- PDF 무료 다운로드

1.,,,..,,,..,,,,.,.,,, ( ).,. 2011 12

3 1 13 1 45 1 45 2 47 1. 47 2. 49 2 50 1 50 1. 50 2. 54 3. 57 2 63 3 65 1. 65 2. 67 3. 77 3 79 1 79 2 80 1. 80

4 2. 83 3. 86 4. 88 5. 89 6. 89 4 94 1 94 2 95 1. 95 2. 97 3. 98 3 103 1. KI 103 2. KI 107 3. KI 130 5,, 158 1 158 2 159 1. 159 2. 160 3 163 1. 163 2. 188 6 224 1 224

5 1. 224 2. 225 3.,, 232 2 : 244 1. 245 2. 247 3.,, 248 252 254

6 2 1 51 2 2 53 2 3 1 (2003 2010 ) 55 2 4 (2003 2010 ) 56 2 5 (2003 2010 ) 57 2 6 SI QI 64 2 7 MBC (2002 2010 ) 66 2 8 (2002 2010 ) 67 2 9 (2010 ) 70 2 10 (2010 ) 72 2 11 (2010 ) 72 2 12 (2010 ) 74 2 13 (2010 ) 75 2 14 (2010 ) 76 3 1,, (2000 2011 ) 81 3 2,, (2000 2011 ) 81 3 3 ( ) (2000 2011 ) 85 3 4 (, ) (2000 2011 ) 86 3 5 ( ) (2000 2011 ) 87

7 3 6 (, ) (2000 2011 ) 87 3 7 (2007 2011 ) 90 3 8 (2007 2011 ) 91 3 9 (2007 2011 ) 92 3 10 (2007 2011 ) 92 4 1 (2011 11 ) 98 4 2, KI, QI SI 104 4 3 KI, QI, SI 106 4 4 KI, QI, SI 107 4 5 KI, QI SI 108 4 6 KI 110 4 7 KI 111 4 8 / KI 112 4 9 / KI 112 4 10 / KI 114 4 11 KI 114 4 12 KI 115 4 13 KI 116 4 14 KI 118 4 15 / KI 120 4 16 / KI 123 4 17 / KI 125

8 4 18 KI 127 4 19 KI 130 4 20 1 KI 133 4 21 2 KI 134 4 22 3 KI 138 4 23 4 KI 139 4 24 141 4 25 144 4 26 145 4 27 146 4 28 147 4 29 / 148 4 30 / 149 4 31 / 151 4 32 / 152 4 33 / 153 4 34 / 154 4 35 155 4 36 155 5 1 161 5 2 162 5 3 165 5 4 165 5 5 167 5 6 168 5 7 171 5 8 173

9 5 9 174 5 10 () 177 5 11 () 179 5 12 182 5 13 183 5 14 185 5 15 KBS 186 5 16 MBC 187 5 17 190 5 18 194 5 19 KBS 1 196 5 20 1 198 5 21 200 5 22 203 5 23 205

10 5 24 206 5 25 208 5 26 210 5 27 211 5 28 213 5 29 215 5 30 216 5 31 218 5 32 219 5 33 220 5 34 222 5 35 222

11 2 1 TV (2002 2010 ) 55 2 2 KBS (2010 ) 68 2 3 MBC (2010 ) 69 2 4 (2010 ) 73 3 1 ( ) (2000 2011 ) 83 3 2 (, ) (2000 2011 ) 84 3 3 3 (2000 2011 ) 88 3 4 KBS 1-TV (2001 2011 ) 89 4 1 KI 131 5 1 164 5 2 166 5 3 168 5 4 169 5 5 170 5 6 172 5 7 () 176 5 8 () 178

12 5 9 181 5 10 188 5 11 189 5 12 192 5 13 199 5 14 202 5 15 204 5 16 207 5 17 209 5 18 212 5 19 214 5 20 217 5 21 221

13 1.,,,.,.,,,,.,.,,.,,,.., 50%,.

14.,.,.,.,.,. 2000.,.,.

15 2.,. 2000. (,, ) (KBS) KBS,. 3 ( ) ( ), (KI) ( ) ( ), () (

16 ) 2 2 4 (,,, ).,.,,,,. 3. 1., 2000 2011,,,., 20 24 08 09, (, ) 18 23. (19 23 ).,,,,,, 60%., 70% 80%

17.,., ( ), 12 3., MBC SBS 2009 1%, KBS.,, 5.,,,.,,. 2.. 3 KI 1) KI, QI, SI, KI QI SI r=.909 QI SI.., KI,, KI

18 QI() (r=.171, p<.05),., KI, QI, SI, KBS1 KBS2, SBS KI QI, SI, MBC QI (r=.254, p<.05)., KI, QI, SI, KI (r=.361, p<.05), SI (r=.296, p<.01).. 2) KI 4 (KBS1, KBS2, MBC, SBS) KI 72.4, KI 70 (, ). (SI) /(75.5 ), / (74.9), (73.7 ). (QI) /(76.4 ), /(75.8 ), (74.7 ). 3) KI,, KI 72.4, 3.93%. KI 7 5, 5. KI KBS1(73.8 ), SBS(72.7 ), MBC(72.2 )., KI, KBS1 5.72%, KBS2(3.64%), SBS(3.20%), MBC(3.17%)

19.,, KI 70.5, 12.39%. KI 7 6, 1. KI. KI KBS2 71.8, SBS 71.6, KBS1 71.3, MBC 67.4., SBS 17.25%, KBS1(13.58%), MBC(10.10%), KBS2(8.62%)., /, KI 75.9, 3.11. KI 7 1, 6. KI. KI KBS1(77.6 ), MBC KBS2 75.5, SBS 75.2., KBS1 3.73%, KBS2(3.70%), SBS(2.81%), MBC(2.19%)., /, KI 74.2, 4.25%. KI 7 3, 3. KI KBS1-TV(78.2 ), SBS(73.8 ), KBS2-TV(73.6 ), MBC(71.2 ).,, SBS(5.15%), KBS1(4.47%), KBS2(4,28%), MBC(3.10%)., /, KI 75.4 /. KI 7 2, 4. /., KBS2 KI 77.4, MBC(75.1 ), KBS1(74.8 ), SBS(74.1 )., KI KBS2

20 4.47%, MBC(4.27%), KBS1(3.89%), SBS(3.75%).,, KI 71.1, 7.12%. KI 7 6, 2.., KI KBS1-TV 74.3, KBS2(71.1 ), SBS(70.2 ), MBC(68.9 ).,, SBS 8.41%, KBS2-TV(7.63%), KBS1-TV(6.43%), MBC(6.02%).. 3 KI 1) KI 273 ( ) KI () 4, 1 (KI, ) 60 (22.0), 2 (KI, ) 103 (37.7%), 3 (KI, ) 43 (15.8%), 4 (KI, ) 67 (24.5%).,. 2), 4 14 (40.0%). 2 (12, 34.3%), 1 (7, 20.0%), 3 (2, 5.7%).,.

21,., KBS1 8 4 1, 3 2., KBS2 6 5 4, 1 3., MBC 13 6 4, 5 2, MBC.,. SBS 8 4 2., 3 18 (56.3%), 1 10 31.3%..,., KBS1 3 2 3, 1 1., KBS2

22, 8 3 3., MBC 10 8 3, SBS 11 6 1, 5 3.,,., / 2 44 (74.6%). /. /., /,. /., KBS1 30 23 2, KBS2 9 5 2, MBC 12 9 2, SBS 8 7 2., / 2 19 (42.2%)

23 /., / 4 16 (35.6%), 1 10 (22.2%) /. 2,, 4. /,., /., KBS1 15 10 2., KBS2 11 5 4, 4 2., MBC 11 8 4. SBS 8 4 1 3. 4 1., / 2 10 (50.0%). / /, /

24. 4 6 (30.0%), 1 4 (20%) /., /,., KBS1 11 2 7, KBS2 1 2., MBC 4 2 1. SBS 4 2 4.,., 1 24, 3 23, 4 20, 2 15. 1 3 57.3%.,.,., KBS1 16 1 10. KBS2 22 7 1 3., MBC 25 10 4. SBS 19 9 3.

25.,, 1),, 79.8%, 70.2%, 65.9%., 60%.,.,,,,,, KBS, MBC., /, KBS, MBC.,.,,, 3,.,.

26,, TV 65.1%., (49.6%, 3.54 )., (34.6%, 3.27 ),,., 60.6% (3.70 ).,,,.,.,,,.,,.,,,,,. KBS,,

27., MBC, 37.5% MBC.,., KBS MBC., KBS.,, 77.6%(4.10 ). 70.1%(3.87 ), 64.0%(3.77 ), 63.0%(3.75 )., (2.81 ), (2.83 ).,. 2) (1), 90.0%(5 4.54),. 88.0%(5 4.46), 86.0%(5 4.26),

28 84.0%(5 4.30), 82.0%(5 4.30)., 84.0%,.,,,,,., 4.47, 4.70,..,,,,., (78.0%, 3.84 ) (74.0%, 3.94 )., (68.0%, 3.80 ), (66.0%, 3.76 )

29.,, 11 7 (54.0%, 3.62 )., (2.0%, 2.06 ), (8.0%, 2.40 ), (14.0%, 2.56 ), (30.0%, 3.00 ),., 3.80, (4.30 ).,.,, KBS (4.10 ), MBC (4.08 ), (4.00 )., MBC.

30,, KBS 1 (78.0%), (76.0%)., KBS., KBS 1, MBC KBS (58.3%), (87.5%) 1., 1 (48.0%), (40.0%)., (65.0%).. 1., 1 (75.0%),.,

31..,.,, 96.0%(5 4.58 ), 90.0%(5 4.36 ), 88.0%(5 4.20 ), 88.0%(5 4.12 ), 86.0%(5 4.24 ), 76.0%(5 4.08 ), 70,0%(5 3.72 ).,, 60.0%(5 2.42), 36.0%(5 4.12).., KBS (4.80 ) (4.70 ) (4.30 ).,, (2.70 ) (2.90 ). (2), (48.0%, 5 3.40 ). (44.0%, 5 3.32), (40.0%, 5 3.16).

32 (12.0%, 5 2.48 )., (3.73 ), (3.45 ). MBC (3.50 ), KBS (3.90, 4.13 )., ( 55.2%, 5 3.55), ( 55.2%, 5 3.45), ( 48.3%, 5 3.69)., ( 13.8%, 5 2.62 )., (4.14 ), KBS MBC (3.00, 2.80 )., 60.0% 5 3.66. ( 52.0%, 5 3.36)

33 ( 44.0%, 5 3.36 )., ( 12.0%, 5 2.70 ), ( 18.0%, 5 2.80 ), ( 20.0%, 5 2.86 ).,,,. MBC, KBS *(3.80 ), (3.70 )., 60.0%, 5 3.60. ( 45.7%, 5 3.17),,. ( 37.1%, 5 3.06)., MBC., MBC, (3.67 )..,

34 ( 54.0%, 5 3.50 )., () ( 36.0%, 5 3.24 ) KBS, MBC, ( 32.0%, 5 3.08 ), 1, 2, 3 ( 18.0%, 5 2.90 ) 1, 2, ( 5 14, 5 16 ), 5 ().,. (3.75 ), (3.68 ), KBS, MBC (3.68 )., KBS MBC, KBS, MBC, (2.70, 2.50 )., KBS MBC 51.6%, 5 3.26.

35 ( 35.5%, 5 3.16)., ( 25.8%, 5 2.87), ( 12.9%, 5 2.71).,. (3.62 ), KBS MBC (3.11 ) (3.11 ). (4.14 ), KBS MBC (3.29, 3.25 ).,, ( 48.0%, 5 3.46). ( 48.0%, 5 3.40)., ( 18.0%, 5 2.90 ), ( 16.0%, 5 2.94), ( 3.0%, 5 2.78), ( 3.0%, 5 2.74)., MBC, (3.35, 3.83 )

36, KBS (3.60, 3.63 ). MBC,. MBC (4.40 ). 4.25., (4.33 ), KBS (3.67 ).,. ( 68.0%, 5 3.82) ( 66.0%, 5 3.80) 1, 2,, ( 30.0%, 5 2.96) ( 62.0%, 5 2.12)., (4.25 ) (4.13 )..

37 4.,,,.,.,. 1.,. 1923 20 24. 7 8 11 12..., 2 10%,

38.,,., 50%., ( 3 2 ). (,, ),.,,,. ( ).,,.,., 4

39,., 3 2 12,,., 5, 2.,. 2.., (,,, ).,.,.,,.,

40.,.,,.,.,.,,.,.,, 1 2.,,,.

41. 3.,,,,..,.,,, KBS.,, 1.,. 2 3,

42.. 5 19 5 20., MBC KBS,.,,,,.,,,.,,,,,,,.,,.,

43,.,, KBS MBC,., KBS MBC.,,,.,.,,,,..,.

1 45 1 1,,,.,.,,,,.,.,,.,,,.. 1), 50%, 1) 4 ( 69, 71, 72, 89 )

46.., 2). 3),.,.,.,,. 2) TNmS, 1 2000 6 10 2010 5 21 49, 2000 78.5% 2010 58.9% 3),...

1 47. 2000.,.,. 2 1..,. 2000. 4) 4).,

48 (,, ) (KBS) KBS,. 3 ( ) ( ), (KI) ( ) ( ), () ( ) 2 2 4 (,,, ).,.,, (EBS), 2.

1 49,,. 2..,.,.,.,,,.

50 2 1 1.,,,, ( 2 15 ). 5)., () (,,, ),.,,.. 5),,,, (, 2011;, 2006).

2 51 2 1,, 50% : 7 11(PM), / / : 6 11(PM) (*KBS,, ) 50 85% KNN/// 69% // 71% / 77% KBS 100 60,, 1.5% KBS, MBC, 3 3 1% 60 80% 20 40%

52 1 30 50% 50 80% 80% (EBS 70% ) 25% 45% 60% EBS 0.3% 1,, 1,,,, 80% 80% 40% 30% 15% KBS1 24%, KBS2 40%, MBC 3 3 35%, EBS 20%, 4% 21% 10% 2 1,.

2 53 2 2. 2 2 1,,, 2 2,,,,.

54..,,.,. 2.. 1990 TV,, DMB, IPTV,.,,., 2002 72.0% 2010 55.6%, TV 28.0% 44.4%.., TV.

2 55 2 1 TV (2002 2010 ) :,, KISDI, 2011. 6. 28.,. 2010, 1 111, / / 142 1 120. 2003 176, / / 227, 1 190 65, 85, 70. 2 3 1 (2003 2010 ) (: ) 2003 2004 2005 2006 2007 2008 2009 2010 176 129 126 117 111 105 111 111 / / 227 174 158 166 147 142 146 142 1 190 159 135 131 121 116 121 120 :,,.; (2009). p.10. 2003. 2003 (,,, PP) 3

56 5,482 50.2%, 2010 4 685 31.0%., PP 2003 2 3,023, 32.5% 2010 13 1,094, 45.6%. 2003 1 750 15.2% 2010 2 6,374 20.1%., 2003 1,496 2.1% 2010 4,310, 3.3%., 2003,. 2 4 (2003 2010 ) (: ) 2003 2004 2005 2006 6) 3,548,193 3,544,816 3,542,552 3,703,681 1,074,954 1,347,948 1,581,807 1,846,748 149,631 255,035 347,274 393,905 PP 7) 2,302,255 2,588,390 3,126,497 3,668,708 7,075,033 7,736,189 8,598,130 9,613,042 2007 2008 2009 2010 3,881,539 3,817,765 3,627,628 4,068,533 2,135,764 2,401,820 2,525,226 2,637,424 387,393 386,958 397,457 430,983 PP 3,984,350 4,198,799 5,260,301 5,972,430 10,389,046 10,805,342 11,810,612 13,109,370 :,,.,,., 6) TV, DMB 7) PP PP, PP

2 57 2003 2010 2 5. PP 3,205 9,862,. 2 5 (2003 2010 ) (: ) 2003 2004 2005 2006 2,656,580 2,502,761 2,402,103 2,467,622 72,934 94,166 86,634 2,862 4,878 7,182 11,979 PP 320,495 412,882 571,030 718,135 2,979,937 2,993,455 3,074,481 3,284,370 2007 2008 2009 2010 2,392,471 2,199,837 1,918,234 2,216,196 98,284 117,494 106,468 111,174 11,810 9,695 11,348 15,605 PP 857,847 879,601 769,374 986,218 3,360,412 3,206,627 2,805,424 3,329,193 :,,.,,,,, 2000.,,. 3.

58. 8), (public trustee).,. 9),,. (, 2006, p.346)., 90.,,. 8)., 80%,, (,,,, ).,,.,,. 9) (2011).

2 59,.,?,?,,.,.,,.. 10) (non-rivalry). (, 2007, p.8)., ( ). 2, 3., 10), (2009) 5 2,

60, (window effect)(, 2004).,..,. (, 2007).,. (5 ) (6 )..,,, 6 ( ),,,,,,,,., (needs), (public service broadcasting),. 1946 FCC Public Service Responsibility of Licensees ( Blue Book)

2 61,,.,,..,. 6,,,,,,,,,.. 11)..,., 2010 12, (DMB) 13,403 29,878 44.9%.,,,,, (, PD,,, ) 7,376 13,652 54.0%. 11), (2009) 5 2,

62. 2010 1 209 2009 7,735 32.0%., 5,998, 173, ( ) 3,817, 221. HDTV 7,577. PP 2010 7,696., ( ) 3,654, 1,073, 2,969., PP.,. 2010 41,942 1 2,177, PP 3,777 531., PP 21,134 9,768, 2,000 436., PP.,,,,.,.

2 63 2..,.,,., ( ),.,...,,., (KI),,

64... ( ).., (KI). 12) (SI: Satisfaction Index) (QI: Quality Index), 2 6. 2 6 SI QI SI QI 11 (0 10 ) 11 (0 10 )?? :, (2010), 2010 KI, p.36..,,. 12),.

2 65.,.,,.,. 3 1.. KBS MBC, 1995. KBS, 18 (9 ) (9 ), MBC 18. 13), 1995 1,,, 13) 2011 9, MBC MBC.

