International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on Correlation among Viewers by Medium based on KBS PIE-TV Index

  • Lee, Jong-Soo (Graduate School of Information and Contents, Kwangwoon University) ;
  • Hamacher, Alaric (Graduate School of Information and Contents, Kwangwoon University) ;
  • Kwon, Soonchul (Graduate School of Information and Contents, Kwangwoon University) ;
  • Lee, Seunghyun (Graduate School of Information and Contents, Kwangwoon University)
  • Received : 2017.09.12
  • Accepted : 2017.11.15
  • Published : 2017.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

In order to respond to the ever-changing media environments in the era of smart and mobile technology, KBS has introduced and partially applied PIE-TV and PIE-nonTV modes that monitor the average number of viewers among the national population group by means of the sample household extraction method which is a traditional way of rating investigation. This study analyzes the correlation between the number of viewers of premiere, re-air broadcasting, and MPP channel programs and the number of OTT-based VOD viewers in reference to the data extracted from PIE-TV survey results. KBS conducted a survey for 3 months between June and August 2017 to measure the PIE-TV Index, based on which the above-mentioned correlation was analyzed with programs classified to entertainment, drama, and cultural programs. For data analysis, SPSS (Ver. 18.0 for Window, SPSS Inc, Chicago, IL, USA) was utilized. It was assumed that when p<0.05 in the confidence interval of 95%, statistically significance would be secured. Among the 30 subjects in the simple correlation analysis, the parameter was determined by the Person correlation coefficient and the non-parameter by the Spearman correlation coefficient. Analysis results are as below: (1) As the number of viewers of premier entertainment, drama, and cultural programs was larger, the number of VOD viewers was larger accordingly. (2) As for entertainment and drama programs, as the number of re-air broadcasting viewers was larger, the number of VOD viewers decreased accordingly. (2) As for entertainment and drama programs, as the number of MPP viewers was larger, the number of VOD viewers decreased accordingly. It is expected that this statistical data can be utilized for strategic planning of MPP channel lineups including terrestrial TV broadcasting, cable TV, etc.

Keywords

References

  1. https://ko.wikipedia.org/wiki/OTT.
  2. Seoh Kee-man, 'Understanding and Prospect of OTT Service', Broadcasting and Media, Vol. 16, No. 1, pp. 91-95, 2011.
  3. Ericsson Consumer Lab, TV and Media Report, pp. 2-3, 2016.
  4. C. M. Park, 'A Study on the Social TV Motivation and Interaction', PhD Thesis, pp. 10-13, 2015.
  5. Joshi Sujata, Sarkar Sohag, Dewan Tanu, Dharmani Chintan1, Purohit Shubham and Gandhi Sumit, 'Impact of Over the Top (OTT) Services on Telecom Service Providers', Indian Journal of Science and Technology, Vol. 8 No. S4, pp. 145-160, 2015.
  6. Korea Communications Commission, 'Usage Pattern of Research Broadcast Media', pp. 4-6, 2016.
  7. European Parliament's Committee, 'Over-the-Top (OTTs) players: Market dynamics and policy challenges', , pp. 34-37, 2015.
  8. Korean Broadcasting Engineers & Technicians Association, Broadcasting and Technology, Vol. 259, pp. 2-6, 2017.
  9. Chris Roberts and Vince Muscarella, 'Defining Over-The-Top (OTT) Digital Distribution', The Entertainment Merchants Association, pp. 3-4, 2015.
  10. Nielsen Media Report, 2017.
  11. A publication series of the European Audiovisual observatory IRIS Plus, 'VOD, platforms and OTT : which promotion obligations for European Works', pp. 15-16, 2016.
  12. Lee Sun-hee, 'Analysis of characteristics of Online Video Service (OTT) Users', Kisdistat Report, Vol. 17-07, pp. 1-10, 2017.
  13. DMC Report, 'A Study on Use Behavior of Social Media and Social Media Advertising', pp. 6-9, 2016.
  14. www.kbs.co.kr.
  15. KBS Internal Report, Trend Media Insight, Vol. 4, p. 2, 2017.