미국 다채널 TV의 채널다양성 결정요인에 관한 연구

Contextual Factors and Channel Diversity of the U.S. Multichannel Television

&nbsp;&nbsp;The main purpose of this study is to explore how the contextual factors, such as U.S. multichannel media policy, competition among cable TV program sources, and audience attitudes toward TV performances, have contributed to actually enhancing diversity of U.S. cable television. From the outset in the late 1940s, the U.S. multichannel TV media have been developed in terms of their channel capacity. The number of the TV channels that are in actual service divided by channel capacity is indexed into channel diversity.<BR>&nbsp;&nbsp;Twenty-two year content analyzed data induce the findings after two stepwise solution of multiple regressions and analyses of variance. The result show that the more the strength of U.S. cable policy or regulation, the higher in cable TV channel diversity, that the higher the competition level among multichannel TV sources, the lower the diversity, and that the more favorable the audience attitude toward television industries and performances, the higher the diversity. The findings imply that the U.S. media policy has been successful in increasing diversity of the multichannel media for the period from 1973 to 1994 before the new-liberalistic wave in the worldwide economies am politics appeared,<BR>&nbsp;&nbsp;There have been increasing criticisms that, since the Telecommunications Act was passed in 1996, the U.S. media industries have been more concentrated and less culturally diverse than ever before due to the fast deregulation of media ownership and management regardless of the market share and company sizes. Therefore, further policy research is required in order to find ways to enhance diversity of future multichannel media and audience welfare by promote relevant and timely regulations and fair and effective competition situations.