66, 1997 2,,, 14), (2001 ), (2002 ), (2007 ) 10. 15).. MBC, 16) 17) 2002 4,348 2010 4,241. 2002 556 2008 92, 2010 415. 2003 4,032, 2010 3,150. 2 7 MBC (2002 2010 ) (: ) 2002 2003 2004 2005 2006 2007 2008 2009 2010 434,760 446,415 438,187 428,569 424,223 442,498 424,747 378,922 424,094 55,588 52,131 43,089 20,105 6,368 16,949 9,217 2,647 41,547 393,547 403,128 367,958 342,269 342,819 353,020 335,681 282,024 315,008 :,,. 14) 2004 15) 1991 SBS, 16) KBS, MBC. 17) 2011 MBC MBC

2 67 10, 2003 3,201 2,500 2009 2,230. 2003 468 2008 24, 2010 134. 2003 2,188, 2010 1,787. 2 8 (2002 2010 ) (: ) 2002 2003 2004 2005 2006 2007 2008 2009 2010 302,866 320,057 251,094 248,768 251,153 246,168 247,352 223,046 248,873 39,027 46,775 38,251 35,867 40,571 25,707-24,032 4,993 13,433 211,582 218,800 197,763 189,791 199,004 189,993 178,431 162,255 178,743 :,,. 2..,., 50%,,,,.,.

68. 3 18),, KBS 1-TV 16.0%, 2-TV 44.4% 50%., 2 2 KBS (2010 ) (: %) :, 2011. 18) SBS, SBS.

2 69, 1-TV 23.5%, 2-TV 46.9%., KBS., 2 2, KBS., MBC 41.8%, 63.9%. 2 3 MBC. MBC KBS 2-TV 17%,. 2 3 MBC (2010 ) (: %) :, 2011.

70, SBS 43.1%, 63.9% MBC.,, KBS 1-TV 2-TV, MBC, SBS 80% 96% 97%. SBS 99.4%, MBC ( 96.7%) KBS (97.2%).,,. FTA. 2 9 (2010 ) (: %) 1/4 2/4 3/4 4/4 KBS 1TV(18 ) 19) 96.1 95.9 95.6 96.9 KBS 2TV(12 ) 99.0 98.0 97.7 97.8 KBS 97.6 97.0 96.7 97.4 MBC (19 ) 96.2 96.4 96.4 97.8 SBS 99.0 99.5 99.6 99.6 :, 2011., 20), 2009 KBS 19) 2010 9 13 KBS 20) 2011

2 71. KBS 1TV 52.9%, KBS 2TV 65.3%, KBS 1TV 93.6%, KBS 2TV 93.3%. 2009, 100%. MBC,., 41.3%, 100%. SBS, 60.8%, 100%., 100%,,,.,, KBS 1-TV 26 29%, 2-TV 51 52%., MBC 42 49%, SBS 46 52%. KBS 24% (1-TV) 40% (2-TV) MBC SBS 2010 2009

72 35%. 2 10 (2010 ) (: %) 1/4 2/4 3/4 4/4 KBS 1TV(18 ) 27.5 29.6 29.1 26.4 KBS 2TV(12 ) 52.2 51.6 51.6 51.6 KBS 39.9 40.6 40.4 39.0 MBC 43.7 49.3 42.5 42.4 SBS 48.1 46.4 52.0 52.9 :, 2011., KBS 1-TV 11 14%, 2-TV 56 59%., MBC 36 42%, SBS 56 61% 10%.. 2 11 (2010 ) (: %) 1/4 2/4 3/4 4/4 KBS 1TV(18 ) 14.2 13.1 12.6 11.1 KBS 2TV(12 ) 56.3 57.1 59.4 58.0 KBS 35.3 35.1 36.0 34.6 MBC 39.2 42.9 40.5 36.1 SBS 59.0 56.8 59.0 61.5 :, 2011.

2 73.,, 40% 50%., 65%. 32.6%, 37.9%, 38.2%, 38.7%., 32.3% 9. 2 4 (2010 ) (: %) :, 2011.

74,, 10. 1,,, 69%,. 2,, 71%,. 3 77% 77%,.. 2 12 (2010 ) (: %) 1 2 3 4 5 6 7 8 9 10 11 12 68.9 68.7 68.8 68.5 67.9 68.7 68.1 68.7 68.3 67.1 67.4 68.1 68.9 67.9 68.9 68.7 68.6 63.5 68.7 68.6 68.4 64.7 68.7 68.3 68.5 68.7 68.9 68.9 68.6 68.4 68.8 69.0 68.6 68.2 68.9 68.5 68.8 68.6 69.0 68.7 67.9 68.7 68.8 69.0 68.0 64.7 68.7 68.3 71.0 69.7 70.5 70.2 70.7 70.6 70.8 70.8 70.6 69.1 70.8 70.5 70.7 70.1 70.6 70.3 70.2 70.0 70.5 70.5 70.5 70.4 70.1 70.6 70.7 69.5 70.9 69.5 70.9 70.3 70.3 70.6 70.9 68.1 68.8 68.6 76.9 76.6 76.9 74.9 76.1 76.4 76.7 76.9 76.9 75.9 77.0 76.6 OBS 0 0 0 0 0 0 0 0 0 0 0 0 75.3 76.5 74.6 73.9 76.0 71.8 74.1 75.9 76.3 74.7 75.0 74.1 64.0 63.6 63.9 63.4 63.7 62.8 63.7 64.0 63.9 62.3 63.5 63.4 :, 2011. 1, 2, 3,., OBS 9,

2 75.,.,, 2 13 95 96%., OBS 80 83%. 9 100%, OBS.. 2 13 (2010 ) (: %) 1/4 2/4 3/4 4/4 OBS 80.0 80.4 83.2 81.3 96.5 97.7 97.4 97.8 96.0 96.9 98.0 98.5 97.3 98.1 98.5 98.4 96.3 95.5 97.6 98.3 94.9 95.9 94.8 94.3 94.5 96.8 96.5 96.2 99.0 98.8 98.5 99.6 98.9 99.5 99.5 99.6 99.0 99.5 99.6 99.6 95.2 95.9 96.4 96.4 :, 2011.

76,,, OBS 38.4%, 9 70% 25%., OBS 50.4%, 9 100%. 21),, 10% 4%., OBS 18%.,, 5%. 2 14 (2010 ) (: %) 1/4 2/4 3/4 4/4 OBS 15.1 17.6 20.1 22.8 KNN 6.7 6.6 7.6 8.0 6.4 7.3 6.6 6.6 8.7 8.3 8.3 8.4 12.3 13.5 13.1 12.8 7.1 7.6 7.7 7.3 8.5 5.9 6.2 5.3 10.5 12.5 12.9 13.9 10.0 10.0 11.1 12.2 4.9 4.7 5.0 6.2 9.02 9.4 9.9 10.4 :, 2011. 21), OBS 100%.

2 77.,. 3.. (, 2010;, 2008;, 2008). ( ).,,,.,.,.,., ( SBS),. SBS, SBS..

78 KBS MBC,., KBS MBC, SBS,.,,. (2010),. 22),,., (2010) ( ), MMS,.,., 2011 12,, 2012,. 22)., 100%.

3 79 3 1. 2,., ( 2 2 ). 2000.. ( 1),, 50%. ( 2). ( 3),,. ( 4)

80 ( 60 ). ( 5) (KBS) ( 100 ). ( 6). 2 1.,,,. 50%, 19 23,, 18 23., ( 1) 23),,. 2000 2011 12, 3 1,,.,,,., 3 1 (,, ). 23) KBS1, KBS2, MBC, SBS, OBS.

3 81 3 1,, (2000 2011 ) (: ) 00 01 02 03 04 05 06 07 08 09 10 11 6.8 5.2 4.2 4.2 3.9 3.0 1.9 2.3 2.4 2.2 2.2 2.1 8.3 9.2 5.3 4.8 5.3 4.7 1.7 2.8 3.0 2.3 2.5 1.9 32.4 27.1 25.3 22.6 21.6 16.6 13.1 14.0 18.0 14.9 16.6 13.9 3 1, 3 2., 12. 3 2,, (2000 2011 ) (: ) 00 01 02 03 04 05 06 07 08 09 10 11 14.3 12.5 12.1 13.3 12.7 12.3 11.4 12.0 10.3 11.3 10.3 11.7 17.5 22.2 15.2 15.2 17.2 19.3 10.2 14.7 12.8 11.9 11.7 10.6 68.2 65.3 72.7 71.5 70.2 68.3 78.4 73.3 76.9 76.8 77.9 77.7 50%.,., (, ).,, 24)

82..,.,.,.., 2 2.. 3 2 ( ).. 24),,,,,,, ( 502 )

3 83 2. ( 2). 2000 2011 25) 1, 3 1 3 2. 3 1 ( ) (2000 2011 ) (: 1 ) 25).,

84 3 2 (, ) (2000 2011 ) (: 1 ),,. 3 3 3 4, 5. 2000, 5 19 24 08 09, (, ) 18 23. 18 23. 19 23., 1920 23 24., 2006 4 1920 0809., 20 24. 26) 26)

3 85 3 3 ( ) (2000 2011 ) (: 1 ) 00 01 02 03 04 05 06 07 08 09 10 11 02:00 2.67 2.61 3.16 2.28 2.64 2.06 2.21 1.64 1.54 1.19 1.49 1.30 03:00 1.10 1.06 1.33 0.87 1.16 0.79 1.07 0.53 0.56 0.52 0.87 0.64 04:00 0.66 0.67 0.82 0.56 0.81 0.55 0.91 0.28 0.33 0.36 0.86 0.44 05:00 0.96 0.92 1.17 0.82 0.89 0.63 1.23 0.46 0.44 0.44 1.09 0.48 06:00 14.20 13.70 14.22 14.15 13.19 12.45 12.18 13.08 13.11 13.01 13.85 13.31 07:00 28.97 27.76 27.32 27.73 26.26 25.08 25.03 27.71 27.77 26.64 26.26 24.47 08:00 34.87 35.18 35.44 35.85 34.89 32.05 32.58 37.15 37.90 35.75 35.01 31.07 09:00 34.38 32.32 31.67 32.67 29.31 26.20 25.36 28.29 27.50 27.73 29.20 25.67 10:00 23.78 23.13 22.20 21.86 20.42 18.52 18.14 19.36 19.07 18.00 18.35 16.35 11:00 15.58 14.91 12.78 11.57 11.47 10.11 11.38 12.74 12.93 11.29 10.96 9.78 12:00 9.30 11.02 10.89 8.90 9.18 8.60 11.15 12.79 12.73 11.04 11.14 9.72 13:00 7.43 8.13 8.48 5.58 6.82 7.24 9.92 11.57 11.23 9.20 9.54 7.98 14:00 6.89 6.95 7.04 4.69 4.70 4.29 6.70 7.14 7.31 6.69 6.91 6.41 15:00 7.12 6.80 7.38 5.23 4.65 4.02 6.43 6.63 6.87 6.22 6.03 4.99 16:00 13.04 11.70 11.04 8.55 7.72 6.07 6.74 6.27 6.04 5.19 5.53 4.89 17:00 24.98 23.15 20.87 16.89 15.04 11.50 10.55 12.54 12.41 11.46 11.97 10.49 18:00 38.64 34.48 30.96 30.76 27.13 22.58 19.39 22.19 22.14 21.06 21.78 19.37 19:00 45.54 40.99 41.26 40.37 37.31 32.18 29.75 34.23 33.99 35.97 33.04 31.29 20:00 55.88 52.33 56.18 54.43 51.59 46.95 44.31 49.07 48.02 44.23 45.33 45.10 21:00 63.53 59.80 60.57 58.37 56.34 51.74 48.68 49.84 48.94 46.40 48.85 46.95 22:00 64.08 61.67 63.69 61.50 57.94 52.82 50.80 50.84 49.82 48.69 51.76 46.06 23:00 48.39 45.92 47.71 44.39 41.92 39.88 39.15 39.20 38.12 36.12 37.42 33.83 24:00 24.19 23.09 25.17 23.33 21.87 20.73 20.29 20.63 19.75 18.83 19.68 18.47 25:00 7.84 8.60 9.35 8.89 8.69 7.41 7.00 6.47 6.32 5.56 5.84 5.04.,,.

86 3 4 (, ) (2000 2011 ) (: 30 ) 00 01 02 03 04 05 06 07 08 09 10 11 02:00 4.44 4.11 4.93 4.92 5.02 5.02 5.64 4.56 3.51 3.52 3.49 3.64 03:00 1.69 1.67 1.95 1.73 2.13 1.40 1.93 1.05 0.89 1.14 1.24 1.48 04:00 1.00 1.05 1.24 1.09 1.44 0.65 1.67 0.40 0.47 0.52 0.83 0.81 05:00 1.20 1.23 1.38 1.15 1.08 0.60 1.89 0.49 0.49 0.52 0.94 0.77 06:00 10.95 10.82 10.74 10.41 9.82 8.26 8.18 9.31 9.57 9.19 9.66 9.29 07:00 22.54 22.21 21.65 20.85 19.88 17.65 16.89 19.31 18.62 17.51 17.93 16.85 08:00 31.90 31.67 32.16 29.90 28.82 27.25 25.04 27.36 26.89 25.44 24.60 23.11 09:00 37.92 36.28 36.13 36.09 33.92 31.16 28.98 31.32 31.13 30.58 29.23 27.03 10:00 36.53 34.18 33.58 34.26 31.95 29.61 27.29 30.04 29.96 29.00 28.03 26.41 11:00 32.19 30.95 31.20 32.26 31.43 28.74 25.54 26.19 25.00 24.34 23.81 22.55 12:00 30.22 29.09 28.43 27.25 26.00 23.81 21.57 23.07 22.80 22.92 22.30 20.12 13:00 31.96 30.34 27.33 24.53 22.45 19.50 19.15 21.17 22.05 21.55 21.87 19.76 14:00 33.25 30.69 27.96 24.73 22.65 19.80 20.06 21.31 21.29 20.20 20.19 18.29 15:00 34.04 29.94 29.30 25.03 22.89 20.45 20.71 21.05 20.76 20.14 19.85 17.78 16:00 35.05 31.54 29.81 26.21 24.83 22.33 21.97 22.02 22.70 22.60 22.85 20.77 17:00 40.17 37.46 36.35 34.44 32.47 27.48 26.99 27.93 30.40 30.34 29.60 29.08 18:00 46.67 45.31 45.13 45.04 42.75 39.23 38.62 38.28 41.44 40.42 38.42 39.47 19:00 53.80 51.27 51.60 51.38 49.16 45.13 43.26 45.59 48.48 47.74 45.40 44.57 20:00 59.84 58.79 59.04 56.59 55.46 50.39 50.70 52.56 54.79 51.12 52.09 48.39 21:00 62.87 64.28 66.25 63.49 61.50 58.81 56.98 59.14 57.59 54.57 56.79 55.93 22:00 62.91 62.75 63.35 60.34 58.76 54.96 51.38 55.92 54.95 52.33 51.87 53.52 23:00 47.79 45.13 44.80 39.80 38.96 36.68 35.03 34.62 37.57 38.13 35.07 32.83 24:00 31.21 31.24 29.66 26.01 23.96 22.64 20.21 19.62 19.53 18.68 18.94 18.21 25:00 14.96 14.83 14.30 13.34 12.72 12.62 11.37 10.36 8.80 7.89 7.92 7.35 3. ( 3),,., 2000 2011, 3 5

3 87.,, 60%. 3 5 ( ) (2000 2011 ) (: %) 00 01 02 03 04 05 06 07 08 09 10 11 21.9 20.9 20.5 20.1 20.2 21.1 20.4 23.6 20.5 19.2 18.0 21.8 15.9 20.0 13.8 14.0 15.7 17.4 9.1 12.7 11.4 10.8 10.7 9.4 62.2 59.0 65.7 65.9 64.1 61.5 70.4 63.6 68.2 70.0 71.2 68.8 3 6,, 70% 80%. 3 6 (, ) (2000 2011 ) (: %) 00 01 02 03 04 05 06 07 08 09 10 11 17.2 16.7 12.5 12.7 11.7 9.3 5.8 6.9 7.6 9.1 8.2 9.9 12.5 13.4 10.0 12.5 16.4 15.3 13.3 14.4 11.9 8.4 7.6 7.7 70.3 69.9 77.5 74.8 71.9 75.5 81.0 78.8 80.6 82.5 84.2 82.3 3 5 3 6, 12...,,.

88 4. ( 4) ( ). 2000 2011 12 3, 3., KBS, MBC SBS., MBC SBS 2009 1%, KBS., MBC SBS. 3 3 3 (2000 2011 ) (: %)

3 89 5. (5) 100 KBS1., 2009., 2011. ( 1 ). 3 4 KBS 1-TV (2001 2011 ) (: %) 6. (6)., 4 (KBS1, KBS2, MBC, SBS) 2007 2011 5 11 (, ).

90, 5,., KBS1 5 (6.02%) (6.86%), KBS2, MBC, SBS ( 6.47%, 7.44%, 8.68%) ( 6.39%, 6.80%, 6.59%). 4 SBS. 3 7 (2007 2011 ) (: %) KBS1 KBS2 MBC SBS 07. 5 07. 11 08. 5 08. 11 09. 5 09. 11 10. 5 10. 11 11. 5 11. 11 6.11 6.88 6.53 7.00 5.50 5.70 5.88 5.28 5.19 6.14 6.02 7.39 8.47 6.98 7.55 6.40 6.72 6.58 6.16 5.78 6.59 6.86 5.04 6.07 5.92 6.81 6.78 8.97 7.11 6.05 5.49 6.46 6.47 5.73 6.24 5.86 6.46 6.49 7.31 6.96 6.37 5.94 6.50 6.39 8.86 9.52 7.16 7.38 7.86 7.45 6.35 5.97 6.89 6.95 7.44 6.98 7.20 6.43 6.76 7.06 6.99 6.47 6.65 7.01 6.48 6.80 8.57 8.53 10.68 9.95 8.88 8.44 8.49 9.94 6.20 7.13 8.68 6.45 6.99 6.37 7.11 6.45 6.73 6.50 7.29 5.83 6.22 6.59.,.

3 91,,,,,.,, KBS1 SBS, KBS2 MBC.. 3 8 (2007 2011 ) KBS1 KBS2 MBC SBS (: %) 07. 5 07. 11 08. 5 08. 11 09. 5 09. 11 10. 5 10. 11 11. 5 11. 11 6.12 6.13 5.76 6.84 6.02 6.21 5.69 4.76 5.32 5.85 5.87 5.82 7.47 5.85 6.96 5.98 6.21 5.59 4.97 4.48 5.91 5.92 4.46 4.69 4.66 4.94 5.03 6.20 4.32 4.26 3.40 4.72 4.67 4.73 5.06 4.66 4.72 4.27 4.56 4.61 4.22 4.48 4.68 4.60 5.24 5.25 4.72 5.23 5.32 4.67 4.19 4.12 4.18 4.10 4.70 5.01 4.85 4.90 4.79 5.30 4.67 4.39 4.09 4.51 4.07 4.66 5.17 4.53 6.35 4.38 3.90 3.51 3.72 3.87 2.57 2.92 4.09 5.39 5.54 4.97 4.95 4.57 5.09 4.82 5.19 4.16 4.26 4.89,, KBS1..

