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ABSTRACT
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 audience's 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.
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