[Zoom In] "I'm a Top Star" The Era of Content Over Name Value

Jun Ji-hyun, Jeon Do-yeon, Go Hyun-jung Move to Home Screens
Market Changes as Boundaries Between Film and OTT Blur
High-Quality Content Drives 'Ojingeo Game' Success

Jeon Ji-hyun Jeon Do-yeon / Photo by tvN, JTBC

[Asia Economy Reporter Lee Isul] There was a time when just the three names of top stars would draw audiences to theaters and TV. Back then, people cared more about who appeared in a work than what story it told. When a famous actor showed up, ratings rose and crowds gathered.

Now, the name value of top stars no longer wields significant power in the culture and entertainment industry. So-called 'leading' actors with high recognition, who used to easily secure investments, turned their attention to dramas as the film industry froze due to the COVID-19 pandemic. The breakdown of boundaries between movies and online video streaming (OTT) platforms played a key role.

The recent Netflix drama series "Ojingeo Game" (Squid Game), which sparked a craze, was originally a movie script. It shifted to OTT due to the pandemic, but thanks to the pandemic, it became a huge hit. Along with the film director, many film production staff also moved over. Riding the wave of changes in the production market, film crews left the movie sets and began experimenting with new platforms.

Top stars who recently moved to the small screen received disappointing results. Perhaps because expectations were high, the atmosphere is filled with criticism over low ratings and dissatisfaction.

Jun Ji-hyun returned to the small screen with the cable channel tvN drama "Jirisan," which premiered on the 23rd. It was her first drama in five years since "Legend of the Blue Sea" (2016).

"Jirisan" was a highly anticipated work even before airing. Jun Ji-hyun continued her collaboration with star writer Kim Eun-hee, who worked with her on the special edition "Kingdom: Ashin of the North" released on Netflix in July, and was directed by hitmaker Lee Eung-bok, who directed "Mr. Sunshine" (2018), "Goblin" (2016), and "Descendants of the Sun." It was a 15th anniversary project for tvN, with a production budget of about 30 billion won.

Perhaps because expectations were high, the drama received harsh criticism upon release. There was a flood of complaints about awkward special effects (CG). Given the mountain setting, some CG was inevitable, but the quality was so lacking that it reminded viewers of "Baechu Dosa Mudo-sa" (a Korean internet meme). Excessive product placement (PPL) was also criticized for disrupting immersion, and the drama opened amid disappointment.

Jeon Do-yeon, who returned to the small screen after five years with the JTBC drama "Ingan Silgyeok" (Human Disqualification), also had a bitter experience. It was director Hur Jin-ho's first drama, known for films like "Christmas in August," "The Last Princess," and "Forbidden Dream." Jeon Do-yeon's comeback attracted attention. Actor Ryu Jun-yeol co-starred, but viewers' reactions were cold.

The results were not good. "Ingan Silgyeok," which premiered in September, ended on the 24th with a 2.4% rating. Despite the collaboration between melodrama master Hur Jin-ho and Jeon Do-yeon, ratings did not rise. It hit a series low of 1.2%, struggling throughout. The dark tone of the drama polarized viewers. Unfriendly directing and awkward scene transitions led viewers to turn away.

The JTBC drama "Neoreul Dalmeun Saram" (A Person Resembling You), which premiered on the 13th, is no different. Actress Go Hyun-jung returned to drama after two years since "Neighborhood Lawyer Jo Deul-ho" (2019), but ratings stayed at 2.4%. There is potential for a rebound. Even considering the early stage of airing, viewers are showing fatigue toward the thriller genre centered on passion and revenge.

Jun Ji-hyun and Jeon Do-yeon headed to the small screen with trustworthy directors, writers, and production teams. They collaborated based on trust formed through other works like films, but ultimately could not smile.

An industry insider said, "As the film market shrank recently, OTT grew rapidly. The boundaries between dramas and movies collapsed, and film production staff moved en masse to the small screen. Changes occurred in the production market. With diverse platforms, the quality of content became more important than the form of release." He added, "The standards of audiences and viewers consuming content have risen. The era of relying on top stars is over. Famous actors can temporarily attract attention, but they cannot sustain continuous consumption of content."

Another film industry official said, "Unlike movies, dramas and OTT series have longer pacing. Understanding and adaptation by production teams are necessary. Viewers may watch early episodes due to expectations for actors, but if the content quality is low, it will inevitably hit a limit."

The insider viewed "'Ojingeo Game' led the K-content craze. It gained attention with good content without famous overseas actors or directors." He continued, "Currently, the OTT market is truly flooded. There are many drama contents, and viewers easily drop off. It is definitely a different market from movies," emphasizing, "Ultimately, what keeps viewers engaged is content."

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