Well-Crafted Entertainment Formats Prove to Be Long-Lasting Hits

'King of Mask Singer' and 'I Can See Your Voice' Global Success "Outstanding IP Adaptation" Popularity March
'Mask Singer' Exported to 50 Countries Including the US, UK, and France...Remake Programs Watched by 10 Million
KOCCA Reviews Preparation Process at 'International Broadcasting Video Market 2021' Discussion
"Unique and Original Expression Based on Bold Courage...Creative Energy" Praised

On the 3rd, Amazon Prime Video released the Japanese version of 'The Masked Singer.' Twelve masked singers performed various songs, sparking curiosity. France's TF1 is also airing 'The Masked Talent,' a spin-off of 'The Masked Singer,' this month. Ordinary people wear masks and sing in front of judges.

The original masked competition entertainment show is MBC's 'Mystery Music Show: The Masked Singer,' which has been airing since April 2015. It has already been exported to about 50 countries including the United States and the United Kingdom, gaining popularity. The French version, 'The Masked Singer,' ranked first in viewership ratings during its time slot for every episode. The final episode of season 2 recorded a 24.3% rating (5.4 million viewers). The UK’s 'The Masked Singer,' which aired on ITV last year, also attracted 5.5 million viewers for its premiere. Derek McLean, the merchandise planner (MD) at production company Bandicoot, said, "It’s thanks to adapting an excellent intellectual property (IP) to fit the UK market."

CJ ENM’s 'I Can See Your Voice,' which has been airing since 2015, is also thriving in overseas markets. It has driven ratings increases on broadcasters in 18 countries including the United States, the United Kingdom, and Germany. The BBC’s 'I Can See Your Voice,' which ended in May, nearly reached 5 million viewers (28.1% rating) at its peak. Rachel Ashdown, BBC Entertainment Commissioning Editor, said, "It’s a format that has emotion, humor, and scale," adding, "Various dramatic devices and audience participation worked as attractions."

The broadcaster that pioneered the remake trend is Fox in the United States. In the US, the success of a program is judged by viewer numbers. Generally, over 10 million viewers is considered a 'hit.' 'The Masked Singer,' which has aired since 2019, draws around 10 million viewers per episode. A new season will air on the 22nd. 'I Can See Your Voice,' which debuted last year, has also established itself as a popular program, attracting about 5 million viewers per episode.

The Korea Creative Content Agency held a discussion at the 2021 International Broadcasting & Video Market (BCWW 2021), held from the 6th to the 10th, to explore the factors behind the success. The theme was 'The Charm and Future of K-Content, and Changes in the Content Industry.' Broadcasters Ken Jeong, who appeared on both programs, Craig Plestis, CEO of Smart Dog Media and producer, and Rob Wade, CEO of Fox Alternative Entertainment, were invited to review the preparation process.

The US entry of 'The Masked Singer' was made possible by the Thai remake. CEO Plestis happened to watch it at a Thai restaurant and couldn’t take his eyes off it. "It was truly amazing. Everyone in the restaurant was watching the TV. When I searched online, I found it was a successful program in both Korea and Thailand. I thought, 'My goodness, I have to have this.' I immediately purchased the format rights and sold them to Fox."

Wade, who secured the rights, emphasized, "The era of benchmarking in TV history is over." He said, "To bring people back to TV, creativity and risk-taking are necessary. Only then can the experience of co-viewing be redefined. We are still looking for bold and ingenious formats that fit the new trends."

Recently, the US broadcasting market has developed a strong tendency toward safety, following successful formats. Korea is no different. However, with platforms expanding through YouTube and others, new formats are emerging again. Wade praised, "Korean content flows with creative energy," adding, "Uniqueness and originality manifest on the foundation of bold courage."

Plestis also said, "The effort to take risks and be different from others is impressive." He added, "American viewers no longer expect another version of 'American Idol.' They are thirsty for something new. Smarter content is needed."

Recognizing the demand, the Korea Creative Content Agency responded swiftly. In 2015, it set up a Korean format showcase at Singapore’s ATF and the following year at France’s MIPFormats, introducing 'The Masked Singer' to buyers. Last year at BCWW, it invited CP Lee Sun-young of 'I Can See Your Voice' and arranged meetings with buyers. This BCWW also serves as a bridge by conducting various pitching and showcases, including international format proposal pitching involving ViZentiv Korea and Dipot, K-format showcases, Asian format showcases, and European format showcases.

Kim Jung-ok, head of the broadcasting distribution team at the Korea Creative Content Agency, said, "The speech by CEO Plestis, invited as a keynote speaker at BCWW 2018, helped promote Korean content globally," adding, "We will continue to participate steadily in the Americas and European markets to support format promotion."

Wade advised Korean broadcasting officials, "Entering the US market is not that complicated. I hope you don’t think of it as difficult." CEO Plestis shared tips on promotion and pitching: "Unique and creative formats don’t need complicated or lengthy explanations. A simple introduction is enough. If anyone can understand it at a glance, questions will pour in. Detailed elaboration can come later without delay."

This content was produced with the assistance of AI translation services.