การเข้ารหัสใหม่ในกระบวนการนำเสนอภาพยนตร์ที่ออกอากาศซ้ำทางสถานีโทรทัศน์ เอ็ชบีโอ / วรวุฒิ อ่อนน่วม = The re-encoding in the presentation process of movies rerun on HBO channel / Worrawut Onnaum
This qualitative research has objectives to know the characteristics of re-encoding in the presentation process of movies rerun on HBO Channel and its result. The result is that re-encoding in the presentation process of movies rerun on HBO Channel has three characteristics: firstly movie classification and systematic rerun pattern. Secondly, Pre-Text building via public relations advertisements with Teaser and Special Program. Thirdly, Co-Text building on each movie in relation to its context such as leading actors or main theme. The result of re-encoding in the presentation process of movies rerun on HBO Channel uses communication factors in order to enhance audience’s interest on movies rerun which can make the audience’s satisfied in the certain level. The concerned factors are movies interest for each story, audience tastes as well as their viewer behavior. The audiences as active audience choose to watch rerun movies as they want. Therefore, HBO Channel cannot control these factors.
