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시청률 제고를 위한 KBS의 2014 월드컵 중계방송 전략에 대한 연구

Title
시청률 제고를 위한 KBS의 2014 월드컵 중계방송 전략에 대한 연구
Other Titles
A Study on the Strategy of KBS Broadcasting in the 2014 World Cup for the Purpose of Enhancing its Ratings
Author
최준서
Keywords
World Cup; Football; Broadcasting; Ratings
Issue Date
2015-12
Publisher
한국체육과학회
Citation
한국체육과학회지, v. 24, NO 6, Page. 601-612
Abstract
The purpose of this study is to analyse the strategy of KBS World Cup Broadcasting in 2014 pertaining to its commentator and sportscaster in leading its broadcasting to the best program with the highest audience ratings. It is also assessed as to how KBS World Cup commentator and sportscaster was selected and why they could have a magnetism to successfully attract the TV viewers In the run up to the 2014 World Cup, KBS have employed a new commentator with expertise and experience as former South Korean football international and choose a relatively young sportscaster who could fit in well with the commentator. This strategy carried forward by KBS struck a chord with the TV viewers: Young-Pyo Lee, the KBS commentator was praised for his expertise and ability to predict the outcomes of important World Cup matches, a style that was in stark contrast with more frivolous and entertaining broadcasting of MBC. Also KBS could put SBS with the established commentator into the shade by virtue of Lee’s exceptional capabilities in analysing World Cup games. It is safe to say that the success of KBS World Cup broadcasting greatly relied on the ability of its commentator as a football analyst. It is a reassurance that the expertise of commentator is the most important factors in dictating ratings of the World Cup broadcasting.
URI
http://www.dbpia.co.kr/Article/NODE06590794http://hdl.handle.net/20.500.11754/29344
ISSN
1226-0258
Appears in Collections:
COLLEGE OF ART AND PHYSICAL EDUCATION[S](예술·체육대학) > SPORTS INDUSTRY(스포츠산업학과) > Articles
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