92 3 9 (2007 2011 ) KBS1 KBS2 MBC SBS (: %) 07. 5 07. 11 08. 5 08. 11 09. 5 09. 11 10. 5 10. 11 11. 5 11. 11 6.94 8.37 7.83 8.06 5.91 6.36 7.50 6.81 6.13 8.02 7.19 6.23 6.95 6.52 7.18 5.95 6.77 6.30 6.28 5.17 6.05 6.34 6.16 6.81 5.92 6.82 6.22 5.98 6.36 5.42 4.72 5.19 5.96 7.46 8.05 7.00 8.66 7.82 8.51 8.01 7.93 7.81 8.26 7.95 11.29 8.27 6.51 6.12 6.36 7.21 4.92 5.63 5.91 6.69 6.89 9.20 8.88 7.48 8.11 7.41 8.41 7.33 7.23 8.34 7.84 8.02 4.03 4.53 5.12 5.80 4.65 5.20 4.84 4.80 4.20 4.26 4.74 6.61 6.69 5.82 8.02 7.44 8.24 7.34 7.72 7.07 7.74 7.27,,.. 3 10 (2007 2011 ) KBS2 MBC SBS (: %) 07. 5 07. 11 08. 5 08. 11 09. 5 09. 11 10. 5 10. 11 11. 5 11. 11 6.94 12.44 16.79 15.19 13.92 17.33 21.23 15.30 15.36 15.74 15.02 12.38 10.87 12.42 11.52 12.17 15.08 16.60 11.89 11.33 13.24 12.75 15.74 19.14 13.88 16.62 15.16 22.05 15.43 12.44 18.50 14.88 16.38 14.31 17.45 12.62 14.33 16.01 16.70 15.46 12.99 14.51 12.35 14.67 17.34 16.74 16.15 18.21 16.22 15.73 14.30 18.90 13.82 14.98 16.24 16.43 16.17 16.15 16.81 16.02 14.79 14.57 17.44 12.77 13.05 15.42,

3 93,,..

94 4 1. 2,.,,.,. 3 ( ) ( ), (KI) ( ) ( ), () () 2 2 4 (,,, ).,. 27). ( 1). ( 2) 27) 2010.

4 95. ( 3). ( 4). ( 5). 2 1.., KI. KI 2010 KI 5, 7, 9, 11 1..,,. 2010 11 KI.,.,.

96.,.. G20. G20. KI. KI, KI. 30, 1.0% KI 10. 1.0% KI 12.. 1, 2. 286 28) KBS1 86, KBS2 59, MBC 75, SBS 63 ( 4 1 ). 28). KBS 9 2010 11 30. 1.. 30 KBS 9. 283, 1,900.

4 97 2....,...,., 8.,,,.. :,, :, KBS :, :, /, : 2580, PD :,, : :. (KI, SI, QI)

98 KI (QI: Quality Index) (SI: Satisfaction Index),,. (QI: Quality Index)?, (SI: Satisfaction Index)?. 10 (0 10 11 ) 11..,. 3. 4 1 (2011 11 ) ( ) KBS1 6 TV KBS2 KBS Plan.B 2 6 TV

4 99 KBS1 TV KBS10, 4321 G20? KBS9 KBS KBS KBS KBS K KBS 2030, G20 12 K1 KBS2 60 KBS KBS KBS KBS 3 119 VJ

100 ( / / ) KBS1 G20 2 G20 G20 G20 G20 G20 G20 KBS TV, 7080 G20 KBS2 1 100,, 1 1

4 101 ( / / ) ( ) KBS1 G20 KBS MBC CSI 8,! TV MBC 100 PD TV TV 2580 KBS2 2 2010 TV SBS, 20! SOS 24!! SBS SBS TV

102 ( / / ) MBC MBC MBC MBC MBC MBC 6 MBC MBC M MBC MBC, MBC, G20, 7 TV TV! TV SBS SBS8 SBS SBS SBS SBS!, G20 SBS TV! 1000

4 103 ( / / ) MBC 2! G20 SBS! TV 20 2010 MBC TV 13 3 1. KI. KI, QI, SI KI QI, SI., KI QI r=0.981 KI SI r=0.973. QI SI KI., QI SI r=.909,. KI QI SI.

104. QI SI KI., QI SI r=.909. KI QI SI., KI. KI KI., KI (r=.017, n.s.) KI. KI QI (r=.171, p<.05),.. 4 2, KI, QI SI KI QI SI sig. sig. sig. r=.103 n.s. r=.171 * r=.017 n.s. KI r=.981 *** r=.973 *** * p<.05, ** p<.01, ***p<.000. KI, QI, SI KI QI, SI

4 105, KI., KI. KI, QI, MBC QI (r=.254, p<.05)., KBS1, KBS2, SBS,, MBC,., SI.,,.,.,. SI (? ).? (, ),.

106 4 3 KI, QI, SI KI QI SI sig. sig. sig. KBS1 r=.164 n.s. r=.175 n.s. r=.146 n.s. KI r=.983 *** r=.981 *** KBS2 r=.079 n.s. r=.155 n.s. r=.023 n.s. KI r=.970 *** r=.952 *** MBC r=.159 n.s. r=.254 * r=.034 n.s. KI r=.982 *** r=.973 *** SBS r=.004 n.s. r=.100 n.s. r=.119 n.s. KI r=.975 *** r=.960 *** * p<.05, ** p<.01, ***p<.000. KI, QI, SI KI, SI QI,. 8 KI, QI, SI. 10 (N=9) (N=4). KI (r=.361, p<.05).. KI QI SI (QI: r=.359, p<.05/si: r=.351, p<.05).,.,, KI, SI (r=.296, p<.01). SI

4 107 KI SI.,,,,. 4 4 KI, QI, SI (N=35) / (N=58) (N=32) / (N=43) / (N=19) (N=82) KI QI SI sig. sig. sig. r=.361 *. r=.359 * r=.351 * KI r=.975 *** r=.984 *** r=.132 n.s. r=.118 n.s. r=.139 n.s. KI r=.977 *** r=.976 *** r=.050 n.s. r=.038 n.s. r=.063 n.s. KI r=.982 *** r=.983 *** r=.155 n.s. r=.130 n.s. r=.178 n.s. KI r=.991 *** r=.989 *** r=.441 n.s. r=.439 n.s. r=.433 n.s. KI r=.984 *** r=.984 *** r=.216 n.s. r=.142 n.s. r=.296 ** KI r=.981 *** r=.968 *** * p<.05, ** p<.01, ***p<.000 N=. 2. KI. KI 4 286 KI 72.4. AI AI

108, 60, 70, 80., (KI) 72.4., 4 5 KI 70. 29) 4 5 KI, QI SI SI QI KI 286 72.8 72.5 72.4 35 72.0 72.8 72.4 32 30) 71.6 69.4 70.5 / 59 75.5 76.4 75.9 45 73.7 74.7 74.2 / 20 74.9 75.8 75.4 / 82 71.8 70.5 71.1 9 73.2 72.0 72.6 4 68.7 67.7 68.2 29) 2003 2004 MBC 2010 11 KI., MBC QI KI, MBC QI 60, 2010 KI. MBC (QI) / 2003 1 68.5 64.0 68.3 60.8 71.9 68.5 71.9 2003 2 68.5 65.0 67.6 60.7 73.1 70.0 72.8 2004 1 68.4 63.0 63.9 57.0 73.6 69.5 69.7 2004 2 70.6 67.2 65.9 56.3 74.7 69.5 72.8 : MBC (QI) (2003, 2004).

4 109 KI, QI, SI ( 4 5 ), KI / 75.9. / (75.4 ), / (74.2 ). KI SI QI. (SI), /(75.5 ), /(74.9), (73.7 ). / (76.4 ), /(75.8 ), (74.7 )., KI KI 68.2, SI 68.7, QI 67.7.,., KI 70.5, SI 71.6, QI 69.4.. KI, QI, SI 31) 1) 35 KI 72.4, 3.93%. KI 7 5, 5. KI KBS1(73.8 ), KBS2 70.9. QI KBS1(74.0 ), KBS2 71.6. SI KBS1(73.6 ), KBS2 70.3. 30) 34, KBS 3 1 32. 31) 4

110, KI, KBS1 5.72%, MBC(3.17%). 4 6 KI SI QI KI (: %) KBS1 73.6 74.0 73.8 5.72 KBS2 70.3 71.6 70.9 3.64 MBC 71.6 72.8 72.2 3.17 SBS 72.4 72.9 72.7 3.20 71.97 72.83 72.40 3.93 2) 32 KI 70.5, 12.39%. KI 7 6, 1. KI. KI KBS2 71.8, SBS 71.6, KBS1 71.3, MBC 67.4. QI KBS1(70.7 ), MBC 66.0. SI KBS2 (73.3 ), MBC 68.7., KBS1, KBS2., SBS 17.25%, KBS2 8.62%., KBS2 KI, KI

4 111. 4 7 KI SI QI KI (: %) KBS1 71.8 70.7 71.3 13.58 KBS2 73.3 70.4 71.8 8.62 MBC 68.7 66.0 67.4 10.10 SBS 72.6 70.5 71.6 17.25 71.6 69.4 70.5 12.39 3) / / 59 KI 75.9, 3.11%. KI 7 1 / 6 KI. / KI KBS1(77.6 ), SBS 75.2. QI KBS1(78.0 ), SBS 75.4. SI, KBS1(77.2 ), MBC 74.6., / KBS1 3.73%, MBC 2.19%., / KBS1 KI,.

112 4 8 / KI SI QI KI (: %) KBS1 77.2 78.0 77.6 3.73 KBS2 75.4 75.6 75.5 3.70 MBC 74.6 76.5 75.5 2.19 SBS 75.0 75.4 75.2 2.81 75.6 76.4 75.9 3.11 4) / / 45 KI 74.2, 4.25%. KI 7 3, 3. / KI KBS1(78.2 ), MBC 71.2. QI KBS1(78.8 ), MBC 71.6. SI, KBS1(77.6 ), MBC 70.8. 4 9 / KI SI QI KI (: %) KBS1 77.6 78.8 78.2 4.47 KBS2 72.8 74.3 73.6 4.28 MBC 70.8 71.6 71.2 3.10 SBS 73.5 74.2 73.8 5.15 73.7 74.7 74.2 4.25, / SBS 5.15%,

4 113 MBC 3.10%., / KBS1 KI, MBC KI,. 5) / / 20 KI 75.4, 4.09%. KI 7 2, 4. /. / KI KBS2(77.4 ), SBS 74.1. QI KBS2(77.7 ), SBS 74.3. SI, KBS2(77.1 ), SBS 73.8., / KBS2 4.47%, SBS 3.75%., / KBS2 KI, 32) SBS KI,. /. /, KI. 32), / KBS2 1 ( 60 ) KBS2.

114 4 10 / KI SI QI KI (: %) KBS1 74.1 75.5 74.8 3.89 KBS2 77.1 77.7 77.4 4.47 MBC 74.7 75.5 75.1 4.27 SBS 73.8 74.3 74.1 3.75 74.9 75.8 75.4 4.09 6) 82 KI 71.1, 7.12%. KI 7 6, 2.. KI KBS1(74.3 ), MBC 68.9. QI KBS1(74.6 ), MBC 68.0. SI, KBS1(74.0 ), MBC 69.8. 4 11 KI SI QI KI (: %) KBS1 74.0 74.6 74.3 6.43 KBS2 72.1 70.2 71.1 7.63 MBC 69.8 68.0 68.9 6.02 SBS 71.3 69.1 70.2 8.41 71.8 70.5 71.1 7.12

4 115, SBS 8.41%, MBC 6.02%., KBS1 KI, MBC KI,. 7) 9 KI 72.6, 2.87%. KI 7 4, 7. KI KBS1(75.5 ), KBS2 70.5. QI KBS1(75.0 ), KBS2 69.6. SI, KBS1(76.0 ), MBC 71.3., KBS2 4.84%, SBS 1.46%., KBS1 KI, KBS2 KI. 33) 4 12 KI SI QI KI (: %) KBS1 76.0 75.0 75.5 1.58 KBS2 71.4 69.6 70.5 4.84 MBC 71.3 70.9 71.1 3.61 SBS 74.1 72.6 73.3 1.46 73.2 72.0 72.6 2.87 33), /, KBS2 1 ( ) KBS2.

116. KI 1) KI 1 MBC 76.8, 2 KBS1 (76.6 ), 3 KBS1 (75.7 ), 4 MBC(75.6 ). MBC KI 4, KBS1 KBS 9 (74.5 ) KI 8 KBS KI. SBS SBS8(73.2 ) KI 15, SBS (74.5 ), SBS(74.1 ) 3.,, MBC, KBS 9, SBS 8. KBS, KBS 9 MBC.,, KBS1 KBS 9 16.4%, MBC (10.51%). KBS1 KBS (7.60). 4 13 KI (N ) SI QI KI 1 MBC MBC 15:00 11 76.4 77.3 76.8 0.96 2 KBS1 22:50 336 76.6 76.5 76.6 3.49 3 KBS1 07:50 143 75.5 75.9 75.7 7.57 4 MBC MBC 21:00 9004 75.5 75.8 75.6 10.51

4 117 (N ) SI QI KI 5 KBS KBS1 06:00 2672 74.4 75.2 74.8 5.11 6 KBS KBS1 23:00 536 74.6 75.1 74.8 7.60 7 M MBC 08:00 298 73.5 75.8 74.7 3.88 8 KBS 9 KBS1 21:00 5105 74.4 74.7 74.5 16.37 9 SBS 24:55 149 75.1 73.9 74.5 1.67 10 SBS SBS 24:00 956 74.1 74.1 74.1 3.31 11 KBS KBS1 19:00 639 73.7 74.0 73.9 6.95 12 MBC 01:00 82 73.8 73.9 73.8 1.75 13 MBC 24:45 87 73.4 73.2 73.3 1.66 14 K KBS1 24:30 28 73.9 72.5 73.2 1.23 15 SBS 8 SBS 20:00 3657 73.1 73.4 73.2 6.24 16 SBS 17:25 601 73.0 73.2 73.1 3.24 17 SBS SBS 11:00 452 72.4 73.6 73.0 0.72 18 MBC MBC 21:50 2159 72.9 72.8 72.9 7.56 19 MBC 07:30 260 72.2 73.7 72.9 4.00 20 MBC MBC 06:00 3601 71.8 72.7 72.3 1.21 21 SBS 17:20 214 72.3 72.1 72.2 1.87 22 KBS KBS2 09:00 476 70.7 72.5 71.6 4.57 23 KBS2 11:00 388 70.7 72.4 71.5 2.46 24 KBS KBS2 08:00 2227 70.9 71.7 71.3 6.40 25 KBS2 24:30 287 71.1 71.6 71.3 2.30 26 MBC MBC 12:00 573 70.5 71.7 71.1 1.91 27 SBS SBS 20:45 1191 71.0 70.9 71.0 6.43 28 KBS2 20:35 634 70.8 71.0 70.9 2.41 29 MBC MBC 07:00 155 69.2 72.4 70.8 3.93 30 6 MBC 18:00 415 70.1 70.4 70.3 3.00 31 SBS 07:20 89 68.5 71.8 70.2 2.12 32 KBS KBS1 16:00 91 69.5 70.1 69.8 1.38 33 KBS KBS2 07:00 216 67.6 70.3 69.0 3.68 34 MBC MBC 18:10 90 67.1 68.8 67.9 1.61 35 MBC 14:15 62 65.0 67.6 66.3 1.10

118 2) 1 SBS (79.2 ), KBS2-TV (76.3 ), SBS (76.3 ), MBC CSI, 8 (75.7 ), SBS (75.7 ), KBS2 KBS (75.6 ). KI 10, KBS1 1, KBS2 3, MBC 1, SBS 5 SBS.,, 1 SBS 29.99%, KBS2 (26.9%), SBS (25.82%), SBS (24.83%) SBS. 4 14 KI (N ) SI QI KI 1 SBS 21:50 3366 81.4 76.9 79.2 19.83 2 KBS2 22:00 808 78.2 74.5 76.3 12.34 3 SBS 22:00 5911 77.4 75.2 76.3 29.99 4 CSI 8 MBC 24:00 213 76.6 74.8 75.7 3.28 5 SBS 22:05 1104 76.7 74.8 75.7 19.87 6 KBS KBS2 23:15 36 76.3 75.6 75.6 4.50 7 KBS1 21:40 820 75.6 75.4 75.5 9.59 8 SBS 20:55 862 75.1 73.5 74.3 10.54 9 SBS 22:00 6382 75.1 73.3 74.2 25.82 10 MBC 22:00 2843 74.4 71.8 73.1 11.63 11 6 KBS2 24:30 147 74.0 71.9 73.0 1.59 12 Plan.B KBS2 22:00 2732 74.3 71.7 73.0 12.54 13 SBS 20:50 347 73.8 70.9 72.3 24.83 14 KBS1 19:30 175 71.8 71.3 71.6 10.85

4 119 (N ) SI QI KI 15 KBS2 22:00 1855 73.4 68.6 71.0 7.91 16 20 SBS 22:00 106 70.3 70.6 70.4 10.23 17, SBS 20:55 256 70.0 69.2 69.6 9.39 18 MBC 20:40 1175 69.9 67.6 68.8 9.05 19 MBC 22:00 1541 70.6 66.3 68.4 13.43 20 KBS2 19:55 3256 68.4 65.6 67.0 26.90 21 MBC 19:45 1980 68.8 64.9 66.9 9.04 22 KBS1 20:25 3732 68.1 65.5 66.8 20.30 23 MBC 22:00 610 68.2 65.4 66.8 7.74 24 MBC 20:20 616 66.8 64.8 65.8 6.81 25 SBS 20:40 877 67.0 63.6 65.3 12.29 26 2 KBS2 20:50 270 66.6 63.6 65.1 4.32 27 SBS 08:40 2955 66.4 63.4 64.9 16.41 28 SBS 19:10 814 65.7 64.2 64.9 10.57 29 KBS2 09:15 1182 65.5 63.9 64.7 7.33 30 MBC 19:45 352 65.2 63.7 64.5 8.78 31 MBC 20:15 3206 65.5 62.3 63.9 19.19 32 MBC 07:50 3017 60.9 58.3 59.6 12.05 3) / / 1 KBS1, KI 89.0. KBS1 (86.7 ),, G20, (84.5 ), (83.2 ), (82.0 ). / 80 11 18.6%. 80 /. 80 KBS1-TV 8

