A Possibility of Value Co-creation in the Service Ecosystem of the Paid Media in Japan: Focusing on Viewers’ Life Stories
A Possibility of Value Co-creation in the Service Ecosystem of the Paid Media in Japan: Focusing on Viewers’ Life Stories
复制标题
日本付费媒体服务生态中价值共创的可能性：关注观众的生活故事
DOI：
10.1007/978-3-030-80840-2_56
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发表时间：
2021
期刊：
影响因子：
--
通讯作者：
Yasunobu Ito
中科院分区：
文献类型：
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作者：
Shuji Sudo;Yasunobu Ito
本研究旨在探讨付费媒体服务生态系统中媒体与受众共同创造价值的可能性。本文主要关注付费电视和付费视频点播(Video On Demand，简称OTT)这两种付费媒体。研究对象是以付费电视为主，加上OTT的付费媒体。不可避免地，付费媒体的使用或消费与受众的消费价值有关。传统媒体研究人员和营销从业者的关注点往往是受众当前的需求。鉴于此，本研究挑战通过受众的生活故事来探索媒体消费的未被挖掘的原因。研究方法是对观众的生活故事进行访谈。记忆与当前媒体消费的结合，使受众和媒体能够共同创造媒体公司没有提供的新价值。
The purpose of this study is to probe the possibility of value co-created by the media and audience in the paid media service ecosystem. This article mainly spotlights on pay television and paid Vod (Video on Demand) called OTT (Paid Vod services via the web) as paid media. The research target is on paid media of which the main area is pay television with OTT added. Inevitably, the usage or consumption of paid media is relevant to consumer value for audience. The focal points of traditional media researchers and marketing practitioners have tended to be on the current needs of the audience. Whereas this study challenged to explore untapped reasons of media consumption through the life stories of audience. The research method used was interviews with audience on their life stories. The combination of memory with current media consumption enables audience and the media to co-create new values the media firm did not provide for.