Drama and variety content produced by telcos continually fails to achieve success. Despite featuring A-list celebrities, these productions struggle to overcome the limitations of platforms overshadowed by mainstream OTT services.
Go Hyun-jung’s highly anticipated return to drama after three years with “Namib” failed to cross the 1% ratings mark. The drama’s lack of follow-through is especially painful when compared to the buzz surrounding Go Hyun-jung herself.
Produced by KT Studio Genie, “Namib” was criticized for its clichéd plot, although Go Hyun-jung and the cast’s performances 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 fired intern, as they team up to launch a new star.
However, “Namib” airs exclusively on the less popular platforms KT Genie TV and the ENA channel, significantly reducing its visibility. While word of mouth has increased its ratings slightly, it still struggles to compete with OTT and terrestrial TV dramas.
Telecom companies such as KT and LG U+ have ventured into producing dramas and variety shows, but their efforts have been largely ineffective. These companies’ weak platforms make it difficult to attract new viewers.
KT’s content subsidiary, KT Studio Genie, has released dramas following the huge success of “Extraordinary Attorney Woo” in 2022, but none have replicated its popularity.
Similarly, LG U+ faced failure with its first variety show centered on entertainer Kian84, “Kian CEO.” Program ratings remain stuck in the 0% range. The show depicts Kian84’s unpredictable efforts to rescue struggling CEOs, but despite the high expectations attached to its name, it has been criticized for being accessible only via LG U+ Mobile and the ENA channel, platforms deemed too weak to attract an audience significant.
In response to poor ratings, “Kian CEO” recently expanded its reach to Netflix in hopes of regaining viewers.
Telecom companies are venturing into content production to differentiate themselves and provide unique experiences to their customers beyond standard telecom services. However, their ability to succeed in the OTT-dominated landscape remains uncertain.
