Earticle

초록

영어

The first D2C-era web-real variety show in Korea was broadcast via tvN of CJ E&M. The web-real variety program ‘SinSeoYuGi’ accumulated 54 million views, along with 50 million views at the Chinese portal site QQ. This study carries out an analysis using text mining that extracts portal site blogs, twitter page views and associative terms. In addition, this study derives viewers' response by extracting key words with opinion mining techniques that divide positive words, neutral words and negative words through customer sentiment analysis. It is found that the success factors of the web- real variety were reduced in appearance fees and production cost, harmony between actual cast members and scenario characters, mobile TV programing, and pre-roll advertising. It is expected that web-real variety broadcasting will increase in value as web contents in the future, and be established as a new genre with the job of ‘technical marketer’ growing as well.

목차

Abstract
 1. Introduction
 2. Theoretical Background
  2.1 An Analysis of TV entertainment programs
  2.2 Review of big data in social media
 3. Empirical Analysis of Big Data
  3.1 Methods for researching big data
  3.2 Composition and characteristics of SinSeoYuGi
  3.3 Analysis of reception to SinSeoYuGi from viewers in social media
  3.4 Analysis of the success factors of SinSeoYuGi
 4. Conclusion
 References

키워드

D2C (Direct-to-Consumer) Web-real variety Web-real variety success Big data SinSeoYuGi (New Journey to The West) Social analytics Text mining Opinion mining Viewers Viewers' respons Webtv tvN naverTVCast Snack Culture

저자

• Sejong Oh [ Hanyang University, Seoul, Korea ] Corresponding author
• Sunghun Ahn [ Dongguk University, Seoul, Korea ]
• Jungmin Byun [ Joongbu University, Seoul, Korea ]

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