Optimal Selection of Korean Dramas for Commercial TV Stations in Taiwan by Using the AHP

Optimal Selection of Korean Dramas for Commercial TV Stations in Taiwan by Using the AHP

Pi-Fang Hsu (Department of Communications Management, Shih Hsin University, Taipei, Taiwan), Shu-Yu Lin (Department of Communications Management, Shih Hsin University, Taipei, Taiwan) and Chia-Wen Tsai (Department of Information Management, Ming Chuan University, Taipei, Taiwan)
Copyright: © 2013 |Pages: 11
DOI: 10.4018/jea.2013040102
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Abstract

This study develops a model for selecting Korean dramas based on TV station manager’s perceptions. First, the proposed model adopts the modified Delphi method to find out the suitable evaluative criteria of Korean dramas. Next, the model apply the analytic hierarchy process (AHP) to determine the relative weights of evaluative criteria, then ranks the alternatives and selects the best Korean dramas. Additionally, a famous Taiwanese commercial TV station is used here in as an example of how a Korean dramas can be selected using this model. The results indicated that concerns think highly of criteria in order are drama content perspective, cast perspective, advertising budget perspective, foreign data of origin perspective. The proposed model helps commercial TV to effectively select Korean dramas, making it highly applicable for academia and commerce.
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2. Methodology

The methodology involves two parts, the modified Delphi method and AHP, as described below.

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