전략적 서비스 비전으로 분석한 TV 프로그램 디자인 성공요인: 나영석 PD의 ‘삼시세끼’를 중심으로

Abstract

We examine the development of a TV series, ‘Three meals a day’ (Samsi Sekki), by using the framework of strategic service vision. ‘Three meals a day’ is a reality cooking TV series directed by a producer and director (PD) Na, Young-seok who is one of the famous PDs in South Korea. In ‘Three meals a day’ two actors from an urban metropolitan area demonstrate how they get used to the life in rural area. The only mission given to them is to make three meals a day with ingredients acquired from a small farm near their rural home and a nearby village. Surprisingly, this somewhat lukewarm and plain TV series made a big hit in South Korea. We present that ‘Three meals a day’ successfully utilizes the essential elements of the strategic service vision. We also analyze how the four elements of the framework are fulfilled in the design of ‘Three meals a day’: target market segments, service concept, operating strategy and service delivery system.