아리랑국제방송 VOD 이용과 효과 연구

Abstract

인터넷이 발전함에 따라 기존의 미디어 산업이 큰 변화를 겪어왔고 미디어 콘텐츠 생산과 이용행태에도 다양한 변화가 발생하고 있다. 또한 스마트 디바이스의 등장과 급속한 확산은 이러한 인터넷미디어 발전의 흐름을 더욱 가속화 시키고 있는 상황이다. 수용자 측면에서는 과거 일방적인 방송서비스 수용형태에서 원하는 콘텐츠를 언제 어디서나 이용할 수 있는 양방향 서비스 형태로 진화하고 있고 그 대표적인 서비스로 인터넷을 기반으로하는 VOD 서비스를 들 수 있다. 초기 방송사의 웹사이트내에서 실시간 방송 이후에 다시보기 서비스로 제공되던 기능에 그치지 않고 인터넷환경의 새로운 기술과 접목되어 향후 뉴미디어 시장에 더 큰 가능성이 기대된다고 할 수 있다. 또한 인터넷을 기반으로 하는 방송서비스는 콘텐츠를 소비하거나 확산하는데 시간과 공간에 제약을 받지 않음으로 전 세계를 대상으로 하는 글로벌 방송사에서는 미디어 수용자를 확보하고 콘텐츠를 확산하는데 가장 효율적인 서비스 방법이라고 할 수 있을 것이다. 이에 1999년부터 전 세계 시청자를 대상으로 글로벌 방송 서비스를 하고 있는 아리랑국제방송의 사례를 통하여 인터넷미디어인 VOD 서비스의 이용과 효과에 대해 연구해봄으로써 글로벌 방송사의 인터넷미디어 서비스의 가능성을 알아보고자 하였다. 본 연구에서는 인구통계학적인 변수에 따른 아리랑국제방송의 VOD 서비스 이용행태를 먼저 분석하여 기술하였고 프로그램 만족도와 아리랑TV 만족도 조사를 통하여 인터넷미디어 서비스가 해외홍보방송의 목적에 맞게 대한민국의 국가인지도 상승에 유의미한 영향을 주고 있다는 것을 알 수 있었으며 그 효과를 증대 시키는 요인으로는 엔터테인먼트 프로그램과 뉴스가 다른 프로그램들에 비하여 더 중요한 영향을 미치고 있다는 결론을 도출할 수 있었다. 즉, 인터넷 VOD 시청자에게는 한국의 대중문화 관련한 프로그램들이 대한민국의 국가인지도 상승에 가장 효과적인 콘텐츠임을 알 수 있었고 그 다음으로 한국의 현재 상황을 객관적으로 알 수 있는 뉴스도 국가인지도를 높이는데 영향을 주고 있음을 알 수 있었다.|The development of the Internet has brought about huge changes to the old media industry and changed the ways media content is produced and used in various ways. The emergence and rapid spread of smart devices has been further accelerating the development flow of the internet media. On the part of users, broadcasting service is evolving from the old one-sided format to the interactive format to allow them to use the content of their choice any place and any time. One of the representative service formats is VOD service based on the Internet. Growing further from its early days when it was offered as a reviewing service on the website of a broadcasting station after real-time airing, the Internet-based VOD service is being incorporated into the new technologies of the Internet environment and raising further possibilities for the new media market of the future. Internet-based broadcasting service has no time and space limitations with content consumption and spread, which means that it can be the most efficient service format for global broadcasting stations targeting the viewers all around the world to secure their media users and spread their content. This study thus set out to investigate the uses and effects of an Internet medium called VOD service with the case of The Korea International Broadcasting Foundation, which has provided global broadcasting service to viewers around the world since 1999, and examine the possibilities of Internet media service by global broadcasting stations. The study first analyzed the use patterns of VOD service by Arirang International Broadcasting Foundation according to a set of demographic variables and conducted a survey on users' satisfaction with programs and Arirang TV, finding that Internet media service had significant impacts on the increased recognition of South Korea according to the goals of overseas promotional broadcasting. The study also reached a conclusion that entertainment and news programs were the factors that increased the impacts further and had more important influences than other types of programs. That is, the programs about the Korean popular culture were the most effective content for increasing the recognition of South Korea to Internet VOD viewers, being followed by news programs that offered objective information about the current situations of the nation and had effects on its increased recognition.; The development of the Internet has brought about huge changes to the old media industry and changed the ways media content is produced and used in various ways. The emergence and rapid spread of smart devices has been further accelerating the development flow of the internet media. On the part of users, broadcasting service is evolving from the old one-sided format to the interactive format to allow them to use the content of their choice any place and any time. One of the representative service formats is VOD service based on the Internet. Growing further from its early days when it was offered as a reviewing service on the website of a broadcasting station after real-time airing, the Internet-based VOD service is being incorporated into the new technologies of the Internet environment and raising further possibilities for the new media market of the future. Internet-based broadcasting service has no time and space limitations with content consumption and spread, which means that it can be the most efficient service format for global broadcasting stations targeting the viewers all around the world to secure their media users and spread their content. This study thus set out to investigate the uses and effects of an Internet medium called VOD service with the case of The Korea International Broadcasting Foundation, which has provided global broadcasting service to viewers around the world since 1999, and examine the possibilities of Internet media service by global broadcasting stations. The study first analyzed the use patterns of VOD service by Arirang International Broadcasting Foundation according to a set of demographic variables and conducted a survey on users' satisfaction with programs and Arirang TV, finding that Internet media service had significant impacts on the increased recognition of South Korea according to the goals of overseas promotional broadcasting. The study also reached a conclusion that entertainment and news programs were the factors that increased the impacts further and had more important influences than other types of programs. That is, the programs about the Korean popular culture were the most effective content for increasing the recognition of South Korea to Internet VOD viewers, being followed by news programs that offered objective information about the current situations of the nation and had effects on its increased recognition.