地方ローカル局によるライブコマースに関する一考察―地域情報発信と映像消費の変容からみる論点―

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  • A study on live commerce by local local TV stations -Issues from the perspective of changes in regional information dissemination and video consumption-

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The environment surrounding local terrestial stations is undergoing changes one after another. Changes are occurring in the way video content is viewed and in the distribution environment, such as the start of distribution seivices by key stations. As distribution progresses, the search for ”things that only local stations can do” has begun. An important issue is whether it is possible to develop promotion methods that can be continued by small and medium-sized businesses in the region, where it has been difficult to advertise in commercials, and to create mechanisms for continued efforts. One approach that is attracting attention is the use of live commerce. Locals that already have "means for information sharing" Why does the TV station need to tackle live commerce? In this paper, we focus on the live commerce initiatives of local local TV stations, investigate the actual situation of these initiatives, and conduct interviews with partner companies to identify the issues faced by a new attempt at "live commerce conducted by local local TV stations."

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