지상파 TV에서 중간광고 도입에 대한 태도: 일반인과 전문가 인식비교를 중심으로

Abstract

Era of multi-channel digital multimedia on the Internet, cable, satellite and IPTV and the growth of new media such as terrestrial broadcast advertising with the poor rating has also dropped sharply. In this situation, terrestrial TV suggesting the introduction of in-program advertising appearing comments. In this study, the introduction of these intermediate advertising the public and professional awareness about the issue by comparing the introduction of in-program advertising feasibility was done in the purpose. Studies on terrestrial TV suggesting the introduction of in-program advertising and public opinion about the differences in perception between experts is high. The introduction of in-program advertising validity of these data for future in-program advertising to provide a basis for enforcement is expected to give.