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AbstractThe brand image of brodadcasting Co.: How the three television channels broadcasted the World Cup in South Korea and JapanJae Yung Cho, Ph.D.
The purpose of this study is to discuss the promotion strategy for building image of broadcasting co. by analyzing how the three television channels, KBS, MBC and SBS, broadcasted the World Cup in South Korea and Japan, more specifically the matches and news. Since the tangible factors influenced on the brand image formation of the channels are their programming, contents and additional profit-making or nonprofit works, it was analyzed that their preparatory proceedings, broadcasting matches and news for the World Cup and plans for the post World Cup. As the results, they all produced similar programs for promoting the World Cup and their own co. and called popular casters and commentators for the matches; they programmed in expedient ways that they canceled the regular programs and overlapped several matches on two different channels, and broadcasted news in related the matches more than 70% of the total amount; they highly competited for making profit by advertising and ARS quiz events; and after the World Cup they programmed monotonously, rebroadcasting many matches, showing unplanned interviews with the players and their families and displaying thier post-World Cup works. Conclusively, they need to build their own image more specifically, systematically and differentially with long term view instead of an immediate profit in this current complex and diverse media environment, and the audience sovereignty should take precedence of this.
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