시청률 제고를 위한 KBS의 2014 월드컵 중계방송 전략에 대한 연구

The purpose of this study is to analyse the strategy of KBS World Cup Broadcasting in 2014 pertaining to its commentator and sportscaster in leading its broadcasting to the best program with the highest audience ratings. It is also assessed as to how KBS World Cup commentator and sportscaster was selected and why they could have a magnetism to successfully attract the TV viewers In the run up to the 2014 World Cup, KBS have employed a new commentator with expertise and experience as former South Korean football international and choose a relatively young sportscaster who could fit in well with the commentator. This strategy carried forward by KBS struck a chord with the TV viewers: Young-Pyo Lee, the KBS commentator was praised for his expertise and ability to predict the outcomes of important World Cup matches, a style that was in stark contrast with more frivolous and entertaining broadcasting of MBC. Also KBS could put SBS with the established commentator into the shade by virtue of Lee’s exceptional capabilities in analysing World Cup games. It is safe to say that the success of KBS World Cup broadcasting greatly relied on the ability of its commentator as a football analyst. It is a reassurance that the expertise of commentator is the most important factors in dictating ratings of the World Cup broadcasting.