120, MBC 2, KBS2 1. SBS KI 78.1.,, 1 / KBS2 VJ 11.36%. KBS1 (11.18%), KBS1 (9.34%), KBS2 3(7.35%), KBS1 (6.37%), KBS1 (5.50%), SBS SBS : 1(5.47%). 4 15 / KI (N ) SI QI KI 1 KBS1 02:00 21 88.6 89.5 89.0 1.25 2 KBS1 18:00 9 85.6 87.8 86.7 4.39 3 G20 12 KBS1 21:40 30 84.0 85.0 84.5 4.77 4 KBS1 23:30 77 81.8 84.6 83.2 1.72 5 KBS1 11:00 10 83.0 81.0 82.0 2.36 6 KBS1 22:00 144 80.6 81.8 81.2 5.50 7 8 MBC 24:50 29 79.3 82.8 81.0 1.64 KBS1 17:10 10 83.0 78.0 80.5 3.20 9 KBS1 23:30 283 80.4 80.8 80.6 5.09 10 3 KBS2 22:30 284 79.5 81.1 80.3 7.35 11 12 MBC G20 MBC 23:15 86 80.2 80.0 80.1 4.46 KBS1 23:50 50 79.9 79.6 79.7 2.74 13 KBS1 22:00 122 78.9 80.2 79.6 5.11 14 G20 KBS1 23:30 118 78.1 79.9 79.0 2.33

4 121 15 G20 (N ) SI QI KI KBS1 14:00 13 78.2 79.3 78.8 1.19 16 KBS2 22:10 297 77.8 79.8 78.8 4.31 17 KBS1 23:30 79 77.7 79.7 78.7 2.37 18 MBC 23:30 143 79.2 77.9 78.6 3.29 19 KBS1 17:15 499 78.2 78.8 78.5 4.43 20 KBS1 17:40 355 78.0 78.4 78.2 2.83 21 22 KBS 23 24 25 G20 SBS 1 SBS 01:00 182 77.7 78.4 78.1 2.16 KBS1 13:00 29 78.9 76.9 77.9 2.45 MBC 24:30 182 76.6 79.2 77.9 1.87 KBS1 22:00 30 77.3 78.0 77.7 3.56 SBS 23:20 61 76.7 78.5 77.6 5.47 26, MBC 08:45 195 76.5 78.1 77.3 4.07 27 KBS1 17:10 208 76.3 77.8 77.1 6.37 28 KBS KBS1 24:30 10 76.0 78.0 77.0 1.87 KBS 29 SBS 12:30 30 75.0 79.0 77.0 1.15 30 KBS1 24:00 71 75.9 77.9 76.9 2.64 31 KBS2 11:20 60 76.2 77.7 76.9 1.73 32 MBC MBC 24:30 128 75.6 78.2 76.9 2.33 33 KBS1 07:50 2571 76.3 77.1 76.7 9.34 34 35 36 G20 KBS1 09:40 38 76.3 76.8 76.6 2.72 MBC 12:25 35 73.1 79.7 76.4 1.07 KBS2 11:20 46 76.1 76.3 76.2 1.88

122 (N ) SI QI KI 37 K1 KBS1 19:30 63 75.1 76.7 75.9 3.62 38 SBS 24:40, 14:12 18 78.3 73.3 75.8 0.96 39 VJ KBS2 22:00 1420 76.0 75.4 75.7 11.36 40 41 42 G20 SBS 23:15 49 74.3 76.9 75.6 2.54 G20 KBS1 22:00 33 74.2 76.4 75.3 4.35 119 KBS2 11:20 52 73.7 75.0 74.3 1.45 43 G20 KBS1 08:20 19 72.9 75.5 74.2 5.68 44 45 46 MBC MBC 14:50 37 73.7 74.5 74.1 1.09 KBS2 11:20 45 73.6 74.2 73.9 2.01 MBC 12:25 56 72.9 74.1 73.5 1.29 47 KBS1 19:30 153 73.2 73.5 73.4 11.18 48 SBS 18:10 408 72.7 73.8 73.3 5.28 49 SBS 18:20 237 72.8 73.5 73.1 3.72 50 KBS2 11:20 30 74.0 70.3 72.2 1.45 51 G203, 52 MBC 18:50 36 71.2 72.8 72.0 2.38 MBC 12:25 59 71.0 72.5 71.8 1.25 53 KBS KBS2 24:30 43 72.1 70.5 71.3 1.74 54! SBS 14:10 66 72.1 69.5 70.8 1.19 55 KBS1 06:10 65 67.5 70.5 69.0 1.00 56 KBS1 11:00 5 68.0 68.0 68.0 3.12 57 KBS1 16:10 26 66.5 68.5 67.5 1.47 58 59 2010 MBC, KBS 2030 MBC 09:45 50 65.7 68.0 66.8 1.48 KBS1 13:20 13 66.2 64.6 65.4 3.12

4 123 4) / / 1 KBS1 KI 82.2. KBS1 (81.4 ) 2, 3, (81.1 ), (80.8 ), (80.5 ). / 1 8 KBS1 / / KBS1. MBC / 77.6, SBS (77.4 )! SOS 24 (76.7 )., SBS! SOS 24 10.80%, KBS1 6 (9.37%), KBS2 (9.06%), KBS2 (8.78%), KBS1 (8.25%). 4 16 / KI (N ) SI QI KI 1 KBS1 22:00 337 81.6 82.8 82.2 6.35 2 KBS1 09:40 182 80.9 81.9 81.4 5.58 3 KBS1 07:20 212 80.1 82.0 81.1 3.93 4 KBS1 11:55 148 79.3 82.3 80.8 2.46 5 KBS1 22:00 267 80.1 80.9 80.5 8.25 6 TV KBS1 10:55 255 79.8 81.0 80.4 3.03 7 KBS1 11:00 2 80.0 80.0 80.0 1.81 8 KBS1 24:00 100 79.4 80.0 79.7 3.22 9 KBS2 20:50 936 77.7 80.2 79.0 8.78 10 TV KBS2 24:45 65 76.6 80.2 78.4 1.48 11 KBS2 24:45 58 76.7 79.1 77.9 1.05

124 (N ) SI QI KI 12 KBS2 24:50 54 76.7 78.9 77.8 1.01 13 MBC 18:50 451 76.6 78.7 77.6 2.27 14 SBS 20:55 202 77.0 77.7 77.4 7.41 15! SOS 24 SBS 23:15, 22:00 1003 76.1 77.3 76.7 10.80 16 KBS1 19:30 177 76.5 76.2 76.4 6.37 17 KBS1 10:00 356 75.8 76.3 76.1 4.39 18 KBS1 11:00 23 75.2 76.5 75.9 2.99 19 SBS 18:20 144 75.0 75.6 75.3 3.84 20 KBS1 08:25 1263 74.8 75.6 75.2 6.20 21 6 KBS1 18:00 1109 74.6 75.5 75.1 9.37 22 MBC 24:20 172 74.9 75.3 75.1 4.32 23 SBS 18:20 61 74.9 74.4 74.7 2.91 24 25 KBS1 16:00, 14:00 MBC 56 74.6 74.7 74.6 1.39 11 71.8 77.3 74.5 1.28 26 SBS 09:40 435 73.8 75.0 74.4 6.18 27 KBS2 19:10 4023 74.1 74.4 74.2 9.06 28 KBS1 06:10 38 73.7 73.7 73.7 1.88 29 KBS2 18:00 1232 72.2 73.0 72.6 5.57 30 MBC 08:30 1985 71.7 72.5 72.1 5.28 31 MBC 13:15 48 70.4 72.5 71.5 1.38 32 KBS2 10:30 820 71.6 71.3 71.4 5.13 33! SBS 06:00 1826 70.8 71.8 71.3 2.54 34! SBS 06:00 240 70.6 72.0 71.3 2.15 35! TV MBC 11:00 636 71.3 71.2 71.2 4.25 36 KBS2 09:00 764 70.3 71.5 70.9 3.09 37 KBS2 06:00 2803 69.8 71.6 70.7 2.81 38 MBC 18:50 99 70.0 71.4 70.7 3.51 39 MBC 07:20 170 68.5 72.2 70.3 4.96

4 125 (N ) SI QI KI 40 MBC 14:00 88 70.7 69.7 70.2 1.28 41 SBS 09:25 1137 69.4 69.5 69.4 5.36 42 KBS2 09:50 887 68.5 68.1 68.3 4.11 43 KBS2 08:10 94 67.1 68.7 67.9 4.96 44 MBC 17:10 44 66.8 65.0 65.9 1.43 45 MBC 18:50 62 63.1 64.0 63.5 4.05 5) / / KBS1 (79.6 ), MBC 2580 (79.0 ), PD (78.5 ), KBS1 (78.3 ), KBS2 60(77.4 ), SBS (77.4 ), KBS1 4321 (77.1 ). /., KBS1 : 10.03%, MBC 2580 7.75%, SBS (6.95%), MBC PD (6.44%), KBS1 4321 (5.72%). 4 17 / KI (N ) SI QI KI 1 KBS1 22:40 132 79.1 80.2 79.6 5.21 2 2580 MBC 23:10 634 78.4 79.6 79.0 7.75 3 PD MBC 23:15 796 77.7 79.3 78.5 6.44 4 KBS1 23:20 3 76.7 80.0 78.3 1.46 5 60 KBS2 23:15 822 77.1 77.7 77.4 4.47 6 SBS 23:10 895 77.1 77.7 77.4 6.95

126 (N ) SI QI KI 7 4321 KBS1 22:30 192 76.6 77.7 77.1 5.72 8 G20 KBS1 11:00 50 76.8 76.2 76.5 1.67 9 SBS SBS 23:15 258 75.9 76.8 76.4 5.36 10 KBS1 23:20 53 74.8 77.2 76.0 1.64 11 MBC 100 MBC 24:30 218 74.1 75.3 74.7 1.35 12 TV KBS1 11:00, 12:00 13 14? 13 75.4 73.8 74.6 2.21 KBS1 18:55 285 74.0 74.7 74.3 10.03 KBS1 22:00 92 73.2 75.2 74.2 4.21 15 SBS SBS 24:15 185 72.1 72.4 72.3 1.54 16 KBS 10 KBS1 22:00 72 70.8 73.2 72.0 4.85 17 KBS1 23:30 41 70.2 72.0 71.1 3.67 18 TV SBS 12:30 32 70.0 70.3 70.2 1.15 19 KBS1 08:10 44 67.9 70.8 69.3 2.15 20 TV TV MBC 11:00 129 68.4 67.7 68.0 1.52 6) 1 KBS1 KI 78.6, 2 MBC 78.4. 1, 2 KI 0.2. KI 10 KBS1-TV 4, KBS2 5 KBS. SBS TV 75.8 11.,, 1 KBS2 23.6%. KBS2 (17.28%), SBS

4 127 (16.71%), MBC (15.68%), SBS (15.17%), MBC (14.42%). 4 18 KI (N ) SI QI KI 1 KBS1 19:30 374 77.7 79.5 78.6 10.88 2 MBC 18:30 2387 79.5 77.3 78.4 14.42 3 2010 KBS2 14:00 11 77.3 78.2 77.7 1.12 4 KBS1 12:10 19 78.9 75.3 77.1 1.36 5 KBS2 20:50 776 76.1 78.1 77.1 8.54 6 1 100 KBS2 20:50 638 76.1 77.4 76.8 9.55 7 0 KBS2 20:50 606 76.6 76.8 76.7 9.71 8 KBS2 24:40 975 77.0 76.4 76.7 3.00 9 7080 KBS1 23:00 343 76.6 76.5 76.5 4.16 10 KBS1 10:00 464 75.1 77.5 76.3 7.18 11 TV SBS 09:30 1278 75.8 75.7 75.8 10.23 12 SBS 21:00 809 76.1 75.2 75.6 10.03 13 14 G20 G20 KBS1 18:00 23 75.1 76.0 75.5 5.55 KBS1 18:55 39 75.4 75.6 75.5 9.32 15 7 MBC 18:50 175 75.1 75.5 75.3 3.28 16 KBS1 22:00 216 75.0 75.4 75.2 7.86 17 SBS 18:25 199 74.4 75.4 74.9 3.78 18 KBS1 12:10 496 74.4 74.7 74.6 11.30 19 KBS1 17:30 64 72.4 76.7 74.5 4.91 20 KBS2 17:15 3119 76.2 72.5 74.3 23.60 21 SBS 20:55 1062 74.0 74.3 74.2 15.17 22 KBS1 19:10 183 72.2 75.8 74.0 9.53 23! SBS 18:30 788 74.6 73.2 73.9 13.94 24 KBS2 24:30 119 72.8 74.9 73.8 1.13 25 MBC 23:15 1679 75.6 71.8 73.7 8.25

128 (N ) SI QI KI 26 MBC 06:10 203 72.2 74.5 73.3 4.63 27 MBC 12:10 146 72.4 74.2 73.3 2.55 28 KBS2 21:40 2310 75.2 70.9 73.1 17.28 29, KBS1 09:00 347 72.2 73.5 72.9 6.38 30 MBC 18:30 1903 74.2 71.7 72.9 15.68 31 KBS1 19:10 80 74.5 71.1 72.8 5.82 32 TV MBC 18:50 176 72.8 72.7 72.8 4.11 33 KBS2 18:30 856 74.0 71.3 72.7 7.24 34 TV KBS1 11:00 316 71.4 73.7 72.6 7.19 35! MBC 12:10 832 73.1 72.1 72.6 4.44 36 KBS2 23:15 2307 74.3 70.8 72.6 12.76 37 SBS 24:10 677 73.5 71.5 72.5 4.05 38, KBS1 09:00 12 72.5 72.5 72.5 7.03 39! SBS 11:00 525 72.9 72.1 72.5 2.95 40 MBC 09:40 710 72.9 71.3 72.1 3.64 41 SBS 17:15 668 74.4 69.3 71.8 7.97 42 MBC 23:15 2100 72.9 70.5 71.7 13.48 43 KBS1 10:30 79 70.8 70.8 70.8 3.36 44 TV MBC 10:45 995 71.2 70.3 70.7 6.26 45 SBS 22:00 78 71.2 69.5 70.3 6.91 46 SBS 17:10 510 71.2 69.4 70.3 8.85 47 KBS2 23:15 475 70.9 69.3 70.1 6.42 48 KBS2 23:15 945 71.2 68.6 69.9 6.97 49 MBC 17:20 382 72.0 67.6 69.8 5.83 50 2 MBC 17:30 1526 72.1 67.1 69.6 9.89 51 KBS1 13:00 20 69.5 69.5 69.5 1.01 52 53 G20 KBS2 23:10 278 70.8 67.9 69.4 5.12 MBC 19:00 77 69.9 68.8 69.4 4.91 54 SBS 23:15 1949 71.8 66.6 69.2 16.71

4 129 (N ) SI QI KI 55 KBS2 09:30 132 69.2 69.0 69.1 5.27 56 SBS 23:15 489 70.7 67.5 69.1 10.70 57 KBS2 23:15 1354 70.5 67.2 68.9 6.60 58 SBS 23:05 907 70.0 67.3 68.6 10.63 59 KBS2 21:05 938 69.2 67.1 68.2 10.29 60 KBS2 24:20 379 69.0 67.2 68.1 3.23 61 SBS 24:10 74 67.8 68.4 68.1 3.25 62 TV SBS 23:15 852 69.0 67.2 68.1 9.11 63 KBS2 17:10 45 69.8 65.8 67.8 4.53 64 MBC 17:20 192 70.5 65.0 67.7 5.89 65! MBC 16:00 1149 69.2 65.3 67.3 5.59 66 KBS2 23:20 712 69.3 65.1 67.2 6.17 67 MBC 09:45 846 66.4 67.5 66.9 4.52 68 KBS2 17:45 905 69.0 64.3 66.6 4.90 69 MBC 08:10 987 67.1 65.2 66.2 6.26 70 MBC 17:10 46 66.3 65.7 66.0 1.82 71! 1000 SBS 08:05 937 66.8 64.9 65.9 7.81 72 SBS SBS 15:50 910 68.3 62.4 65.3 7.47 73 11 KBS2 17:10 308 67.0 63.3 65.2 5.92 74 MBC 23:15 184 66.0 62.7 64.3 2.83 75 TV MBC 16:10 190 66.3 63.6 64.9 4.83 76 77, 2010 20 SBS 15:00 74 66.4 61.2 63.8 4.74 SBS 16:20 34 64.9 62.2 63.5 5.57 78 MBC 09:25 51 62.7 63.9 63.3 2.34 79 2 KBS2 10:30 927 64.2 62.0 63.1 8.49 80 MBC 24:50 215 64.3 61.4 62.9 2.46 81 MBC 16:00 251 64.3 58.7 61.5 3.62 82, MBC 22:00 418 56.9 54.5 55.7 8.92

130 7) 1 SBS KI 80.4. 2 KBS (76.4 ), 3 KBS1, (75.1 ), 4 KBS1, (75.0 ). 4 19 KI 1 2 KBS (N ) SI QI KI SBS 01:20 34 80.6 80.3 80.4 1.17 KBS1 01:00 21 76.7 76.2 76.4 1.73 3 KBS1 01:00 51 75.7 74.5 75.1 1.70 4 KBS1 01:20 21 75.7 74.3 75.0 1.32 5 13 SBS 01:20 48 73.1 72.1 72.6 1.45 6 7 MBC SBS 01:10 44 72.7 70.7 71.7 1.19 MBC 24:00 113 71.3 70.9 71.1 3.61 8 KBS2 24:10 161 71.4 69.6 70.5 4.84 9 SBS 01:15 63 70.0 67.1 68.6 2.04 3. KI..,

4 131. 4, 1 KI, 2 KI, 3 KI, 4 KI.,.,. KI 1, 4. 1 4. 4 1 KI

132. ( ) KI 4 20 4 24., 4 24 1 273 60 22.0%. KI 2 103 37.7%. 1 2 163 (59.7%). 3 43 15.8%, 4 67 24.5%.,. 1, 4., 1., 4 20 4 24.

