지역방송 프로그램의 공익적 성과 평가에 대한 탐색적 연구: 프로그램 공익성지수를 중심으로 = An Empirical Study on the Public Interest Performance Evaluation of Korean Local Broadcasting Programs: Focusing on the Program Universality and Diversity Index

다국어 초록 (Multilingual Abstract)

This study was conducted with the purpose of empirically analyzing and evaluating Korean local broadcasting’s public interest performance, based on TV viewing behavior data of local residents. For the evaluation, this study developed and utilized a public interest index focusing on universality and diversity, which are the main sub-concepts that constitute public interest. The universality index measured to what extent local broadcasting programs serve a wide range of social classes and groups, and the variety index measured to what extent they appeal to the demographically minority groups.. The viewing behavior data of 431 viewers in the Buul-Gyeongbuk, Daegu-Gyeongbuk, Jeolla, and Chungcheong areas were analyzed. In terms of the universality index, the results showed 82.4% of the programs analyzed achieved public interest performance standard. For the diversity index, 65.9% of the programs achieved the standard. The empirical results of study reveal that Korean local broadcasting programs are achieving high public interest performance in overall.