing one sided tone of argument. As the result of analyzing of business method between network TV and general service channel based on the awareness of participant, a great difference was found between industry and academic circle in viewpoint. The result of analyzing the channel programming and advertising effect of general service channel was also cleared that greatly different awareness existed in accordance with interests. Though the result of in depth interview on the appearance of general service channel and the survival method of local media showed slightly different viewpoints between industry and academic circle, however, some similar awareness was also found. In addition, there was so broad differences in setting advertising expense of general service channel between the people form general service channel and academic circle.

Key Words : Media Representative, Network TV, General Service Channel