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Regional Broadcasting Program Factors Influence Public Relations for The Traditional Market Unity: Focused on

전통시장 융합을 위한 지역 방송 프로그램 요인이 공중관계성에 미치는 영향: 광주방송<시장이 좋다>를 중심으로

  • Shin, Il-Gi (Dept. of Culture and Arts Contents, In-cheon Catholic University College of Fine Art & Design) ;
  • Choi, Yun-Seul (Dept. of Advertising and Public, The Hanyang University) ;
  • Shin, Hyun-Sin (Dept. of Mass Communication, The Gachon University)
  • 신일기 (인천가톨릭대학교 문화예술콘텐츠학과) ;
  • 최윤슬 (한양대학교 광고홍보학과) ;
  • 신현신 (가천대학교 언론영상광고학과)
  • Received : 2015.05.04
  • Accepted : 2015.07.20
  • Published : 2015.07.28

Abstract

To identify the satisfaction level towards Gwangju regional TV broadcasting company's program, "I Like the Market" and the effect of market vitalization on the market merchants' public relationships, this study carried out survey targeting 256 merchants who are residing at the region. The research results demonstrated that the satisfaction level towards the program and market vitalization via the program exert significant effect on the public relationships. Specifically, satisfaction level towards the program for the vitalization of regional broadcast exert effect in the following order; devotion, relationship and reliability. Meanwhile, market vitalization exert positive effect on the relationship, reliability and devotion, in the order mentioned. This implies that the development of quality program for the regional residents plays an important role in the convergence of regional broadcast and in increasing broadcasting company's brand image. Accordingly, positive interaction via regional vitalization when it comes to the formation of regional broadcast program going forth may be needed for regional broadcast policies.

Keywords

Regional broadcasting policy;Market activation of digital media;Unity of regional broadcasting;Public relations;Program satisfaction

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