본 연구는 수용자들의 프로그램에 대한 충성도에 의해 나타나는 반복시청의 중요성에 의미를 부여하고 텔레비전 프로그램의 연속 시청을 강력히 지지해 주는 계승효과 (inheritance effects)의 역할이 드라마 장르에서 각 채널내 및 채널간에 상호 어떤 영향을 미치는지 실증분석한 결과이다. 실제적으로 이와 같은 상호작용성에 대한 설명은 크게 각 방송사간 시청률의 연관성과 해당 프로그램의 전 회차 시청률이 현 시청률에 미치는 영향력으로 구분할 수 있는데, 본 연구에서는 이를 가장 잘 설명할 수 있는 분석모형으로 SUR(Seemingly Unrelated Regression) 회귀모형을 사용하여 분석을 진행하였다.
The purpose of this study is to exam the influence of repeated watching television drama of audience by inheritance effects in audience rating of TV-program. By explaining influence of interaction between TV channel and within channels, there are very important fact, the one is the audience rating of TV-channel(KBS 2, MBC, SBS) is affected each other and the another is the audience rating of preceding times TV-program affects on current rating of itself and the other's. In this study SUR-Model was used as a analysis-method, because SUR-Model has strong frame to analyze the influence of interaction between TV channel and within channels. Analysing data was the audience rating result of 3 TV-channel(KBS 2, MBC, SBS) from June of 2004 to June of 2005 by TNS.This study finds out that the rating of MBC drama is negatively correlated with the one of SBS and KBS (SBS and MBC : r=-0.7717, KBS2 and MBC : r=-0.5156). In case of the effects of the preceding times, the rating of preceding times MBC drama affects on the rating of current SBS drama significantly.
The purpose of this study is to exam the influence of repeated watching television drama of audience by inheritance effects in audience rating of TV-program. By explaining influence of interaction between TV channel and within channels, there are very important fact, the one is the audience rating of TV-channel(KBS 2, MBC, SBS) is affected each other and the another is the audience rating of preceding times TV-program affects on current rating of itself and the other's. In this study SUR-Model was used as a analysis-method, because SUR-Model has strong frame to analyze the influence of interaction between TV channel and within channels. Analysing data was the audience rating result of 3 TV-channel(KBS 2, MBC, SBS) from June of 2004 to June of 2005 by TNS.This study finds out that the rating of MBC drama is negatively correlated with the one of SBS and KBS (SBS and MBC : r=-0.7717, KBS2 and MBC : r=-0.5156). In case of the effects of the preceding times, the rating of preceding times MBC drama affects on the rating of current SBS drama significantly.