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Viewers' perception of indirect advertising discriminatory regulation
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간접광고(PPL)의 차별적 규제에 대한 일반 시청자 인식

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Type
Academic journal
Author
Chun Hyun-Sook (세명대학교) Joung-Mee Mha (한남대학교)
Journal
한국광고PR실학회 광고PR실학연구 광고PR실학연구 제14권 제1호 KCI Accredited Journals
Published
2021.1
Pages
74 - 95 (22page)

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Viewers' perception of indirect advertising discriminatory regulation
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What are viewers thinking about indirect advertising? To solve this question, I did a real-time survey. As a result of the survey, viewers were well aware of and paying attention to indirect advertising. However, viewers were feeling uncomfortable with indirect advertising. Viewers were not only familiar with indirect advertising itself, but also about indirect advertising regulations. They replied that stricter regulations on indirect advertising should be relaxed for terrestrial broadcasting. Nearly half of the viewers answered so. What viewers are concerned about when deregulation on indirect advertising on terrestrial broadcasting is increasing violence, weakening of publicity, and negative effects on paid broadcasting. However, despite these concerns, the reasons for deregulation of indirect advertising on terrestrial broadcasting were revitalization of the broadcasting advertising market, the principle of equity, the principle of market economy, and the global trend of deregulation. On the contrary, if the regulations on indirect advertising for terrestrial broadcasting were not relaxed and maintained, viewers' concerns were weakening of broadcasters' competitiveness. However, despite these concerns, the reason why the regulation of indirect advertising on terrestrial broadcasting should not be relaxed was the sovereignty of viewers and balanced development. What viewers think as a condition for deregulation of indirect advertising on terrestrial broadcasting is to invest in indirect advertising revenue to improve the quality of broadcast programs, and to expose indirect advertising to natural scenes so as not to interfere with viewing flow. The top priority for investing in advertising revenue was to expand the production of public programs, improve the quality of the program, and strengthen viewer monitoring and feedback. Reinforcement of the competitiveness of the broadcasting industry, balanced development, and investment in digital technology were ranked next. To what extent do viewers think they should ease the regulation of indirect advertising on terrestrial broadcasting? Viewers' choice was 6% of the program time.
#PPL #제도 #광고산업 #지상파방송 #유료방송 #광고 시간 #시청자 #설문조사 #실시간

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김도연 / 전 정권과 종편 탓하였다는 보도에 최승호 MBC 사장 반박...“구시대적 차별규제 해소해야” / 미디어오늘 google schola 김예리 / 지역 MBC 줄줄이 비상경영...10년 내 유보금 고갈 위기 / 미디어오늘 google schola 김자영 / ‘눈 오는 날엔 치맥’ 한국발 ‘치맥’ 중국 대륙 강타 / 스포츠서울 google schola 송진영 / KBS, 지상파 미디어산업 위기 대응 '경영혁신안' 발표 / 문화뉴스 google schola 이승재 / 제품 해외 홍보하려면...간접광고 규제 풀어라 / SBS google schola

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