The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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A Study on Audience Preference Types for Local Broadcasting Content : Focusing on the YouTube Channels of Terrestrial Broadcasters in Gwangju Metropolitan City

지역 방송사 콘텐츠에 대한 수용자 선호 유형 연구 : 광주광역시 지상파 방송사의 유튜브 채널을 중심으로

  • 박지연 (SK 커뮤니케이션즈 미디어서비스팀) ;
  • 이종윤 (상명대학교 사진영상미디어학과) ;
  • 홍장선 (건국대학교 신문방송학과)
  • Received : 2024.05.16
  • Accepted : 2024.06.17
  • Published : 2024.07.31
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Abstract

The rapid development of digital media has led to a swift transition of video content consumption to new media channels. Terrestrial broadcasters that have expanded their strategies to include YouTube channels have achieved significant success, even to the extent of restructuring their revenue models. Based on these successful examples, local terrestrial broadcasters have been striving to expand their presence on YouTube. However, the results have been modest thus far. This study examines how terrestrial broadcasters in Gwangju are utilizing YouTube and employs Q methodology to analyze the audience preferences for their YouTube content. The analysis identified three types of audience preferences: "Trend-Sensitive," "Emotionally-Focused," and "Regionally-Attached." Tailored content creation strategies were proposed for each type. This approach not only provides practical guidelines for establishing YouTube strategies for Gwangju's terrestrial broadcasters but also helps to develop policies for producing sustainable and evolving high-quality content in the new media era.

디지털 미디어의 발달로 영상 콘텐츠 소비가 뉴미디어 채널로 빠르게 전환되고 있다. 뉴미디어 활로를 개척하기 위해 유튜브 채널로 확장한 지상파 방송사들의 전략은 수익구조를 개편할 정도로 성공적인 성과를 거두었다. 이러한 사례를 바탕으로 지역의 지상파 방송사들도 유튜브 채널로의 확장을 위해 꾸준히 노력하고 있지만, 아직은 그 결과가 미미한 실적으로 나타나고 있는 실정이다. 따라서 본 연구는 광주광역시 지상파 방송사들이 유튜브를 어떻게 활용하고 있는지를 살피면서, Q방법론을 통해 광주광역시 지상파 방송사의 유튜브 콘텐츠에 대한 수용자 선호 유형을 분석하였다. 그 결과 '트렌드 민감형', '감성 중시형', '지역 애착형'의 세 가지 유형을 발견하였고, 각 유형별의 특징을 고려한 맞춤형 콘텐츠 제작 전략을 제안하였다. 이것은 광주광역시 지상파 방송사의 유튜브 전략 수립에 실질적인 지침을 마련할 뿐만 아니라, 뉴미디어 시대에 부합하는 지속-발전 가능한 밀도 있는 콘텐츠 제작의 정책 수립을 구축하는데 도움을 줄 것이다.

Keywords

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