The Future of Mobile TV: When Mobile TV Meets the Internet and Social Networking

Montpetit, Marie‐José; Klym, Natalie; Blain, Emmanuel

doi:10.1007/978-1-84882-701-1_21

Cited by 7 publications

(1 citation statement)

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“…Viewers communicate with other viewers. Consequently, those comments and discussion might influence viewers to watch a TV program [33]. Online communication data can be a source of up-to-date information to make a final decision making, e.g., to do, do not, or stop watching TV drama [34].…”

Section: Methodsmentioning

confidence: 99%

The Correlation between Online Comments before Broadcasting and Television Content Viewers’ Behavior Pattern: The Anchoring Effect Perspective

Kyoungran¹,

Ahn²

2019

KSII TIIS

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This study investigated the television (TV) content viewers' behavior influenced by online communication at the choice of new TV series on a terrestrial streaming platform. For exploring the impact of the anchoring effect on the TV content consumption, this study analyzed the correlation between the first episode's TV ratings and the data of online comments or reactions. These data were potential audiences' communication, which were generated on the online article three weeks before the first broadcasting began. To avoid the crucial influence by external factors, such as season and social issue, the test was done with eight (8) TV series which have same genre (drama), similar core audience targeting (20-49's women), similar broadcasting period (Jun-Oct 2016), same scheduling (10.00 to 11.00 pm, weekdays) and aired on terrestrial TV platforms. This research found that not only the amount of comments and reactions, but also the attitude about the comments created before broadcasting, positively influence the audiences' decision-making behavior for new TV content choices. This investigation contributes to the literature on media economics and management by exploring the media content users' consuming behavior with behavioral economics perspectives (anchoring effect) and making a first step for finding a new effect on the media content consumption.

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Section: Methodsmentioning

confidence: 99%

The Correlation between Online Comments before Broadcasting and Television Content Viewers’ Behavior Pattern: The Anchoring Effect Perspective

Kyoungran¹,

Ahn²

2019

KSII TIIS

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Content Awareness inIPTVDelivery Networks

Fati¹,

Sumari²

2018

IPTV Delivery Networks

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Do big data support TV viewing rate forecasting? A case study of a Korean TV drama

Ahn

Lee

et al. 2016

Inf Syst Front

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This study focuses on big data, including data from social networking sites (SNS), and data that can complement prior researches on TV viewing rate prediction. The paper analyzes the variables, which influence the average minute rating (AMR) and share rating (SHR) through regression analysis after gathering buzz data on a 20-episode drama series in Korea. The R-square value of regression analysis results shows that the consumer-generated media (CGM) variable including SNS items explained 64 % of both AMR and SHR. However, the Media variable is not statistically significant. For SNS items, the Korean SNS me2DAY and DaumYozm are statistically significant for AMR and SHR, but Twitter is not significant. This study contributes to practitioners' ability to alleviate the hurdles of broadcasting production communities on the difficulty of predicting viewing rate in advance. Thus, it is possible to determine whether to invest production cost persistently or to adjust the broadcasting volume based on viewers' response.

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The Future of Mobile TV: When Mobile TV Meets the Internet and Social Networking

Cited by 7 publications

References 0 publications

The Correlation between Online Comments before Broadcasting and Television Content Viewers’ Behavior Pattern: The Anchoring Effect Perspective

The Correlation between Online Comments before Broadcasting and Television Content Viewers’ Behavior Pattern: The Anchoring Effect Perspective

Content Awareness inIPTVDelivery Networks

Do big data support TV viewing rate forecasting? A case study of a Korean TV drama

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