Drama Channels Have Changed And Strategized
Cable TV drama channels that had a strong flair of an image of the "Terrestrial Rerun Channels" brought forth a new strategic programming that showed the competitive edge of each channel and is enjoying a popularity like any other terrestrial channel.
Especially in the case of the multiple braodcasting channel user, there was a synergy of having more than two drama channels in a strategic programming. Hyundai Media that possesses channel CHING and drama H as well as CU Media's Drymax and the Drama channel is a prime example.
Hyundai Media that manages Drama channel CHING and drama H is a newly modified programming for two families under one roof. The two channels both boast to being drama-specialty channels but channel CHING is historical drama both domestic and foreign and Drama H Is more recent drama holdbacks that are broadcast.
Recently, CHING that reflected the popularity of period dramas such as "Empress Ki" and "Jung Do JUn" strengthened the historical drama programming of South Korean dramas in the first half of the year and went up in ratings two slots from the past year in the first half, as It succeeded to be in 19th place. According to a staff member of CHING, men generally liked the investigative and mystery aspect of historical dramas and female viewers liked historical dramas about the dramas inside the court.
Meanwhile, in the case of drama H, there are trendy romance dramas that are scheduled to captivate women in their 20s and 30s as that is their stronghold. In addition, with the programming of holdback dramas being broadcast at the same time as CHING, they raised their management synergy with their acquisitions in an effective way.
CU Media also went to a specialization route as Dramamax shows recent holdback dramas and The Drama shows classic dramas that were a masterpiece.
In addition, T-Cast worked through Drama Cube to show the first mobile drama last February, "A Kind of Hello" and was of interest. In addiiton, they were drastic in showing the popular American show "Walking Dead 4" with 125 countries broadcast live.
A staff member of CHING said, "South Korean dramas that are being re-run in other platforms (cable, satellite, IPTV) have a lower value in terms of rarity. This is the reason that specialized strategies in programming that are geared towards target viewers are a reason for popular purchased dramas and monopolies" as he described this effect.
A staff member of Hyundai Media said, "Despite whether It's a terrestrial or cable channel, drama programming that secure viewers is a competition. Cable TV channels diversify in its strategy to show various dramas of various plots to fit the lifestyles of viewers and they are creating a channel identity with a different edge with ratings that follow" they said.
