Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The Attitude on Introduction Method of In-Program Advertising in Terrestrial Broadcasting Television: Comparison of Public and Professional Awareness

지상파 TV에서 중간광고 도입에 대한 태도: 일반인과 전문가 인식비교를 중심으로

  • Joung, Jin-Tack (Dept. of Advertising & Public Relations, Korea National University of Welfare) ;
  • Kim, Koosung (Dept. of Marketing Channel Management, Kyungbok University)
  • 정진택 (국립한국복지대학교 광고홍보과) ;
  • 김구성 (경복대학교 유통경영과)
  • Received : 2013.11.24
  • Accepted : 2014.01.20
  • Published : 2014.01.28
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Abstract

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 of in-program advertising appearing comments. In this study, the introduction of these intermediate advertising the public and professional awareness about the issue by comparing the introduction of in-program advertising feasibility was done in the purpose. Studies on terrestrial TV suggesting the introduction of in-program advertising and public opinion about the differences in perception between experts is high. The introduction of in-program advertising validity of these data for future in-program advertising to provide a basis for enforcement is expected to give.

디지털 다매체 다채널 시대를 맞이하여 인터넷, 케이블, 그리고 위성방송 및 IPTV 등의 뉴미디어의 성장으로 지상파 방송은 시청률 저하와 함께 광고비 또한 급격히 하락하고 있다. 이러한 상황에서 지상파 TV에 중간광고를 도입하자는 의견이 나타나고 있다. 따라서 본 연구에서는 이러한 중간광고 도입이슈에 대해 일반인과 전문가의 인식을 비교함으로써 중간광고 도입에 대한 타당성을 검토하고자 하는 목적에서 이루어졌다. 연구결과 지상파 TV에 중간광고를 도입하자는 의견에 대해 일반인과 전문가들 사이에 인식차이가 높게 나타났다. 이러한 중간광고 도입의 타당성 자료는 향후 중간광고 제도시행에 대한 근거를 제공해 줄 것으로 기대한다.

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References

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