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Culture Insight
theKoreaCommunicationsCommission
stigmathatcableTVprogramscannever
entertainment elements. For instance,
said, “It often happens that public TV
earn greater than a 1 percent audience
therewasacasewhereabribewasgiven
copiesprogramsfromcableTV.”
rating. The sequel to “Reply 1997” was
to a former prime minister by a former
“Reply1994”,whichalsoprovedtobea
Keangnam Enterprises CEO in April
hit in the drama market in Korea. After
2015. “SNL Korea” satirized this event
Cable TV was launched in 1995 with
these programs, “Nine: Time Travel
by describing the scene as one in which
an offering of broadcast channels such
of Nine Times,” “Misaeng,” “I Need
the CEO gave a vitamin drink to the
as tvN, O’live, OCN and Screen TV
a Romance 3” and “Emergency Man
prime minster. Also, there was criticism
to complement the existing public TV
and Woman” successfully churned out
andsatireofpartisanpoliticsjustbefore
channelsthatincludedKBS,SBS,MBC,
show after show, and other dramas are
thepresidentialelectionin2012through
and EBS. In addition, “Comprehensive
expectedtocontinuetoregularlyappear.
the use of the colors of “Teletubbies,”
Programming Channels” mix the
Also, members of IPTV and cable TV,
representingpoliticalconcepts.
output of cable TV with that of public
in general, are increasing. Viewers of
Second,cableTVcancreatevariedand
TV broadcasts, dramas, news, and
IPTV have increased seven fold, going
freshcontent,whereaspublicTVcannot
entertainment all together. A typical
from a million viewers in 2009 to 7
easily create original programs because
exampleofthiskindofchannelisJTBC
million in 2013. In the case of cable
the price of commercials is expensive.
of the Joongang Ilbo, Channel A and
TV in general, there were five million
Because the success of new programs
MBN.
viewers in 2002, and as many as, 15
is not guaranteed, the shows are
Cable TV, ten years ago, encountered
millionviewerstoday.
perceived as highly risky by advertisers.
initial hardships with audience ratings
If the viewer rating decreases on a new
of roughly one percent. Music channel
program, advertisements will decrease
Mnet and food channel O’live only had
andthebroadcasterwillsufferlosses.An
1.8 percent and 0.5 percent audience
There are three reasons for the
authority from the Korea Broadcasting
popularity of cable TV. First,
ratings, respectively, in 2005. However,
Corporation said, “In general, the unit
cable TV made great progress when
broadcasting regulations are more
price of a public TV advertisement is
“Super Star K” from Mnet was aired
generous with cable TV than public TV.
themostexpensive.”However,cableTV
in 2009. After “Super Star K,” variety
This is because public TV has a greater
advertisements are relatively cheaper
programs from cable TV channels
in?uence on society and there are many
so cable TV can more easily follow our
came pouring out. “Super Star K 2”
more viewers of public TV than cable
fast-changing society and satisfy the
received a 13 percent audience rating
TV. Therefore, the regulations on public
varioustastesofviewers.
for the first time. Following up on this
TV are much stricter than those that
Third, cable TV programs can more
popularity were “Show Me the Money”
are applied to cable TV. In addition,
easily target niche markets with their
and“UnprettyRapStar”ofMnet,which
the right to freedom of expression is
many channels. These niches focus on
caughttheattentionofmanypeople.
much higher with cable TV than public
viewers from their twenties to fifties
Furthermore, cable TV has been
TV. “SNL Korea,” broadcast on cable
becausetheyhavethehighestpurchasing
making dramas. “Reply 1997” took a
TV, satirizes corruption within the
power.Examplesofthesenicheofferings
13 percent audience rating, breaking the
Korean political world while adding
arethedramachannelontvN,themusic
ⓒSNLKorea
ⓒHuffingtonPost
ⓒCJE&M
▲ SNL Korea’s actors and actresses do
▲ “Misaeng”airedontvNin2014.
▲ “SuperStarK”airedonMnetfrom2009.
costumeplayof“Teletubbies.”
www.theargus.org
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