4 133 4 20 1 KI (: KI() 72.4, () 5.73%) 1 : KI KBS1 KBS2 MBC SBS KBS 9 (74.5, 16.37%) KBS (74.8, 7.60%) (75.7, 7.57%) KBS (73.9, 6.95%) MBC (75.6, 10.51%) MBC (72.9, 7.56%) SBS 8 (73.2, 6.24%) (75.5, 9.59%) Plan.B (73.0, 12.54%) (76.3, 12.34%) (73.1, 11.63%) (76.3, 29.99%) (74.2, 25.82%) (72.3, 24.83%) (75.7, 19.87%) (79.2, 19.83%) (74.3, 10.54%) (73.4, 11.18%) (76.7, 9.34%) (77.1, 6.37%) 3 (80.3, 7.35%) VJ (75.7, 11.36%) 6 (75.1, 9.37%) (80.5, 8.25%) (76.4, 6.37%) (82.2, 6.35%) (75.2, 6.20%) (79.0, 8.78%) (74.1, 9.06%)! SOS 24 (76.7, 10.80%) (77.4, 7.41%) (74.4, 6.18%)

134 1 : KI KBS1 KBS2 MBC SBS (74.3, 10.03%) (74.6, 11.30%) (78.6, 10.88%) (74.0, 9.53%) G20 (75.5, 9.32%) (75.2, 7.86%) TV (72.6, 7.19%) (76.3, 7.18%) (72.5, 7.03%), (72.9, 6.38%) (72.8, 5.82%) (74.3, 23.60%) (73.1, 17.28%) (72.6, 12.76%) 0 (76.7, 9.71%) 1 100 (76.8, 9.55%) (77.1, 8.54%) (72.7, 7.24%) 2580 (79.0, 7.75%) PD (78.5, 6.44%) (72.9, 15.68%) (78.4, 14.42%) (73.7, 8.25%) (77.4, 6.95%) (74.2, 15.17%)! (73.9, 13.94%) TV (75.8, 10.23%) (75.6, 10.03%) 4 21 2 KI (: KI() 72.4, () 5.73%) KBS (74.8, 5.11%) (76.6, 3.49%) K (73.2, 1.23%) 2 : KI KBS1 KBS2 MBC SBS (72.9, 4.00%) M (74.7, 3.88%) (73.8, 1.75%) (73.3, 1.66%) MBC (76.8, 0.96%) SBS (74.1, 3.31%) (73.1, 3.24%) (74.5, 1.67%) SBS (73.0, 0.72%)

4 135 2 : KI KBS1 KBS2 MBC SBS KBS (75.6, 4.50%) 6 (73.0, 1.59%) CSI 8 (75.7, 3.28%) (81.2, 5.50%) (79.6, 5.11%) (80.6, 5.09%) G20 12 (84.5, 4.77%) (78.5, 4.43%) (86.7, 4.39%) G20 (74.2, 5.68%) G20, (75.3, 4.35%) G20, (77.7, 3.56%) (80.5, 3.20%) (78.2, 2.83%) G20 (79.7, 2.74%) KBS (77.9, 2.45%) (78.7, 2.37%) (78.8, 4.31%) (76.2, 1.88%) (76.9, 1.73%) (73.9, 2.01%) 119 (74.3, 1.45%) MBC (80.1, 4.46%), (77.3, 4.07%), (78.6, 3.29%) (77.9, 1.87%) (81.0, 1.64%) MBC (76.9, 2.33%). (73.5, 1.29%) MBC (74.1, 1.09%) (76.4, 1.07%) SBS (77.6, 5.47%) (73.3, 5.28%) (78.1, 2.16%) (73.1, 3.72%) G20 - (75.6, 2.54%), (77.0, 1.15%) (75.8, 0.96%)

136 2 : KI KBS1 KBS2 MBC SBS (82.0, 2.36%) G20 (79.0, 2.33%) (83.2, 1.72%), (89.0, 1.25%) G20 (78.8, 1.19%) K1 (75.9, 3.62%) G20 (76.6, 2.72%) (76.9, 2.64%) KBS (77.0, 1.87%) (81.4, 5.58%) (76.1, 4.39%) (81.1, 3.93%) (79.7, 3.22%) TV (80.4, 3.03%) (75.9, 2.99%) (80.8, 2.46%) (80.0, 1.81%) TV (78.4, 1.48%) (77.9, 1.05%) (77.8, 1.01%) (72.6, 5.57%) (75.1, 4.32%) (77.6, 2.27%) (74.6, 1.39%) (75.3, 3.84%) (74.7, 2.91%)

4 137 (73.7, 1.88%) (74.5, 1.28%) 2 : KI KBS1 KBS2 MBC SBS 4321 (77.1, 5.72%) (79.6, 5.21%) G20 (76.5, 1.67%) (76.0, 1.64%) (78.3, 1.46%)? (74.2, 4.21%) TV (74.6, 2.21%) G20 (75.5, 5.55%) (74.5, 4.91%) 7080 (76.5, 4.16%) (77.1, 1.36%) KBS (76.4, 1.73%) (75.1, 1.70%) (75.0, 1.32%) 60 (77.4, 4.47%) (76.7, 3.00%) (73.8, 1.13%) 2010 (77.7, 1.12%) MBC 100 (74.7, 1.35%) (73.3, 4.63%)! (72.6, 4.44%) TV (72.8, 4.11%) 7 (75.3, 3.28%) (73.3, 2.55%) SBS (76.4, 5.36%) (72.5, 4.05%) (74.9, 3.78%)! (72.5, 2.95%) 13 (72.6, 1.45%) (80.4, 1.17%)

138 4 22 3 KI (: KI() 72.4, () 5.73%) 3 : KI KBS1 KBS2 MBC SBS (66.8, 20.30%) (71.6, 10.85%) KBS (71.3, 6.40%) (67.0, 26.90%) (71.0, 7.91%) (64.7, 7.33%) (63.9, 19.19%) (68.4, 13.43%) (59.6, 12.05%) (68.8, 9.05%) (66.9, 9.04%) (64.5, 8.78%) (66.8, 7.74%) (65.8, 6.81%) SBS (71.0, 6.43%) 20 (70.4, 10.23%) (64.9, 16.41%) (65.3, 12.29%) (64.9, 10.57%), (69.6, 9.39%) (68.2, 10.29%) 2 (63.1, 8.49%) (69.9, 6.97%) (68.9, 6.60%) (70.1, 6.42%) (67.2, 6.17%) (71.7, 13.48%) 2 (69.6, 9.89%) (55.7, 8.92%) TV (70.7, 6.26%) (66.2, 6.26%) (69.2, 16.71%) (69.1, 10.70%) (68.6, 10.63%) TV (68.1, 9.11%) (70.3, 8.85%) (71.8, 7.97%)

4 139 3 : KI KBS1 KBS2 MBC SBS 1 1 (65.2, 5.91%) (67.7, 5.89%) (69.8, 5.83%) 1000 (65.9, 7.81%) SBS (65.3, 7.47%) (70.3, 6.91%) 4 23 4 KI ( : KI() 72.4, () 5.73%) 4 : KI KBS1 KBS2 MBC SBS KBS (69.8, 1.38%) KBS (71.6, 4.57%) KBS (69.0, 3.68%) (71.5, 2.46%) (70.9, 2.41%) (71.3, 2.30%) MBC (70.8, 3.93%) 6 (70.3, 3.00%) MBC (71.1, 1.91%) MBC (67.9, 1.61%) MBC (72.3, 1.21%) (66.3, 1.10%) (70.2, 2.12%) (72.2, 1.87%) 2 (65.1, 4.32%) (68.0, 3.12%) KBS 2030 (65.4, 3.12%) (67.5, 1.47%) (69.0, 1.00%) KBS (71.3, 1.74%) (72.2, 1.45%) G20, (72.0, 2.38%) MBC, (66.8, 1.48%) (71.8, 1.25%)! (70.8, 1.19%)

140 4 : KI KBS1 KBS2 MBC SBS (71.4, 5.13%) (67.9, 4.96%) (68.3, 4.11%) (70.9, 3.09%) (70.7, 2.81%) (72.1, 5.28%) (70.3, 4.96%)! TV (71.2, 4.25%) (63.5, 4.05%) (70.7, 3.51%) (65.9, 1.43%) (71.5, 1.38%) (70.2, 1.28%) (69.4, 5.36%)! (71.3, 2.54%)! (71.3, 2.15%) KBS 10 (72.0, 4.85%) (71.1, 3.67%) (69.3, 2.15%) TV TV (68.0, 1.52%) SBS (72.3, 1.54%) TV (70.2, 1.15%) (70.8, 3.36%) (69.5, 1.01%) (69.1, 5.27%) (69.4, 5.12%) (66.6, 4.90%) (67.8, 4.53%) (68.1, 3.23%) (72.1, 3.64%)! (67.3, 5.59%) G20 (69.4, 4.91%) TV (64.9, 4.83%) (66.9, 4.52%) (61.5, 3.62%) (64.3, 2.83%) 20 (63.5, 5.57%) 2010 (63.8, 4.74%) (68.1, 3.25%)

4 141 4 : KI KBS1 KBS2 MBC SBS (62.9, 2.46%) (63.3, 2.34%) (66.0, 1.82%) 4 24 (: ) / 1 : KI 2 : KI 3 : KI 4 : KI / / KBS1 4 1 3 5 1 10 24 KBS2 2 2 2 7 13 MBC 2 1 2 3 8 SBS 1 6 3 1 4 15 7 10 5 10 4 24 60 KBS1 3 23 10 7 4 47 KBS2 2 5 4 1 3 15 MBC 5 1 9 3 1 5 24 SBS 4 7 2 1 3 17 12 3 44 19 10 15 103 KBS1 2 2 KBS2 1 3 7 11 MBC 8 7 15 SBS 1 5 9 15 2 18 23 43 KBS1 1 4 3 2 10 KBS2 5 1 2 5 5 18 MBC 6 3 8 1 10 28 SBS 2 1 3 2 3 11 14 1 10 16 6 20 67

142,., 1 60 KBS1 24, SBS 15, KBS2 13, MBC 8. 1, KBS1 83 24 1 28.9%. SBS 58 15 25.9%. KBS2 57 13 22.8%, MBC 75 8, 10.7%. 2 103, KBS1 47, MBC 24, SBS 17, KBS2 15. 2, KBS1 83 47 2 56.6%. MBC 75 24 32.0%. SBS 58 17 29.3%, KBS2 57 15, 26.3%., 3 43, MBC SBS 15, KBS2 11, KBS 2. 3, SBS 58 15 3 28.9%. MBC 75 15 20.0%. KBS2 57 11 19.3%, KBS1 83 2 2.4%. 4 67, MBC 28, KBS2 18, SBS 11, KBS1 10. 4, MBC 75 28 4 37.3%. KBS2

4 143 57 18 31.6%. SBS 58 11 19.0%, KBS1 83 10 12.0%., KBS1 1 2 1, 3 4 4., KBS2 1 3 3, 2 4, 4 2., MBC 1 4, 2 3 2, 4 1., SBS 1 2, 2 4 3, 3 1, MBC,.. 1), 4 25 4 26 35 4 14 (40.0%). 2 (12, 34.3%), 1 (7, 20.0%), 3 (2, 5.7%).,.,., 3 KBS 9, MBC,

144 SBS 8 1., 2 4 (74.3%),., KBS1 8 4 1, 3 2., KBS2 6 5 4, 1 3. 4 25 (: ) KBS1 KBS2 MBC SBS 1 (KI, ) 4 2 1 7 2 (KI, ) 3 5 4 12 3 (KI, ) 1 1 2 4 (KI, ) 1 5 6 2 14 8 6 13 8 35(100%), MBC 13 6 4, 5 2, MBC.,. SBS 8 4 2

4 145. 4 26 1 : KI 2 : KI KBS 9(74.5, 16.37%) KBS(74.8, 7.60%) (75.7, 7.57%) KBS (73.9, 6.95%) MBC (75.6, 10.51%) MBC (72.9, 7.56%) SBS 8 (73.2, 6.24%) 3 : KI KBS(71.3, 6.40%) SBS (71.0, 6.43%) KBS(74.8, 5.11%) (76.6, 3.49%) K(73.2, 1.23%) (72.9, 4.00%) M(74.7, 3.88%) (73.8, 1.75%) (73.3, 1.66%) MBC(76.8, 0.96%) SBS (74.1, 3.31%) (73.1, 3.24%) (74.5, 1.67%) SBS (73.0, 0.72%) 4 : KI KBS (69.8, 1.38%) KBS(71.6, 4.57%) KBS(69.0, 3.68%) (71.5, 2.46%) (70.9, 2.41%) (71.3, 2.30%) MBC (70.8, 3.93%) 6(70.3, 3.00%) MBC (71.1, 1.91%) MBC (67.9, 1.61%) MBC (72.3, 1.21%) (66.3, 1.10%) (70.2, 2.12%) (72.2, 1.87%) 2), 4 27 4 28

146, 32 3 18 (56.3%), 1 10 31.3%..,., KBS1 3 2 3, 1 1., KBS2 8 3 3., MBC 10 8 3, SBS 11 6 1, 5 3.,,. 4 27 (: ) KBS1 KBS2 MBC SBS 1 (KI, ) 1 2 1 6 10 2 (KI, ) 2 1 3 3 (KI, ) 2 3 8 5 18 4 (KI, ) 1 1 3 8 10 11 32

4 147 4 28 1 : KI 2 : KI (75.5, 9.59%) Plan.B(73.0, 12.54%) (76.3, 12.34%) (73.1, 11.63%) (76.3, 29.99%) (74.2, 25.82%) (72.3, 24.83%) (75.7, 19.87%) (79.2, 19.83%) (74.3, 10.54%) 3 : KI (66.8, 20.30%) (71.6, 10.85%) (67.0, 26.90%) (71.0, 7.91%) (64.7, 7.33%) (63.9, 19.19%) (68.4, 13.43%) (59.6, 12.05%) (68.8, 9.05%) (66.9, 9.04%) (64.5, 8.78%) (66.8, 7.74%) (65.8, 6.81%) 20 (70.4, 10.23%) (64.9, 16.41%) (65.3, 12.29%) (64.9, 10.57%), (69.6, 9.39%) KBS(75.6, 4.50%) 6(73.0, 1.59%) CSI 8(75.7, 3.28%) 4 : KI 2(65.1, 4.32%) 3) / /, 4 29 4 30, 59 2

148 44 (74.6%). /. /., /,. /. /, KBS1 30 23 2, KBS2 9 5 2, MBC 12 9 2, SBS 8 7 2. 4 29 / (: ) KBS1 KBS2 MBC SBS 1 (KI, ) 3 2 5 2 (KI, ) 23 5 9 7 44 3 (KI, ) 0 4 (KI, ) 4 2 3 1 10 30 9 12 8 59

4 149 4 30 / 1 : KI 2 : KI (73.4, 11.18%) (76.7, 9.34%) (77.1, 6.37%) 3 (80.3, 7.35%) VJ (75.7, 11.36%) (81.2, 5.50%) (79.6, 5.11%) (80.6, 5.09%) G20 12 (84.5, 4.77%) (78.5, 4.43%) (86.7, 4.39%) G20 (74.2, 5.68%) G20, (75.3, 4.35%) G20, (77.7, 3.56%) (80.5, 3.20%) (78.2, 2.83%) G20 (79.7, 2.74%) KBS (77.9, 2.45%) (78.7, 2.37%) (82.0, 2.36%) G20 (79.0, 2.33%) (83.2, 1.72%), (89.0, 1.25%) G20 (78.8, 1.19%) K1(75.9, 3.62%) G20 (76.6, 2.72%) (76.9, 2.64%) KBS (77.0, 1.87%) (78.8, 4.31%) (76.2, 1.88%) (76.9, 1.73%) (73.9, 2.01%) 119 (74.3, 1.45%) MBC (80.1, 4.46%), (77.3, 4.07%), (78.6, 3.29%) (77.9, 1.87%) (81.0, 1.64%) MBC (76.9, 2.33%). (73.5, 1.29%) MBC (74.1, 1.09%)

150 1 : KI 2 : KI (73.4, 11.18%) (76.7, 9.34%) (77.1, 6.37%) 3 (80.3, 7.35%) VJ (75.7, 11.36%) 3 : KI (76.4, 1.07%) SBS (77.6, 5.47%) (73.3, 5.28%) (78.1, 2.16%) (73.1, 3.72%) G20 -(75.6, 2.54%), (77.0, 1.15%) (75.8, 0.96%) 4 : KI (68.0, 3.12%) KBS 2030 (65.4, 3.12%) (67.5, 1.47%) (69.0, 1.00%) KBS (71.3, 1.74%) (72.2, 1.45%) G20, (72.0, 2.38%) MBC, (66.8, 1.48%) (71.8, 1.25%)! (70.8, 1.19%) 4) / /, 4 31 4 32, 45 2 19 (42.2%) /., / 4 16 (35.6%), 1 10 (22.2%) /. 2,, 4., /

4 151.,. /, KBS1 15 10 2., KBS2 11 5 4, 4 2., MBC 11 8 4. SBS 8 4 1 3. 4 1. 4 31 / (: ) KBS1 KBS2 MBC SBS 1 (KI, ) 5 2 3 10 2 (KI, ) 10 4 3 2 19 3 (KI, ) 0 4 (KI, ) 5 8 3 16 15 11 11 8 45

152 4 32 / 1 : KI 2 : KI 6 (75.1, 9.37%) (80.5, 8.25%) (76.4, 6.37%) (82.2, 6.35%) (75.2, 6.20%) (79.0, 8.78%) (74.1, 9.06%)! SOS 24(76.7, 10.80%) (77.4, 7.41%) (74.4, 6.18%) 3 : KI (81.4, 5.58%) (76.1, 4.39%) (81.1, 3.93%) (79.7, 3.22%) TV (80.4, 3.03%) (75.9, 2.99%) (80.8, 2.46%) (80.0, 1.81%) (73.7, 1.88%) (74.5, 1.28%) TV (78.4, 1.48%) (77.9, 1.05%) (77.8, 1.01%) (72.6, 5.57%) (75.1, 4.32%) (77.6, 2.27%) (74.6, 1.39%) (75.3, 3.84%) (74.7, 2.91%) 4 : KI (71.4, 5.13%) (67.9, 4.96%) (68.3, 4.11%) (70.9, 3.09%) (70.7, 2.81%) (72.1, 5.28%) (70.3, 4.96%)! TV(71.2, 4.25%) (63.5, 4.05%) (70.7, 3.51%) (65.9, 1.43%) (71.5, 1.38%) (70.2, 1.28%) (69.4, 5.36%)! (71.3, 2.54%)! (71.3, 2.15%)

