The tvN X TVING original drama “The Queen Who Crowns” premiered its 19+ versions of episodes 1 and 2 on OTT platforms before airing the 15+ versions on TV. Amid the strong presence of Netflix and the significant capital behind it, the drama has successfully balanced both high ratings and buzz by employing a smart dual-track strategy.
“The Queen Who Crowns” tells the story of Queen Wongyeong, who helped her husband, King Taejong Lee Bang-won, seize power. The series explores the complex dynamics of their marriage and the intense emotions between the king and queen, starring Chae Joo-young and Lee Hyun-wook.
On TVING, the 19+ versions are released every Monday, while the 15+ versions air on tvN at 8:50 PM (KST) on Mondays and Tuesdays. Despite concerns that the 15+ version might lose viewers due to the earlier release of the more explicit content, both versions have successfully attracted audiences, earning praise for their targeting of diverse viewing habits.
According to Nielsen Korea, the premiere episode achieved an average rating of 5.1% in the Seoul metropolitan area, peaking at 5.9%, marking the first time in over a year that a tvN Monday-Tuesday drama had surpassed 5% in its debut. On TVING, the episodes also ranked first in terms of paid subscriber contributions on the day of the pre-release.
“The Queen Who Crowns” has also shown clever direction, not only omitting explicit scenes in the 15+ broadcast but replacing them with alternate versions. The key is to prevent viewers watching the tvN version from feeling disappointed that they’re not seeing the “original.”
On tvN, the drama omits excessive exposure to encourage comfortable viewing, while on TVING, bold directorial choices create an immersive experience. The comparison between the two versions adds to the enjoyment, and viewers who watch the TVING pre-release can satisfy their curiosity with the TV version. This strategy allows the actresses to maintain their dignity, even with the challenging content.
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