융합환경에서 지상파 드라마 편성유형이 VOD 구매에 미치는 영향

As the broadcasting environment is changing andthe nonlinear viewing patterns are gettinggeneralized, the needs for VOD service of consumersare also increasing. But most of the precedingstudies on the similar topic were mainly focused onthe subscribers’ VOD consumption patterns of theearly days of IPTV, when the VOD service were notwidely known and used. Moreover, not only most ofthose studies were just based on questionnaires, butthere was also no obvious distinction between freeand paid VOD service. To make up for the weakpoints of those previous studies, this study hasperformed on a more extended pool of subjectsincluding digital cable TV subscribers. Moreover,this paper deals with the actual paid VODconsumption data of the digital cable TV subscribersfrom 2012 to 2013 to make this study of moreacademic values. And The model of this study wasdesigned by analyzing the preceding studies on thesimilar topic and examined minutely the subjectcontent mainly of TV dramas on the terrestrialbroadcasting channels which are main sources ofrevenue in the VOD service. Then this studyanalyzed the affect TV dramas the programmingtype to purchase VOD contents in the digital cableTV subscribers. As to the programming type, thecontents are categorized as Monday-Tuesdaydramas, Wednesday-Thursday drama, weekenddramas, morning daily dramas, evening daily dramas,and the others.
As a result of the research, this study hasanalyzed 101 drama series which had been aired onthe terrestrial broadcasting channels and then airedon VOD. It turns out that the average number ofpurchasing drama VOD per episode is 4,152. If welook to the programming type, Monday-Tuesdaydramas recorded the highest number in averageVOD purchases as 7,790. The lowest one was dailymorning dramas, 257.