4 153 5) / /, 4 33 4 34, 20 2 10 (50.0%). / /, /. 4 6 (30.0%), 1 4 (20%) /., /,. /, KBS1 11 2 7, KBS2 1 2., MBC 4 2 1. SBS 4 2 4. 4 33 / (: ) KBS1 KBS2 MBC SBS 1 (KI, ) 1 2 1 4 2 (KI, ) 7 1 1 1 10 3 (KI, ) 0 4 (KI, ) 3 1 2 6 11 1 4 4 20

154 4 34 / 1 : KI 2 : KI (74.3, 10.03%) 2580(79.0, 7.75%) PD(78.5, 6.44%) (77.4, 6.95%) 3 : KI 4321(77.1, 5.72%) (79.6, 5.21%) G20 (76.5, 1.67%) (76.0, 1.64%) (78.3, 1.46%)? (74.2, 4.21%) TV (74.6, 2.21%) 60 (77.4, 4.47%) MBC 100 (74.7, 1.35%) SBS (76.4, 5.36%) 4 : KI KBS 10(72.0, 4.85%) (71.1, 3.67%) (69.3, 2.15%) TV TV(68.0, 1.52%) SBS(72.3, 1.54%) TV (70.2, 1.15%) 6), 4 35 4 36, 82., 1 24, 3 23, 4 20, 2 15. 1 3 57.3%.., KBS1 16 1 10

4 155. KBS2 22 1 3 7., MBC 25 10 4. SBS 19 9 3. 4 35 (: ) KBS1 KBS2 MBC SBS 1 (KI, ) 10 7 3 4 24 2 (KI, ) 4 3 5 3 15 3 (KI, ) 7 7 9 23 4 (KI, ) 2 5 10 3 20 16 22 25 19 82 4 36 1 : KI 2 : KI (74.6, 11.30%) (78.6, 10.88%) (74.0, 9.53%) G20 (75.5, 9.32%) (75.2, 7.86%) TV (72.6, 7.19%) (76.3, 7.18%) (72.5, 7.03%), (72.9, 6.38%) (72.8, 5.82%) (74.3, 23.60%) (73.1, 17.28%) (72.6, 12.76%) 0(76.7, 9.71%) G20 (75.5, 5.55%) (74.5, 4.91%) 7080(76.5, 4.16%) (77.1, 1.36%) (76.7, 3.00%) (73.8, 1.13%) 2010 (77.7, 1.12%) (73.3, 4.63%)! (72.6, 4.44%) TV (72.8, 4.11%) 7 (75.3, 3.28%) (73.3, 2.55%) (72.5, 4.05%)

156 1 : KI 2 : KI 1 100(76.8, 9.55%) (77.1, 8.54%) (72.7, 7.24%) (72.9, 15.68%) (78.4, 14.42%) (73.7, 8.25%) (74.2, 15.17%)! (73.9, 13.94%) TV(75.8, 10.23%) (75.6, 10.03%) 3 : KI (68.2, 10.29%) 2(63.1, 8.49%) (69.9, 6.97%) (68.9, 6.60%) (70.1, 6.42%) (67.2, 6.17%) 1 1 (65.2, 5.91%) (71.7, 13.48%) 2(69.6, 9.89%) (55.7, 8.92%) TV (70.7, 6.26%) (66.2, 6.26%) (67.7, 5.89%) (69.8, 5.83%) (69.2, 16.71%) (69.1, 10.70%) (68.6, 10.63%) TV(68.1, 9.11%) (70.3, 8.85%) (71.8, 7.97%) 1000 (65.9, 7.81%) SBS (65.3, 7.47%) (70.3, 6.91%) (74.9, 3.78%)! (72.5, 2.95%) 4 : KI (70.8, 3.36%) (69.5, 1.01%) (69.1, 5.27%) (69.4, 5.12%) (66.6, 4.90%) (67.8, 4.53%) (68.1, 3.23%) (72.1, 3.64%)! (67.3, 5.59%) G20 (69.4, 4.91%) TV(64.9, 4.83%) (66.9, 4.52%) (61.5, 3.62%) (64.3, 2.83%) (62.9, 2.46%) (63.3, 2.34%) (66.0, 1.82%) 20 (63.5, 5.57%) 2010 (63.8, 4.74%) (68.1, 3.25%),.

4 157,, /, /, /.,.,,., 1.

158 5,, 1. 2,.,.,. ( 1),,,. ( 2),,,

5,, 159. 2 1.,.,,.,.,. 2012,.,,,.,,,,.

160 2.., 14 1 TV(EBS) 3 1,300 2011 11 1 7 (www. embrain.com)., 30 20 50. KBS 10, MBC 12, 8.. 2011 11 1 25 (www.embrain.com).. 1,300 660 (50.8%), 640 (49.2%) 10 137 (10.5%), 20 262 (20.2%), 30 312 (24.0%), 40 326 (25.1%), 50 263 (20.2%). 120 (9.2%), 84 (6.5%), 93 (7.2%), 47 (3.6%), 50 (3.8%), 39 (3.0%), 376 (28.9%), 48 (3.7%), 49 (3.8%), 63 (4.8%), 57 (4.4%), 56 (4.3%), 83 (6.4%), 105 (8.1%), 30 (2.3%). /( KNN) 225 17.3%, / ( TBC) 167 12.8%, /( KBC) 103 7.9%, /

5,, 161 ( TJB) 113 8.7%, ( UBC) 39 3.0%, ( JTV) 57 4.4%, ( CJB) 49 3.8%, ( GTB) 48 3.7%, ( JIBS) 30 2.3%, /(TV OBS) 469 36.1%. (, ) 368 28.3%, ( ) 850 65.4%, 82 6.3%. 259 19.9%, 221 17.0%, (,, ) 38 2.9%, 155 11.9%, 616 47.4%, 11 0.8%. 100 40 3.1%, 100 300 406 31.2%, 300 500 546 42.0%, 500 1000 265 20.4%, 1,000 43 3.3%. 5 1 1,300 14 1 TV(EBS) 3 / 10 73 64 137 20 136 126 262 30 157 155 312 40 164 162 326 50 130 133 263 660 640 1300 120 84 93 47 50 39 376 48 49 63 57 56 83 105 30 1300, 50 30 60.0%, 20 40.0%. 60.0% KBS 10 20.0%,

162 MBC 12 24.0%, 8 16.0%. 23, 7, 10 8, 10 22, 10, 20. 34, 16. 29 2, 30 8. 40 29, 50 11 40. 5 2 TV KBS, MBC, (,, ) 50 KBS MBC 10 12 8 20 520. TV ( TV,, TV,, TV,), TV, TV ( ), TV /, TV,,.,

5,, 163. TV, TV /, TV,,, TV,,,. 3 1.. 1)., 2224 2402 79.7%, 71.7%, 2022 50.2%., TV, 1820 67.0% 2402 9.1%.

164 5 1 (Base:, : 1 + 2 + 3 %) 3 3 3 4. 2324 20.,, 0608, 0810. 10 30 06 08, 18, 40 06 08 22 30.

5,, 165 5 3 (Base:, : 1 + 2 + 3 %) 1 + 2 + 3 14 19 20 29 30 39 40 49 50 Base for % (1300) (660) (640) (137) (262) (312) (326) (263) 0608 33.5 39.8 26.9 31.4 21.0 26.9 42.0 44.1 0810 23.5 14.1 33.3 10.9 20.2 26.6 23.0 30.4 1012 8.3 3.9 12.8 6.6 8.8 8.3 8.0 9.1 1214 4.8 3.9 5.6 2.2 4.6 5.1 4.3 6.5 1416 2.5 2.4 2.7 4.4 2.7 2.2 1.2 3.4 1618 6.9 6.2 7.7 13.1 9.2 5.4 6.1 4.2 1820 50.2 48.5 52.0 53.3 55.3 51.6 48.5 44.1 2022 79.7 83.3 75.9 69.3 77.5 80.8 80.4 85.2 2224 71.7 74.8 68.4 79.6 77.9 74.4 69.9 60.5 2402 18.8 22.9 14.7 29.2 22.9 18.6 16.6 12.5, 30, 40 0610. 5 4 (Base:, : 1 + 2 + 3 + %) 1 + 2 + 3 14 19 20 29 30 39 40 49 50 Base for % (1300) (660) (640) (137) (262) (312) (326) (263) 0608 11.1 13.2 8.9 8.0 4.2 7.7 13.2 20.9 0810 21.4 20.0 22.8 14.6 8.0 21.8 26.4 31.6 1012 26.1 25.6 26.6 24.8 18.7 30.4 29.8 24.3 1214 11.2 12.3 10.2 15.3 10.7 12.2 8.3 12.2 1416 10.8 10.9 10.6 18.2 10.7 11.2 9.2 8.4 1618 22.5 18.8 26.3 40.1 31.3 17.9 16.3 17.5

166 1 + 2 + 3 14 19 20 29 30 39 40 49 50 1820 67.0 64.7 69.4 68.6 74.8 66.0 69.3 56.7 2022 72.1 73.9 70.2 60.6 72.9 72.4 72.7 76.0 2224 48.8 50.0 47.7 43.1 55.3 50.3 46.3 46.8 2402 9.1 10.6 7.5 6.6 13.4 9.9 8.6 5.7 2) TV /,,,,. 5 2 (Base:, : 1 + 2 + 3 + 4 + 5 + %),,., /,,,.,

5,, 167 10, 20 /,, 40,,. 5 5 (Base:, : 1 + 2 + 3 + 4 + 5 %) 1 5 14 19 20 29 30 39 40 49 50 Base for % (1300) (660) (640) (137) (262) (312) (326) (263) / 79.0 72.7 85.5 96.4 93.5 84.9 72.1 57.0 76.0 64.1 88.3 75.9 76.3 76.9 78.8 71.1 68.8 71.5 65.9 40.1 57.6 71.2 76.4 82.5 46.5 50.0 43.0 70.1 55.3 44.6 45.7 28.9 36.5 57.1 15.2 23.4 38.2 41.7 35.3 36.9 35.2 37.3 33.0 24.1 25.6 28.2 41.1 51.3 31.1 34.1 28.0 42.3 33.2 35.3 25.8 24.7 25.2 19.1 31.6 9.5 22.1 23.1 28.2 35.4 23.5 18.2 29.1 43.8 34.0 18.9 19.0 13.7 21.8 26.4 17.0 6.6 14.9 17.3 26.7 35.7 17.9 15.0 20.9 19.7 22.1 21.2 13.2 14.8 12.8 9.7 15.9 6.6 6.9 7.4 16.3 24.0 / 10.2 8.2 12.3 35.0 9.2 14.1 4.0 1.5 / 5.5 8.0 2.8 0.7 3.4 4.5 4.9 11.8 5.4 5.6 5.2 3.6 4.6 5.4 5.8 6.5 4.4 2.9 5.9 0.7 2.3 5.4 6.7 4.2 3) 52.5%, 37.3%., 67.1%, TV 52.7%

168. 5 3 (Base:, : %),,,. 5 6 (Base:, : %) 14 19 20 29 30 39 40 49 50 Base for % (1300) (660) (640) (137) (262) (312) (326) (263) 52.5 47.9 57.3 48.2 51.1 54.2 51.2 55.9 37.3 41.2 33.3 35.8 37.8 35.3 41.7 34.6 10.2 10.9 9.4 16.1 11.1 10.6 7.1 9.5

5,, 169 4)., 68.1%., 93.3%, 83.3%, TV 55.0%.. 5 4 (Base:, : %) TV, KBS MBC TV. TV SBS

170. 5). MBC 51.2%, KBS2 28.3%. KBS1 14.45% (OBS SBS ) 6.1%.,,, TV MBC 60%, KBS2. 6.1%, 16.7%. 5 5 (Base:, : 1%), MBC, KBS2, KBS1,

5,, 171. SBS. MBC KBS SBS,. SBS.. 6.1%, 16.7% TV 1.3%., TV.,, MBC, KBS-1, KBS-2., MBC 20 29 MBC. 14 19 KBS-2 37.2%, 40 KBS-1. 5 7 (Base:, : 1%) 14 19 20 29 30 39 40 49 50 Base for % (1300) (660) (640) (137) (262) (312) (326) (263) MBC 51.2 49.8 52.7 54.0 62.2 57.4 47.9 35.7 KBS-2 28.3 26.5 30.2 37.2 27.9 30.1 27.0 23.6 KBS-1 14.4 17.4 11.3 6.6 3.4 6.1 20.6 31.6 6.1 6.2 5.9 2.2 6.5 6.4 4.6 9.1

172. 1). 79.8%, 70.2%, ' 65.9%., 60%.,. 5 6 (Base:, : Top2%, 5 )

5,, 173, /,,, 3.25 3.03., 10. 5 8 (Base:, : 5 ) 14 19 20 29 30 39 40 49 50 Base for % (1300) (660) (640) (137) (262) (312) (326) (263),,,,,,,,, 4.08 4.05 4.11 3.86 4.10 4.09 4.15 4.08 3.88 3.92 3.85 3.56 3.80 3.88 3.95 4.06 3.84 3.87 3.82 3.58 3.81 3.79 3.93 3.97 3.76 3.75 3.77 3.26 3.80 3.77 3.85 3.86 3.72 3.77 3.67 3.47 3.74 3.76 3.72 3.79 3.24 3.20 3.29 3.08 3.19 3.27 3.28 3.30 3.14 3.03 3.25 3.08 3.04 3.05 3.21 3.29 2.36 2.36 2.37 2.36 2.42 2.44 2.28 2.32

174,,, 14 19 20 29 30 39 40 49 50 2.31 2.32 2.30 2.36 2.37 2.41 2.19 2.25 2.29 2.31 2.28 2.36 2.34 2.41 2.16 2.24 2.27 2.29 2.24 2.38 2.32 2.40 2.13 2.17,, TV /,,,. 5 9 (Base:, : 5 ) TV TV Base for % (1300) (225) (167) (103) (113) (39) (57) (49) (48) (30) (469) 4.08 4.08 3.99 3.88 4.06 4.21 4.07 4.02 4.21 4.13 4.14 3.88 3.84 3.88 3.77 3.78 4.15 4.00 3.69 4.10 3.97 3.91

5,, 175,,,,,,,,,,,, TV TV 3.84 3.84 3.81 3.68 3.83 3.95 3.93 3.59 3.96 3.93 3.88 3.76 3.77 3.66 3.60 3.72 3.82 3.79 3.45 3.56 3.80 3.88 3.72 3.76 3.60 3.60 3.70 4.00 3.86 3.43 3.54 3.83 3.78 3.24 3.25 3.20 3.15 3.20 3.05 3.12 3.29 3.10 3.10 3.33 3.14 2.97 3.05 3.08 2.95 2.92 3.04 2.96 3.04 3.13 3.37 2.36 2.35 2.43 2.51 2.43 2.54 2.09 2.53 2.50 2.30 2.29 2.31 2.28 2.38 2.41 2.31 2.41 2.05 2.35 2.27 2.47 2.28 2.29 2.28 2.31 2.54 2.32 2.18 2.09 2.29 2.27 2.40 2.27 2.27 2.20 2.32 2.47 2.31 2.23 2.09 2.31 2.33 2.40 2.24

176 2).,,,, KBS, MBC., /, KBS, MBC.. 5 7 () (Base:, : 5 ),

5,, 177, 50. 5 10 () (Base:, : 5 ) 14 1920 2930 3940 49 50 Base for % (1300) (660) (640) (137) (262) (312) (326) (263),,, KBS 2.83 2.90 2.76 2.85 2.78 2.74 2.86 2.94 MBC 2.84 2.88 2.80 2.96 2.79 2.78 2.84 2.89 3.69 3.70 3.68 3.65 3.77 3.62 3.68 3.73 KBS 2.92 2.99 2.85 3.04 2.88 2.80 2.97 2.99 MBC 2.92 2.96 2.87 3.04 2.90 2.79 2.97 2.96 3.52 3.57 3.46 3.40 3.51 3.44 3.56 3.63 KBS 2.77 2.83 2.71 2.66 2.72 2.71 2.79 2.92 MBC 2.81 2.84 2.77 2.87 2.75 2.77 2.83 2.85 3.47 3.52 3.40 3.39 3.45 3.39 3.48 3.59 KBS 2.75 2.82 2.68 2.71 2.77 2.66 2.75 2.86 MBC 2.78 2.82 2.74 2.79 2.81 2.70 2.79 2.84 3.35 3.42 3.28 3.20 3.38 3.24 3.36 3.51 KBS 2.65 2.74 2.55 2.58 2.66 2.57 2.63 2.78 MBC 2.66 2.72 2.59 2.69 2.64 2.61 2.65 2.73 3.27 3.34 3.19 3.23 3.32 3.15 3.24 3.40 KBS 3.52 3.53 3.51 3.64 3.52 3.39 3.54 3.60 MBC 3.49 3.48 3.50 3.57 3.52 3.38 3.54 3.51 3.20 3.25 3.14 3.18 3.13 3.16 3.21 3.31 KBS 3.48 3.52 3.45 3.45 3.53 3.39 3.50 3.54,,, MBC 3.41 3.46 3.37 3.42 3.47 3.34 3.44 3.41 2.98 3.02 2.94 2.96 3.00 2.94 2.96 3.05

178,., 3,.,. 5 8 () (Base:, : 5 ), 20 29.

5,, 179 5 11 () (Base:, : 5 ) 14 19 20 29 30 39 40 49 50 Base for % (1300) (660) (640) (137) (262) (312) (326) (263),,,,,, KBS 2.31 2.40 2.23 2.31 2.43 2.38 2.25 2.21 MBC 2.33 2.45 2.21 2.47 2.40 2.40 2.22 2.23 2.37 2.44 2.29 2.48 2.47 2.40 2.25 2.32 KBS 2.24 2.33 2.14 2.31 2.34 2.35 2.09 2.14 MBC 2.26 2.36 2.15 2.37 2.38 2.37 2.10 2.16 2.27 2.34 2.19 2.40 2.40 2.32 2.11 2.20 KBS 2.02 2.09 1.94 1.95 2.15 2.11 1.92 1.94 MBC 2.04 2.12 1.96 2.09 2.13 2.13 1.90 1.98 2.08 2.11 2.04 2.14 2.16 2.15 1.95 2.02 KBS 2.05 2.13 1.96 2.09 2.14 2.13 1.94 1.96 MBC 2.06 2.15 1.96 2.16 2.15 2.15 1.92 1.97 2.06 2.12 2.01 2.20 2.15 2.12 1.94 2.00. 1) TV 65.1%. 34) 34) 5 3.82.

