• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2020.07a
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• pp.517-520
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• 2020

미디어 기술의 발전으로 스마트미디어의 대표적인 OTT서비스와 일인방송 규모가 급격히 확대되고 있다. 이로써 Z세대나 밀레니얼세대들은 더 이상 레가시미디어에 종속되지 않고 동기화, 개인화, 직관화, 실감화가 특성인 스마트미디어를 일상생활에서 향유하고 있다. 따라서 미디어 소비 행태도 급격히 변화하여 레가시 미디어인 지상파방송, 유료방송은 광고 매출, 콘텐츠 소비 등에서 디지털 인터넷 플랫폼과 경쟁에 어려움을 겪으며 성장에 어려움을 겪고 있다. 본 논문에서는 OTT와 일인방송이 중심이 되는 스마트미디어에서의 미디어 소비 행태의 변화를 알아보고 이에 따른 스마트미디어의 성장과 교육환경과의 상관성에 대해 고찰하고자 한다.

• Journal of the Korea Convergence Society
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• v.12 no.3
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• pp.125-132
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• 2021

This study deals with the influencing factors on flow and addiction perceived by users of Tiktok service, an SFV service platform that is expanding the market in the middle area between social media and OTT. As the number of Tiktok users increases, researchers thought that research on the cause of addiction would be necessary. Since media users lack media consumption time, they produce and share SFVs rather than long videos, and are affected by exogenous variables. In addition, attachment is divided into interpersonal relationships and attachment to services, and the path of attachment was confirmed to be connected to flow and addiction. Through this study, the researchers considered that there were theoretical and practical contributions in that the path leading to addiction of video media services was set and verified as self-exposure and attachment, flow and addiction. These research results can be applied to more diversified video-centered media services, and can be expected to be used for new media emerging in the future.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.524-532
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• 2021

Smart TV is rapidly growing with the provision of OTT services, and has become an alternative to pay-TV services. Yet smart TV in Korea has been diffused slowly, and thus few research has paid attention to smart TV. With the global growth trend of smart TV, research on smartTV, focusing on users' characteristic and their behaviors, is critical to explain smart TV's usage. To employ the Mediapanel dataset, this study explores the impact of smart TV users' demographic factors and their pay-tv usage on smart TV usage. The results suggested that age, the type of household, household income, and market size are associated with smart TV usage. Pay-TV usage, specifically IPTV subscription and VOD expenses, have impacts on smart TV usage. Lastly the interaction effect between IPTV subscription and movie VOD expenses, has negatively associated with smart TV usage. This study may bring to re-attention to smart TV and to give insights into the industry field.

• Journal of Digital Contents Society
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• v.15 no.3
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• pp.327-338
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• 2014

This study proposes the evolution model of emerging media platform including smart media (M-IPTV, Smart TV) and IPTV, through a spiral evolution model based on the theory of the exploration & the exploitation. Authors suppose that the IP media evolved from IPTV technology, evolution of which has come through the development model of serial circular process. For explanation of this evolution, we propose the research model integrating the spiral model and the exploration & exploitation theory. Researchers define the smart media as the evolved media from IPTV, through this proposed model. We expect this model to be the theoretical base of media regulation and setting direction of future media service. Thus, this research are summed up as follows. To begin with, we classify the evolutionary stage of IPTV from the view points of service feature, regulation frame and technological characters. Secondly, we organize and confirm the research model of IPTV evolution through case analysis of the 3 cycles of each evolutionary stage. As a result, discussion of this study helps understanding mobile IP media and smart media as a post IPTV and leads the solution of various regulation issues and the development of the innovative media service and content. In addition, it can guide the government for the evolutionary direction to promote the media and the content industry.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2021.06a
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• pp.137-140
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• 2021

지상파 UHD 방송은 2017년 세계 최초로 본방송이 시작되었고 2018년 평창 올림픽과 러시아 월드컵을 지상파 UHD 방송으로 중계하면서 성장해 왔다. 그런데 최근 급변하는 미디어 기술과 코로나 19 팬데믹 이후 미디어 시장이 요동치며 미디어 이용 플랫폼과 콘텐츠 그리고 미디어 이용 기기별 사용 시간에도 많은 변화가 생기고 있다. 이에 따라 지난 2017년 본 방송 이후 지상파 UHD 방송에 대한 시청자들의 이용 실태 및 인식 변화에 대한 조사의 필요성이 대두하게 됐다. UHD KOREA와 KBS 공영미디어 연구소는 UHD 방송에 대한 인지도와 시청의향, TV 크기의 변화, TV와 인터넷 연결 여부 등 미디어 환경변화에 따른 시청자의 미디어 이용 형태를 공동으로 조사했다. 그리고 지상파 UHD 방송의 추가 서비스의 선호도와 선호 콘텐츠, OTT 이용 여부 등에 대하여도 분석했다. 지상파 UHD 방송은 고화질, 다채널, 모바일, 재난방송, 양방향 서비스 등 ATSC 3.0 기술을 기반으로 다양한 최신 서비스를 제공하는 것이 가능하다. 이러한 조사 결과는 향후 지상파 UHD 방송 및 미디어 정책의 수립과 추진의 기초 자료로 활용될 것이다.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.23 no.2
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• pp.175-183
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• 2023

