The Attitude on Introduction for Total Amount in Terrestrial Broadcasting Television: Comparison of Public and Professional Awareness

지상파 TV에 광고총량제 도입에 대한 태도: 일반인과 전문가 인식비교

  • Received : 2014.11.19
  • Accepted : 2015.01.20
  • Published : 2015.01.28


Era of multi-channel digital multimedia on the Internet, cable, satellite and IPTV and the growth of new media such as terrestrial broadcast advertising with the poor rating has also dropped sharply. In this situation, terrestrial TV suggesting the introduction for total amount system appearing comments. In this study, the introduction of these intermediate advertising the public and professional awareness about the issue by comparing the introduction for total amount advertising feasibility was done in the purpose. The results were as follows. First, Studies on terrestrial TV suggesting the introduction of total amount system and public opinion about the differences in perception between experts is high. Second, Both the public and professionals about the total amount system preferred application stage were in favor of gradual for/limited permit cross-media. Third, the general population was higher than the positive response from experts about the benefits of the total amount system. Finally, the general public about the disadvantages of the total amount system they were more positive response than the experts. The introduction for total amount system validity of these data for future total amouny system to provide a basis for enforcement is expected to give.


Terrestrial broadcast;Total amount system;Advertising Regulation for Total Amount


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