A Strategy for the Content and Expression of the Clip Video Based on the Relationship Between the Average Minute Rating, the Number of Views, and the Number of Likes: Focused on Korean TV Show Series, <Hospital Playlist>

초록

Background Broadcasters began to service clip videos by new viewing methods. However, even within broadcasting stations, there is no specific guideline for clip video production, and it is a reality that clip videos are produced based on the feeling of the producer. Therefore, by analyzing the clip video of a single program by the minute-by-minute viewer rating, it is intended to be helpful in the clip video production strategy. Methods The start and end times corresponding to clip videos were found in this broadcast program, and the viewer rating by minute was checked. A simple regression analysis was conducted to verify the influence of the viewer rating per minute on the number of views and likes. Besides, the content and expression were analyzed by comparing the highest viewing rate, highest number of views, and likes per episode of Naver TV. Results The viewer rating per minute for each clip video had a significant positive effect on both the number of views and likes. In any episode, the clip video of the highest viewer rating per minute did not coincide with the clip with the highest number of views and likes. Love story and comedy parts were popular. If the thumbnail image featured a supporting actor other than the leading star, the popularity fell. Also, the title that reflects the language expression of the younger generation, including colloquial and special characters, attracts viewers' popularity. Conclusions This study is meaningful to suggest the content and expression strategy of individual program clip videos through the minute-by-minute viewer rating. © 2021. This is an Open Access article distributed under the terms of the Creative Commons Attribution NonCommercial License. All Rights Reserved.

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