Identifying Viewer Segments for Television Programs
针对广播电视行业市场细分实施困难的问题，提出一个三步细分方案，利用观众收视模式数据识别韩国电视市场的节目结构和观众细分，发现工作日和周末各有三个不同的观众群体，其人口特征、节目选择、收视时间和换台行为各异。
<h3>ABSTRACT</h3> Increasingly, as channels and programs are aired, their competition has encountered revolutionary changes in a broadcasting context. These have led to the need for more simplified and manageable segments of the broadcasting market for broadcasters as well as advertising agencies. The benefits that market segmentation offers are well established, yet broadcasters as well as advertising agencies continue to report implementation difficulties. Many complain of a lack of practical assistance for those carrying out segmentation studies. In this paper, a three-step market segmentation scheme is presented that utilizes the program viewing pattern information in the target audience9s viewing sets. It provides a consistent framework that can identify program structure and program segments for the Korean television broadcasting market. The segmentation scheme reveals three distinctive program segments for weekdays and weekends. The viewers in different segments also show distinctive demographic profiles, program choices, program and commercial viewing times, and zapping behaviors.