In a broadcasting market environment that has a close interdependence between platform operators and content operators, problems such as conflicts over program usage fees, and home shopping transmission fees are intensifying. This study attempted to analyze the environment of the domestic broadcasting market and present implications, analyze the cause of user fee conflict between the platform and PP, and propose detailed alternatives to resolve user fee conflict disputes. The results of environmental analysis on the domestic broadcasting market are as follows. First, the growth engine of the broadcasting industry has changed to direct resources such as service usage fees and content fees, and commerce is increasing. Second, as hegemony in the domestic broadcasting market changes from terrestrial to paid broadcasting and OTT, monopolies in the entire broadcasting area are being dismantled by voluntary entry. Third, the need to overhaul the existing regulatory system is increasing due to the dismantling and reorganization of the existing broadcasting market. On the other hand, this study proposed a strategy to diversify the profit structure of PP, supply program after pre-contracting, and strengthen CPS bargaining power in order to resolve disputes between paid broadcasting platforms and PP sharply. In particular, as strategies to strengthen CPS bargaining power of small and medium-sized SOs, it proposed to jointly improve CPS-related systems through IPTV and individual SOs, to redefine fees for programs and to voluntarily use programs.

• Journal of Service Research and Studies
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• v.13 no.2
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• pp.181-203
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• 2023

YouTube exhibits a hybrid personality, incorporating traits of both over-the-top (OTT) and personal broadcasting platforms. However, limited research has investigated these hybrid characteristics, particularly in the context of paid YouTube channel memberships. Therefore, building upon consumption value theory and prior literature, this study examines the influence of consumption value factors associated with paid YouTube channel memberships on usage satisfaction and continuance intention. Specifically, the study identifies four perceived consumption value factors (functional, social, emotional, and epistemic values) within the paid YouTube channel membership context and assesses their impact on usage satisfaction and continuance intention. Additionally, the study explores the moderating role of conditional value (the experience of watching live streams on paid YouTube channels) in these relationships. Data was collected via an online survey from Korean adults who subscribed to multiple paid YouTube channel memberships, resulting in 274 responses. The proposed hypotheses were tested using structural equation modeling (SEM). The SEM results indicate that all four consumption value factors significantly influence usage satisfaction, with usage satisfaction in turn positively affecting continuance intention. Furthermore, the study reveals that conditional value moderates the relationships between functional/emotional values and usage satisfaction, as well as between usage satisfaction and continuance intention. This study is the first to focus on YouTube channel paid memberships, which encompass characteristics from both OTT and personal broadcasting platforms. It is anticipated that this research will offer insights to personal broadcasters and stakeholders regarding the motivational factors that impact user satisfaction and encourage subscriptions to channel memberships.

• Journal of Digital Convergence
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• v.20 no.4
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• pp.519-528
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• 2022

The purpose of the study was to further investigate the direction for one-person experience design based on visual shift due to the isolation one has experienced after the COVID-19 and the factors regarding it. The study involves eight female participants who are in their twenties via digital platform. The participants were instructed to choose digital image similar to COVID-19 and to write down facts based upon the image and the researcher will look into the result microscopically. The researchers found that the isolation factors include decreased face-to-face communication, reliance on social media, heavy usage of OTT platform, limited outdoor occasion and activity, limitation of untact technology and education program, fear over the pandemic and so on. The study has shown that the one-person experience design should be heading in a direction where it adopts space design that can crossover online and offline world, digital complex design to embody realness as well as the communication design to regain the relationships with others.

• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.182-189
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• 2022

As OTT services become popular worldwide, content IP expansion strategy has an important position in the platform media industry ecosystem where new content is constantly distributed. In particular, the method in which a successful narrative expands the elements constituting a specific world, that is, the Universe, is effective in reducing risk factors in content IP expansion and expanding content franchises. This study intends to examine how Marvel's cinematic Universe (MCU) is strategically performing content IP expansion while borrowing the multiverse concept and replicating and reproducing it by itself through narrative analysis of . As a result, the multiverse can reproduce an incomplete state by repeating the completed event, which can exist as another self-fulfilling content. At the same time, it can be an effective content IP expansion strategy in that each story can be produced because a single character can exist in multiple under the multiverse.

• Knowledge Management Research
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• v.24 no.4
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• pp.63-85
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• 2023

This study aims to identify the primary user group in the growing metaverse space based on the increased interest during the COVID-19 era. It also aims to explore the predictive factors for metaverse adoption. To predict online activities, the study examined user purposes, motivations, and relevant demographic factors as predictive variables through model analysis. The data from the Korean Media Panel Survey were used, and a two-stage analysis with the Heckman two-stage sample selection model was conducted to predict metaverse users. The analysis revealed that the key factors influencing metaverse adoption were offline activities, openness, OTT usage, and purchasing of paid content. Moreover, in the second stage model, openness, gender, and paid content purchases were identified as significant variables for increasing metaverse usage time. These results indicate that understanding metaverse users is essential in the context of the rising interest in online activities during the COVID-19 era and can provide valuable insights for metaverse platform-related companies and developers.