Network Analysis of TV-Viewing Patterns in Multi-Channel Circumstances

Abstract

This study uses the network analysis method to overcome limitations of previous research that had inaccurately examined the phenomena of fragmentation and polarization in TV viewing behaviors. First of all, viewer ratings were analyzed, which consisted of 298 panels in 2004 and 2007. The benefit of this panel data was not only to secure the validity and credibility of the data, but also to figure out the change of viewing patterns. The result of network centralization and centrality analysis was that fragmentation became stronger as the number of channels increased. In other words, audiences dispersed to professional and specialized channels. However, they came together from terrestrial broadcastings to other channels again. The re-concentration phenomenon appeared apparently in drama channels that belonged to terrestrial (non-satellite or cable) broadcastings. In addition, sub-network analysis showed that small but loyal viewer groups kept on increasing. This result indicates the depth of polarization, which means audiences have a tendency to view common genre programs according to their preference.