The purpose of this thesis is to analyze how the rapidly changing broadcasting situation has affected the diversity of the TV Home shopping channels programming from the founding of the GS Shop in 1998 to the spring of 2013. For the analysis, the method from recent studies categorizing the TV Home shopping into 15 sectors - (1) clothing, (2) cosmetics, (3) insurance, (4) daily supplies, (5) health food, (6) bedding, (7) rental product, (8) underwear, (9) home appliance(cell phone), (10) kitchen supplies, (11) food, (12) eduction, (13) travel, (14) jewels, (15) furniture - were employed.
The following problems are posed in this thesis for the pursuit of the purpose mentioned above.
Problem 1. How does the diversity of each genres from different programs on the channel for 15 years?
problem 2. What kinds of differences in diversity of programming are shown within each time, prime-time slot and no prime-time slot on the channel of the GS Shop for 15 years ?
problem 3. What kinds of differences in diversity of the manufacturer(large and mid-size companies' product) are shown within each time, prime-time slot and no prime-time slot on the TV Home Shopping Channels for 7days?
problem 4. How have the GS Shop's programming strategies and characters been transformed ?
In the thesis, the period between 1998 and 2013 is classified into four by the major events the had occurred in the Home Shopping industry.
The 1st period(1999~2001): After relief finance of IMF.
The 2nd period(2002~2004): After the birth of the competitive TV Home Shopping in Korea.
The 3rd period(2005~2009): After GS Home Shopping began its TV Home Shopping service.
The 4th period(2010~2012): After GS Shop began its total brand Home Shopping service.
The results of this dissertation can be divided into two parts : suggestions for new approach to the study of TV Home Shopping programming diversity and answers to the research questions. In order to measure the diversity within a GS Shop Channel, the method of Herfindahl Index is employed.
In conclusion, GS Shop take 'change and power programming strategy' for secure format and material diversity in TV Home Shopping programs. The advent of TV Home Shopping is altering media system dependency relationships at all levels of analysis - structural, organizational, and individual. These changes benefit some groups, such as consumers who enjoy the convenience of shopping at home and merchandisers who new have a more direct access to consumers.
It does appear that each Home Shopping networks are generally bringing a variety of product program genres to the consumers, but analysis from the day and time difference shows that in the early afternoons, and there is less diversity as opposed to the prime times. Thus, one can say that the GS Shop of the TV Home Shopping is still focused in on profits as they favor certain popular genres to keep the viewing rates high, and to come up with a new idea for increasing sales, instead of trying to provide viewers and consumers with different kinds of products' programs that will cover more for the public's interests. And this outcome does not fall very from the results of studies that have been done in the past, once again, bringing us to realization that TV Home Shopping channels as well as major broadcasting networks have come up short in their attempts to diversity program genres for the showing to the multitude.