180,., (49.6%, 3.54 )., (34.6%, 3.27 ),,.,. 60.6% (3.70 ). 100% ( 2 9, 2 13 ),., ( 43.2%, 5 2.65 )., 100%.,,.

5,, 181,.,,,.,,.,,. 5 9 (Base:, : Top2%, 5 )

182 5 12 (Base:, : 5 ) 14 1920 2930 3940 49 50 Base for % (1300) (660) (640) (137) (262) (312) (326) (263) 3.82 3.76 3.88 3.62 3.69 3.84 3.90 3.92 3.70 3.66 3.74 3.82 3.67 3.63 3.75 3.68 3.54 3.52 3.57 3.61 3.51 3.46 3.58 3.59 3.35 3.41 3.28 3.14 3.19 3.38 3.42 3.46 3.26 3.37 3.14 3.02 3.11 3.19 3.40 3.44 3.25 3.31 3.18 3.01 3.18 3.26 3.32 3.33 3.27 3.24 3.29 3.33 3.26 3.22 3.28 3.27 3.07 3.11 3.03 3.03 2.94 3.04 3.11 3.21 2.97 2.97 2.96 2.83 2.90 2.97 3.01 3.04 2.85 2.89 2.80 2.72 2.79 2.80 2.91 2.96 2.65 2.68 2.61 2.61 2.61 2.64 2.66 2.68

5,, 183, 3.50. 5 13 (Base:, : 5 ) TV TV Base for % (1300) (225) (167) (103) (113) (39) (57) (49) (48) (30) (469) 3.82 3.81 3.72 3.79 3.82 4.00 3.79 3.88 4.08 3.67 3.83 3.70 3.73 3.76 3.59 3.66 3.74 3.63 3.71 3.77 3.73 3.69 3.54 3.51 3.59 3.50 3.46 3.74 3.63 3.53 3.60 3.47 3.54 3.35 3.36 3.26 3.35 3.27 3.49 3.30 2.98 3.25 3.50 3.42 3.26 3.28 3.17 3.20 3.09 3.36 3.39 3.10 3.35 3.20 3.32 3.25 3.25 3.25 3.25 3.21 3.28 3.19 3.18 3.31 3.30 3.25 3.27 3.17 3.41 3.29 3.17 3.51 3.16 3.53 3.29 3.27 3.24

184 TV TV 3.07 3.10 3.08 3.09 3.06 3.10 3.14 3.18 3.17 3.50 2.99 2.97 2.91 3.02 3.00 2.91 3.00 2.77 2.94 2.81 3.00 3.01 2.85 2.87 2.95 2.88 2.69 2.82 2.89 2.88 2.69 3.10 2.83 2.65 2.67 2.68 2.60 2.73 2.67 2.60 2.53 2.73 2.90 2.60 2) 12. 12. 5 14.,,,,.

5,, 185 5 14 (Base:, : 1%) 14 19 20 29 30 39 40 49 50 Base for % (1300) (660) (640) (137) (262) (312) (326) (263) 64.0 64.7 63.3 59.9 58.4 65.4 69.0 63.9 KBS 20.8 20.0 21.6 26.3 21.4 17.3 19.3 23.2 MBC 15.2 15.3 15.2 13.9 20.2 17.3 11.7 12.9 62.7 64.4 60.9 54.0 57.6 65.4 69.9 60.1 KBS 20.2 18.5 21.9 24.1 22.5 17.9 16.6 22.8 MBC 17.2 17.1 17.2 21.9 19.8 16.7 13.5 17.1 56.0 58.5 53.4 46.7 58.0 56.1 56.7 57.8 KBS 25.1 23.8 26.4 25.5 17.6 26.0 26.1 30.0 MBC 18.9 17.7 20.2 27.7 24.4 17.9 17.2 12.2 40.8 40.3 41.3 38.7 44.3 44.2 38.3 37.3 KBS 37.0 37.7 36.3 32.8 27.1 33.3 42.0 47.1 MBC 22.2 22.0 22.5 28.5 28.6 22.4 19.6 15.6 5 15 KBS. KBS,,., KBS.

186 5 15 KBS (Base:, : 1%) 14 1920 29 30 3940 49 50 Base for % (1300) (660) (640) (137) (262) (312) (326) (263) KBS 53.1 54.2 51.9 41.6 44.3 49.7 59.8 53.6 MBC 26.1 25.6 26.6 29.2 32.4 29.8 22.7 24.3 20.8 20.2 21.6 29.2 23.3 20.5 17.5 22.1 KBS 50.8 51.8 49.8 46.0 42.7 46.8 58.0 57.4 MBC 26.8 25.2 28.6 27.0 31.7 32.1 23.6 19.8 22.3 23.0 21.6 27.0 25.6 21.2 18.4 22.8 KBS 46.9 47.6 46.3 43.1 39.3 42.0 54.0 57.4 MBC 29.7 30.3 29.1 29.2 32.1 34.3 27.9 19.8 23.4 22.1 24.7 27.7 28.6 23.7 18.1 22.8 KBS 44.9 49.1 40.6 40.9 39.7 42.6 48.2 51.0 29.6 27.0 32.3 31.4 30.2 31.1 28.5 27.8 MBC 25.5 23.9 27.0 27.7 30.2 26.3 23.3 21.3 KBS 46.2 47.6 44.7 41.6 42.4 43.6 49.4 51.3 29.5 28.5 30.6 31.4 29.0 33.3 27.9 26.6 MBC 24.3 23.9 24.7 27.0 28.6 23.1 22.7 22.1 KBS 46.2 46.7 45.6 43.1 40.1 43.3 49.1 63.5 29.2 29.4 28.9 27.0 30.5 31.1 27.9 17.9 MBC 24.7 23.9 25.5 29.9 29.4 25.6 23.0 18.6 5 16 MBC. MBC

5,, 187, 37.5% MBC. 5 16 MBC (Base:, : 1%) 14 19 20 29 30 39 40 49 50 Base for % (1300) (660) (640) (137) (262) (312) (326) (263) MBC 37.5 38.6 36.3 33.6 37.8 36.5 40.2 36.9 KBS 36.2 34.7 37.8 35.0 32.8 34.3 39.9 38.0 26.3 26.7 25.9 31.4 29.4 29.2 19.9 25.1,., KBS MBC., KBS, MBC... 77.6%(4.10 ). 70.1%(3.87 ), 64.0%(3.77 ), 63.0%(3.75 )., (2.81 ),

188 (2.83 ).,. 5 10 (Base:, : : Top2%, 5 ) 2.. 1) 90.0%(5 4.54),.

5,, 189 88.0%(5 4.46), 86.0%(5 4.26), 84.0%(5 4.30), 82.0%(5 4.30)., 84.0%,.,,,,, ( 5 6 ). 5 11 (Base:, : Top2%, 5 )

190,,,,., 4.47, 4.70,..,,,. 5 17 (Base:, : 5 ) KBS MBC Base for % (50) (30) (20) (10) (12) (8).....,,,. 4.54 4.47 4.65 4.40 4.75 4.13 4.46 4.30 4.70 3.80 4.75 4.25 4.26 4.30 4.20 4.20 4.58 4.00 4.30 4.17 4.50 4.10 4.50 3.75 4.30 4.23 4.40 4.20 4.58 3.75 2.88 2.87 2.90 2.90 2.75 3.00

5,, 191,,,.,,,.,,,.. KBS MBC 2.70 2.73 2.65 2.80 2.83 2.50 1.64 1.70 1.55 1.80 1.42 2.00 1.48 1.40 1.60 1.20 1.42 1.63 1.66 1.63 1.70 1.40 1.50 2.13 1.66 1.63 1.70 1.30 1.50 2.25 2) (78.0%, 3.84 ) (74.0%, 3.94 ). 35), (68.0%, 3.80 ), (66.0%, 3.76 ) 35),, 3, 5.

192., ( 5 9 ), 11 7 (54.0%, 3.62 ). 5 12 (Base:, : Top2%, 5 ), (2.0%, 2.06 ), (8.0%, 2.40 ), (14.0%,

5,, 193 2.56 ), (30.0%, 3.00 ),., 3.80, (4.30 ).,.,, KBS (4.10 ), MBC (4.08 ), (4.00 )., KBS 5 15. 5 15 KBS,. KBS., MBC,,

194,,,., MBC.,,,,.,. 5 18 (Base:, : 5 ) KBS MBC Base for % (50) (30) (20) (10) (12) (8) 3.94 3.80 4.15 3.70 4.08 3.50 3.84 3.80 3.90 3.80 3.67 4.00 3.80 3.47 4.30 3.40 3.75 3.13 3.76 3.63 3.95 3.50 4.08 3.13 3.72 3.70 3.75 3.80 3.75 3.50

5,, 195 KBS MBC 3.68 3.60 3.80 3.40 3.75 3.63 3.62 3.90 3.20 4.10 3.92 3.63 3.00 2.87 3.20 2.80 3.08 2.63 2.56 2.80 2.20 2.60 2.50 3.50 2.40 2.37 2.45 2.30 2.42 2.38 2.06 2.10 2.00 2.10 2.08 2.13 3).,., 5 19 KBS 1., KBS 1 (78.0%), (76.0%)., KBS.

196 ( 5 15 ),,, KBS KBS. KBS,.. KBS 1, MBC KBS (58.3%), (87.5%) 1., MBC KBS. MBC KBS (8.3%). 5 19 KBS 1 (Base:, : 1%) KBS MBC Base for % (50) (30) (20) (10) (12) (8) 78.0 66.7 95.0 100.0 41.7 62.5 76.0 70.0 85.0 100.0 41.7 75.0

5,, 197 KBS MBC 64.0 53.3 80.0 60.0 41.7 62.5 62.0 60.0 65.0 70.0 33.3 87.5 58.0 63.3 50.0 70.0 58.3 62.5 54.0 53.3 55.0 70.0 41.7 50.0 52.0 50.0 55.0 90.0 25.0 37.5 50.0 40.0 65.0 70.0 25.0 25.0 50.0 50.0 50.0 80.0 16.7 62.5 5 20 1. 36), 1 (48.0%), (40.0%).,., (65.0%). 36) MBC, MBC 1, 1

198.,, 1. 5 20 1 (75.0%),. 5 20 1 (Base:, : 1%) KBS MBC Base for % (50) (30) (20) (10) (12) (8) 48.0 36.7 65.0 50.0 33.3 25.0 40.0 30.0 55.0 40.0 8.3 50.0,..,.

5,, 199 4) 96.0%(5 4.58 ), 90.0%(5 4.36 ), 88.0%(5 4.20 ), 88.0%(5 4.12 ), 86.0%(5 4.24 ), 76.0% (5 4.08 ), 70,0%(5 3.72 ).,, 60.0%(5 2.42), 36.0%(5 4.12). 5 13 (Base:, : Top2%, 5 )

200.,., KBS (4.80 ) (4.70 ) (4.30 ).,, (2.70 ) (2.90 ). 5 21 (Base:, : 5 ) KBS MBC Base for % (50) (30) (20) (10) (12) (8) 4.58 4.57 4.60 4.30 4.50 5.00 4.36 4.40 4.30 4.80 4.17 4.25 4.20 4.17 4.25 4.10 4.25 4.13 4.12 4.13 4.10 4.30 4.00 4.13 4.24 4.37 4.05 4.70 4.08 4.38

5,, 201 KBS MBC 4.08 3.97 4.25 3.60 4.00 4.38 3.72 3.53 4.00 3.80 3.50 3.25 2.66 2.63 2.70 2.20 2.75 3.00 2.42 2.10 2.90 1.70 2.33 2.25. 1), (48.0%, 5 3.40 ). (44.0%, 5 3.32), (40.0%, 5 3.16). (12.0%, 5 2.48 ). 5 21,

202. 5 21 KBS, KBS.. 5 14 (Base:, : Top2%, 5 ),, (3.73 ), (3.45 ). MBC (3.50 ), KBS (3.90, 4.13 )

5,, 203. 5 22 (Base:, : 5 ) KBS MBC Base for % (50) (30) (20) (10) (12) (8) 3.40 3.37 3.45 3.30 3.50 3.25 3.32 3.73 2.70 3.90 3.33 4.13 3.16 3.13 3.20 3.30 2.83 3.38 2.90 3.03 2.70 3.10 2.58 3.63 2.72 2.87 2.50 2.80 2.58 3.38 3.00 2.97 3.05 2.70 3.08 3.13 2.68 2.70 2.65 2.60 2.58 3.00 2.48 2.53 2.40 2.20 2.67 2.75, ( 55.2%, 5 3.55), ( 55.2%, 5 3.45), ( 48.3%, 5 3.69).,.

204, ( 13.8%, 5 2.62 ). 5 15 (Base:, : Top2%, 5 ), (4.14 ), KBS MBC (3.00, 2.80 ).

5,, 205 5 23 (Base:, : 5 ) KBS MBC Base for % (50) (30) (20) (10) (12) (8) 3.69 3.41 4.08 3.20 3.20 3.71 3.55 3.41 3.75 3.00 2.80 4.14 3.45 3.35 3.58 3.00 3.20 3.71 3.03 2.82 3.33 2.80 3.20 2.57 2.86 2.76 3.00 3.00 3.40 2.14 2.83 2.76 2.92 2.80 3.40 2.29 2.76 2.59 3.00 2.80 3.20 2.00 2.76 2.82 2.67 2.60 2.60 3.14 2.62 2.35 3.00 3.00 2.60 1.71, 5 24.

206 5 24 / / 24%. () / HD FTA 3 ( ) TV ( 6 5 3 2 2 2 2 2 2 1 1 1 1 1 1 1 1 1 1 1 1 2) 60.0% 5 3.66. ( 52.0%, 5 3.36)

5,, 207 ( 44.0%, 5 3.36 )..,.,. 5 16 (Base:, : Top2%, 5 ), ( 12.0%, 5 2.70 ), ( 18.0%, 5 2.80 ),

208 ( 20.0%, 5 2.86 ).,,.,,,. 5 25 (Base:, : 5 ) KBS MBC Base for % (50) (30) (20) (10) (12) (8) 3.66 3.60 3.75 3.60 3.58 3.63 3.36 3.57 3.05 3.80 3.50 3.38 3.36 3.23 3.55 3.10 3.33 3.25 3.42 3.33 3.55 3.40 3.42 3.13 2.98 3.27 2.55 3.60 3.25 2.88 3.04 3.37 2.55 3.70 3.25 3.13 2.86 2.97 2.70 3.10 3.00 2.75 2.80 2.90 2.65 3.00 2.92 2.75 2.70 2.83 2.50 3.00 2.92 2.50

5,, 209 MBC, KBS *(3.80 ), (3.70 )., 60.0%, 5 3.60.. 5 17 (Base:, : Top2%, 5 ) ( 45.7%, 5 3.17),

210,. ( 37.1%, 5 3.06)., MBC., MBC, (3.67 ).. 5 26 (Base:, : 5 ) KBS MBC Base for % (50) (30) (20) (10) (12) (8) 3.60 3.57 3.67 3.22 3.63 4.00 3.17 3.13 3.25 2.89 3.25 3.33 3.06 3.43 2.33 3.67 3.25 3.33 2.54 2.48 2.67 1.89 2.38 3.50 2.17 1.91 2.67 1.89 1.88 2.00 1.83 1.78 1.92 2.22 1.88 1.00,, 5 27.

5,, 211 5 27 5 4 4 4 1 1 1 1 1 1 1 1 1 1 1 3) ( 54.0%, 5 3.50 )..,

212 ( 52.0%, 5 3.44 ).,., () ( 36.0%, 5 3.24 ) KBS, MBC, ( 32.0%, 5 3.08 ), 1, 2, 3 ( 18.0%, 5 2.90 ) 1, 2, ( 5 14, 5 16 ), 5 (). 5 18 (Base:, : Top2%, 5 )

5,, 213,. (3.75 ), (3.68 ), KBS, MBC (3.68 )., KBS MBC, KBS, MBC, 5 28 (Base:, :5 ) KBS MBC Base for % (50) (30) (20) (10) (12) (8) () KBS, MBC, 3.50 3.43 3.60 3.10 3.50 3.75 3.44 3.33 3.60 3.20 3.25 3.63 3.24 3.33 3.10 3.20 3.42 3.38 3.08 2.87 3.40 2.70 2.50 3.63 2.98 3.20 2.65 3.20 3.17 3.25 1, 2, 3 2.90 2.93 2.85 2.80 3.00 3.00

214 (2.70, 2.50 )., KBS MBC 51.6%, 5 3.26. ( 35.5%, 5 3.16)., ( 25.8%, 5 2.87), ( 12.9%, 5 2.71). 5 19 (Base:, : Top2%, 5 ) 5 19 5 29,.

5,, 215 5 29, (3.62 )., KBS MBC (3.11 ) (3.11 ). (4.14 ), KBS MBC (3.29, 3.25 ). 5 29 (Base:, :5 ) KBS MBC Base for % (50) (30) (20) (10) (12) (8) KBS MBC.. 3.26 3.11 3.46 2.14 3.00 4.14 3.16 2.83 3.62 2.57 3.25 2.86. 2.97 3.11 2.77 3.29 3.25 2.86. 2.87 3.06 2.62 2.71 3.25 3.29 2.71 2.50 3.00 2.86 2.75 2.00.,,,.

216, ( ),.,, 5 30. 5 30 / 4 3 2 2 2 2 1 1 1 1 1 1 1 1 1 1 4),

5,, 217 ( 48.0%, 5 3.46). ( 48.0%, 5 3.40)., ( 18.0%, 5 2.90 ), ( 16.0%, 5 2.94), ( 3.0%, 5 2.78), ( 3.0%, 5 2.74). 5 20 (Base:, : Top2%, 5 ), MBC, (3.35, 3.83 ), KBS

218 (3.60, 3.63 ). MBC,. 5 31 (Base:, :5 ) KBS MBC Base for % (50) (30) (20) (10) (12) (8), 3.46 3.53 3.35 3.30 3.83 3.38 3.40 3.57 3.15 3.60 3.50 3.63 3.12 3.37 2.75 3.40 3.50 3.13 2.90 2.97 2.80 2.60 3.33 2.88 2.94 3.07 2.75 2.80 3.17 3.25 2.78 2.93 2.55 2.70 2.92 3.25 2.74 2.93 2.45 2.90 2.83 3.13,, MBC (4.40 ). 4.25., (4.33 ), KBS

5,, 219 (3.67 ).,.,, MBC. 5 32 (Base:, :5 ) KBS MBC Base for % (50) (30) (20) (10) (12) (8).. 3.96 3.84 4.25 3.17 4.40 3.33 3.63 3.47 4.00 3.17 3.40 4.33. 3.22 3.32 3.00 3.50 3.30 3.00.. 3.19 3.32 2.88 3.67 3.10 3.33 2.85 2.84 2.88 3.17 2.80 2.33,, 5 33.

