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2014년 KI 시청자 평가지수조사 보고서
제목 2014년 KI 시청자 평가지수조사 보고서
저자 신지형 ·정부연· 김윤화 조회 10274
게재지 정책연구 권호 정책연구 14-55
언어 KOR 페이지 1-123 (총 123 pages)
PDF pdf열기2014년 KI 시청자 평가지수조사 보고서 발행일 2014.12.31
분류정보 방송 > 방송정책
방송 > 방송서비스 산업ㆍ시장
1. 조사 배경 및 개요
KI 시청자평가지수조사는 시청률 경쟁을 지양하고, 방송 프로그램의 질적 향상을 위해 시청자가 직접 방송프로그램 만족도와 질을 평가하기 위해 도입되었고, 채널 별 프로그램 각각의 만족도 지수와 질평가 지수를 합산하여 계산된 산술평균을 통해 산출된다. 또한, 보조적 지표로 방송채널 질평가 지수를 7가지 항목으로 평가하고 있는데, 평가 항목으로는 흥미성, 다양성, 창의성, 신뢰성, 유익성, 공정성, 공익성을 들 수 있다. 조사 대상 및 조사 방법과 조사 문항에 관한 자세한 사항은 다음 <표1>에 제시된 바와 같다.
KI 시청자평가지수조사는 2005년 지상파TV 4채널인 KBS1, KBS2, MBC, SBS를 대상으로 조사를 시작하여, 2006년부터 방송평가에 그 결과를 반영1)하였으며, 2012년부터는 2011년 12월 개국한 종편편성채널인 TV조선, JTBC, 채널A, MBN을 평가대상으로 추가하여 조사를 실시하였다. 조사결과는 반기별로 상반기 조사 후와 연간 조사 종료 후 시점에 보도 자료를 통해 공표되고 있다.
2. 각 방송사별 주요 조사 결과
가. KBS1
2014년 KBS1의 KI 시청자평가지수의 최종 산출 값은 7.48점으로 나타났으며 2011년 이후 지속적으로 감소하였으나, 2014년의 경우 전년대비 최종 산출지수에의 변동은 없었다. 2010년 조사 이래로 QI 점수가 SI 점수보다 지속적으로 높은 조사 결과를 보였다.
KBS1의 경우 채널성과지수의 7가지 조사 항목 중, 유익성, 다양성, 신뢰성, 흥미성, 공익성, 공정성, 창의성 순으로 점수가 높게 나타나고 있으며, 작년에 비해 전 항목에서 지수는 다소 떨어진 것으로 나타났다 또한, 전년대비 신뢰성 점수가 대폭 하락하여 다양성보다 낮게 나타났다.
목 차
서 언···················································································································· 1
요약문·················································································································· 13
제1 장 서 론···································································································· 27
제2 장 KI 시청자평가지수조사 통계품질진단··················································· 30
제1 절 조사통계 품질진단의 개요·································································· 30
1. 품질진단의 차원························································································· 30
2. 품질진단의 종류························································································· 31
제2 절 KI 시청자평가지수조사 자체품질진단················································ 32
1. 조사 개요··································································································· 32
2. 통계의 작성목적, 이용 및 이용자······························································ 34
3. 조사설계····································································································· 35
4. 자료수집····································································································· 38
5. 행정자료 활용···························································································· 41
6. 자료처리····································································································· 42
7. 통계추정 및 분석······················································································· 42
8. 통계공표, 관리 및 이용자서비스······························································· 44
제3 절 차원별 품질 상태 ·············································································· 45
1. 시의성 및 정시성······················································································· 45
2. 비교성 및 일관성······················································································· 45
3. 접근성 및 명료성······················································································· 49
제3 장 방송프로그램 평가 결과········································································ 51
제1 절 지상파 방송사 평가 결과···································································· 51
1. 채널별 연간 평가 결과·············································································· 51
2. 2013년과 2014년 결과 비교······································································ 51
3. 채널별 월간 평가 변동 추이····································································· 52
4. 응답자 특성별 지수 비교··········································································· 55
제2 절 종합편성채널 평가 결과····································································· 57
1. 채널별 연간 평가 결과·············································································· 57
2. 2013년과 2014년 결과 비교······································································ 58
3. 채널별 월간 평가 변동 추이····································································· 58
4. 응답자 특성별 지수 비교··········································································· 61
제4 장 방송사 채널평가지수조사 결과······························································ 64
제1 절 지상파 방송사별 평가 결과································································ 64
1. 채널별 연간 평가 결과·············································································· 64
2. 2013년과 2014년 결과 비교······································································ 65
3. 채널별 속성 평가······················································································· 66
4. 월간 평가 결과·························································································· 67
5. 항목별 채널평가지수 월별 평가 결과······················································· 68
제2 절 종합편성채널 방송사별 평가 결과······················································ 75
1. 2014년과 2013년 결과 비교······································································ 77
2. 채널별 속성 평가······················································································· 77
3. 월간 평가 결과·························································································· 78
4. 항목별 채널평가지수 월별 평가 결과 ······················································ 80
제5 장 KI 시청자평가지수조사 검증································································· 87
제1 절 KI 시청자평가지수조사 산출 과정 검증············································ 87
1. 조사 대상 패널 대표성 평가····································································· 87
2. 패널관리와 유지 검증················································································ 88
3. 온라인 조사시스템 안정성 검증································································ 89
4. 온라인 조사 프로세스 검증······································································· 89
5. 패널 응답자 의견 조사·············································································· 90
6. 평가대상 프로그램 포함률 검증································································ 90
제2 절 KI 시청자평가지수조사 결과 안정성 평가········································· 91
1. 전체 시간대와 주시청 시간대의 평가 결과 비교······································ 91
2. 프로그램 최소 시청자수 제한에 따른 평가 결과 비교····························· 92
3. 평가자 연령 기준 변화에 따른 평가 결과 비교········································ 93
4. 일주일간 평가 기준 변화에 따른 평가 결과 비교···································· 94
5. KI 시청자평가지수 설문문항의 상관 분석················································ 95
6. 평가자 수와 KI 시청자평가지수의 상관 분석··········································· 96
제3 절 FGI를 통한 KI시청자평가지수 산출과정의 타당성 검증 ················· 97
1. 조사 설계 및 조사 내용············································································ 98
2. 지상파와 종합편성채널 인식 및 KI 평가 기준 비교······························ 100
3. KI 시청자 평가 진행 적정성 진단·························································· 101
제6 장 결 론···································································································· 103
제1 절 조사 결과의 요약·············································································· 103
제2 절 결론 및 시사점 ················································································ 108
참고문헌············································································································· 110
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