Program quality evaluation
Experience of a new assessment tool
Heung Chul Lee, Tae Kyung Lee & Ma Dong Hoon
Abstract
This paper aims to explicate how the new Standardized Norm-based Broadcasting Program Quality Evaluation Index (ProQEI) research method has been formulated, and further utilized as a powerful tool for assessing the program quality in Korea between 2005 and 2006.
The research has provided some important methodological insights. First, it suggested the possibility of positive usage of on-line panel survey research, which clearly has a time and cost-effective nature. Second, it signaled the era of individual-based, time-series analysis of the broadcast audience, which will provide some important data for the broadcast practitioners. Third, it relied upon a Standardized Norm-based index system, by which the practitioners can compare, if necessary, the ProQEI of each program’s performance even in and outside the various television genres, and further articulate their own programming strategies.
Heung Chul Lee
Net Intelligence Korea, KOREA
Dr. Lee has graduated Korea University with psychology major, and been awarded Ph.D in experimental psychology. He has a great volume of social and marketing research and consulting experience through his days at Korea Gallop and Korea Research Center for last twenty years. In particular, the presidential election prediction model in 1987 and the evaluation tool for television program quality since 2005 are of his credit. He is currently the president of N.I. Korea, a marketing research institute specialized in on-line research, based in Seoul, and a board member of Korean Association of Marketing and Public Opinion Research, and also of Korean Society of Survey Research.
Tae Kyung Lee
Korea Broadcasting System, KOREA
Mr. Lee has been a program director at KBS, a major public broadcasting in Korea, for last 12 years, since he graduated Sogang University with political science major. His work portfolio at KBS includes “TV, Talking about the Books”, “Special on Environmental Issues” and “60 minutes” – a major investigative journalism program of KBS. He has been in charge of the television program evaluation and specifically the project for developing program quality evaluation index for KBS since 2005.
Ma Dong Hoon
Korea University, KOREA
Since completing his Ph.D in communications and sociology, at Leeds University, England, in 1993, Professor Ma has been an assistant and associate professor at Chonbuk National University, and is currently a professor in visual and cultural studies at the division of journalism and mass communication, Korea University, Seoul, Korea. His major field of interest at the moment is the socio-historic formation of the social media and popular culture, including the computer-based new media and its culture. He was a chair of visual communication division, International Communication Association, and is now involved in several international research projects in both quantitative and qualitative research of global media audience.
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