220 5 33 6 4 4 3 3 2 2 2 2 2 1 1 1 1 1 1 1 1 5),.,..

5,, 221,.,. ( 68.0%, 5 3.82) ( 66.0%, 5 3.80) 1, 2,, ( 30.0%, 5 2.96) ( 62.0%, 5 2.12). 5 21 (Base:, : Top2%, 5 ), (4.25 )

222 (4.13 ).. 5 34 (Base:, :5 ) KBS MBC Base for % (50) (30) (20) (10) (12) (8) 3.82 3.93 3.65 3.80 3.83 4.25 3.80 3.83 3.75 3.60 3.83 4.13 2.96 3.07 2.80 3.00 3.17 3.00 2.12 2.07 2.20 2.00 2.25 1.88,, 5 35. 5 35 ( ) 7 4 3 2 2 1

5,, 223 / 1 1 1 1 1 1 1 1 1 1 1 1

224 6 1 1., 2000 2011,,,., 20 24 08 09, (, ) 18 23. (19 23 ).,,,,,, 60%., 70% 80%.,., ( ), 12 3., MBC SBS 2009

6 225 1%, KBS.,, 5.,,,.,,. 2.. 3 KI 1) KI, QI, SI, KI QI SI r=.909 QI SI.., KI,, KI QI() (r=.171, p <.05),., KI, QI, SI, KBS1 KBS2, SBS KI QI, SI, MBC QI (r=.254,

226 p<.05)., KI, QI, SI, KI (r=.361, p<.05), SI (r=.296, p <.01).. 2) KI 4 (KBS1, KBS2, MBC, SBS) KI 72.4, KI 70 (, ). (SI) /(75.5 ), / (74.9), (73.7 ). (QI) /(76.4 ), /(75.8 ), (74.7 ). 3) KI,, KI 72.4, 3.93%. KI 7 5, 5. KI KBS1(73.8 ), SBS(72.7 ), MBC(72.2 )., KI, KBS1 5.72%, KBS2(3.64%), SBS(3.20%), MBC(3.17%).,, KI 70.5, 12.39%. KI 7 6, 1. KI. KI KBS2 71.8, SBS 71.6, KBS1 71.3, MBC

6 227 67.4., SBS 17.25%, KBS1(13.58%), MBC(10.10%), KBS2(8.62%)., /, KI 75.9, 3.11. KI 7 1, 6. KI. KI KBS1(77.6 ), MBC KBS2 75.5, SBS 75.2., KBS1 3.73%, KBS2(3.70%), SBS(2.81%), MBC(2.19%)., /, KI 74.2, 4.25%. KI 7 3, 3. KI KBS1-TV(78.2 ), SBS(73.8 ), KBS2-TV(73.6 ), MBC(71.2 ).,, SBS(5.15%), KBS1(4.47%), KBS2(4.28%), MBC(3.10%)., /, KI 75.4 /. KI 7 2, 4. /., KBS2 KI 77.4, MBC(75.1 ), KBS1(74.8 ), SBS(74.1 )., KI KBS2 4.47%, MBC(4.27%), KBS1(3.89%), SBS(3.75%).,, KI 71.1, 7.12%. KI 7 6, 2.

228., KI KBS1-TV 74.3, KBS2(71.1 ), SBS(70.2 ), MBC(68.9 ).,, SBS 8.41%, KBS2-TV(7.63%), KBS1-TV(6.43%), MBC(6.02%).. 3 KI 1) KI 273 ( ) KI () 4, 1 (KI, ) 60 (22.0), 2 (KI, ) 103 (37.7%), 3 (KI, ) 43 (15.8%), 4 (KI, ) 67 (24.5%).,. 2), 4 14 (40.0%). 2 (12, 34.3%), 1 (7, 20.0%), 3 (2, 5.7%).,.,., KBS1 8 4 1, 3 2., KBS2 6

6 229 5 4, 1 3., MBC 13 6 4, 5 2, MBC.,. SBS 8 4 2., 3 18 (56.3%), 1 10 31.3%..,., KBS1 3 2 3, 1 1., KBS2, 8 3 3., MBC 10 8 3, SBS 11 6 1, 5 3.

230,,., / 2 44 (74.6%). /. /., /,. /., KBS1 30 23 2, KBS2 9 5 2, MBC 12 9 2, SBS 8 7 2., / 2 19 (42.2%) /., / 4 16 (35.6%), 1 10 (22.2%) /. 2,, 4. /

6 231,., /., KBS1 15 10 2., KBS2 11 5 4, 4 2., MBC 11 8 4. SBS 8 4 1 3. 4 1., / 2 10 (50.0%). / /, /. 4 6 (30.0%), 1 4 (20%) /., /,., KBS1 11 2 7, KBS2 1 2., MBC 4 2

232 1. SBS 4 2 4.,., 1 24, 3 23, 4 20, 2 15. 1 3 57.3%.,.,., KBS1 16 1 10. KBS2 22 7 1 3., MBC 25 10 4. SBS 19 9 3. 3.,,.,, 79.8%, 70.2%, 65.9%.

6 233, 60%.,.,,,,,, KBS, MBC., /, KBS, MBC.,.,,, 3,.,.,, 'TV ' 65.1%., (49.6%, 3.54 )., (34.6%, 3.27 ),

234,., 60.6% (3.70 ).,,,.,.,,,.,,.,,,,,. KBS,,., MBC, 37.5% MBC.,.

6 235, KBS MBC., KBS.,, 77.6%(4.10 ). 70.1%(3.87 ), 64.0%(3.77 ), 63.0%(3.75 )., (2.81 ), (2.83 ).,.. 1), 90.0%(5 4.54),. 88.0%(5 4.46), 86.0%(5 4.26), 84.0%(5 4.30), 82.0%(5 4.30)., 84.0%,.,,,,

236,., 4.47, 4.70,..,,,,., (78.0%, 3.84 ) (74.0%, 3.94 )., (68.0%, 3.80 ), (66.0%, 3.76 ).,, 11 7 (54.0%, 3.62 )., (2.0%, 2.06 ),

6 237 (8.0%, 2.40 ), (14.0%, 2.56 ), (30.0%, 3.00 ),., 3.80, (4.30 ).,.,, KBS (4.10 ), MBC (4.08 ), (4.00 )., MBC.,, KBS 1 (78.0%), (76.0%)., KBS., KBS 1

238, MBC KBS (58.3%), (87.5%) 1., 1 (48.0%), (40.0%)., (65.0%).. 1., 1 (75.0%),.,..,.,, 96.0%(5 4.58 ),

6 239 90.0%(5 4.36 ), 88.0%(5 4.20 ), 88.0%(5 4.12 ), 86.0%(5 4.24 ), 76.0%(5 4.08 ), 70.0%(5 3.72 ).,, 60.0%(5 2.42), 36.0% (5 4.12).., KBS (4.80 ) (4.70 ) (4.30 ).,, (2.70 ) (2.90 ). 2), (48.0%, 5 3.40 ). (44.0%, 5 3.32), (40.0%, 5 3.16). (12.0%, 5 2.48 )., (3.73 ), (3.45 ). MBC

240 (3.50 ), KBS (3.90, 4.13 )., ( 55.2%, 5 3.55), ( 55.2%, 5 3.45), ( 48.3%, 5 3.69)., ( 13.8%, 5 2.62 )., (4.14 ), KBS MBC (3.00, 2.80 )., 60.0% 5 3.66. ( 52.0%, 5 3.36) ( 44.0%, 5 3.36 )., ( 12.0%, 5 2.70 ), ( 18.0%, 5 2.80 ), ( 20.0%, 5 2.86 ).,,

6 241,. MBC, KBS *(3.80 ), (3.70 )., 60.0%, 5 3.60. ( 45.7%, 5 3.17),,. ( 37.1%, 5 3.06)., MBC., MBC, (3.67 ).., ( 54.0%, 5 3.50 )., () ( 36.0%, 5 3.24 ) KBS, MBC, ( 32.0%, 5 3.08 ), 1, 2, 3 ( 18.0%, 5 2.90 )

242 1, 2, ( 5 14, 5 16 ), 5 ().,. (3.75 ), (3.68 ), KBS, MBC (3.68 )., KBS MBC, KBS, MBC, (2.70, 2.50 )., KBS MBC 51.6%, 5 3.26. ( 35.5%, 5 3.16)., ( 25.8%, 5 2.87), ( 12.9%, 5 2.71).,. (3.62 ),

6 243 KBS MBC (3.11 ) (3.11 ). (4.14 ), KBS MBC (3.29, 3.25 ).,, ( 48.0%, 5 3.46). ( 48.0%, 5 3.40)., ( 18.0%, 5 2.90 ), ( 16.0%, 5 2.94), ( 3.0%, 5 2.78), ( 3.0%, 5 2.74)., MBC, (3.35, 3.83 ), KBS (3.60, 3.63 ). MBC,. MBC (4.40 ). 4.25.,

244 (4.33 ), KBS (3.67 ).,. ( 68.0%, 5 3.82) ( 66.0%, 5 3.80) 1, 2,, ( 30.0%, 5 2.96) ( 62.0%, 5 2.12)., (4.25 ) (4.13 ).. 2 :,,,.

6 245,.,. 1.,. 1923 20 24. 7 8 11 12..., 10%,.,,., 50%., ( 3 2 ). (,, ),

246.,,,. ( ).,,.,., 4,., 3 2 12,,., 5, 2.,

6 247. 2.., (,,, ).,.,.,,., -.,.,,.,.,

248.,,.,.,, 1 2.,,,.. 3.,,,,.

6 249.,.,,, KBS.,, 1.,. 2 3,.. 5 19 5 20., MBC KBS,

250.,,,,.,,,.,,,,,,,.,,.,,.,, KBS MBC,., KBS MBC.,

6 251,,.,.,,,,..,.

252 (2011),,, 12 1, pp.5 39. (2008), :, 8 3,. (2007), :. 2007. (2011),,, 25 3, pp.201 250. (2006),,, :, pp.343 375. (2011), 2011 (2011),,. (2011),,. (2006),,, :, pp.15 54. (2010),,, 3 2,. (2007),,,. (2008),,,. (2010), 2010 KI,,

253 10-41. (2009), TV,, 21 8. (2007),,. (2010),,, 10,. (2004), ( ), Owen, M. & Wildman, S.(1992). Video Economics.. :. (2011),, KISDI, 6. 28. (2009), :,, 09-01.

254,, ( )?,..,. 2011. 11. Screening Question SQ1.? 1) 2) SQ2.? 1) 14 ( ) 2) 1419 3) 2029 4) 3039 5) 4049 6) 5059 7) 60 SQ3.? 1) 1) 2) 3) 4) 5) 6) 7) 8) 9) 10) 11) 12) 13)

255 14) 15) 16) SQ4. TV TV. TV SQ3 TV / / / / / 3, 12 4, 11 6, 14 7, 10 5 13 9 15 16 2, 8 SQ5. 1 TV?(, TV ) TV KBS-1, KBS-2, MBC, SQ4. EBS,,. 1) 1 3 2) 1 3 5 3) 1 5 10 4) 1 10

256 Part A. A1. TV? /. 1) : 1( ) 2( ) 3( ) 2) / : 1( ) 2( ) 3( ) () / 06-08 08-10 10-12 12-14 14-16 16-18 18-20 20-22 22-24 24-02 06-08 08-10 10-12 12-14 14-16 16-18 18-20 20-22 22-24 24-02 A2. TV TV 5. 1( ), 2( ), 3( ), 4( ), 5 ( ) () 1) 2) 3) / 4) 5) 6) 7) 8) 9) / 10) 11) / 12) 13) 14) 15) 16) 17) A3. TV ( )? 1) 2) 3) 4) 5)

257 A4. TV? 1) 2) A5. TV TV. 1( ) 2( ) 3( ) ) 1) KBS-1 2) KBS-2 3) MBC 4) *SQ4 Part B. B1. TV.. 1, 5. 1). 2). 3). 4). 5). 6),,,.

258 7),,,. 8),,,. 9),,,. 10) 11). B2. TV.. 1, 5. 1) 2) 3) KBS MBC *SQ4 KBS MBC *SQ4 KBS MBC *SQ4

259 4) 5) 6),,,. 7),,,. 8),,, 9),,,. 10) 11). KBS MBC *SQ4 KBS MBC *SQ4 KBS MBC *SQ4 KBS MBC *SQ4 KBS MBC *SQ4 KBS MBC *SQ4 KBS MBC *SQ4 KBS MBC *SQ4

260 B3. TV. 1, 5. 1). 2). 3). 4). 5). 6). 7). 8). 9). 10). 11).

261 B4. TV.. () KBS MBC *SQ4 1 2 3 1). 2). 3). 4). 5). 6). 7). 8). 9). 10). 11).

262 B5.. 1, 5. 1). 2). 3). 4). 5). 6). 7). 8). 9). B5-1.? 3. 1( ), 2( ), 3( ) 1). 2) 3). 4).

263 5). 6). 7). 8). 9). 10) ( ) DQ1.? 1) 2) 3) (,, ) 4) 5) 6) DQ1-1. (DQ1 1, 4, 5 ) ()? 1) 2) 3) 4) 5) 6) 7) 8) 9) 10) 11) 12) 13) 14) 15) 16) DQ2. ( / )? 1) 1 2) 15 3) 510 4) 1020 5) 2030 6) 30

264 DQ3.? 1) 2) 1 3) 4) 1 5) 1 6) DQ4. ( )? 1) 2) 1 3) 4) 1 5) 1 6) DQ5.? 1) 2) 1 3) 1 4) 5) DQ6. IPTV/ TV/ VOD, TV? 1) 2) 1 3) 1 4) 5) 1 6) DQ7.? 1) (, ) 2) ( ) 3) DQ8.? 1) 100 2) 100 300 3) 300 500 4) 500 1,000 5) 1,000

265 ( )?,..,. 2011. 11. Part A. A1. TV.. 1, 5. 1). 2). 3). 4). 5). 6),,,.

266 7),,,. 8),,,. 9),,,. 10). 11). A2. TV.. 1, 5. 1). 2). 3). 4). 5). 6).

267 7). 8). 9). 10). 11). A3. TV.. () KBS MBC TV 1 2 3 1). 2). 3). 4). 5). 6). 7).

268 1 2 3 8). 9). 10). 11). A4... 1, 5. 1). 2). 3). 4). 5). 6). 7). 8). 9).

269 A4-1.? 3. 1( ) 2( ) 3( ) 1). 2) 3). 4). 5). 6). 7). 8). 9). 10) ( ) Part B. B.1.. 80% 25% 45% 60%, KBS, MBC, SBS, TV KBS, MBC, 3 3 1%

270 B.1-1.?. 1( ) 2( ) () 1) 2) 3) B.1-2.?. 1, 5. 1) 2) 3) B.1-3.?. 1, 5 1) 2)

271 3) 4) 5) 6) 7) 8) B.1-4..? ( ) () 1). (*1 B1-5 ) 2). (*2 B.1-4.-1 ) B.1-4-1... 1, 5. 1). 2). 3). 4). 5).

272 6). 7). 8). 9). B.1-5.,. B.2.. 40% KBS1 24% KBS2 40% MBC 3 3 : 35% 4% B.2-1.?. 1( ) 2( ) () 1) 2) 3) 4)

273 B.2-2.?. 1, 5. 1) 2) 3) 4) B.2-3.?. 1, 5. 1) 2) 3) 4) 5) 6) 7) 8) 9)

274 B.2-4..? ( ) () 1).(*1 B.2-5 ) 2).(*2 B.2-4.-1 ) B.2-4-1... 1, 5. 1). 2). 3). 4). 5). 6). B.2-5.,.

275 B.3. TV. TV 50-85% KNN///: 69% //: 71% /: 77% KBS, MBC, SBS, OBS B.3-1. TV?. 1( ) 2( ) () 1) 2) 3) 4) B.3-2. TV?. 1, 5. 1) 2)

276 3) 4) B.3-3. TV?. 1, 5. 1) 2) KBS, MBC, 3) 4) () 5) 1, 2, 3 6) B.3-4. TV.? ( ) () 1).(*1 B.3-5 ) 2).(*2 B.3-4.-1 )

277 B.3-4-1. TV.. 1, 5. 1). 2). 3) KBS MBC. 4) 5). B.3-5., TV. B.4.. 21% 21%

278 B.4-1.?. 1( ) 2( ) () 1) 2) 3) 4) B.4-2.?. 1, 5. 1) 2) 3) 4)

279 B.4-3.?. 1, 5. 1) 2) 3) 4), 5) 6) 7) B.4-4..? ( ) () 1).(*1 B4.-5 ) 2).(*2 B.4-4.-1 ) B.4-4-1... 1, 5.

280 1). 2). 3). 4). 5). B.4-5.,. B.5.. < > ( ), ( ).,,. B.5-1.?. 1, 5.

281 1). 2). 3). 4). B.5-2.. DQ1.? 1) KBS 2) MBC 3) SBS 4) 5) 6) 7) 8) ( ) DQ2. (DQ1. 1, 2, 3, 4 )? 1) 2) 3) 4) 5) 6) 7) 8) 9) 10) 11) ( ) DQ3. (DQ1. 1, 2, 3, 4 )? 1) 3 2) 35 3) 510 4) 1015 5) 15

282 DQ4. (DQ1. 1, 2, 3, 4 )? 1) 2) 3) 4) 5) 6) 7) ( ) DQ5. (DQ1. 1, 2, 4 )? 1) 2) DQ6.? 1) 2) DQ7.? 1) 29 2) 3039 3) 4049 4) 5059 5) 60 DQ8.? 1) 2) 3) 4) 5) 6) 7) 8) 9) 10) 11) 12) 13) 14) 15) 16)

/ Pennsylvania State University / / / 2011 12 2011 12 3 36( ) TEL: 570-4114 FAX: 579-4695 6 ISBN 978-89-8242-886-9 93320