Drama and variety content produced by telecommunications companies are continuously failing to achieve success. Despite featuring top-tier celebrities, these productions struggle to overcome the limitations of platforms overshadowed by major OTT services.
Go Hyun-jung‘s highly anticipated return to dramas after three years with “Namib” has failed to surpass the 1% ratings mark. The drama’s lack of traction is particularly painful compared to the buzz surrounding Go Hyun-jung herself.
Produced by KT Studio Genie, “Namib” has been criticized for its clichéd storyline, although the performances by Go Hyun-jung and the cast have received praise.
“Namib” follows the story of Kang Soo-hyun (played by Go Hyun-jung), a fired star producer, and Yoo Jin-woo (played by Ryeoun), a dismissed trainee, as they team up to launch a new star.
However, “Namib” airs exclusively on the less-popular platforms KT Genie TV and ENA channel, significantly reducing its visibility. While word of mouth has slightly boosted its ratings, it still struggles to compete with OTT and terrestrial TV dramas.
Telecommunications companies like KT and LG U+ have ventured into producing dramas and variety shows, but their efforts have largely been ineffective. The weak platforms of these companies make it difficult to attract new viewers.
KT’s content subsidiary, KT Studio Genie, has been releasing dramas following the massive success of “Extraordinary Attorney Woo” in 2022, but none have replicated its popularity.
Similarly, LG U+ faced failure with its first variety show centered around entertainer Kian84, “Kian CEO”. The program’s ratings remain stuck in the 0% range. The show depicts Kian84’s unpredictable efforts to rescue struggling CEOs, but despite the high expectations tied to his name, it faced criticism for being accessible only through LG U+ Mobile and ENA channel, platforms deemed too weak to draw a significant audience.
In response to the poor ratings, “Kian CEO” recently expanded its reach to Netflix in hopes of salvaging viewership.
Telecommunications companies are venturing into content production to differentiate themselves and provide unique experiences for their customers beyond standard telecom services. However, their ability to succeed in the OTT-dominated landscape remains uncertain.
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